Retailers Broaden Brand Storytelling Strategies in 2026
In a notable shift for the retail landscape, companies like American Eagle are venturing beyond traditional social media platforms, experimenting with channels such as Substack to enhance their brand storytelling. This approach aims to cultivate authority and authenticity while adapting to new media consumption trends.
Emerging media formats are becoming increasingly vital for brands seeking deeper engagement. During a recent panel at the National Retail Federation’s Big Show, marketing executives discussed how platforms like Substack and Reddit allow brands to engage audiences through enriched narrative experiences. This strategy aligns with a broader trend of diversifying content channels amid a changing influencer economy, where creators are seeking platforms beyond conventional social media giants like TikTok and Instagram.
Key points from the discussion include:
– American Eagle launched a subscription-based Substack newsletter, “Off The Cuff,” to foster direct connections with consumers through long-form content—contrasting with the quick, consumable style promoted by platforms like TikTok.
– Retailers acknowledge that community-driven platforms can mitigate the influence of artificial intelligence on brand visibility in search engine results.
– Recent forecasts anticipate U.S. ad spending on creator content reaching $37 billion in 2025, highlighting the importance of integrating creator-driven marketing as part of retail strategies.
According to Ashley Schapiro, American Eagle’s Vice President of Marketing, the newsletter format facilitates deeper consumer insights and cultivates a more intimate brand relationship. “Long-form is interesting because it’s about diving deeper and establishing new audience routines,” she stated.
The gathering at NRF underscored a pivotal moment in the retail sector as companies like Walmart and Abercrombie & Fitch emphasized the need for a balanced approach between “snackable” social media content and more in-depth storytelling that builds credibility and trust with consumers.
As retailers innovate and navigate this evolving landscape, it’s evident that engaging consumers through diverse channels will shape the future of brand storytelling. With a pressing need for authenticity and meaningful engagement, brands are once again redefining how they connect with their audiences in 2026.
