American Eagle, this brand without history at the heart of a controversy after a campaign with Sydney Sweeney

By offering the image of actress Sydney Sweeney for an advertisement, the ready-to-wear brand American Eagle “Grosse” pour “Revitalize” its jeans sales. Therefore, The scope of the campaign probably exceeded the brand’s expectations, which we talked about all over the world … Meanwhile, but not necessarily for the right reasons. Similarly, By affirming that «Sydney Sweeney has great jeans “playing on the proximity of the word Jean with the word gene in English. Nevertheless, the brand found itself at the heart of a debate which ignited the United States, some accusing it of eugenics, the others – including Donald Trump – defending it against an american eagle, this brand without assault «woke».

Almost absent in Europe, American Eagle is mainly located in the United States, Canada and Mexico. Nevertheless, The brand has 828 stores around the world, including some franchisees in around thirty other countries. Therefore, Particularly targeting young adults. Similarly, with a style of American university student, the ready-to-wear brand does not only sell jeans, but also t-shirts, sweatshirts, shirts … Nevertheless, But its range of jeans. launched in 1997, is one of the pillars of its success: the brand is thus boasting of more than 200 shades of denim and 50 sizes, for men as for women, sold for $ 40 dollars (35-52 euros).

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Hiking clothes for young adults – American eagle, this brand without

American Eagle took a long time to find his audience. Founded in 1977 by the Jerry. Mark Silverman brothers, already owners of the Silverman’s Menswear stores, the brand opens its first store in american eagle, this brand without a Michigan shopping center. At the start, the brand is positioned on external leisure clothing, for hiking, campsite or sport.

After the sale of Silverman’s Menswear in the late 1980s. the company experienced difficulties at the start of the next decade. The two Silverman brothers then sell to the Schottenstein family, still in command today. They are the ones who repositioned American Eagle as a daily ready-to-wear brand. The fresh money brought by the IPO, to NASDAQ, in 1994, allows the chain to speed up store openings.

The American Eagle Outfitters group (AEO) then tries to diversify, launching new concepts. Some have walked, such as the Lingerie Aerie brand created in 2016, which sometimes shares the premises of American Eagle stores. Other experiences have cost the group a lot of money. Also in 2006. Aeo Lance Martin + OSA, a brand aimed at women aged 28 to 40, american eagle, this brand without which closed in 2010 after causing $ 44 million in losses in 2009. Another failure with the 77kid children’s clothing brand, created in 2008, sold in 2012 after losing $ 35 million in the group.

Shrberry with Abercrombie & Fitch

The controversy around advertising with Sydney Sweeney is ultimately one of. the first people experienced by the brand in almost 50 years of existence. Just has she had a long showdown with Abercrombie & Fitch. which has several times (but without success) attacked American Eagle for plagiarism in the late 1990s, finding the concept of his competitor too similar to his.

In 2024, the AEO group recorded a turnover of $ 5.3 billion (4.6 billion euros), including $ 3.4 billion for the American Eagle brand, for a profit of $ 329 million. Growth results, which do not prevent its action from having dropped by 22% between american eagle, this brand without early January and early August. The group’s stock market has always been unstable. chaining times of growth before falling back, by cycles of about two or three years, causing a swords in a sawtooth.

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It is only $ 1.99 billion in early August against $ 4.71 billion at the last peak in March 2024. At the highest, AEO was valued $ 5.5 billion in 2007, just before the crisis. The bad buzz around Sydney Sweeney in any case brought it a little air. making the 20% action jump in a weekend. It remains to be seen how the brand’s image will come out in the long term.