aerie

Aerie, stylized as aerie, is an intimate apparel and lifestyle retailer and sub-brand owned by American Eagle Outfitters. In addition to lingerie, which includes a wide variety of bras and other undergarments, the aerie line also sells dormwear, active apparel, loungewear, accessories, and sleepwear. The brand operates as a section in American Eagle Outfitters stores, online through the American Eagle website, and in standalone aerie retail stores.

History: In February 2006, American Eagle launched aerie lingerie, marking the company's first sub-brand. The first stand-alone aerie store opened in August 2006 in Greenville, South Carolina, followed by two more test stores later that year. By December 2010, there were 147 stand-alone aerie stores in the United States and Canada. Aerie outperformed American Eagle’s mainline brand during the second and third quarter in the 2013 fiscal year, despite a decline in store traffic. Currently, Aerie has a total of 448 stores in North America.

Campaigns: The Aerie Real campaign, launched in spring 2014, was a response to American Eagle's announcement that it would discontinue using supermodels and digitally retouching its models. Aerie Real features models of various sizes, shapes, and skin colors, showcasing their beauty marks and tattoos. The campaign includes an online bra guide that showcases cup sizes 30A through 40DD worn by models with similar body types. Aerie also teamed up with actress Emma Roberts to provide a positive role model for younger girls. As part of this campaign, Aerie became the first national retailer to sponsor the National Eating Disorders Association (NEDA), supporting their awareness program known as "NEDA Walk." NEDA holds 65 walks every year in cities across the United States. Aerie's commitment to authenticity and body positivity resonates with Gen Z, a generation that demands realness and rejects photoshopped images .

Aerie's success lies in its true focus on diversity and inclusion. The brand's decision to use more diverse models a decade ago, featuring people with disabilities and illnesses, reflects its commitment to authenticity. Gen Z, the most racially and ethnically diverse generation in American history, seeks brands that embrace inclusivity and authenticity. Aerie's strategy of celebrating real, unretouched women has contributed to its continued prosperity in the competitive clothing sector. If you want to emulate Aerie's success, consider these factors: prioritize diversity and inclusion, embrace authenticity, and create a platform for positive change.