Breaking away from the mold of airbrushed models and unrealistic expectations, Aerie has carved a unique niche in the realm of intimate apparel and lifestyle products. Born from the American Eagle Outfitters umbrella in 2006, it quickly blossomed into a standalone brand, resonating with a generation yearning for authenticity and inclusivity.
More than just undergarments, Aerie offers a curated haven for comfortable, stylish pieces that embrace individuality. Bras with playful details, loungewear that feels like a hug, and activewear that fuels movement without restriction – Aerie’s collections celebrate the human form in all its beautiful diversity.
But Aerie goes beyond the clothes. It stands as a beacon of body positivity, championing the #AerieREAL movement. Unretouched photos, diverse casting, and empowering campaigns have become trademarks, challenging the industry’s obsession with perfection and unrealistic beauty standards.
At Aerie, inclusivity isn’t just a buzzword, it’s a lived experience. From a wide range of sizes and cuts to affirmative messaging in stores and online, the brand fosters a safe space for every individual to celebrate their unique self.
Empowering young women is another core Aerie value. The #AerieREAL Role Model program features inspiring individuals who speak out on important issues and push boundaries, while the Girl Rising partnership supports education for girls around the world.
Aerie’s commitment to sustainability is another feather in its cap. Environmentally conscious materials, ethical sourcing, and recycling initiatives demonstrate a dedication to protecting the planet for future generations.
But Aerie isn’t just about lofty ideals, it’s about creating a joyful shopping experience. Bright, airy stores with comfy couches and friendly associates contribute to a welcoming atmosphere that goes beyond mere transactions.
Aerie’s success proves that authenticity and inclusivity are not only ethical imperatives, but also sound business strategies. The brand has consistently outperformed its competitors, proving that celebrating real bodies and real lives is a recipe for success.
More than just a clothing brand, Aerie is a movement. It empowers women to embrace their authentic selves, advocate for their values, and live life to the fullest. By redefining beauty, challenging industry norms, and prioritizing both people and planet, Aerie continues to soar above the ordinary, inspiring young women to do the same.
In short, Aerie is more than a lingerie brand; it’s a lifestyle revolution.
Marketing Strategies of Aerie
For Aerie, marketing isn’t about pushing products, it’s about sparking a movement. Ditching airbrushed models and unrealistic ideals, Aerie has carved a unique path in the competitive lingerie and lifestyle space, focusing instead on building a community of empowered individuals through authenticity, inclusivity, and a genuine embrace of real bodies and real lives. This unconventional approach, grounded in body positivity and social responsibility, has catapulted Aerie to success, leaving us to wonder: how exactly did they pull it off? Let’s dive into the bold marketing strategies that have propelled Aerie to become a beacon of positivity and a formidable force in the industry –
1. Body Positivity and Inclusivity
Forget airbrushed perfection and cookie-cutter models, Aerie throws open the doors to a world where every body belongs. Their marketing strategy hinges on body positivity and inclusivity, a refreshing departure from the industry’s obsession with unrealistic beauty standards.
Aerie’s “Real” campaign is the embodiment of this approach. No Photoshop, no hyper-real bodies – just models in all their authentic glory, wrinkles, stretch marks, and all. Diverse casting goes beyond body types, featuring models with disabilities like wheelchairs and crutches, sending a powerful message that beauty comes in every form.
This dedication to inclusivity extends beyond campaigns. AerieREAL, their flagship initiative, partnered with body-positive advocate Iskra Lawrence and supports a foundation championing women’s well-being. They’re actively redefining the fashion conversation, prioritizing self-love, diversity, and a joyful celebration of real bodies.
Aerie’s success proves that authenticity resonates. By embracing everyone, not just the chosen few, they’ve built a loyal community and earned a reputation for genuine empowerment. In a world saturated with unrealistic images, Aerie offers a much-needed breath of fresh air, reminding us that true beauty lies in embracing who we are.
2. Real Beauty Campaigns
Tired of filtered perfection and airbrushed ideals? Aerie’s “Real” campaign cuts through the noise with unretouched photos and models of all shapes, sizes, and backgrounds. Launched in 2014, it’s more than just a campaign; it’s a movement encouraging young women to embrace their authentic selves.
But Aerie doesn’t stop there. Beyond polished ads, they leverage user-generated content and platform their own brand voices, highlighting the diversity of their community and amplifying messages of body positivity and female empowerment. From gymnast Aly Raisman to influencer Remi Bader, their ambassadors are as real as it gets, celebrating individual journeys and defying industry stereotypes.
It’s about showcasing real stories, real bodies, and real beauty in all its messy, wonderful forms. With campaigns like “We Are Real,” they empower everyone to share their unique voices and create a space where everyone feels seen, heard, and celebrated. This authentic, inclusive approach resonates deeply with modern consumers, making Aerie a beacon of positivity in a world obsessed with unrealistic ideals.
