Why: Girl Power, Body Positivity, No Retouching #aerieREAL
Aerie’s mission is to make girls feel good about themselves both inside and out.
They are a lifestyle brand that allow women to go against the standards society has set.
Most fashion and lingerie brands showcase the slimmest size models that are nearly flawless.
The industry has created an illusion with the models they use and the amount of retouching that is done.
They have set an unrealistic and unattainable image, which has caused girls to feel bad about themselves.
But, with aerie this is no longer the case. They wanted to offer their girls something different, a real experience.
That is, no alterations, no covering up, and using real, authentic women. Real role models. Why?
To make girls love who they are.
To make girls love how they feel. Because you are enough.
Retouching video: https://www.youtube.com/watch?v=-tZ1JuCnHhU
#aerieREAL: https://www.youtube.com/watch?v=byBCkV_j-As
How:
Aerie began the #AerieREAL campaign in January of 2014 to promote body positivity throughout their target market. This campaign influenced girl power and the power of feeling good. Each year they have a set of “role models” to promote #AerieREAL which including models of all racial backgrounds, a range of body types, and disabled people. Through this campaign, Aerie has said goodbye to retouching and photoshopping all of their, revealing the bare skin of all models, exposing scars, stretch marks, complexion imperfections, and any tattoos. Aerie took their customers wants and needs into consideration through the power of social media and began using real models of all shapes and sizes which in the end, expanded their size range. This campaign has boosted aeries popularity and is their niche above the competitors.
What:
The brand’s target audience is 21-year-old women, with a broader reach of 15- to 35-year-olds.
The brand’s target audience is 21-year-old women, with a broader reach of 15- to 35-year-olds.
Aerie, is a lingerie lifestyle retailer and intimate apparel sub-brand owned by American Eagle Outfitters.
- Bras & Undies
- Tops & Bottoms
- Sleepwear
- Swimwear
- Dresses & Jumpsuits
- Accessories & Perfumes
In February 2006, American Eagle launched aerie lingerie, the company's first sub-brand.
The first stand-alone aerie store opened in August 2006 in Greenville, South Carolina and was followed by
two more test stores later that year.
The first stand-alone aerie store opened in August 2006 in Greenville, South Carolina and was followed by
two more test stores later that year.
As of December 2010, there were 147 stand-alone aerie stores in the United States and in Canada.
In 2011, and had a 2% share of the lingerie market.
Aerie outperformed American Eagle’s mainline brand during the second and third quarter in the 2013 fiscal year, In 2011, and had a 2% share of the lingerie market.
despite a decline in store traffic.
Sources:
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