Can brands like American Eagle appeal to Gen Z with Substack?

American Eagle has joined Substack.

The retailer is the latest brand to join the platform with its new free newsletter, Off the Cuff, which it rolled out late last week. American Eagle is one of a number of brands including beauty brands like Saie and Rare Beauty as well as fashion reseller The RealReal that have joined the platform in recent months.

American Eagle hopes to replicate an “almost group chat mentality” in terms of engagement with Gen Z who might be inclined to engage with more in-depth content beyond a mindless social scroll, said Craig Brommers, chief marketing officer of American Eagle. He did not say how many subscribers the newsletter had.

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