Business is booming for one of my favorite clothing stores, Aerie. It continues to grow and generate more revenue than American Eagle, which Aerie is a branch of. I kept wondering, how come this store is doing so much better than AE? So, I decided to make this post about Aerie’s sales strategy and why they are one of the hottest clothing brands for women.<\/p>\n
There are 3 strategies that Aerie focuses on that really brings in the sales. The first one is being true to diversity and inclusion. A spokesperson from Aerie said, “We left beauty marks, we left tattoos, what you see is really what you get with our campaign.” They feature models that aren’t “touched up” or edited because they market the true beauty of women. This company promotes body positivity and has been a real leader in empowering women through what they wear. They really target our generation, Gen Z, as we are known to be the biggest generation that is seeking authenticity from brands. And that means including everyone, no matter the ethnicity, BMI, or disability.<\/p>\n
The second strategy is retailer turned activist. The company sees themselves as more than just a clothing store. They know that to be successful in this generation, your business has to have a meaning behind it. They empower and inspire the Aerie community to be the change they want to see in the world through leadership, advocacy, workshops and philanthropic partnerships. Instead of getting the hot model of the day to become one of its Role Models, Aerie chooses to focus on young activists.<\/p>\n
Thirdly, they have a deep focus on Gen Z. We are one of the biggest generations and they know that. For example, 90% of Gen Z consumers believe an organization should be responsible for addressing social and environmental causes and would pay more to shop at organizations that are civic minded. Aerie\u2019s civic mindedness is a natural fit with the desires of this young generation.<\/p>\n
They are also strongly focused on staying ahead on trends. Marketing as casual and comfortable, yet stylish, brings many Gen Z’s to their doors, including me. I think it is inspiring to see how personal this brand is. Their selling and marketing strategies have been on point, and I’m excited to see how far they can go.<\/p>\n
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