Aerie's pledge is paying off
Aerie's bold decision to ditch Photoshop and other retouching tools in its lingerie ads may be paying off in more than just good karma and public approval.
Aerie's bold decision to ditch Photoshop and other retouching tools in its lingerie ads may be paying off in more than just good karma and public approval.
According to Business Insider,
the branch of American Eagle specializing in intimates and sleepwear
saw a 9 percent increase in sales in the last quarter. The company
announced earlier this year it would leave everything from beauty marks
to tattoos in its ad campaigns.
By contrast, while Aerie has experienced a triumphant success by encouraging young women between the ages of 15 and 21 to "get real and think real," Victoria's Secret recently came under fire for the awkward message of its "Perfect 'Body'" campaign.
Many have noted the women featured in Aerie's ads are still models,
whose size and shape may not be considered average for the everyday
consumer. However, the soft rolls of skin, freckles and stretch marks
they proudly display are undeniably more relatable than the unattainable
physique of a super model.
Aerie has also photographed women of different body types modeling products for an online sizing guide
to help shoppers visualize how any given style might look on someone
with their bust size. Not only does this take some of the guesswork out
of online shopping, but it also gives the company a chance to promote
body positivity across a broader spectrum than just the what's present
in its advertising. - Adweek
