When a brand sees momentum stall so sharply, it often reflects a reputational or cultural factor cutting through to consumers.”

The week spanning from August 3 to August 9 took the biggest hit, according to the report, which said foot traffic dropped 9 percent compared to a year earlier.

Controversy over Sydney Sweeney’s ad campaign may have hurt American Eagle, with in-store visits dropping 9% in the weeks following its release.