The New Brand Loyalty: How to Build Gen Z & Alpha Fandoms with Abercrombie & Fitch

This event is over.

Fandoms don’t just reflect culture—they create it. For Gen Alpha and Gen Z, they shape identity, influence purchasing, and define brand loyalty.

In this practical, action-led session, we’ll break down how brands can actively build, grow, and sustain fandoms across their full lifecycle—from first discovery to long-term devotion (and even re-engagement after drop-off).

Grounded in insights from SuperAwesome’s latest research and brought to life through real-world strategies from Abercrombie & Fitch, this session translates fandom behavior into clear, actionable playbooks marketers can apply immediately.

You’ll learn how to:

Spark new fandoms: Where fandoms start and how brands can show up early and authentically
Turn interest into engagement: The moments and platforms that matter most
Partner with creators effectively: How creators ignite, grow, and become fandoms
Sustain momentum: Keeping fans engaged as their interests evolve
Re-engage lapsed fans: Extending brand relevance over time

Alongside SuperAwesome, Abercrombie & Fitch will share how they activate across the fandom lifecycle to drive deeper engagement and long-term loyalty with younger audiences.

Walk away with:
A clear, step-by-step framework to help your brand build and activate fandoms at every stage of the journey.