The power of fashion stars: Despite the controversies, Sydney Sweeney contributes to American success
American Eagle Outfitters, an important US clothing retailer, with stores in Europe and online and in Romania, has become the latest brand that demonstrates the increasing impact of promotion on its visibility on the market and commercial performance.
Actress Sydney Sweeney has grown strongly American Eagle sales
As the retailers continue to face a weak demand from consumers for articles considered discretion, they compete to sign contracts with the most popular stars – athletes, actors, singers – trying and often managing to transform their popularity into real sales.
American Eagle has invested strategically in campaigns with renowned personalities, such as actress Sydney Sweeney, nominated for Emmy and famous for her roles in the series “Euphoria” and “The White Lotus”, and the NFL Travis Kelce (Taylor Swift's fiancé), points out the analyst Etoro Badan Maioreanu. The American retailer has managed to capitalize on the cultural influence of stars – and even controversies – to stimulate customers' involvement and sales, which has led to a considerable increase in the company's shares. Together, Sweeney and Kelce campaigns had an important impact: the number of customers increased by over 700,000, and the combined marketing efforts have generated an amazing number of 40 billion impressions online.
This trend of promoting brands by stars is visible to other companies in the field that intensify their efforts to attract the public's attention in a very crowded space. Thus, several clothing brands have achieved notable success in the last five years by launching marketing campaigns with actors, pop stars or sports superstars. Adidas Originals has relaunched this summer the iconic line of SUPERSTAR SUPERIs through campaigns with Samuel L. Jackson, Missy Elliott, football stars Bellingham and Florian Wirtz and Rapper Stormzy. Levi's has a campaign in progress with Beyoncé, about which CEO Michelle Gass said it was “a great success.”
The slogan “Sydney Sweeney has great jeans” has sparked controversy
The American Campaign Eagle with Sydney Sweeney in the lead role was launched on July 23, before the crucial season to return to school, in order to revitalize the denim segment of the company, with the slogan “Sydney Sweeney has great jeans”. However, the advertising campaign also stressed the challenges of modern marketing, because its message has attracted polarized reactions. While some praised his playful tone, others criticized him for strengthening the narrow standards of beauty, causing negative reactions among more progressive consumers segments.
However, American Eagle has effectively exploited the controversy to maintain its cultural relevance and expand its coverage on social platforms. The initiative has generated a direct demand for products, reaching an unprecedented level of purchase of new customers and a substantial increase in traffic in stores. And this will not stop here, because Sydney Sweeney will continue to be part of the American Eagle team in the second half of the year, and the company will introduce new elements in the campaign, according to Craig Brommers, the marketing director of American Eagle (AEO).
The collaboration with Travis Kelce also marks a new evolution in the American Eagle's marketing strategy. As a NFL superstar also became a symbol of male fashion, Kelce brought his collection in a limited edition “AE X Tru Kolors” and the marketing campaign associated with AEO. This partnership, which includes the launch of the August 27 and September 24, has been strategically scheduled to follow the important moments in Kelce's career, including his engagement with the Pop Taylor Swift, as well as the beginning of the American – NFL football season, thus maximizing the media and interest of consumers. Kelce's campaign attracted younger buyers, especially those attracted to Streetwear and Athletic style. The integration of the large number of Kelce's fans and its distinct style in the Eagle American product line will allow the brand to connect with a larger spectrum of consumers.
The importance of these campaigns supported by the celebrities cannot be underestimated, it draws attention to the Etoro analyst by adding that they coincide with significant changes in both consumers' preferences and in the wider landscape of retail and shows the efforts that companies make to remain relevant.
For the American Eagle Outfitters, the current campaign had a great financial impact. Although the Sydney Sweeney campaign lasted only 10 days of the reported period, the company registered the second revenue of $ 1.28 billion, over the estimation of $ 1.24 billion, which is the second largest result in its history for a second quarter. “This indicates a significant improvement from the first trimester and validates the strategic actions of the company, which will continue in the following quarters. The success has also been reflected in the price of shares, which increased by almost 38% yesterday, following the reporting of the financial results. From a minimum of over $ 9 in June, the price of the shares now exceeds $ 18 Great marketing campaigns, ”concludes the analyst.
