The Story Behind The Rise Of Underwear Brand Aerie

Although Victoria 'sSecret is still at the top of the underwear market, it should change its marketing strategy so as to retain customers. Professor Sehdev said that Victoria 'sSecret should really listen to women customers and have a good conversation with them.

The underwear retail giant Victoria 'sSecret (Vitoria's secret) was first criticized by the advertisement "ThePerfectBody", and then criticized for not providing big size underwear and underwear, resulting in its user base being shaken. Meanwhile, another lingerie brand is rising quietly in the US and becoming a potential competitor for Victoria 'sSecret, which is the underwear brand Aerie of AmericanEagleOutfitters, an American Apparel and accessories retailer.

In Aerie2014, we began to stop repairing our underwear models. Soon, its underwear advertising attracted a lot of consumer attention, and sales volume also increased significantly. JennyAltman, a brand representative and underwear expert, said last year through "Good Morning America": "we left beautiful tattoos on the body and left tattoos. What you see in advertisements is not different from what you see in reality."

The result is obvious. Aerie sales increased by 9% last year. The parent company continued to achieve good results in the first quarter of AmericanEagleOutfitters2015.

　　 U.S.A JeetendrSehdev, a brand expert and marketing professor at University of Southern California, told the US website that women are becoming more rational about making maps and losing trust in the brand of graphics. It is of no value or significance to consumers to repair pictures.

　　 JeetendrSehdev Continue to say: "nowadays, in the eyes of consumers, the value is too great." Consumers can see that advertising will naturally associate itself with the brand: can we get something meaningful from this brand? Is it necessary to spend money on this brand? "From this perspective, the correlation between Victoria 'sSecret' s and customers is far less than that of Aerie.

Although Aerie's models are still slender compared with large models, they do not need to obey them. Victoria 'sSecret' s That's a strictly restricted 34 "-24" -34.

On the other hand, Aerie launched a #aeriereal topic on Twitter to encourage women to show their "real" stature, which is in sharp contrast to the "perfect" figure of Victoria 'sSecret' s.

Aerie also provides underwear that emphasizes high comfort for customers to choose widely, which is totally different from the sexy underwear of Victoria 'sSecret advertisement. In fact, recently, female customers are more comfortable than sexy in choosing preferences. Underwear designer GreerSimpkins said: most women just want to buy basic items that they can wear everyday, comfortable and good-looking.