3. Customer Loyalty Programs
Aerie’s Real Rewards goes beyond points and perks, fostering a true sense of community and appreciation for its customers. Every dollar spent earns points, unlocking a treasure trove of benefits: free shipping, birthday surprises, exclusive discounts, early access to sales, and even members-only events. And at 1,250 points, you score a guaranteed $5 reward – a tangible thank you for your love for the brand.
But Aerie takes it a step further with the A-List program. Launching every Thursday like a weekly treat, you get showered with free gifts ranging from jewelry and lip gloss to heartwarming journals. These unexpected presents speak volumes about Aerie’s commitment to building a connection with its customers, making them feel special and valued.
These loyalty programs aren’t just about rewarding past purchases; they’re strategic magnets for new customers. Word-of-mouth about these rewarding benefits draws in curious shoppers eager to join the “Real” club. It’s a win-win: customers feel appreciated and come back for more, while Aerie expands its loyal community, proving that genuine care and thoughtful rewards have the power to turn customers into lifelong fans.
4. Collaborations and Partnerships
Aerie doesn’t just sell clothes, it builds bridges. Strategic partnerships and collaborations fuel the brand’s mission to empower and celebrate real women. They champion inclusivity beyond their own walls, teaming up with brands like Liberare to create adaptive lingerie for disabled women, or featuring athletes with intellectual disabilities alongside their diverse models in the #AerieREAL campaign.
But their reach extends beyond body positivity. Aerie’s Hidden Gem Marketplace spotlights small New York City businesses and unique brands, like Brooklyn Blooms and Palace One Eleven, giving them a platform and amplifying their voices. Similarly, the E.l.f. beauty collaboration showcases female-led brands and diverse influencers, promoting self-expression and authenticity.
This spirit of collaboration extends to social responsibility. Aerie’s partnership with HeadCount empowers young people to vote through voter registration drives and awareness campaigns. It’s a powerful reminder that their focus on real stories extends to real-world impact.
By working hand-in-hand with inspiring organizations and brands, Aerie demonstrates that genuine collaboration can spark positive change. It’s a win-win: partners amplify their reach, while Aerie strengthens its community and reinforces its values of inclusivity and empowerment. This collaborative spirit is at the heart of Aerie’s success, proving that together, we can empower real women and create a more beautiful world.
5. Digital Marketing and E-commerce
In the age of endless scrolling and digital connection, Aerie knows exactly where to find its tribe: online. Their target audience, stylish and comfort-loving young women, are right at home on platforms like Instagram and TikTok, where Aerie crafts engaging social media campaigns. Think vibrant photos of real women in real bodies, hilarious videos, and collaborations with relatable influencers. It’s not just marketing, it’s a conversation – a vibrant community celebrating individuality and self-love.
But the love doesn’t stop at likes and shares. Aerie uses paid social and influencer marketing strategically, partnering with inspiring voices to amplify their message and extend their reach. And with digital display and streaming ads, they ensure their authentic spirit shines through every screen.
Of course, the ultimate destination is the Aerie website. Forget sterile product shots. Their website is a visual celebration of real beauty, with diverse models rocking comfortable collections in a way that feels true-to-life and inviting. It’s an extension of their online community, a welcoming space where browsing seamlessly turns into buying.
And buy they do! Aerie’s e-commerce engine is a powerhouse, accounting for over half of all sales. In 2020 alone, online shopping drove a staggering 70% of quarterly revenue, proving that their digital approach resonates deeply with their audience. So next time you see a girl effortlessly rocking her Aerie bra and leggings, remember: it’s not just a purchase, it’s a testament to the brand’s success in building a loyal community and making a positive impact through the power of the digital sphere.
And don’t forget, Aerie’s online presence is only half the story. It’s seamlessly integrated with its sister brand, American Eagle Outfitters, offering wider reach and even more options for style-savvy customers. It’s a digital ecosystem built for connection, empowerment, and a healthy dose of real-life fun.
6. In-Store Experience
tepping into an Aerie store isn’t like entering a typical lingerie shop. Forget dim lighting and pushy salespeople; here, you’ll find a bright, calming, and laid-back haven. Inventories might echo Victoria’s Secret, but the vibe is distinctly different. Think casual dressing rooms, comfy PJs and workout gear, and a focus on everyday needs rather than just special occasions.
Aerie’s new store design takes things further with an “indoor market” feel. Personalization printers and DIY activities invite you to make the experience your own, while the airy ambience encourages browsing and trying things on at your own pace. However, some lingering pain points exist, like long fitting room lines or the occasional hunt for an associate. Yet, Aerie remains focused on creating a welcoming space where comfort reigns supreme, proving that real beauty shines brightest in a relaxed and authentic setting.
