American Eagle is in a positioning pickle. Listen to the call as I calm them down and explain what happened. Then read my advice below on a different positioning idea they should consider instead that connects to a firmly held idea Sweeney is known for and leverages a strategic enemy.
Sydney Sweeney is the hot girl of the moment. Celebrities are powerful to create attention. But for it to work it requires:
Credibility they would use the product.
Positioning strategy.
Did we think Kim Kardashian really wore Sketchers? Or Tiger Woods drove a Buick? Or Michael Jordan used Rayovac batteries? Nope.
Hot celebrities are often used on a wide variety of products. Most are forgettable. It works best when they are owners or long-term partners but more importantly we REALLY believe they love the brand and positioning. Think Kim Kardashian & Skimms. The $4 billion dollar inclusive shapewear brand she pioneered.
So do we think Sydney wears American Eagle? Maybe. Time and consistency could have convinced us all of that. But the campaign needed a stronger positioning idea not just a silly pun.
Puns, innuendos, double-entendres
When your campaign uses a cleaver pun, it is best to make sure the positioning strategy behind it is strong.
American Eagle wanted to go bold. And they certainly did. But the positioning verbal strategy was weak. Great Jeans and Great Genes? Where is the message? Who is the enemy? Bad Jeans and Bad Genes?
A positioning strategy is strongest when it can be understood in reverse. Brands are wise to remember this, consumers will flip it anyway so better make sure it doesn’t send a message you are not intending.
Like Full Bush Summer for Miracle-Gro! We all get it Full Bush vs No Bush.
A Better Idea for American Eagle
The brand has heritage and legacy. They can’t escape it. They needed to leverage it with a twist for a new generation. Then use Sweeney to be the visual to communicate it.
Let’s review the history.
Target: Teens and young adults (roughly 15–25)
Style: Casual, everyday fashion that feels current but not trendy.
Positioning was:
Classic Americana with modern, inclusive, body-positive messaging.
Jeans that fit every body type, with extensive sizing.
Priced in the middle between fast-fashion and premium. In the 2000s it was the brand for kids that couldn’t afford Abercrombie.
Personality: Approachable, Optimistic, All-American.
American Eagle’s strength was denim for every body—inclusive fits, real materials, everyday wear.
Who is the Enemy?
The best way to reclaim relevance is through contrast.
How can American Eagle connect with Gen Z? By finding a clear enemy.
In a world of fast-fashion trends, there is power in comfort. There is power in long lasting clothes made with real materials that get better the more you wash and wear.
Comfort and Freedom! This could have been AE’s revolution.
A brand that defines freedom of movement, freedom from judgment, and freedom to comfortable being YOU!
Instead of copying the other brands and going after attention for attention sake. Click-bait, cleavage and all the tricks the others do - they should have done the OPPOSITE.
American Eagle: In a world chasing attention, we chose comfort.
Because comfort is confidence. And confidence never goes out of style.
The enemy of comfort is clear. Sweeney is known for loving sweatpants - this would have been the perfect play. She should look super comfortable. Pushup bras are sexy but not comfy.
She holds the title of “Sweats Girl”
See article from People magazine on July 23:
However - the “sexy” in the headline and the campaign distracted us. When you add sex, people pay attention to little else.
The boobs and good genes took over the narrative.
AE missed the real positioning opportunity to own American Comfort & Freedom.
This is the headline I would have wanted to see:
Sydney Sweeney Gives Up Her ‘Sweats Girl’ Title to Model Her Fave Comfy Denim in New Campaign.
Lean into Sweeney being a Sweats Girl and American Eagle being the most comfortable jeans ever. For Sweeney to trade her sweats for these says a lot.
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