After the controversial campaign involving Sydney Sweeney, American Eagle saw its shares rise on Tuesday (25). The rise coincides with the announcement of the “Give Great Jeans Campaign”, starring Martha Stewart.
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The TV host appears wearing a full denim look with a diamond necklace. She poses in a blue setting with a denim turkey on a kitchen counter.
“It’s Martha Stewart’s way of saying, ‘I’m flipping the middle finger to aging and to what you think I am,’” said Hitha Herzog, retail analyst at H Squared Research, to the New York Post.
Stewart’s campaign comes shortly after American Eagle was criticized for its collaboration “Sydney Sweeney Has Great Jeans”, which some social media users accused of being eugenic.
Despite the controversies, the brand says the campaign sold out within a week, driving record traffic and an unprecedented number of new sign-ups.
“You can’t run from fear,” said American Eagle CEO Jay Schottenstein to the Journal in October. “We stand by what we’ve done,” he stated.
“That’s what I think they’ve learned: they can be bold in campaigns, stir controversy and still have a high stock price. The brand remains extremely relevant,” Herzog told the outlet.
“Sydney Sweeney reached their audience. With Martha Stewart, they’re reminding an older generation that American Eagle is also there for them,” said Aliza Licht, branding expert and author of On Brand.
Fotos: Instagram @americaneagle. This content was created with the help of AI and reviewed by the editorial team.
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