7. Social Responsibility and Sustainability
Aerie isn’t just about celebrating real bodies; it’s about building a better world for everybody. Their dedication to environmental sustainability and social responsibility runs deep, woven into the fabric of everything they do.
The planet comes first. Aerie champions sustainable practices, using recycled polyester from plastic bottles and responsibly sourcing sustainable cotton. With ambitions to go 100% sustainable by 2024Â and achieve carbon neutrality by 2030, they’re actively reducing their environmental footprint. It’s not just talk; it’s action, proving that fashion can be both beautiful and ethical.
But their focus extends beyond the environment. Aerie fosters an inclusive workplace where everyone feels valued and respected. They champion responsible sourcing and manufacture, ensuring ethical practices throughout their supply chain. And with a firm code of conduct prohibiting harassment and abuse, they set a high bar for the industry.
Empowering young women is central to Aerie’s mission. They support charitable causes that promote health and education, donating over $4.5 million in 2023 alone. And through its #AerieREAL Role Model program, they amplify the voices of young activists like gymnast Aly Raisman, showcasing diverse heroes who inspire positive change.
Aerie’s commitment to social responsibility isn’t just a marketing tactic; it’s an integral part of their brand identity. They understand that real beauty extends beyond appearances, encompassing respect for the planet, ethical practices, and empowering the next generation. By weaving these values into every thread of their business, Aerie sets a powerful example for the fashion industry, reminding us that true success lies in creating a better world, one comfortable bralette and empowering message at a time.
Forget airbrushed perfection, Aerie champions the real – with marketing that sparks a movement. They celebrate inclusivity, empower women, and prioritize the planet, proving that authentic connection and positive change are the ultimate selling points. Aerie’s not just marketing, it’s a revolution in comfortable bras and bold hearts.
Marketing Mix of Aerie
Aerie’s success isn’t a fluke; it’s a carefully crafted cocktail of marketing magic, stirred with the 4Ps: Product, Price, Place, and Promotion. But Aerie doesn’t just follow the recipe, they rewrite it entirely, infusing each step with their mission of body positivity, inclusivity, and real-world connection. Let’s dive into the details:
1. Product
Comfort reigns supreme: From bralettes that feel like hugs to leggings that move with you, Aerie prioritizes comfort and functionality over push-up padding and restrictive cuts.
Beyond lingerie: It’s not just bras and panties; Aerie offers sleepwear, loungewear, activewear, and even swimwear, catering to every facet of a woman’s life.
Diversity matters: Size inclusivity is a given, but Aerie expands this notion, featuring models with disabilities, different ethnicities, and body types, celebrating real beauty in all its forms.
Sustainable choices: Eco-conscious materials like recycled polyester and sustainable cotton make an ethical statement, aligning with their values and attracting environmentally conscious consumers.
2. Price
Accessible for all: Aerie strikes a balance between affordability and quality, offering competitive prices that resonate with their target audience – young women looking for stylish and comfortable pieces.
Promotions and rewards: Strategic flash sales, discount codes, and loyalty programs like Real Rewards keep customers engaged and coming back for more, creating a sense of community and value.
Bundles and collaborations: Limited-edition collaborations with other brands or influencers offer unique pieces and generate buzz, while curated bundles make shopping convenient and cost-effective.
3. Place
Bright and welcoming: Aerie stores are a far cry from dimly lit lingerie shops. Think airy spaces with comfy couches, open product displays, and a friendly, non-judgmental atmosphere.
Digital haven: Their website and social media platforms are extensions of the store – vibrant, inclusive, and interactive, creating a sense of belonging and fostering online communities.
Partnerships and pop-ups: Aerie strategically partners with relevant retailers and events, expanding their reach and making their products accessible to a wider audience.
4. Promotion
Real beauty campaigns: Forget airbrushed models; Aerie’s campaigns feature “real” women of all shapes, sizes, and backgrounds, embracing individuality and challenging industry norms.
#AerieREAL and beyond: Hashtags like #AerieREAL and partnerships with inspiring role models like Aly Raisman and Iskra Lawrence spark conversations about body positivity and female empowerment, going beyond just selling products.
Authentic social media: They engage genuinely with their audience on platforms like Instagram and TikTok, using humor, relatable content, and influencer collaborations to create a vibrant online community.
Cause marketing: Aerie partners with charities that support young women’s health and empowerment, aligning their brand with social responsibility and connecting with consumers who share their values.
The secret sauce? Aerie doesn’t just market, they connect. They build relationships with their customers, listen to their voices, and champion their journeys. It’s not about selling the perfect body, it’s about celebrating real women and empowering them to be their most confident selves. This authentic approach, infused into every facet of the 4Ps, is what makes Aerie’s marketing mix a recipe for success, proving that sometimes, the most revolutionary marketing magic lies in simply being real.
Also Read: Marketing Strategies and Marketing Mix of Fabletics
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