American Eagle Sees 9% Drop in Store Visits After Sydney Sweeney Ad Sparks Backlash
Quick Snapshot — Here’s What Happened
In what might feel like a sequel nobody asked for, American Eagle just experienced a sharp downturn in foot traffic—approximately 9% year-over-year—in the week following its Sydney Sweeney denim campaign rollout. This comes after an initial dip of around 3.9% the week prior, marking two consecutive weeks of declines right after the campaign’s debut. Rivals like Abercrombie, H&M, Gap, and Urban Outfitters also saw drops—but none as steep. Coincidence? Maybe. But the timing is hard to ignore.
Retail BrewThe Independent
A Closer Look at the Timeline
- Before the Ad: In the weeks leading up to the campaign, American Eagle stores were humming—Foot traffic was up 5.9% and 4.9% in the two prior full weeks, respectively.
- Post-Launch: The first full week post-launch (starting July 27) saw a 3.9% YoY drop. Then, the following week (Aug 3–9) plunged an additional 9%.
Retail Brew
What Set Off the Decline?
Let’s rewind to when this all began:
The Ad That Sparked a Firestorm
On July 23, American Eagle released an ad starring Sydney Sweeney with the tagline “Sydney Sweeney has great jeans”—a pun on “genes.” The ad featured Sweeney discussing “genes” (her body composition, blue jeans) before switching the focus to actual jeans.
That playful wordplay, however, quickly triggered backlash: critics called it tone-deaf, invoking troubling associations with genetic purity and whiteness, while others dismissed the criticism as overblown.
WikipediaMarketWatchThe Australian
Public and Political Reaction
Some right-leaning commentators leapt to defend the campaign as a plain old fashion message against “woke” outrage. President Trump even praised it as the “HOTTEST ad out there.” But retail sentiment wasn’t quite as brisk post-launch.
MarketWatchThe Australian
Social Media vs. Real-World Behavior
Although social media noise heated up—with memes, political commentary, and even celebrity reactions (hello, Lizzo)—this controversy didn’t translate into more store visits. Some consumers may have even avoided stores amid the buzz.
EW.com+1The TimesMarketWatch
Competitors Felt the Chill—and Then Some
It wasn’t just American Eagle stirring drama—its rivals saw dips too, though smaller:
| Retailer | % Drop in Foot Traffic |
|---|---|
| American Eagle | ~9% |
| Abercrombie & Fitch | ~3.3% |
| H&M | ~4.9% |
| Gap | ~2.8% |
| Urban Outfitters | ~2.7% |
| Retail Brew |
That suggests broader consumer caution—but clearly, American Eagle has been hit harder, and faster.
Retail Experts Say… Correlation ≠ Causation
Industry analysts urge caution. Retail is complex: back-to-school cycles, rising inflation, chilled consumer demand—all of these could also influence foot traffic. Still, few deny the timing of the decline raises eyebrows.
Retail BrewMarketWatch
FAQ — Your Top Questions Answered
Q: Did American Eagle confirm these drops?
A: So far, no. The retailer hasn’t publicly addressed store-level traffic or sales since the campaign launched.
Retail Brew
Q: Are there online sales impacts?
A: Not clearly. There’s no confirmed data showing an uplift online to compensate for fewer in-store visits.
Q: Could this decline reset over time?
A: Possibly—but sustained controversy without clear reframing could extend customer hesitation.
What Comes Next? Key Watch Points
- Official reaction from American Eagle—will they defend or pivot?
- Sales data release—online metrics could tell a fuller story.
- Campaign shifts—expect marketing adjustments or apologies.
- Holiday season tracking—whether this dip is a ripple or a trend.
Bottom Line
This week’s 9% drop in foot traffic at American Eagle stores is more than just a haunting coincidence. It spots a rare instance where marketing choices may have directly impacted consumer behavior—especially when those choices tap into cultural fault lines.
In retail, visibility can be a gift and a curse. And this time, the latest campaign seems to have backfired—boldly.
