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American Eagle said its “Sydney Sweeney Has Great Jeans” ad campaign has given its brand and business a “reset,” Kelly Cloonan and Megan Graham reports.
The push sparked significant attention and controversy since its introduction on July 23, including questions about its intended audience and praise by President Trump.
“In just six weeks, the campaign has generated unprecedented new customer acquisition,” CMO Craig Brommers said on an earnings call Wednesday. “To be clear, that consumer acquisition is coming from every single county in the U.S. This momentum is national, and it is pervasive.”
American Eagle said it now expects comparable sales to increase by low single-digit percentages in the third and fourth quarters, resulting in the metric finishing the year about flat.
It had withdrawn its full-year outlook in May, citing difficulties predicting consumer spending because of macroeconomic volatility.
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