American Eagle's denim problem behind its viral win

American Eagle's Sydney Sweeney denim campaign generated more than 40 billion impressions and over 700,000 new customers.
Second-quarter revenue rose 8 per cent to $1.38 billion and total comparable sales climbed 6 per cent.
Aerie comps jumped 19 per cent, but American Eagle comps slipped 1 per cent as older denim fits, inventory rebalancing and markdowns pressured margin.