Sydney Sweeney American Eagle campaign fails to boost jeans sales

Stay up to date with notifications from The IndependentNotifications can be managed in browser preferences.AllNewsSportCultureLifestyleAmerican 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.In fullAmerican Eagle’s controversial ad with Sydney Sweeney didn’t help company sell more women’s jeans, report saysThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in

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