More than three weeks after its Sydney Sweeney campaign lit the internet on fire, the retailer’s market share remains flat
So far, the controversy surrounding American Eagle Outfitters’ campaign starring actress Sydney Sweeney has created a lot of noise for the brand, but not much else.
Traffic to American Eagle’s U.S. website soared following the campaign’s roll out on July 23, rising more than 60% on July 28 compared to the same day last year, according to data and insights company Consumer Edge.
Despite the hubbub around the campaign—both positive and negative—the brand’s market share has remained relatively flat.
Figures from Consumer Edge, which collects anonymous debit and credit card transactions from millions of U.S. consumers, indicate that a sales bump has not yet accompanied the heated online debate.
Case in point: American Eagle’s control of the denim market has hovered between 17.5% and 19% since the controversy began.
Additional data from Consumer Edge reveals that any partisan gap in purchase behavior between Democrats and Republicans has yet to emerge.
“The American Eagle/Sydney Sweeney story is a useful reminder that viral moments don’t necessarily translate into immediate consumer behavior change,” Michael Gunther, head of insights at Consumer Edge, wrote in a blog post. “Interest may spike, but unless that attention converts into spending, the business impact remains limited.
