By Abby Conrad
We live in a world where AI images flood our screens, photoshopped bodies fill our feeds and filtered faces are all the rage. In an era that places “fakeness” on a pedestal, one brand stands out for remaining steadfast in keeping it real. Launched by American Eagle in 2006, the lifestyle clothing brand Aerie is an excellent example of how embracing authenticity keeps a brand at its best. What makes them special?
#1: Strong, consistent brand image
In 2014, Aerie committed to not retouching models in photos or media content. They have embraced this promise ever since by highlighting their clothing pieces on diverse women, reflecting their customer base and making their audience feel represented in stores and in the media, often for the first time in their lives. These actions have created a sense of trust with their customers, giving them a loyal and supportive audience. In response to AI’s increasing prevalence, Aerie recently released a statement assuring customers that they will not use the technology in their marketing. “You deserve REAL in every image, every story & every moment,” the brand stated. “We believe transparency isn’t a trend. It’s our promise to you.” The positive feedback that Aerie received from this statement proves that when a brand remains dedicated to their mission despite mounting outside pressure, they foster confidence and further strengthen their customer-business relationship.
#2: Intentional influencer outreach
While Aerie has famously partnered with big names such as Aly Raisman and Kelsea Ballerini, they are also keen to tap into microinfluencer bases. This is a strategic branding move considering many microinfluencers focus on niche topics and have loyal followers who feel a connection to these influencers and therefore the products they promote. Aerie also makes it a priority to partner with influencers from diverse, often underrepresented communities. For example, the brand often partners with April Lockhart, a “disabled fashion girly” influencer who has a limb difference. Aerie’s decision to uplift these influencers sends audiences a message that they support diverse voices and value inclusion.
#3: Championing corporate social responsibility
One of the hallmarks of Aerie’s brand is the Aerie Real Foundation, which partners with non-profit organizations to provide grants and support in “creating equal access to much-needed products, promoting menstrual equity, developing leadership skills, empowering underserved communities & more,” according to the foundation’s website. Aerie’s key partners include I Support the Girls, Special Olympics, PERIOD., and Girls Inc. These partnerships allow Aerie to not only leave a lasting impact nationwide, but places them as a values-based brand, pulling customers in because of the values they represent and the communities they serve. Choosing to partner with these organizations proves that Aerie is committed to upholding their mission statement, making customers feel more connected to the brand when they interact with or buy from the company.
Thanks to their intentionality, inclusivity and impact, Aerie is a shining example of a brand that uses their influence to create connection and make a difference, setting a lead of authenticity for brands and professionals to follow as they navigate this new world of PR.
Happy Valley Comm 