American Eagle shares jump as Martha Stewart is named new face of brand in wake of Sydney Sweeney controversy

Core Insights - American Eagle's shares increased by approximately 3% following the announcement of Martha Stewart as the new face of the brand, succeeding the controversial campaign featuring Sydney Sweeney [1][2] - The new "Give Great Jeans Campaign" features Stewart in a full denim outfit, aimed at capturing attention during the holiday shopping season [1][3] Marketing Strategy - American Eagle has adopted bold marketing strategies, as highlighted by the choice of Martha Stewart, which aligns with the brand's current direction [2] - The previous campaign featuring Sydney Sweeney faced criticism for its wordplay, which some found inappropriate, indicating the brand's willingness to take risks in its marketing approach [2][6] Brand Image and Target Audience - Martha Stewart's persona is seen as resonating with a younger audience, showcasing her ability to remain relevant despite her age [4] - Stewart's diverse promotional history, including products like CBD gummies and collaborations with celebrities, reinforces her adaptability as a brand ambassador [5] Controversies and Challenges - American Eagle faced backlash from the previous campaign with Sydney Sweeney, which was accused of promoting eugenics, highlighting the potential risks associated with celebrity partnerships [6][7]