In a strategic move, Aerie, a lingerie and apparel brand, decided to cease the retouching of images in their advertising campaigns, leading to a remarkable 20% increase in sales. This initiative, which spanned two years, resonated profoundly with consumers who appreciated the brand’s commitment to authenticity and inclusivity. As a result, Aerie garnered extensive social media attention and positive customer feedback.
The brand’s leadership made a deliberate choice to showcase a more diverse representation of women in their marketing materials, opting not to rely on heavily edited images. Although they did not exclusively feature non-models, this shift marked significant progress in the lingerie industry. Aerie’s parent company, American Eagle, only experienced a modest 7% increase in sales during the same period, highlighting Aerie’s unique connection with its audience.
Commitment to Authenticity
Jennifer Harper, the global brand president of Aerie, emphasized the importance of providing genuine images to foster self-confidence among their customers. “In today’s industry, it was crucial for us to present REAL images that inspire self-acceptance,” she stated. This commitment to authenticity is especially relevant in an era where excessive retouching is often criticized for promoting unrealistic beauty standards.
The #AerieREAL Campaign
The launch of the #AerieREAL campaign in 2014 served as a catalyst for the brand’s body-positive movement. Harper noted that this initiative has led to strong engagement on social media, with over 33,000 posts on Instagram alone, encouraging women to embrace their bodies regardless of shape, size, or color. The testimonials from customers, including heartfelt messages from Aerie moms, further illustrate the campaign’s positive impact.
A Transformative Approach
Aerie’s dedication to celebrating real beauty over digitally altered perfection showcases a transformative approach within the industry. Harper concluded, “We will persist in challenging conventional standards by embracing inclusivity and uplifting women in a positive, accessible manner.”
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Conclusion
In summary, Aerie’s decision to stop retouching their models not only enhanced their brand image but also significantly boosted sales, proving that authenticity can be a powerful marketing strategy.
Keyphrase: Aerie sales increase through authenticity
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