This lingerie brand for young women stopped airbrushing photos – and sales are …
August 30, 2015 by admin
Filed under Latest Lingerie News
Comments Off
Aerie/Ali Mitton American Eagle’s lingerie brand is thriving.
Aerie defied norms last year by abandoning photo retouching of its models.
The idea to use unretouched photos in ad campaigns dawned on the creative team as a way to appeal to young women.
“We definitely had a creative moment where the team got together, and we just said, ‘really, what’s happening today with millennials and the next generation?’” Aerie’s president, Jennifer Foyle, said to Business Insider. “And we really felt like girls today are just more independent and stronger than ever.”
“We just knew that it would really resonate with this generation,” she said, adding, “why would we even be airbrushing these models? They’re beautiful as is.”
That instinct was completely right.
Since nixing Photoshop, sales have soared. On a recent earnings call, American Eagle Outfitters revealed that in the second quarter alone, Aerie’s comparable store sales increased by 18%
Aerie/Ali Mitton
Aerie serves as an alternative for young women, who are often bombarded by unrealistic imagery from the media.
“I think if you look outside of what we’re doing [the lingerie industry's models are] not realistic, and I don’t think it sets a good example,” Foyle said.
Victoria’s Secret is known for its very svelte “angels.” Aerie’s models are seen as more relatable.
“Do you remember being in sixth grade when you’re just going through those awkward stages?” Foyle said. “I think what we’re looking to do is to create a bond. We want this to be a bond that young girls can hold hands on and say, ‘I wanna be part of that brand!’”
Aerie/Ali Mitton
Now the brand plans to never look back.
“I think every brand needs to do what’s right for their brand,” Foyle said, regarding airbrushing in general.
But she doesn’t think retouching is a necessity. “I think it could be done without,” she said. “I mean, I don’t think we need to lean on it as hard as we think. And from my perspective, I would say it’s really up to the retailers, and what they really want to do. This is what we stand for, and this is what we want to do.”
Aerie is poised for tremendous growth.
“Next Aerie presents an incredible growth and opportunity, which I believe can double in size over the next several years,” interim CEO Jay Schottenstein said on a recent earnings call.
“We want to become a real player in the intimates sector,” Foyle said to Business Insider.
Share and Enjoy
Join Simone Pérèle for an evening of lingerie and luxury
August 30, 2015 by admin
Filed under Latest Lingerie News
Comments Off
View
comments
Exclusively for YOU: be the first to see the new Simone Pérèle lingerie collection, indulge in beauty treatments and enjoy prosecco and canapés at Fenwick of Bond Street.
After being welcomed by YOU editor Sue Peart and the team from Simone Pérèle, you can enjoy French-themed refreshments while viewing the sumptuous lingerie collection. Trained fitters will be on hand to offer one-to-one advice, measure your bra size and expertly fit the lingerie in the deluxe changing area.
Fenwick beauty consultants from Clarins, YSL, Suqqu and Nails Inc will offer mini treatments, including neck and back massages, personalised makeovers and express manicures, plus you will take home a luxury goodie bag with an exclusive gift by Simone Pérèle.
Your £20 ticket is redeemable against purchases on the night. This is the perfect chance to indulge with family or friends, build your lingerie wardrobe with expert advice and enjoy treatments in the heart of London’s iconic Bond Street.
Location Fenwick, 63 New Bond Street, London W1A 1RQ
Date 24 September
Time 6pm-8.30pm
To buy tickets call 0808 163 2000, 9am-5.30pm seven days a week, or visit simone-perele-you.eventbrite.co.uk
Terms and conditions: Calls are free from a BT landline, other networks may vary; calls from mobiles may cost considerably more. Tickets are limited and are sold on a first-come, first-served basis and we expect this event to sell out fast. The programme is correct at the time of going to press and YOU magazine regrets that money cannot be refunded should you cancel.
Share or comment on this article
Comments (0)
Share what you think
We are no longer accepting comments on this article.
Who is this week’s top commenter?
Find out now