American Eagle store visits downturn continues as Sydney Sweeney ad controversy rumbles on

New data from pass_by shows that a downturn in American Eagle store visits has accelerated for the second straight week following the Sydney Sweeney ad controversy.

A jeans campaign featuring the actress has caused uproar since it made its debut a few weeks ago, as has Sweeney being outed as a Repubican supporter, with the likes of US President Donald Trump having their say.

Most recently, Dr. Phil McCraw has weighed in with his take. The TV personality appeared on last week’s episode of Real Time with Bill Maher, which saw the titular host say: "Sydney Sweeney came out as - not came out - she was exposed as a Republican. And she has the big jeans ad that was controversial. And they reported this like it was a scandal, [that] she's a Republican. I just got to say this is not where I want America to go. It is not a slur that someone is a Republican."

"For people to go crazy over that ad [that says] 'she's got good genes,' and for them to say that's the equivalent of the Holocaust, is an absolute insult," McCraw added. "Six million people were killed. Six million Jews were massacred and murdered, and they equate that to a blue jeans ad for a Hollywood actress? What an insult."

He continued, "That is ridiculous. I'm gonna go out and buy those jeans for every woman in my family, everybody I know just to show support."

Trending down

For the week of 3rd-9th August, American Eagle in-store visits were down -8.96% year-over-year. This follows a -3.90% drop in the week of 27th July - 2nd August, marking a significant reversal from the brand’s months of steady YoY growth earlier this summer.

While wider economic conditions can affect retail performance, this is the largest two-week drop American Eagle has seen in over a year, and it coincides directly with the cultural conversation surrounding the campaign.

“The size and speed of the decline points to more than just seasonal or economic trends,” says James Ewen, VP of Marketing at pass_by. “When a brand sees momentum stall so sharply, it often reflects a reputational or cultural factor cutting through to consumers.”

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.