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Business of Fashion
an hour ago
- Business of Fashion
The Marketing Magic Behind Sydney Sweeney's American Eagle Campaign
In the week after American Eagle dropped its ad featuring Sydney Sweeney via New York City's Times Square, its stock leapt by 18 percent. While pop culture rarely distracts from business fundamentals on Wall Street, this campaign certainly struck a chord, with retail investors chiming in on Reddit threads about Sweeney's undeniable sex appeal. Other observers questioned whether a brand targeting teens and tweens should lean into such overt sexiness in its marketing. But whether onlookers were intrigued or offended by the racy nature of the ads, Sweeney has no doubt driven much-needed attention to the retailer, which has struggled to deliver compelling assortments in recent seasons. In May, it withdrew its annual forecast in light of macroeconomic uncertainties. 'There's a consumer hunger for more risqué, bold campaigns, especially after a long period where brands were very risk-averse,' said Rebecca Rom-Frank, senior marketing strategist at insights firm WGSN. '[American Eagle] has figured out a way to make this work by partnering with Sydney,' she added. Sweeney has proven to be a lightning rod for brand marketing in recent months. In May, she was the star of another viral campaign for men's soap brand Dr. Squatch, with which she collaborated on a new product called 'Sydney's Bathwater Bliss.' Industry insiders said the stunt helped Dr. Squatch get acquired by Unilever for $1.5 billion in the following month. American Eagle's campaign, called 'Sydney Sweeney Has Good Jeans,' has achieved a more balanced approach. While leaning into the actress's trademark seductiveness, the denim campaign also highlights her sense of humour with videos of the actress 'auditioning' for the ad, driving a vintage car and making puns directly to the camera. It's this self-aware charm that's succeeded in resonating with American Eagle's young shoppers, said the retailer's chief marketing officer Craig Brommers. By working with the star ahead of her appearance in the highly anticipated third season of 'Euphoria,' the campaign is also critical as part of a wider strategy in driving cultural relevance among American Eagle's key Gen Z demographic, aligning the brand with a sense of relatability and nostalgic Americana. '[We're] really trying to play into the duality of Sydney Sweeney, of [an] accessible girl next door … to someone that's defining style and defining culture,' said Brommers. The Sweeney campaign comes on the heels of recent partnerships with tennis player Coco Gauff and 'Wednesday' star Jenna Ortega as American Eagle further establishes itself as an 'entertainment destination,' said Rom-Frank. It has also partnered with TV series 'The Summer I Turned Pretty.' As part of its most recent campaign, Sweeney created a denim style, the 'Sydney Jean,' riffing on American Eagle's 'Dreamy Drape' jeans. The piece is embroidered with a butterfly on the back pocket to highlight domestic violence awareness, and 100 percent of proceeds from the style go towards the Crisis Text Line, a cause of Sweeney's choosing. The retailer also partnered directly with her personal stylist, Molly Dickson, for the campaign — both Sweeney and Dickson have their own 'edit' of the collection on the American Eagle website. In rolling out the campaign, American Eagle has several activations planned over the course of the next four weeks, which Brommers referred to as the retailer's 'Super Bowl' season as shoppers prepare for back-to-school, during which time it sells a pair of jeans every fifty seconds. Not only does it hope to continue to engage its core Gen-Z demographic but the retailer also aims to acquire new customers both among Gen-Z and flanker demographics, including Gen Alpha and Millennials. 'We have to programme these campaigns as if we are programming as an entertainment company,' said Brommers.
