[新聞] Sydney Sweeney廣告史上最佳 AEO盤後飆漲

看板Stock (股票)作者TyuzuChou (潤潤潤)時間4小時前 (2025/09/04 12:47)推噓21(22推 1噓 14→)

留言37則, 30人參與討論串1/1

原文標題： American Eagle stock soars 20% as retailer says Sydney Sweeney campaign is ‘ best’ to date, beats earnings 原文連結：https://tinyurl.com/5n8k49y2 發布時間： Published Wed, Sep 3 2025 4:06 PM EDTUpdated Wed, Sep 3 2025 4:19 PM EDT 記者署名：Gabrielle Fonrouge 原文內容： American Eagle said Wednesday its partnership with Sydney Sweeney has been its “best” advertising campaign to date as it announced fiscal second-quarter earnings that beat expectations. 美國鷹牌週三表示，與Sydney Sweeney的合作是迄今為止「最成功」的廣告活動，並公佈了超出市場預期的第二財季財報。 The company’s splashy, yet controversial, campaign with the “Euphoria” star led to some criticism and blowback but the launch, coupled with a recent partnership with Taylor Swift’s new fiancé Travis Kelce, has led to new customer acquisition and positive traffic across channels. 公司與《高校十八禁》明星Sydney Sweeney合作的華麗卻具爭議的行銷活動引發了一些批評，但這一波宣傳，再加上近期與Taylor Swift未婚夫、NFL球星Travis Kelce的合作，帶來了新顧客以及各銷售管道的流量成長。 American Eagle stock soared more than 20% in after-hours trading Wednesday. 美國鷹牌股價在週三盤後交易中飆升超過20%。 “The fall season is off to a positive start. Fueled by stronger product offerings and the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce, we have seen an uptick in customer awareness, engagement and comparable sales,” CEO Jay Schottenstein said in a news release. 執行長Jay Schottenstein在新聞稿中表示：「秋季檔期開局良好。由於產品更具吸引力，以及近期與Sydney Sweeney和Travis Kelce的行銷活動成功，我們看到顧客認知度、參與度和同店銷售都有所提升。」 The company also re-issued its full-year guidance after withdrawing it earlier this year. It now expects comparable sales to be approximately flat, better than the 0.2% decline analysts had anticipated, according to StreetAccount. 公司也重新發布全年財測（先前曾撤回）。目前預期同店銷售將大致持平，比分析師預估的0.2%下滑更佳。 It still expects gross margin to be down for the duration of the year, but it made key changes to its outlook for operating income, which is bearing the brunt of the tariff impact. The company is now expecting its full-year operating income to be between $255 million and $265 million, down from a previous range of between $360 million and $375 million. 公司仍預期全年毛利率下降，但對營業收入的預期做出重大調整（主要受關稅影響）。目前預計全年營業收入在2.55億至2.65億美元之間，低於之前的3.6億至3.75億美元區間。 Here’s how American Eagle performed during the quarter compared with what Wall Street was anticipating, based on a survey of analysts by LSEG: Earnings per share: 45 cents vs. 21 cents expected Revenue: $1.28 billion vs. $1.24 billion expected 以下是美國鷹牌該季度的表現（根據LSEG分析師調查），與華爾街預期對比：每股盈餘：0.45美元 vs. 預期0.21美元營收：12.8億美元 vs. 預期12.4億美元 The company’s reported net income for the three-month period that ended Aug. 2 was $77.6 million, or 45 cents per share, compared with $77.3 million, or 39 cents per share, a year earlier. 截至8月2日的三個月，公司淨利為7760萬美元（每股0.45美元），高於去年同期的7730萬美元（每股0.39美元）。 Sales fell to $1.28 billion, down slightly from $1.29 billion a year earlier. 營收為12.8億美元，較去年同期的12.9億美元略微下降。 For the current quarter, American Eagle is expecting comparable sales to be up in the low single digit range, better than the 0.9% uptick analysts had expected, according to StreetAccount. 對於當前季度，美國鷹牌預期同店銷售將小幅單位數成長，優於分析師預估的0.9%。 So far this year, American Eagle’s performance has been marred by merchandising missteps, tariffs and an uncertain consumer that’s being more selective when spending money on products like clothes and shoes. 今年迄今，美國鷹牌的表現受制於商品策略失誤、關稅，以及消費者在服飾鞋類支出上更加謹慎的不確定性。 To turn things around, American Eagle launched its campaign with Sweeney ahead of the crucial back-to-school shopping season, but in some ways, that also backfired when it incited outrage from some customers. 