Competitors: Aerie (US Brand)

Competitors: Aeire (US Brand)

Source; https://www.businessinsider.com/women-abandon-victorias-secret-for-aerie-photos-2018-2?r=US&IR=T

Aerie are a US brand owned by American Eagle. Promoting Self-love, confidence and body positivity is at the forefront of their brand identity. Their sales grew by 38% in the first quarter of 2018 according to business insider, they compared this to Victoria's Secret and found only a 1% increase in the first quarter sales. Business insider compared the two brand said people resonate well with Aerie due to it's empowering message and representation of women in its campaigns. On the other hand Victoria's Secret was slammed for it's over sexualised ad's and argued that the brand is mainly targeting men. 

The prices range from around $20-$55 for a bras so they are considered to be quite a luxury brand. They sell their products based on comfort and confidence. It's not sold as sexy or sultry but feeling good in your body and comfortable too. Through the website, editorial photos of a huge range of models are used across the board. Nobody is missed with Aerie, they use women with disabilities, larger women, older, those who have tattoos, different ethnicities etc. Everyone is able to feel included in the brand as they brand represents all women. Though the brand is doing well, it has not yet come to the UK and is quite luxury for a younger consumer. It's online identity however doesn't seem to have a particular target market, meaning everyone must feel like they can buy from the brand. 

Aerie encourages customers to get involved with the brand via social media channels e.g. Instagram and Twitter. They encourage women to speak out about how they feel wearing the brand and body positivity. They share women's stories across the world on self-love. This seems to be an amazing feature as it connects social channels to the website, encouraging people to buy. 

Aerie also did a campaign speaking out about women not feeling like they are the 'image' of Underwear campaigns. They show all different women, celebrating and supporting each other in shooting for Aerie. The women are happy and feel represented by the brand and in turn the customers will too. 

According to a Mintel report, 78% of women want to see themselves in the models in brands. This is exactly what Aerie is doing and therefore will resonate well with their consumer.

Instagram

Their instagram has 1 million followers and perfectly reflects the brand. Regrams, products photos and empowering messages. The feed is very americanised, beaches, camping and American backgrounds are shown all throughout the feed. Their highlights are more personal, connecting to the consumer and influencers that are bringing in more profit for the brand. They get anything from 3,000-15,000 likes per post and show high engagement with those who follow them. 

Overall, the brand is sending a positive message across the board, in line with what the female consumer wants today. The brand is less sexy and more toned down, comfort and confidence are the core message they are sending. This in turn has increased their sales year on year, gave women confidence and representation in an industry that had turned anything but slim and toned away for a long time.