Name: Levi’s、Gap 和 American Eagle 如何贏回美國消費者的心！ (How Levi’s, Gap And American Eagle Are Winning Back U.S. Shoppers)
Uploaded: 2025-12-06T22:49:37.000Z
Duration: 11 min 8 s

When one of the biggest stars in music names one of her songs after your company, you know it's gonna be a game changer.

當樂壇巨星之一以妳們公司命名一首歌時，就知道這將會是個遊戲規則的改變者。

Because you know, in that moment you're just reminded what, what an incredible company and brand we are that Beyonce would name a song after us that far exceeded our expectations.

因為你知道，在那一刻，你會再次想起我們是多麼棒的一家公司和品牌，碧昂絲竟然會以我們命名一首歌，這遠遠超出了我們的預期。

Six months later, Levi's announced a global marketing campaign with Beyonce.

六個月後，Levi's 宣佈與碧昂絲展開全球行銷活動。

And the rest will go down in retail history.

Billions of impressions and sales were up 8%.

數十億次的曝光量，銷售額也成長了 8%。

But it's not only Levi's who's trying to boost sales by way of denim and celebrity.

但不只 Levi's 試圖透過丹寧和名人來提振銷售。

A year after the Beyonce phenomenon, Gap got global girl group Cat's Eye.

碧昂絲現象發生一年後，Gap 找來了全球女子團體 Cat's Eye。

My milkshake brings all the boys to the yard and their life is better than yours.

我的奶昔讓所有男孩都來了，而且他們的生活比你更好。

而 American Eagle 找來了 Sydney Sweeney。

The campaigns boasted two of the most viral ads of the summer.

這些廣告是夏季最熱門的兩個病毒式廣告。

她很完美，而且她愛我們的牛仔褲。

In late November, the company also announced its latest partnership, Martha Stewart in Head to Toe Denim.

在十一月下旬，公司也宣佈了他們最新的合作企劃，Martha Stewart in Head to Toe Denim。

The company reported a record breaking Thanksgiving weekend and profit that was about 4, 14% higher year over year.

公司報告了創紀錄的感恩節週末業績，獲利年增約 14%。

In its third quarter 2025 earnings, Jeans have generally been a consistent category for retailers.

在 2025 年第三季財報中，牛仔褲對零售商來說一直是一個穩定的品類。

Silhouettes change, but jeans never really go out of style.

版型會改變，但牛仔褲永遠不會退流行。

And as Americans are back in their offices, jeans are finally having a moment again.

隨著美國人重返辦公室，牛仔褲終於再次迎來了它們的熱潮。

Between 2020 and 2025, the jeans market grew 27%.

在 2020 年到 2025 年之間，牛仔褲市場成長了 27%。

The splashy marketing campaigns represent the length at which retailers are willing to go to compete for an already choosy consumer.

這些聲勢浩大的行銷活動，代表了零售商為了爭奪已經很挑剔的消費者，願意付出的努力。

Levi Strauss and Taylor Jacob Davis created the first pair of blue jeans in 1873.

Levi Strauss 和 Taylor Jacob Davis 在 1873 年創造了第一條藍色牛仔褲。

For nearly a century, the bottoms were almost exclusively worn by workers, miners, cowboys and farmers.

近一個世紀以來，這件下身服飾幾乎只由工人、礦工、牛仔和農夫所穿著。

Now it's one of the most ubiquitous pieces pieces of clothing, and Levi's dominates the category.

現在它已成為最普及的服飾之一，而 Levi's 在這個領域佔據主導地位。

We drive innovation, the fits, the styles, the trends.

我們推動創新，包括版型、風格和潮流。

While trends in fashions may come and go, denim is enduring and it has been for decades.

雖然時尚的潮流來來去去，但丹寧褲卻歷久不衰，數十年來都是如此。

You have grandparents, parents, boomers, Gen X, Gen Z, Alpha.

你有祖父母、父母、嬰兒潮世代、X 世代、Z 世代、Alpha 世代。

It doesn't matter your economic or social class, it doesn't matter what your views are in terms of the political spectrum.

無論你的經濟或社會階級如何，無論你在政治光譜上的觀點為何。

Since Michelle took over as Levi's CEO in January 2024, she's focused on making the brand more premium.

自從 Michelle 在 2024 年 1 月接任 Levi's 執行長以來，她一直專注於讓品牌更具高端感。

She's cut back on discounts, she's raised prices.

And she's also focused on a more direct selling strategy.

她也專注於更直接的銷售策略。

Instead of relying on wholesalers like Macy's and Kohl's, it has focused on driving more sales through its own website and stores.

與其依賴 Macy's 和 Kohl's 等批發商，不如專注於透過自有網站和門市來增加銷售。

In 2024, it it got out of footwear, it stopped its denizen business that was sold in target, and

2024 年，它退出了鞋類業務，停止了在 Target 出售的丹寧褲業務，並且

in 2025 it offloaded its underperforming Khakis brand Dockers.

