{"id":201041,"date":"2025-04-23T17:19:37","date_gmt":"2025-04-23T17:19:37","guid":{"rendered":"https:\/\/fivemor.com\/affiliate-marketing\/american-eagle-debuts-a-new-affiliate-program-as-it-looks-to-the-next-phase-in-social-shopping\/"},"modified":"2025-04-23T17:19:37","modified_gmt":"2025-04-23T17:19:37","slug":"american-eagle-debuts-a-new-affiliate-program-as-it-looks-to-the-next-phase-in-social-shopping","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=201041","title":{"rendered":"American Eagle debuts a new affiliate program as it looks to ‘the next phase’ in social shopping"},"content":{"rendered":"


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<\/p>\n

This story was originally published on Glossy\u2019s sibling publication,\u00a0Modern Retail<\/a>.<\/em><\/p>\n

In a major step for the denim brand, American Eagle has developed its own affiliate program to boost sales and connect with brand fans.<\/p>\n

\n

American Eagle recently formed an affiliate community for everyone from seasoned influencers to new creators. The brand soft-launched the program in March and will be marketing it more aggressively heading into the summer and the eventual back-to-school season, American Eagle CMO Craig Brommers told Modern Retail.<\/p>\n

In exchange for plugging the brand on social media, members can receive a suite of perks, including early access to new American Eagle collections, exclusive discounts and commissions on merchandise sales. Creators can also build dedicated digital storefronts of their favorite American Eagle items, which shoppers can then browse and buy. The program is being branded as the \u201cLive Your Life<\/a>\u201d affiliate community, a tie-in to American Eagle\u2019s most recent marketing campaign.<\/p>\n

American Eagle has partnered with affiliate networks before, including LTK and ShopMy. Those relationships have been \u201csuper successful,\u201d Brommers said, and American Eagle will continue to work with other platforms. But the \u201cLive Your Life\u201d program marks the first time the brand has run its own affiliate community as it looks to create a deeper bond with customers during what Brommers previously called<\/a> \u201can uncertain time in retail.\u201d On March 12, American Eagle reported<\/a> fourth-quarter comparable sales growth of 3% and warned of \u201cless robust demand\u201d at the beginning of 2025.<\/p>\n

Brommers told Modern Retail that the new affiliate program \u201cis an opportunity to help us scale from a commerce perspective and scale from a content perspective.\u201d <\/p>\n

He added that, based on how the creator and influencer space has changed over the course of his career, \u201cI think we\u2019re about to begin the next phase.\u201d That entails \u201can affiliate commerce space, where friends and ambassadors of the brand can also be our business partners.\u201d<\/p>\n

The program is also American Eagle\u2019s latest attempt to court social-savvy Gen Zers, its biggest demographic.\u00a0A recent study by eMarketer<\/a>\u00a0found that 73% of U.S. Gen Zers make online purchases from creators. \u201cIntuitively, it makes sense that, as we build trust in this community, there could be a real business opportunity here,\u201d Brommers said.<\/p>\n

Still, other generations are encouraged to apply for American Eagle\u2019s program; its terms of service<\/a> say it\u2019s open to all applicants over the age of 18. Already, American Eagle is popular with millennials, and Gen Alpha is starting to shop the brand via their parents\u2019 credit cards, Brommers said.<\/p>\n

American Eagle is still in a \u201ctest-and-learn phase\u201d of the affiliate program, Brommers said, so it is playing around with different commission options. \u201cThere\u2019s no hard and fast number that we\u2019re going out with,\u201d Brommers explained. He also said American Eagle does not have a set number of influencers it wants to work with, although it has traditionally worked with 600 creators during any one season. \u201cIt\u2019s not crazy for me to sit here and say that the community will ultimately be made up of thousands of creators, \u2026 but it\u2019s quality over quantity,\u201d Brommers said.<\/p>\n

Notably, American Eagle is letting community members post as much as they want, as long as they stick to brand-safety rules like no offensive language. <\/strong>\u201cWhen you\u2019re too heavy-handed with a brief or styling [rules] or [instructions on] what you need to say, it doesn\u2019t work,\u201d Brommers said. \u201cWe do a lot of research on Gen Z, and I can tell you with complete conviction that Gen Z has a very high B.S. radar. That\u2019s why it\u2019s so important for these creators to be authentically them.\u201d<\/p>\n

This hands-off approach could pay off well for American Eagle, Erin Killian-Kristyniak, vp of global partnerships at the creator platform Partnerize, told Modern Retail. \u201cWhere I\u2019ve seen the greatest success is when you open those gates and allow influencers to tell their story on your behalf in a different way, but you\u2019re also providing the things they need,\u201d she said.<\/p>\n

American Eagle has traditionally worked with everyone from macro-influencers to nano-influencers, and that will remain the case. \u201cThe diversity of this community will be important for us,\u201d Brommers said, explaining that the brand is looking for creators with varying reach in various locations. Historically, American Eagle has found that mid-level and micro-level influencers tend to \u201chave the most impact on a local basis,\u201d Brommers said.<\/p>\n

American Eagle is updating its affiliate strategy amid a \u201cbroader shift across the industry,\u201d said Krishna Subramanian, the co-founder and CEO of Captiv8, an end-to-end influencer marketing platform. In the past, many brands used affiliates for bottom-of-the-funnel marketing only. That\u2019s starting to change, Subramanian told Modern Retail. <\/p>\n

\u201cAffiliate is becoming a core part of creator strategy, particularly for brands that want to scale full-funnel influence, from awareness to conversion, with measurable outcomes,\u201d he explained.<\/p>\n

Still, challenges abound for the affiliate marketing sector. In what could be seen as a road bump for American Eagle, the brand\u2019s new affiliate program is debuting at a murky time for TikTok. A ban on the app in the U.S. has been postponed until mid-June. If it goes through, it could throw a wrench in how influencers disseminate content. <\/p>\n

American Eagle is optimistic, though, about both TikTok and affiliate marketing, in general. \u201cWe\u2019re working closely with the TikTok team, and right now, it\u2019s business as usual until something happens,\u201d Brommers said. \u201cBut creators aren\u2019t going anywhere.\u201d<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

This story was originally published on Glossy\u2019s sibling publication,\u00a0Modern Retail. In a major step for the denim brand, American Eagle has developed its own affiliate program to boost sales and connect with brand fans. American Eagle recently formed an affiliate community for everyone from seasoned influencers to new creators. The brand soft-launched the program in […]<\/p>\n","protected":false},"author":1,"featured_media":201042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11761],"tags":[12735,204,12618,5998,10484,13239,11132,10974],"dealstore":[],"offerexpiration":[],"class_list":["post-201041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing","tag-affiliate","tag-american","tag-debuts","tag-eagle","tag-phase","tag-program","tag-shopping","tag-social"],"yoast_head":"\nAmerican Eagle debuts a new affiliate program as it looks to 'the next phase' in social shopping - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=201041\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"American Eagle debuts a new affiliate program as it looks to 'the next phase' in social shopping - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"This story was originally published on Glossy\u2019s sibling publication,\u00a0Modern Retail. In a major step for the denim brand, American Eagle has developed its own affiliate program to boost sales and connect with brand fans. American Eagle recently formed an affiliate community for everyone from seasoned influencers to new creators. 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