Aerie's Message

Aerie’s Message: We want to make our girls feel good about who they are, inside and out. It’s time to think real.
It’s time to get real. No retouching. No supermodels. Because the real you is sexy.

Where their message is expressed:

Aerie’s brand generates earned media from websites and companies that write editorial reviews
and reactions to aerie’s campaigns.

• Publicity:

• Today Show blog

https://www.today.com/7e9903bc-6f7f-4b71-95ae-e4c0cbe8fc76

• Her Campus

https://www.hercampus.com/school/ufl/what-you-should-know-about-aerie-s-body-positive-revolution

• ADWEEK

https://www.adweek.com/brand-marketing/aerie-continues-its-real-streak-casting-models-with-illnesses-and-disabilities/

• Business Insider

https://www.businessinsider.com/women-abandon-victorias-secret-for-aerie-photos-2018-2

• Influencer Engagement

- through customers and their hashtags

- Jenna Kutcher: https://www.rivaliq.com/blog/brands-nailing-influencer-marketing-2017/

Aerie’s number one earned media tool to represent and express their message to the consumer
is through their employees.

• Corporate Staff and store employees:

All store employees go through a body confidence training program in order for the team to relate

and express the brand’s message to every girl.

Aerie uses social media platforms to express their message on shared media. Each platform includes their message, logo, and #AerieREAL to connect the consumer directly with Aerie’s message.

• Social Media

• Instagram

https://www.instagram.com/aerie/?hl=en

• Facebook

https://www.facebook.com/Aerie/

• Youtube

https://www.youtube.com/channel/UCXNBpuENQiL_0G0UyoTFFbg

• Twitter

https://twitter.com/Aerie

• Blogs

http://blog.ae.com/aerie/

• Through the hashtag #AerieREAL: on all social media platforms from the company, and on all social media platforms from customers

Aerie expresses their message through shared media with their partnership with the NEDA.

Aerie represents their message physically in store using owned media:

• Physical
• Stores: Signage, Fitting rooms with all the post its, Images in the store

• And of course their Product/Sizing offerings

Aerie represents their message through content using owned media:

• Content:

• Website
• Aerie Role Models
• Packaging: bags have hashtag and supporting messages on them

• Gift Cards: have inspiring messages on them

• Catalogs
• American Eagle Reward Card/Membership: this membership gives the customer deals and coupons on their merchandise and advanced notice on sales and promotions through their emails.

Aerie uses paid media to represent their message by securing brand ambassadors that can reach untapped markets and search engine marketing that promotes the Aerie brand and their message.

• Search Engine Marketing
• Incentive Ambassador Program:

Meet some of our new #AerieREAL Ambassadors! These girls are college students across the country who will be sharing the #AerieREAL love on their campuses all year long, from girls’ nights to body positivity events to shopping parties. We brought 10 of our 41 new ambassadors to our HQ for a full day of fun. Get to know these #AerieREAL girls below!

Sources:

https://www.instagram.com/aerie/?hl=en

https://www.facebook.com/Aerie/

https://www.youtube.com/channel/UCXNBpuENQiL_0G0UyoTFFbg

https://twitter.com/Aerie

http://blog.ae.com/aerie/

https://aeo.jobs/

https://www.ae.com/

https://www.google.com/search?q=aerie+role+models&rlz=1C5CHFA_enUS793US815&
source=lnms&tbm=isch&sa=X&ved=0ahUKEwiurPS_kMngAhVSdt8KHVVbCZYQ_AUIDigB&biw=
1395&bih=633#imgrc=5U8-AaI9tAvMeM: