As per a new report, Sydney Sweeney’s controversial American Eagle did not help the company sell more women’s jeans. However, American Eagle’s men’s products performed better than its female counterparts. Notably, Sweeney’s campaign was titled “Great Jeans” with the tagline, “Sydney Sweeney has great jeans.”
Sydney Sweeney’s ad didn’t boost American Eagles sales, report claims
As per a new report by Retail Dive, Sydney Sweeney’s contentious ad for American Eagle did not boost its sales for women’s jeans. In fact, the retailer’s women’s bottoms category reportedly recorded a two percent decline in the brand’s first-quarter sales year-on-year, executives said Thursday.
Aerie and American Eagle President and Executive Creative Director Jen Foyle reportedly discussed this on a call with the aforementioned outlet. They said, “We are not satisfied with where the business performed this quarter, especially in women’s. We know what needs to be corrected, and the teams are aligned and activated to return AE to growth.”
However, the men’s products proved to be a far more profitable venture than women’s bottoms. Hence, the brand is restrategizing its women’s collection. They are planning on introducing designs, patterns, and new styles ahead of the new season.
Analysts at TD Cowen said the disappointing sales for women’s jeans are also a result of additional challenges faced by the brand. This weakened the brand’s overall positioning in the market. They stated, “Specifically, [American Eagle] misallocated assortment and lacked sufficient depth in key winning fits/silhouettes, leading to underperformance in its largest category.”
For those unversed, Sweeney’s campaign for American Eagle was criticized for allegedly promoting genetic superiority. This was categorically denied by the brand in an official statement released via their Instagram.
Previously, the Euphoria star powered the retail giant’s biggest stock surge in years with a massive 25 percent jump. American Eagle shared their second-quarter earnings report in a meeting (via Fox Business). At the time, American Eagle’s CEO Jay Schottenstein credited Sweeney for the brand’s success. Schottenstein said, “The iconic fall denim campaign with Sydney Sweeney affirms we are the American jeans brand.”
