Sydney Sweeney, Ella Langley, Travis Kelce for AEO: CMO Craig Brommers isn't booking talent -- he's writing season arcs.

With the Festival Shop, the maker's market shows a strategy shift to "milestones and ministones."

"Not Another Bouquet" wants to add a little more bling to the predictable posies-and-pancakes holiday.

With Max Gluteus, the apparel brand hopes to change your underwear thinking.

Costco's $17, 24-pack energy drink rattled Celsius, which charges $38 for the same count. That's the private label story in a can.