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American Eagle Outfitters (AEO) unwittingly tapped a raw undercurrent permeating across wide swathes of the US with its "great jeans/genes" ad campaign featuring the heart-throbe Sydney Sweeney, inviting an unprecedented level of interest and controversy. Yet, that bump in visibility is now proving to be ephemeral, as per one critical metric.
For some, the ad campaign marked a return to sexualized marketing and glamor, bereft of the body positivity narrative that has dominated the marketing landscape in recent years. For others, the campaign's emphasis on genetics marked a troubling regression, invoking subliminal messaging around eugenics.
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