Percorrer por autor "Jean, Audrey"
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- An analysis of American’s Eagle digital marketing strategy: from human-centered marketing to controversial advertisingPublication . Jean, Audrey; Mesquita, FranciscoThis study aims to highlight the challenges of modern marketing through an analysis of the digital marketing strategy of the clothing brand American Eagle and its Fall 2025 campaign. In the highly competitive denim market, American Eagle stands out through a human-centered marketing strategy that builds a strong emotional connection with consumers. Thanks to its strong presence on social media, its popularity among younger generations, and its optimistic brand personality, American Eagle promotes the values of inclusivity, authenticity, and self-acceptance. However, in August 2025, the brand shifted its communication strategy, generating a controversy that quickly spread beyond national borders. Was this controversy beneficial or detrimental to the brand? This study highlights the importance of developing a digital marketing strategy that aligns with the values and expectations of its consumers.