Tariff deals, American Eagle’s ad controversy and the rise of postpartum care market
Modern Retail Podcast
· with Sarah O'Leary, Jen Saxton, Julia Waldow
· August 2, 2025
· 52 min
Summary
This episode offers a crucial look into three distinct yet impactful areas for ecommerce businesses: navigating the complexities of US trade deals, managing brand perception amidst advertising controversies, and tapping into the burgeoning, historically underserved postpartum care market. Ecommerce operators will gain actionable insights on supply chain adaptation, crisis communication, and identifying new market opportunities for growth.
Key takeaways
Actively monitor and adapt supply chain strategies to mitigate risks and capitalize on opportunities arising from shifting US trade policies and tariff negotiations.
Develop robust crisis communication protocols and be prepared to address public backlash swiftly and transparently in response to advertising campaigns or brand messaging that draws criticism.
Research the expanding postpartum care market to identify product gaps and retail opportunities, especially considering the increased consumer awareness and retailer interest in this underserved demographic.
Consider how celebrity endorsements and influencer marketing strategies align with brand values and target audience perceptions to avoid potential cultural missteps and reputational damage.
Analyze retailer strategies (e.g., Target's approach to postpartum products) to understand how established players are leaning into emerging consumer needs and replicate successful models where applicable.
This week on the Modern Retail Podcast, reporter Julia Waldow joins co-host Melissa Daniels to unpack how brands are reacting to the shifting landscape of U.S. trade deals following the August 1 expiration deadline. They also dive into the backlash and cultural critiques around American Eagle’s ad campaign featuring Sydney Sweeney.
Later in the episode (21:30), Daniels sits down with Sarah O’Leary, CEO of femtech brand Willow Innovations, and Jen Saxton, founder of TotSquad, to talk about the rise of postpartum consumer products. The conversation covers why this category has been historically underserved, how retailers like Target are leaning in, and what needs to change to better support new moms in the CPG space.
Note: The day after this podcast was taped, American Eagle issued the following statement about the campaign on its Instagram page: "'Sydney Sweeney Has Great Jeans' is and always was about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."
Frequently asked about this episode
What does this episode say about brand marketing & pr?
Actively monitor and adapt supply chain strategies to mitigate risks and capitalize on opportunities arising from shifting US trade policies and tariff negotiations.
What does this episode say about consumer behavior?
Develop robust crisis communication protocols and be prepared to address public backlash swiftly and transparently in response to advertising campaigns or brand messaging that draws criticism.
What does this episode say about emerging markets?
Research the expanding postpartum care market to identify product gaps and retail opportunities, especially considering the increased consumer awareness and retailer interest in this underserved demographic.
What does this episode say about global trade & policy?
Consider how celebrity endorsements and influencer marketing strategies align with brand values and target audience perceptions to avoid potential cultural missteps and reputational damage.
What does this episode say about brand marketing & pr?
Analyze retailer strategies (e.g., Target's approach to postpartum products) to understand how established players are leaning into emerging consumer needs and replicate successful models where applicable.
