While pollsters scramble to figure out what exactly it is that gets us millennials to shell out our cash, Aerie’s got us consumers all figured out. The solution, in fact, is quite simple: When it comes to bodies, don’t lie to us — show us the non-digitally altered truth. Show us a spectrum of healthy sizes, so we really believe you’ve got our best interests at heart.
While many fashion brands are merely surviving, Aerie, American Eagle’s lingerie sub-brand, is thriving. Two years ago, it nixed the use of airbrushing in its ad campaigns, a self-love movement that would come to be known as #AerieReal. Since then, the brand’s sales have soared steadily. Numbers don’t lie: The brand is now reporting a whopping 32 percent increase in sales in the first fiscal quarter of 2016.
To put this figure in perspective, during the first fiscal quarter of 2015, the brand saw 12 percent sales growth. By the end of the year, overall sales had increased by 20 percent. In short, 2016 is shaping up to be a stellar year for the swimsuit and lingerie peddler. (more…)