While the event’s title of “hidden gem” may seem to refer to the smaller brands that Aerie spotlighted in its marketplace, McCormick applies the term to the retailer itself and has been candid about making customer acquisition a priority. Research from YouGov found that Aerie is at 54% awareness for ages 18 to 35, and almost half of Aerie customers don’t buy its bras.
Though many of them found an audience on social media, the local businesses participating in the marketplace cited the benefits of connecting with consumers in person. After closing its flagship store last year due to pandemic challenges, ice cream brand Mikey Likes It said the marketplace was a valuable opportunity to reach customers offline. Dani Egna, founder of ecommerce temporary tattoo brand Inked by Dani, also recognized the perks of connecting with people face-to-face about their latest design interests while learning from other brands in a noncompetitive setting.
Asserting a timeless purpose
In 2014, Aerie committed to a defiant role in the slow-moving intimates industry when it launched Aerie Real, which featured un-retouched photos of models with diverse bodies.
As the campaign that put the brand on the map approaches its 10th anniversary, Aerie is emphasizing the continued urgency of inclusion while focusing on new ways to differentiate when much of what it has always advocated for—unfiltered images and body representation—has become industry table stakes.