This Lingerie Brand for Young Women Refuses to Airbrush Its Ads—And Sales Are Soaring 21%

This Lingerie Brand for Young Women Refuses to Airbrush Its Ads—And Sales Are Soaring  21%,Aerie defied norms endure year by abandoning photo retouching of its models.

The abstraction to use unretouched photos in ad campaigns dawned on the artistic aggregation as a way to address to adolescent women.

“We absolutely had a artistic moment area the aggregation got together, and we just said, ‘really, what’s accident today with millennials and the next generation?’” Aerie’s president, Jennifer Foyle, said to Business Insider this summer. “And we absolutely acquainted like girls today are just added absolute and stronger than ever.”

“We just knew that it would absolutely bell with this generation,” she said, adding, “why would we even be airbrushing these models? They’re admirable as is.”

That aptitude was absolutely right.

Since nixing Photoshop, sales accept soared. In its a lot of contempo quarter, Aerie’s commensurable sales added by an absorbing 21%.

Aerie serves as an another for adolescent women, who are generally bombarded by unrealistic adumbration from the media.

“I anticipate if you attending alfresco of what we’re accomplishing [the lingerie industry’s models are] not realistic, and I don’t anticipate it sets a acceptable example,” Foyle said.

Now the cast affairs to never attending back.

“I anticipate every cast needs to do what’s appropriate for their brand,” Foyle said, apropos airbrushing in general.

But she doesn’t anticipate retouching is a necessity. “I anticipate it could be done without,” she said. “I mean, I don’t anticipate we charge to angular on it as harder as we think. And from my perspective, I would say it’s absolutely up to the retailers, and what they absolutely wish to do. This is what we angle for, and this is what we wish to do.”

Aerie is assertive for amazing growth.

“Next Aerie presents an absurd advance and opportunity, which I accept can bifold in admeasurement over the next several years,” acting CEO Jay Schottenstein said on an balance alarm endure quarter. (Schottenstein has back been answer to full-time CEO, according to a release.)

“We wish to become a absolute amateur in the assembly sector,” Foyle said to Business Insider.

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