Exclusive: Foot traffic down 9% at American Eagle following Sydney Sweeney ad controversy

https://www.retailbrew.com/stories/2025/08/11/exclusive-foot-traffic-down-9-at-american-eagle-following-sydney-sweeney-ad-controversy

50 comments

  1. This has been a weird trend since around COVID, to look at a downturn and surmise “ah, this is because of X”. I’ve heard that Target sales are down because they’re too woke, and because they’re not woke enough.

    Normal people do not know about this kind of culture war shit and do not care. Retail sales are down because we live in a hollowed out decaying empire.

  2. My personal foot traffic at American Eagle remains steady at lifetime average of 0%

  3. Zoom out of their stock index and you will see they generally arent doing well.

  4. Keep in mind that back to school shopping is over..

  5. This literally does not matter. Other than regional managers, who gives a single shit about foot traffic being measured on what must be a weekly basis for a mall-brand clothing store? This is not news, this is distraction fodder.

  6. When was the last time anyone set foot in AE? This has nothing to do with some dumb jeans ad

  7. Drummed up controversy to distract people from what they should be focusing their anger on.

  10. Their clothes are unflattering and shitty!  This Aryan Nation/Canadien Tuxedo thing isn’t going to help them long term 

  11. I thought AE died a decade ago. At least, they’re getting notice.

  13. Jesus people are really trying to make this a “thing”

  14. I was at the folsom outdoor mall last week buying shoes and all the stores were packed due to a big sale. The American Eagle store was completely empty. Just employees standing around

  16. I don’t get it. She’s like ok looking? Go to the trader joes on Hollywood and she would look average by comparison.

  18. Well c’mon now! Suggesting that double denim is fashion? Appalling! 😉

  19. Why do people spend so much money on clothes from this place?

  21. My wife works with them and is in stores a lot. First they had people coming in to yell at cashiers about how the ad is racist. Now they have people with MAGA hats walking in to tell them how much they love the ad and to buy armfuls of jeans. But 99% of people are shopping for clothes like normal.

    Retail is VERY seasonal and it makes sense the back to school shopping is winding down.

  22. Weird how leaning into eugenics language isn’t the slam dunk pr move they thought it’d be.

  24. Guess controversy doesn’t automatically create cash. But Sweeney will be the bigger victim of this story than AE, because she actually needs money. (You can decide among yourselves if she deserves that fate; I’m not weighing in either way.)

  25. “Controversy” aside, those jeans looked terrible on her.

  27. I actually had no issues with the commercial. I was more bothered she’s Republican. The glow is off.

  29. Haven’t shopped there in 20 years, mostly because I’m 40, but I hated how their clothes fit. I’d much rather get less stuff and spend more money on things that fit and look the way I want.

  32. Are people rejecting their racism, or their clunky, unimaginative, flimsy product?

  34. I’ve seen a lot of teenagers making fun of this ad on TikTok, which doesn’t bode well for a fashion brand

  35. Until that ad popped, I honestly thought they closed down like 10 years ago.

  36. it’s a maga supporting band boycott them and the maggot in the ad

  37. Beyond the obvious..The entire commercial was contrived and over exaggerated, but not in a good way. Boobs can just sit there and look fabulous, but they can’t act and neither can she.

  38. Nobody cared about the whole Jeans genes good ass thing, I think it’s because republicans have twisted it to be a proud boys apparel company due to her affiliations with the party. That’s losing you’re customers not the sex appeal

  39. People need to stop talking about the American Eagle ad. I know the right won’t because it’s part of their culture war to get easy votes that ultimately only support corruption and tax cuts for the rich, but everyone else should let it go.

  41. Republicans aren’t lining up in droves to buy overpriced designer jeans? Color me shocked!

  42. To be fair, pretty well any store that is based in a mall has lost foot traffic year over year, with the possible exception of Foot Locker and Lids.

  44. Like, I think the AE ad was fucking racist and a dog whistle and nothing is going to convince me otherwise because it’s a lived experience but come on.

    AE traffic is down because a lot of shopping is down. I went shopping with my sister because she loves it and it was busy at the mall but you know what was busy? The mall itself. It was a hangout spot, not a shopping place.

  45. Whenever I’d hear “American Eagle”, the airline has always been the first thing I think of

  46. Man, I just can’t get behind enjoying an advertisement that uses an obviously sexy lady. So gross. I can’t believe the advertisers thought her incredible, supple, nubile body would affect our spending choices. That is as ridiculous as thinking her sultry smile would in any way set my heart to pitter patter. Jokes on you, advertisers!

  47. They’ve done plenty of studies on this.

    Sex doesn’t sell. People like looking at boobs. Boobs don’t make me buy a product.

  48. On Saturday afternoon I strolled by one of their stores in Austin and the place looked dead.

  49. Turns out if you want to sell jeans to American women, targeting straight white conservative dudes, may not be as clever as you think

  50. Culture war aside, the jeans she is wearing in that commercial look fucking terrible.

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