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- The Secrets Behind AEO, FIGS, & J.Crew's Brand Journeys | The ClickZ Digest
The Secrets Behind AEO, FIGS, & J.Crew's Brand Journeys | The ClickZ Digest
Also, ClickZ x The Lead Summit Is Official!
Zihan Lyu
May 03, 2025 • Estimated Reading Time: 11 minutes
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Hi there!
Highlights from today's newsletter:
🏃 Adidas says 'impactful' marketing will power brand momentum
📖 How CMOs can tell stories to manage change
🤖 Agentic AI and the attention economy
EDITOR’S PICK
At ClickZ, we’re always looking for ways to inspire our readers with fresh perspectives on brand building. With the recent launch of our #BuildingBrands series, we’ve been taking a closer look at the gritty, behind-the-scenes stories of iconic brands.
But sometimes, the most powerful insights come from looking at successful brands across different sectors and understanding the strategies that propelled them forward.
So, we thought, why not dive deep into some brand journeys and share the lessons learned along the way? This week, we're featuring a few stories that offer a closer look at brands redefining their markets with purpose and innovation.
#American Eagle Outfitters
In a market full of noise, American Eagle Outfitters (AEO) stands out by delivering on its brand promise with precision and agility. Through strategic decisions based on consumer insights, AEO has strengthened its position, from diversifying its product offerings to adapting to regional market shifts.
This approach, combined with disciplined financial stewardship and transparency, has fueled growth even amidst uncertainty. AEO’s success story proves that delivering on a brand promise is also about creating lasting customer relationships and staying committed to long-term sustainability.
#FIGS
In a retail world tightening under tariffs and rising costs, FIGS has made a bold move—scaling back discounts and doubling down on brand-building. As the premium healthcare apparel brand charts its future with global expansion and a focus on its community, it's clear that their success hinges on balancing financial discipline with purpose-driven marketing.
Despite facing increased competition, FIGS stands firm in its commitment to product innovation and customer loyalty. Discover how FIGS’ evolving strategy is reshaping the future of healthcare apparel marketing while navigating challenges like international growth and omnichannel strategies.
Here are two more stories:
#UPCOMING EVENTS
Headed to The Lead Summit? So Are We!
The Lead Summit is where iconic brands, high-growth disruptors, and cutting-edge tech come together to shape the future of commerce, marketing, and innovation.
As an official partner of The Lead Summit 2025, Unofficially Lead Summit, brought to you by ClickZ, is your go-to source for the insights, strategies, and connections that will define the year ahead.
Whether you're exploring how AI is reshaping customer experiences or unlocking new channels for growth, our coverage helps you stay ahead and get the most out of your Summit experience.
🎟️ Your Invite to The Lead Summit 2025 — On Us
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✅ Work at a brand or retailer? You can attend for FREE.
Just add our name “ClickZ” in the “how did you hear about us?” field when registering.
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See you in NY!
WHAT WE ARE READING
 | Adidas increased its marketing investment by 14% to $746 million in Q1 2025, aiming to sustain revenue and profit gains amid ongoing brand recovery. However, the CEO cautioned that US government tariff hikes will likely drive product price increases. Marketers face direct implications as regulatory actions influence both expenditure priorities and consumer pricing. |
 | Heineken’s “Social off Socials” campaign, supported by research indicating widespread digital fatigue, partners with prominent creators and Joe Jonas to advocate for reduced social media use and increased in-person engagement. This approach directly addresses growing societal concerns about screen time. The campaign’s global rollout spans TV, digital, and out-of-home media. |
 | CMOs should systematically analyze case studies like Mondelēz International’s to demonstrate how large-scale, AI-driven personalization and data integration yield measurable ROI and consumer engagement, even under rapidly shifting market conditions. Prioritizing customer empathy and adapting creative to platform-specific requirements are critical for sustained business outcomes. These findings emphasize the increasing regulatory scrutiny on data use and the importance of robust internal training. |
WHAT WE ARE LISTENING TO
🎙 DELOITTE DIGITAL
Ryan Fleisch, head of product marketing for Adobe Real-Time Customer Data Platform (CDP), and audience manager at Adobe, discusses the evolving role of agentic AI within the attention economy, highlighting its ability to understand not just business data but also organizational processes and objectives.
Marketers face a crucial tradeoff between data scale and accuracy, necessitating new tools for collaboration and action. As regulatory environments shift, understanding these AI-driven changes is essential for compliant and effective data practices.
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