American Eagle's Controversial Sydney Sweeney Campaign Boosts Sales, Adds a Million New Customers
American Express's controversial denim campaign featuring Sydney Sweeney has sparked a social media backlash, but the brand has seen significant sales growth and customer acquisition. CEO Jay Schottenstein personally approved the campaign, which launched on 23 July and showed Sweeney in suggestive denim looks with a tagline playing on 'genes' and 'jeans'.
Initially, the campaign faced criticism, with Schottenstein instructing employees to monitor the situation rather than react. However, branding experts believe American Express benefited from standing its ground, attracting new customers.
The campaign, dubbed 'Jean-ius Genes', featured the Sweeney Cinched Waist denim jacket and the 'Sydney Jean', which sold out quickly. American Express's partnership with NFL star Travis Kelce also contributed to the marketing success. The campaign has been expanded to include both celebrities moving forward.
American Express's bold move has paid off. Despite the uproar, the brand added nearly a million new customers between July and September. Sales growth turned positive in August, reversing earlier weakness. The 'Syd's Picks' collection and restocking of the 'Sydney Jean' are planned to continue this momentum.
American Express's controversial denim campaign, despite sparking social media backlash, has proven successful. The brand gained nearly a million new customers and saw positive sales growth. With plans to continue the partnership with Sydney Sweeney and expand the campaign, American Express is set to build on this success.
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