When asked by an analyst about why Aerie’s growth is higher than American Eagle’s despite the recent splashy ads for American Eagle, Foyle said that Sydney’s jeans sold out at American Eagle in days. She also said that American Eagle’s sales in men’s apparel increased by a “mid single digit.”
Foyle added that American Eagle’s marketing is increasing brand awareness. “Sometimes there’s a halo effect in marketing,” she said.
The key quote
Foyle also highlighted American Eagle’s current campaign with Martha Stewart as an example of its focus on brand awareness.
“As a company, we’re leaning into advertising—we need to compete when we see what our competition is doing,” Foyle said.
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