2025 年，它剝離了表現不佳的卡其褲品牌 Dockers。

Some of those adjustments are paying off.

And its fiscal 2025 third quarter earnings.

在 2025 財政年度第三季的財報中，

Levi's outperformed expectations even as tariffs weighed on cost and consumer demand.

即使關稅影響了成本和消費者需求，Levi's 的表現仍超出預期。

Competitor American Eagle, on the other hand, is in turnaround mode.

另一方面，競爭對手 American Eagle 則處於轉型階段。

With most of its stores and malls where foot traffic is down, finding growth has been a challenge.

由於大部分門市位於人潮減少的購物中心，尋找成長點一直是一大挑戰。

Its big bet on Sydney Sweeney, its largest celebrity campaign to date has provided a much needed boost with Gen Z shoppers.

與 Sydney Sweeney 的合作，這是他們迄今為止規模最大的名人行銷活動，為 Gen Z 購物者提供了急需的提振。

The partnership with Kansas City Chiefs tied in Travis Kelce is aiming to attract more male customers.

和堪薩斯城酋長隊的合作，找來 Travis Kelce，目標是吸引更多男性顧客。

The latest with Martha Stewart, launched days before Thanksgiving, has its sights on yet another generation.

最近和 Martha Stewart 的合作，在感恩節前幾天推出，瞄準了另一個世代。

While no specifics have been shared on Impact, the company said it had a record breaking Thanksgiving weekend.

雖然沒有分享 Impact 的具體細節，但公司表示他們創下了感恩節週末的紀錄。

I think we did have some misses in the past and I think right now we're starting to get the momentum and I think you're going to see more of that in the future.

我覺得我們過去有些地方做得不夠好，而現在我們開始有了動力，我覺得未來你會看到更多這樣的表現。

That was in my mind the quickest turnaround for American Eagle.

我認為這是 American Eagle 最快的轉型。

By the time we got to Q2 results, they kind of deemed the challenges course corrected.

當我們看到第二季的財報時，他們算是把挑戰都糾正過來了。

But I think it's still early to say and the success will really hinge on whether or not they can execute more broadly on those apparel categories.

但我認為現在說還太早，成功與否真的取決於他們能否在更多服飾類別上廣泛執行。

In its third quarter 2025 earnings report on December 2, comparable sales were up 4% compared to 3% in the year prior, while profits were $91 million, about 14% higher than last year.

在 12 月 2 日的 2025 財政年度第三季財報中，可比銷售額較去年同期的 3% 上升了 4%，而利潤為 9,100 萬美元，比去年高出約 14%。

Then there's Gap, one of the most well known brands in North America.

還有 Gap，這是北美最知名的品牌之一。

Under the direction of CEO Richard Dickson, the former Mattel exec credited with reviving the Barbie empire, Gap is trying to reverse a 20 year sales slump and reclaim the cultural relevance that once defined it.

在執行長 Richard Dickson 的領導下，這位曾成功復興芭比娃娃帝國的前 Mattel 高層，Gap 正試圖扭轉長達 20 年的銷售下滑，並重拾昔日定義它的文化影響力。

Beyond cat's eye, the brand has partnered with a slew of other big names.

除了貓眼眼鏡，該品牌還與許多其他大牌合作。

Its third quarter results blew away expectations mainly driven by the successful girl group campaign.

其第三季業績遠超預期，主要受成功的女團活動帶動。

As brands look to win over a new generation of shoppers who primarily discover products online, they need to find new ways to catch their attention.

隨著品牌們希望贏得主要透過網路發現產品的新一代消費者，它們需要找到新的方式來吸引他們的注意力。

Ads need to be as compelling as they are viral, but

廣告需要像病毒式傳播一樣引人注目，但

those online clicks need to translate into real life sales.

這些網路點擊需要轉化為實際的銷售。

Generation Z and Alpha are the first generations who didn't grow up shopping at a mall.

Z 世代和 Alpha 世代是第一批沒有在購物中心長大的世代。

When we talk about engagement Usually we're focused on only digital engagement, but

當我們談論參與度時，通常只關注數位參與度，但

this social media influx of excitement created not just community.

社群媒體湧入的興奮感不僅創造了社群。

You had controversy creating community and you had controversy also driving consumer engagement.

你看到了爭議創造了社群，也看到了爭議同時帶動了消費者參與。

It drove denim into a conversation that became national.

讓牛仔褲成為全國性的熱門話題。

During American Eagle's third quarter, operating costs were up $35 million year over year, and

在 American Eagle 第三季的營運成本年增 3500 萬美元，

a big portion of that was spent on Sydney Sweeney and Travis Kelce.

其中很大一部分花在了 Sydney Sweeney 和 Travis Kelce 身上。

When the ad first debuted, American Eagle stock popped, but

廣告剛推出時，American Eagle 的股價飆升，但

then it was in the spotlight for all the wrong reasons Sydney Sweeney has for Cannes.

