Move Over Sydney Sweeney, Martha Stewart Is Here To Sell Jeans: American Eagle Targets Older Shoppers

Core Insights - American Eagle Outfitters Inc has successfully increased brand awareness in 2025 through partnerships with celebrities like Travis Kelce and Sydney Sweeney, and is now collaborating with 84-year-old Martha Stewart to target an older demographic [1][4]. Marketing Strategy - The latest ad campaign features Martha Stewart in the "Give Great Jeans Campaign" for the 2025 holiday season, shifting focus from younger consumers to include older generations [2][4]. - The campaign utilizes a playful twist on the phrase "Live, Laugh, Love," showcasing Stewart in denim attire and creative decorations [3]. Brand Awareness and Customer Reach - The partnership with Stewart aims to remind older consumers of American Eagle's offerings, while previous campaigns with Sweeney and Kelce have successfully attracted younger audiences [4][6]. - The Sweeney campaign, despite some controversy, resulted in strong sales and a significant influx of new customers [5][6]. Financial Performance - American Eagle reported strong second-quarter results, exceeding analyst expectations for revenue and earnings per share, with the Sweeney campaign likely contributing to this success [8]. - Analysts predict third-quarter revenue of $1.32 billion, an increase from $1.29 billion in the same period last year, and earnings per share of 44 cents, up from 39 cents [9][10]. Stock Performance - American Eagle's stock has shown significant strength, rising 4.88% to $20.62, with a year-to-date increase of 23.70% in 2025 [11].