Aerie experienced a significant boost in sales after they ceased the practice of retouching their model images. The brand’s decision to stop photoshopping their advertisements for two years resonated well with consumers, leading to a remarkable 20% increase in sales. This shift towards more authentic representation not only garnered favorable customer feedback but also resulted in extensive organic promotion across social media platforms.
Embracing Diversity in Advertising
The company made a deliberate choice to showcase a broader array of women in their advertisements, opting not to feature only traditional models. While they did not exclusively use non-models, this move is viewed as a progressive step for a lingerie brand. Aerie’s sales growth sharply contrasted with that of its parent company, American Eagle, which recorded only a 7% increase in the same period, as noted by industry sources.
“It was crucial for us as a brand to present our customers with REAL images that inspire self-confidence,” stated the brand’s global president, Laura Thompson. In an industry often criticized for unrealistic portrayals of beauty, Aerie’s initiative demonstrates that it is possible to market intimate apparel effectively without resorting to excessive photo editing.
The Impact of the #AerieREAL Campaign
The positive reception of Aerie’s campaign, which launched under the hashtag #AerieREAL in 2014, indicates a strong customer engagement on social media. Thompson highlighted that the initiative has successfully resonated with their audience, generating over 33,000 posts on Instagram. This movement encourages women to embrace their bodies, regardless of their shape, size, or color.
By prioritizing authentic representation over unrealistic ideals, Aerie is committed to promoting inclusivity and celebrating the unique beauty of all women. As Thompson articulated, “We will continue to challenge conventional standards by uplifting women in a positive and approachable manner.”
Related Resources
For those interested in related topics, consider exploring our blog on fertility supplements to enhance your journey, as well as resources on intracervical insemination for couples navigating their fertility paths. Additionally, for comprehensive guidance on pregnancy, the March of Dimes offers an excellent resource.
Conclusion
In summary, Aerie’s decision to eliminate photo retouching not only boosted their sales but also fostered a positive dialogue about body image, demonstrating the power of authenticity in marketing.
Keyphrase: Aerie sales increase through authentic marketing
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