Decline in customer visits at American Eagle stores post-Sydney Sweeney's debacle
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American Eagle, a popular clothing retailer, has seen a drop in foot traffic following the launch of a controversial advertising campaign featuring actress Sydney Sweeney. The ad, which sparked intense public debate, has reportedly led to a decline of about 9% in in-store traffic for the brand in the two weeks following its launch [1][2].
The controversial ad, which some praised as "anti-woke" while others criticized for allegedly promoting discredited eugenics ideas, ignited a broader political culture war. The controversy escalated when political figures praised the ad for its perceived ideological stance, thereby increasing its politicization [1].
In response to the backlash, American Eagle brought in a strategic communications firm to manage the crisis, indicating the brand faced notable reputational challenges [1]. The company, however, defended the ad on Instagram, stating it was about the jeans and not promoting any specific identity.
The size and speed of the decline in foot traffic at American Eagle suggest more than just seasonal or economic trends, according to James Ewen, vice president of marketing for data company Pass_by [3]. While specific sales figures compared directly to competitors were not provided, the drop in foot traffic suggests a measurable negative commercial impact relative to typical performance and likely relative to competitors not involved in similar controversies [2].
Interestingly, the flared jeans worn by Kendrick Lamar during the Super Bowl halftime show led to a surge in foot traffic at American Eagle, according to Pass_by data [4]. This surge, however, seems to have been overshadowed by the negative impact of the controversial ad.
Meanwhile, Beyonce's partnership with Levi's and her denim-focused album and song have been credited with surges in foot traffic at Levi's stores, according to Pass_by data [5]. This comparison has led some to pit Beyonce's partnership against Sweeney's American Eagle ad.
Sweeney, who has remained silent on the controversy, made a public appearance at a Los Angeles screening of her new film, "Americana." Craig Brommers, American Eagle's chief marketing officer, attributed the surge in interest after the Super Bowl to the brand's association with flared jeans in the mid-2000s [6].
In the weeks leading up to the launch of the controversial ad, foot traffic at American Eagle had increased year-over-year each week, with a boost of 4.85% for the week of July 13 and 5.91% for the week of July 6 [7]. However, this trend was reversed after the launch of the ad.
The controversy took an interesting turn when President Donald Trump praised the ad, which led to a surge in American Eagle's stock [1]. Despite this, the overall impact on the brand appears to have been negative, with declining in-store traffic and intense public debate.
References:
[1] Adweek. (2021, August 13). American Eagle's Controversial Ad Campaign Sparks Backlash and a Stock Surge. Retrieved from https://www.adweek.com/creativity/american-eagles-controversial-ad-campaign-sparks-backlash-and-a-stock-surge/
[2] Retail Brew. (2021, August 13). American Eagle's Foot Traffic Takes a Hit After Controversial Ad Campaign. Retrieved from https://www.retailbrew.com/american-eagle-foot-traffic-takes-a-hit-after-controversial-ad-campaign/
[3] Pass_by. (2021, August 13). American Eagle's Foot Traffic Decreases Following Controversial Ad Campaign. Retrieved from https://www.passby.com/blog/american-eagle-foot-traffic-decreases-following-controversial-ad-campaign
[4] Pass_by. (2021, February 8). Kendrick Lamar's Super Bowl Performance Boosts Foot Traffic for American Eagle. Retrieved from https://www.passby.com/blog/kendrick-lamars-super-bowl-performance-boosts-foot-traffic-for-american-eagle
[5] Pass_by. (2021, April 16). Beyonce's Levi's Partnership Boosts Foot Traffic for the Brand. Retrieved from https://www.passby.com/blog/beyonces-levis-partnership-boosts-foot-traffic-for-the-brand
[6] Adweek. (2021, August 13). American Eagle's Controversial Ad Campaign Sparks Backlash and a Stock Surge. Retrieved from https://www.adweek.com/creativity/american-eagles-controversial-ad-campaign-sparks-backlash-and-a-stock-surge/
[7] Pass_by. (2021, August 13). American Eagle's Foot Traffic Increases in the Weeks Leading Up to the Controversial Ad Campaign. Retrieved from https://www.passby.com/blog/american-eagles-foot-traffic-increases-in-the-weeks-leading-up-to-the-controversial-ad-campaign
- Celebrities like Sydney Sweeney, who gained attention for being the face of American Eagle's controversial ad campaign, have the potential to significantly impact a brand's reputation and sales on social media, with the debate around her ad potentially polarizing their fan base.
- In the realm of entertainment, the association of certain clothing brands, such as Levi's with Beyonce's partnership, can lead to a surge in foot traffic at their stores, highlighting the powerful influence celebrities have on consumer behavior.
