American Eagle has recently launched a newsletter called Off the Cuff on Substack, aimed at fostering a discussion-driven platform for Gen Z consumers. The newsletter will cover current trends relevant to American Eagle shoppers and will be guest edited by Casey Lewis, recognized for her insights into youth culture. This initiative indicates a growing trend among brands to adopt media publishing roles while grappling with critical publishing challenges such as maintaining voice and balancing audience engagement with sales. The partnership with Lewis aims to enhance content quality and expand reach.
American Eagle aims to engage Gen Z through its new newsletter, Off the Cuff, by fostering deeper content interaction rather than mindless social media browsing.
The newsletter will explore internet trends and interests pertinent to Gen Z, featuring contributions from Casey Lewis, a noted writer on youth culture.
Substack's platform challenges brands to navigate traditional publishing dilemmas, like establishing voice, audience engagement, and balancing editorial integrity with marketing goals.
Craig Brommers believes partnering with Casey Lewis will not only enhance content value but also provide American Eagle with promotional advantages among younger consumers.
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