為了扭轉頹勢，美國鷹牌在返校購物季推出與Sweeney的廣告活動，但某些方面卻適得其反，引發部分顧客不滿。 The slogan American Eagle chose for the campaign — “Sydney Sweeney has great jeans” — led some far-left critics to say the remark was a double entendre and a nod to eugenics. Meanwhile, those on the right celebrated the campaign, leading President Donald Trump to weigh in and call it the “hottest” ad around. 廣告口號「Sydney Sweeney has great jeans」（既指牛仔褲，也暗指基因）引發爭議。部分左翼批評這是雙關語甚至是優生學暗示；右翼則大力讚賞，甚至讓川普總統也評論這是「當下最火的廣告」。 More widely, the campaign also faced pushback from some who said the ads were overly sexualized and out of touch, leading them to wonder what type of consumer the company was targeting. 更廣泛的反應中，有人批評廣告過度性化、脫離現實，質疑公司到底想鎖定什麼樣的消費者。 The campaign launched on July 23 at the tail end of American Eagle’s fiscal second quarter, but the company said it’s so far been a success, despite the pushback it received. The Sweeney campaign, along with the partnership it launched with Kelce, has led to “meaningful improvement in the business” with comps so far this quarter up in the mid-single digits. 廣告於7月23日（第二財季尾聲）推出。儘管受到抨擊，公司表示活動已經取得成功。 Sweeney與Kelce的合作帶來了「顯著改善」，同店銷售在本季迄今已成長至中單位數。 American Eagle said it’s gained 700,000 new customers and that traffic across channels has been “consistently positive” throughout August, despite some news reports indicating the contrary. 公司表示已新增70萬名新客戶，且8月各銷售渠道的流量「持續向上」，儘管有部分新聞報導唱反調。 The Sweeney campaign has led to denim sellouts, double-digit traffic growth and increased awareness and engagement, the company said. The Sydney Jacket sold out in one day and The Sydney Jean, a custom style that donated 100% of proceeds to the Crisis Text Line, which provides mental health support, sold out in one day. 公司稱，Sweeney活動帶來牛仔產品售罄、流量雙位數成長，以及更高的品牌知名度與參與度。「Sydney外套」一天售罄，「Sydney牛仔褲」（收益全數捐給心理健康援助機構 Crisis Text Line）也在一天內售罄。 Meanwhile, American Eagle’s launch with Kelce, the Kansas City Chiefs tight end, the day after he announced his engagement to the pop star, drove three times more sales in one day than past collaborations did in a week, the company said. 同時，美國鷹牌與酋長隊球星Kelce的合作（就在他宣布與Taylor Swift訂婚的隔天推出）單日銷售額是過去合作的一週的三倍。 American Eagle’s partnerships with Sweeney and Kelce highlight the work the retailer is doing to stay relevant with consumers and cut through the noise as spending remains soft. 與Sweeney與Kelce的合作，凸顯美國鷹牌在消費支出低迷下，努力保持與消費者連結、突顯品牌存在感。 It’s also facing stiff competition from peers like Abercrombie & Fitch, Gap and Levi’s. Recently, Gap launched its “Better in Denim” campaign featuring Katseye and Kelis’s 2003 hit “Milkshake.” Meanwhile, Levi’s has had an ongoing campaign featuring Beyoncé while Abercrombie has taken a sports focus and partnered with the NFL. 美國鷹牌同時也面臨強勁對手：Abercrombie & Fitch、Gap、Levi’s。近期，Gap推出「 Better in Denim」活動，搭配Katseye與Kelis的《Milkshake》；Levi’s則有Beyoncé 代言的持續活動；Abercrombie則鎖定運動市場並與NFL合作。 Compounding American Eagle’s challenges is the uncertain tariff environment. American Eagle has been working to reduce its reliance on China to under 10% this year but it also has a heavy manufacturing presence in Vietnam and India, which have been the subject of reciprocal tariffs. 另一挑戰是關稅不確定性。美國鷹牌努力將對中國的依賴降至10%以下，但其在越南與印度的製造業務也受制於報復性關稅。心得/評論： https://i.urusai.cc/GsI8E.JPG

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Sydney Sweeney的行銷威力非常大引爆社會話題 → 川普親自點名 → 突破時尚圈，進入主流政治與媒體討論 → 免費行銷 → 銷量立刻反映 → 新客戶大量湧入一則爭議廣告讓American Eagle股價一夜漲20% 這種影響力比大部分傳統明星代言強得多可以說是爆紅等級的廣告投資回報 -- ※ 發信站: 批踢踢實業坊(ptt.cc), 來自: 150.117.197.145 (臺灣) ※ 文章網址: https://www.ptt.cc/bbs/Stock/M.1756961226.A.B1B.html

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