"Less than a year after some backlash to American Eagle's decision to enlist actress Sydney Sweeney as the face of its brand, the retailer is reinvesting in its celebrity strategy. Last week, the blonde haired, blue-eyed actress joined the retailer to ring in the opening bell at the New York Stock Exchange. The NYSE appearance comes after the "Sydney Sweeney Has Great Jeans" ad campaign last summer which sparked debate as to whether the play on "jeans" and "genes" was racially charged."
"Marketers say Sweeney's public appearance signals the continuation of their relationship even in light of the controversy. "Instead of reversing course at the first sign of pressure, they're holding steady and communicating that partnerships are based on strategy, not on the temperature of what's going on in social media," said Deb Gabor, founder and CEO of Sol Marketing, a brand strategy consultancy."
American Eagle continues its celebrity-focused marketing by featuring Sydney Sweeney, who rang the opening bell at the New York Stock Exchange. The prior "Sydney Sweeney Has Great Jeans" campaign sparked debate over a play on "jeans" and "genes" and accusations of racial insensitivity. The retailer previously partnered with athletes Trevor Lawrence and Coco Gauff and recently signed country star Ella Langley as its "denim darling." Marketing consultants say the NYSE appearance signals a sustained partnership and strategic commitment despite backlash. The company's CMO described the campaign as an attempt to "cut through the noise," while headlines and critics questioned its racial implications.
Read at Digiday
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