Culture is expensive: American Eagle bets on buzz as tariffs and rivals close in
American Eagle has become the loudest voice in the denim wars. The brand’s high-profile campaigns with Sydney Sweeney and Travis Kelce have drawn 40 billion impressions, sold out products and brought in more than 800,000 new customers since late July. But as supply chain costs surge and pricing pressure builds, investors are asking whether American Eagle’s focus on cultural heat is coming at the cost of sustainable growth.“In Q2, we were the No. 1 brand for 15‑ to 25‑year‑olds and the No. 2 jean...
