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On November 25, the fashion industry reacted strongly to the announcement of Martha Stewart as the face of American Eagle’s holiday campaign, titled Give Great Jeans. This news arrives as the brand addresses challenges following a controversial advertisement featuring actress Sydney Sweeney. Stewart’s involvement has revitalized interest in the brand, as indicated by a significant uptick in its stock price.
According to AEO Inc.’s Stock Quote & Data, American Eagle’s shares rose nearly 3% by the end of the trading day, moving from an opening price of $19.19 to $19.66. This financial improvement underscores the impact that prominent figures like Stewart can have on retail brands, particularly during the competitive holiday shopping season.
The power of celebrity endorsements
Financial analyst Hitha Herzog, chief retail analyst at H Squared Research, discussed the broader implications of Stewart’s role. She noted that the campaign sends a powerful message: “I am not defined by my age; I remain relevant and capable of influencing trends.” Herzog highlighted that Stewart’s presence signals American Eagle’s intent to embrace and leverage controversy.
Learning from past controversies
Herzog pointed out that the brand’s stock performance follows the criticism aimed at Sweeney’s ad campaign, which sparked debates about beauty standards and genetic advantages. Critics interpreted the tagline, “Sydney Sweeney Has Great Jeans,” as suggesting that Sweeney’s appeal stemmed primarily from her genetics rather than the clothing itself. This controversy initially raised concerns and created skepticism around the brand.
However, Herzog believes American Eagle has gained valuable insights from these experiences. The brand’s readiness to initiate bold and occasionally controversial campaigns can boost stock value if executed with care. The association with a figure like Stewart, who exemplifies both style and resilience, reinforces the brand’s relevance in the marketplace.
Stewart’s enduring appeal
In the newly released advertisement, 84-year-old Martha Stewart showcases a complete outfit of AE denim, highlighting her personal style. She stated, “Denim is a universal gift that works for everyone on your list.” Her endorsement not only reflects her long-standing affinity for jeans but also positions them as desirable gifts for the holiday season.
Stewart’s ability to connect with various audiences, along with her extensive background in lifestyle branding, enhances the campaign’s effectiveness. She remarked, “Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give.” This message resonates with consumers seeking practical yet fashionable gifts during the holidays.
Sweeney’s reflections on controversy
Earlier this month, Sydney Sweeney discussed the backlash surrounding her advertisement in an interview with GQ. Reflecting on the scrutiny, she shared, “I did a jean ad, and while I was surprised by the reaction, I love jeans. They’re basically my daily uniform.” Sweeney’s candid perspective on the controversy illustrates her resilience and commitment to her work, emphasizing her focus despite the criticism.
When asked about support from influential figures, Sweeney noted, “I was busy filming and didn’t have time to dwell on the negativity.” Her viewpoint highlights the importance of remaining focused amid external distractions, a principle that brands can adopt while managing public perception.
Martha Stewart’s collaboration with American Eagle emphasizes the potential of strategic endorsements in the fashion industry. By harnessing the influence of iconic personalities, brands can increase visibility and effectively navigate challenges while maintaining relevance in a competitive market.