Sydney Sweeney American Eagle campaign fails to boost women’s jeans sales
Related: Sydney Sweeney gives nod to controversial American Eagle campaign in new ad
American Eagle‘s first-quarter sales saw a 2 per cent year-on-year decline, with an underperformance of its women’s bottoms category.
Disappointing sales in women’s bottoms occurred despite recent marketing efforts, including high-profile campaigns featuring Euphoria star Sydney Sweeney, according to analysts at TD Cowen.
Analysts cited issues such as “misallocated assortment”, and insufficient “depth” in popular styles as reasons for the women’s wear struggles.
Conversely, American Eagle’s men’s products delivered stronger results, and its sister brand Aerie, which also includes the activewear label Offline, achieved a 25 per cent jump in comparative sales.
The initial “Sydney Sweeney Has Great Jeans” campaign received backlash, with some critics perceiving its messaging as echoing “white supremacist ideas”, a claim Sweeney later addressed.
