American Eagle Drives Revenue With Next-Gen Performance Tactics

American Eagle Outfitters (AEO), Inc. is a leading global retailer with a portfolio of beloved apparel brands including American Eagle, Aerie, OFFL/NE by Aerie, Todd Snyder and Unsubscribed. Rooted in optimism, inclusivity and authenticity, AEO’s brands empower every customer to celebrate their unique personal style by offering casual, comfortable, timeless outfitting and high-quality products that are made to last.

American Eagle is a global fashion brand offering casual, inclusive apparel for young adults. With strong retail and e-commerce channels already in place, the brand aimed to deepen engagement and strengthen market presence by increasing customer loyalty, driving more repeat purchases, and unlocking new product discovery in an increasingly competitive landscape.

To meet these goals, American Eagle first launched next-gen dynamic retargeting, a first-party tactic powered by Deep Learning. The campaign created momentum and unlocked actionable insights from the brand’s most valuable shoppers, which were later used in engagement campaigns designed to drive high-quality traffic to the site. Dynamic, brand-aligned shoppable creatives drove conversions and built brand, while performance was continuously optimized toward true business goals.

The next-gen retargeting tactic enabled in-ad discovery, with 26% of products purchased coming from items customers had not viewed before but discovered via RTB House ads. This demonstrates the Deep Learning engine’s ability to predict shopper intent and drive new product discovery rather than solely retargeting previously seen items, allowing American Eagle to unlock sustained revenue growth and achieve a 34% year-over-year increase in retargeting-driven revenue from existing and new customers.