隨後因為 Sydney Sweeney 的坎城影展爭議而備受矚目。

Critics said the double entendre of jeans and jeans promoted eugenics.

評論家認為，牛仔褲和基因的雙關語宣揚了優生學。

It was also compared to a controversial Calvin Klein ad from the 1980s featuring a 15 year old Brooke Shields.

這也讓人聯想到 1980 年代 Calvin Klein 一支由 15 歲的 Brooke Shields 演出的爭議廣告。

Genes are fundamental in determining the characteristics of an individual, but there has been some payoff.

基因在決定個體特徵上是基礎，但確實也帶來了一些成效。

In the aftermath of the Sweeney and Kelce campaigns, American Eagle saw comparable sales up in the mid single digits.

在 Sweeney 和 Kelce 活動之後，American Eagle 的同店銷售額成長了中個位數。

Foot traffic was consistently positive across channels.

各通路的來客數都持續穩定成長。

In August 2025, the company said the Sweeney campaign was the best campaign in the brand's history and it even caught the attention of President Donald Trump, leading shares to soar.

2025 年 8 月，公司表示 Sweeney 的廣告活動是品牌史上最成功的，甚至引起了總統唐納·川普的注意，股價是以飆升。

It really took off and it's still top of mind right now as we head into the holiday season.

這個廣告真的爆紅，而且現在我們正進入假期購物季，它仍然是大家最關注的焦點。

In December 2025, investors got their first full quarter look at the impact of the Sydney Sweeney campaign on sales.

2025 年 12 月，投資人首次完整地看到了 Sydney Sweeney 廣告活動對銷售的影響。

And while the company said the campaign is attracting more customers, it has not been a significant revenue driver.

雖然公司表示這項廣告活動吸引了更多顧客，但它並未成為主要的營收來源。

Following the controversy, American Eagle apparently removed one of the ads for most of its social pages, the one where Sweeney discusses genes being passed down from parent to offspring.

在爭議發生後，American Eagle 似乎從大部分的社群頁面上移除了一支廣告，也就是 Sweeney 談論基因從父母遺傳給下一代的那個版本。

That incited the most blowback, though the spot is only visible on American Eagle's Facebook page.

雖然這支廣告只在 American Eagle 的 Facebook 粉絲專頁上可見，但它確實引起了最大的反彈。

The company denied taking it down to cnbc, saying once content is released, it's out for the world to see.

公司向 CNBC 否認將其下架，並表示一旦內容發布，就是讓全世界都能看到。

American Eagle declined further comment on the Sweeney controversy.

American Eagle 對於 Sweeney 的爭議拒絕進一步評論。

About a week after the ads came out, it posted a statement on its Instagram page saying the campaign is and always was about the jeans.

廣告推出約一週後，公司在 Instagram 粉絲專頁上發布聲明，表示這項廣告活動過去和現在都是關於牛仔褲的。

Meanwhile, Gap's team up with global girl group Cat's Eye delivered a record breaking response for the brand.

同時，Gap 與全球女團 Cat's Eye 的合作，為品牌帶來了破紀錄的迴響。

During the quarter the campaign came out, comparable sales rose by 7%, more than double what analysts had been expecting.

該活動推出的那個季度，同店銷售額成長了 7%，是分析師預期的兩倍多。

Levi's year long partnership with Beyonce generated 4.3 billion press impressions with more than $65 million in media value alone as of April 2025.

截至 2025 年 4 月，Levi's 與碧昂絲為期一年的合作創造了 43 億次的媒體曝光，光是媒體價值就超過 6500 萬美元。

Levi says the campaign helped drive sales in its women's business, which is trying to grow to 50% of overall revenue.

Levi's 表示，這次活動有助於推動其女性業務的銷售，該業務正努力成長至佔總營收的 50%。

Your SGA expenses were about 200 million higher by the end of the year.

到了年底，你們的 SGA 支出大約高出了 2 億。

Why make a Bet on millions of dollars for a big name like Beyonce.

為何要押注數百萬美元在像碧昂絲這樣的大牌身上？

Well, we haven't disclosed what we invested in the partnership, but

嗯，我們沒有透露我們在這次合作中投入了多少，但是

what I can tell you is our partnership has exceeded expectations both in terms of what it has done to be part of the equation to drive our top line sales.

我可以告訴你的是，我們的合作已經超出了預期，無論是在推動我們營收方面所扮演的角色，還是整體表現。

You know, year to date, our sales are up in the high single digits and our profit margins are expanding.

你知道，今年到目前為止，我們的銷售額以高個位數成長，利潤率也在擴張。

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Levi’s、Gap 和 American Eagle 如何贏回美國消費者的心！ (How Levi’s, Gap And American Eagle Are Winning Back U.S. Shoppers)

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