Gen Jeans: See How American Eagle’s Denim Deli Catered to Its Customers

"I think it's important for brands to go to their customer versus their customer always having to come to them," Schapiro said.Photo: Courtesy of ShadowNASHVILLE, TENN.—On March 21 and 22, American Eagle hosted its latest experiential retail activation—the Denim Deli—in Nashville. Designed to bring the brand’s signature denim to life in an interactive way, the pop-up took over Mitchell Deli in the trendy 12 South neighborhood. 

There, visitors could grab free sandwiches and enter for a chance to win prizes, customize denim totes, and listen to live music. Surrounded by four universities, the activation aimed to attract college students, young creatives, and music lovers. 

The localized brand experience, which was produced by Shadow, tapped into a key cultural hub—Nashville’s 12 South—in an effort to connect with the right crowd.

“That was a key hindsight for us coming out of our last activation that we did where we popped up in Austin and saw some amazing traffic from the University of Texas,” explained Ashley Schapiro, American Eagle’s vice president of marketing, when discussing the location.  

“I love the idea of not always popping up in a major city,” she added. “I think the idea of a big brand coming to your town is so special.” 

The brand’s “Live Your Life” messaging was weaved throughout the space. This phrase was originally trademarked by the retailer in the mid-2000s and was resurrected in 2024. 

The concept is “much more meaningful when you show it,” Schapiro explained. It’s “this idea of just go out, eat a sandwich, grab that microphone, sing a song. So, it's about giving a platform, a place, or a community for young people to come and live their life. ... We wanted it to be a happy place where people can come and live their life and get a break from the commotion that we're living in right now.” 

The event marketing plan for the activation included enlisting 400 influencers, posting classified-inspired flyers throughout the city with pull tabs that listed “Live Your Life” dares, and integrating into Saturn, an app designed to help high school and college students maintain their schedules. 

When it comes to marketing for a Gen Z audience, Schapiro said, “We have to always stay one step ahead. ... They move fast.” 

“I think Gen Z likes to participate; it's two-way. In this example, we're not just saying, ‘Hey, we're having an event. Come watch.' We're saying, 'Come participate. After [singer] Abby Anderson sings, you can sing.'” The pop-up featured an open-mic stage where local musicians and visitors performed.

She continued, “You can also compare that to social. Social is two-way. ... You can get into positive banter with your customers on social. They ask for things; we respond. They make jokes; we make jokes.” 

Regardless of the generation, experiences like American Eagle's address a need we all have. “Right now, I think we're all just looking for some happiness and this idea of community. We all feel that way. It doesn't matter if you're 20 or you're 50 or my 7-year-olds.” 

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