Iskra Lawrence Marketing

American Eagle’s lingerie and loungewear spin-off brand, Aerie, built its name and relationship with the public through a slew of artfully crafted campaigns centered around body-positivity. All of Aerie’s campaigns shaped public opinion about the brand in a positive way and gained them worldwide recognition. In a world of beautiful women with supermodel bodies plastering every billboard and poster in the mall, Aerie finally put a stop to the unrealistic standards with their AerieREAL campaign.
The AerieREAL campaign launched in 2015 and featured a plethora of advertisements and photographs for their apparel features non-photoshopped women, bearing stomach rolls, stretch marks, and imperfections such as moles and body hair. The advertisements also featured the phrase “The Real You Is Sexy”, continuing to preach body positivity. The advertisements not only got people talking about the brand in an extremely positive way, but it also made countless headlines. There were articles
The addition of Iskra Lawrence to the Aerie name was also a positive influence on the company and had consumers talking positively about the company because Iskra Lawrence is a plus sized model. Iskra Lawrence message was that you do not have to be a size 2 to be beautiful, she constantly speaks out about self-love and body acceptance, making her the perfect spokesperson for Aerie. The AerieREAL campaign brought new consumers into the store, people who do not fit into a small category and know that, because of the AerieREAL campaign, they can trust Aerie to care about their demographic. Not only does Aerie feature models of all shapes and sized in their ads, but they also feature plus-size sizing and promise that their clothes are comfortable for a woman of any size. According to business insider Aerie’s sales growth is outpacing that of Victoria’s Secret because of their inspiring AerieReal