American Eagle CEO Responds to Backlash Over Campaign
On Monday, American Eagle’s CEO Jay Schottenstein faced a wave of criticism over the Sydney Sweeney campaign but chose to address it with a message of defiance. The ads have come under fire for supposedly misrepresenting racial issues, yet the 71-year-old retail leader maintained his stance, refusing to retract the advertisements. In an interview with the Wall Street Journal, he expressed his commitment to the campaign and instructed his team to uphold the same.
Schottenstein urged executives to keep their composure, prohibited staff from making online comments, and assigned a small internal team to monitor social media reactions. Interestingly, pulling the ads was not something he considered. “We can’t escape fear,” he stated, reaffirming the company’s choice to stand firm.
He was well aware of the campaign’s implications, admitting that he personally approved the Sweeney ads before their launch on July 23, and he showed no signs of regret after the initial backlash.
Experts have pointed out that companies like Target and Cracker Barrel faced similar challenges, indicating that cultural conflicts might impact sales for clothing brands. Nonetheless, American Eagle held its ground and reportedly experienced a significant sales boost soon after.
Sweeney’s involvement undeniably attracted new customers, with close to a million joining from July to September. Products like the Sweeney Cinched Waist Denim Jacket sold out quickly, and the Sydney Jean, which features an eye-catching butterfly design on the back pocket, was also cleared from shelves in just a week.
Commenting on Schottenstein’s approach, Susan Cantor, CEO of Sterling Brand, noted that his resolution has contributed to American Eagle’s stability during tumultuous times. “They earned customer loyalty by staying true to their beliefs,” she mentioned to the Wall Street Journal.
In August, the company doubled its advertising efforts, emphasizing that “Sidney Sweeney has great jeans” has always been about celebrating denim, concluding that “Amazing jeans look good on everyone.”
