The numbers
• 4%: The progress in buyer loyalty from campaigns with Sydney Sweeney and Travis Kelce.
• $1.4 billion: American Eagle’s third-quarter income, a 6% year-over-year enhance.
• $303 million to $308 million: Expected full 12 months adjusted working revenue, up from a earlier estimate of between $255 million to $265 million.
• 44 million: The variety of advert impressions from the Sydney Sweeney and Travis Kelce campaigns.
• $552 million: Gross revenue for the third quarter, up 5% year-over-year.
•11%: The comparable gross sales enhance from Aerie, the activewear and intimate model owned by American Eagle Outfitters. American Eagle’s comparable gross sales grew 1%.
The watercooler speak
Despite the preliminary backlash, American Eagle Outfitters credit its Sydney Sweeney marketing campaign and a separate marketing campaign with Travis Kelce to attracting new prospects and driving engagement.
After American Eagle debuted its Sydney Sweeney marketing campaign this summer season, some accused it of selling eugenics, and others criticized its overt sexuality.
CMO Craig Brommers has mentioned that almost all shoppers authorized of the advert. Soon after, American Eagle collaborated with NFL star Travis Kelce on a line of clothes.
Jennifer Foyle, president and govt inventive director for American Eagle and Aerie, mentioned that the 2 campaigns have generated 44 billion advert impressions. She added that buyer loyalty grew 4% through the quarter.
“Although it’s still early days of our renewed marketing strategy, we know that having the right talent amplifies our brand and product at key moments,” Foyle mentioned.
However, it’s American Eagle’s sub-brand Aerie that’s seeing a much bigger progress spurt, due to merchandise like sleepwear and leggings, in comparison with the core American Eagle model. Aerie drove a couple of 33% of American Eagle’s complete income this 12 months.