Yahoo
3 hours ago
- Yahoo
India's Kotak Mahindra Bank slips after missing quarterly profit estimates
(Reuters) -India's Kotak Mahindra Bank falls 5% on Monday after the lender's quarterly results missed market expectations, sparking concerns of deteriorating asset quality. The stock was the top laggard on the Nifty Bank index and Nifty Private Bank index, which were trading 0.5% and 1.1% lower. It was also the top percentage loser on the benchmark Nifty 50, which eased 0.4%. On Saturday, Kotak reported a drop in first-quarter profit, as it set aside more funds for potential bad loans and its gross non-performing assets ratio worsened to 1.48% at the end of June, versus 1.39% a year earlier. At least eight analysts slashed their price targets on the "buy"-rated stock, reducing its median target to 2,340 rupees from 2,350 rupees last month, as per data compiled by LSEG. Sign in to access your portfolio
Yahoo
5 hours ago
- Yahoo
Analysts turn heads with new Alphabet stock price target after earnings
Analysts turn heads with new Alphabet stock price target after earnings originally appeared on TheStreet. Alphabet's solid earnings have investors feeling more confident in Google again. The company posted earnings of $2.31 per share on revenue of $96.43 billion, both ahead of Wall Street analysts' forecast. Search brought in $54.19 billion, while total ad revenue climbed to $71.34 billion, up 10% from last year. YouTube ads came in at $9.8 billion, slightly above expectations. Cloud was a standout, with revenue jumping 32% to $13.62 billion. Alphabet recently struck a deal with OpenAI to power ChatGPT using Google Cloud. Alphabet also raised its 2025 capital spending forecast to $85 billion, up from $75 billion in February, citing 'strong and growing demand for our Cloud products and services.' CFO Anat Ashkenazi said spending will likely increase again in 2026. The upbeat report helped push Alphabet stock () closer to its all-time high. Shares closed at $194.08 on July 25, up more than 13% over the past month. That mirrors a broader bounce in tech stocks as optimism grows around AI and cloud. So far this year, however, Alphabet shares are still trailing the market, up just 1.91% compared to the S&P 500's 8.62% gain. Analysts raise Alphabet's stock price targets Alphabet's latest earnings beat has prompted a wave of price target hikes from Wall Street analysts, though opinions split on how much upside is left. Bank of America analyst Justin Post raised his price target on Alphabet to $217 from $210 while maintaining a buy rating, following the company's better-than-expected second-quarter analyst highlighted that both Cloud and Search outperformed expectations, calling them 'a bright spot' in what he described as 'another strong' quarter that suggests AI use is growing the market. "Another stable qtr for Search results increases our confidence in the AI transition and should ease concerns on a potential revenue reset," the analyst wrote. "We acknowledge growing users of OpenAI but think Street could be underappreciating potential AI driven upside for Search (more use, better ads) and Cloud," he added. JPMorgan raised its price target on Alphabet to $232 from $200 and reiterated an overweight rating, according to The firm believes Alphabet's AI-driven demand and accelerating backlog make Google Cloud a "bigger driver of the bull case going forward." Other firms also lifted their targets following the earnings beat, though with a more cautious tone. Stifel raised its price target on Alphabet to $222 from $218, citing solid performance across Search, YouTube, and Cloud. However, the firm doesn't expect much follow-through in shares due to lingering concerns about Alphabet's long-term AI position and the DOJ overhang. UBS bumped its target to $202 from $192, calling the quarter Alphabet's 'cleanest' in a while, with strong fundamentals supporting earnings growth. Still, the firm kept a neutral rating, pointing to pressure on the stock's valuation from unresolved regulatory risks and rising competition in Search. Google still faces pressure Despite Alphabet's strong earnings, concerns around regulatory and competitive threats still exist. The company is currently facing a major antitrust lawsuit from the U.S. Department of Justice. In early August 2024, Judge Amit Mehta of the U.S. District Court for the District of Columbia accused Google of illegally maintaining a search engine monopoly by using exclusive agreements with device makers like Apple () .The DOJ is now pursuing remedies that include forced divestitures of Chrome and Android. The case is still pending, but could lead to structural changes or costly settlements if the DOJ prevails. Mehta said he aims to rule by August, Reuters reported. Beyond regulatory headwinds, Alphabet is also under mounting pressure from emerging AI competitors. More Wall Street Analysts: Veteran analyst drops surprise call on Tesla ahead of earnings Best Buy analyst, focused on earnings growth, reworks stock price target Microsoft analysts reboot stock price targets ahead of Q4 earnings As generative AI reshapes how users find information, traditional search is being challenged by AI tools like ChatGPT. These platforms offer more conversational responses, potentially reducing the need for users to 'Google.' There's also a risk that trade tensions could curb advertiser spending on Google's platforms, potentially impacting revenue growth. But when asked about the outlook, Alphabet's Chief Business Officer Philipp Schindler said it was too soon to make any calls. 'I think it's really too early to comment on anything happening in the second half of the year,' Schindler turn heads with new Alphabet stock price target after earnings first appeared on TheStreet on Jul 26, 2025 This story was originally reported by TheStreet on Jul 26, 2025, where it first appeared.
