PP2: Image Enhancement

Enhancing Brand Image Through the AerieREAL Campaign

In today’s competitive fashion industry, companies must carefully manage their public image to attract consumers and stand out from competitors. Image enhancement campaigns that use targeted media and promotional strategies to create positive publicity are increasingly common, especially in industries traditionally criticized for promoting unrealistic beauty standards. One of the most notable examples of such a campaign is the AerieREAL campaign launched by Aerie, a sub-brand of American Eagle. The campaign focused on promoting body positivity and authenticity and used social media, influencer partnerships, and unretouched advertising to enhance the brand’s image and build trust with its target audience. Aerie’s REAL campaign highlights how strategic use of media, promotional tools, and social initiatives like the Aerie Real Foundation can enhance brand image and create lasting positive publicity.

Founded as a sub-brand of American Eagle, Aerie targets young women, primarily Gen Z and Millennials, with lingerie, activewear, and loungewear products. The lingerie industry has long been criticized for promoting a narrow definition of beauty, often relying on heavily retouched images and idealized body types. Aerie recognized an opportunity to differentiate itself by embracing authenticity in its marketing. The REAL campaign, launched in 2014, sought to challenge these norms by featuring diverse models of various body types, ethnicities, and abilities, and by publicly committing to not retouching its images. In doing so, Aerie positioned itself as a brand aligned with its consumers’ values, creating a meaningful emotional connection and enhancing its public image.

An ad that showcases the brand's diversity and inclusion. 

The campaign’s core strategy was straightforward but impactful. Aerie featured unretouched images of models who represent real bodies. By eliminating Photoshop and digital alterations, Aerie sent a strong message that beauty is not limited to a single, idealized form. The brand also highlighted inclusivity by featuring models of different sizes, ethnic backgrounds, and even those with visible disabilities. In addition, the company supported the Aerie Real Foundation, which funds programs that promote body positivity and mental health awareness, showing that its commitment to authenticity extends beyond advertising. The emphasis on representation and real-life support helped the brand appeal to a broader audience and positioned Aerie as a socially responsible company.

A video from the AerieREAL Foundation.

Aerie supported its image-focused approach with a robust social media strategy. Platforms like Instagram, TikTok, and X/Twitter allowed the company to engage directly with its target audience. The hashtag #AerieREAL encouraged users to share their own unretouched photos, effectively turning customers into brand ambassadors. User-generated content amplified the campaign’s reach while reinforcing the brand’s commitment to authenticity. Influencer partnerships also played a key role. Collaborating with influencers who aligned with Aerie’s message of body positivity extended the brand’s visibility and credibility. These influencers showcased Aerie products while promoting a positive self-image, reinforcing the campaign’s goals through trusted voices in the community.

A video from Aerie that demonstrates the campaign's message.

Traditional advertising methods reinforced the REAL message. Print ads, in-store visuals, and online campaigns consistently featured unretouched models, creating a unified message across all platforms. This consistency strengthened the brand’s public image and helped consumers associate Aerie with authenticity. The campaign also aligned with broader societal movements advocating for body positivity and inclusivity, allowing Aerie to capitalize on cultural conversations and further enhance its reputation. By integrating its message into ongoing social trends, the campaign became part of a larger cultural dialogue.

An example of one of Aerie's print ads.

The effectiveness of the REAL campaign can be measured in several ways. First, the campaign contributed to tangible business outcomes. Aerie reported consistent growth in sales, outperforming competitors in the lingerie market. Consumer research indicated higher levels of trust and brand loyalty, particularly among younger audiences who value transparency and inclusivity. Media coverage of the campaign was overwhelmingly positive, with outlets highlighting Aerie’s commitment to unretouched advertising as innovative and socially responsible. Social media engagement, including the widespread use of #AerieREAL, demonstrated that the campaign successfully resonated with the target audience and encouraged active participation.

A chart from Forbes that shows how the campaign boosted sales at its launch.

Beyond commercial success, the campaign reinforced Aerie’s long-term brand identity. By committing to authenticity and inclusivity, the brand positioned itself as socially conscious and aligned with its consumers’ values. This strategy not only enhanced public perception but also created a competitive advantage in an industry where consumers increasingly demand ethical and realistic advertising. The campaign also set a precedent for other brands, showing that positive publicity can be effectively generated through values-based marketing rather than relying solely on traditional advertising or celebrity endorsements.

A video that touches on the impact of the campaign.

It is important to note that there is a question of whether campaigns like REAL are entirely authentic. While Aerie promotes body positivity and unretouched imagery, it remains a commercial entity seeking profit. The campaign’s success depends in part on the perception of authenticity, which can be viewed as a marketing tactic rather than a purely altruistic effort. Nevertheless, even if the campaign is partially strategic, its impact on public perception is undeniable. Consumers respond to messaging that aligns with their values, and the positive publicity generated by the campaign effectively enhanced Aerie’s image.

In conclusion, Aerie’s REAL campaign is an example of how targeted media campaigns and promotional tools can enhance brand image through positive publicity. By emphasizing unretouched advertising, inclusivity, and authenticity, and by leveraging social media and influencer partnerships, the company successfully increased awareness, consumer engagement, and brand loyalty. The campaign demonstrates that image enhancement is most effective when it aligns with both cultural values and consumer expectations, creating a meaningful connection that goes beyond traditional advertising. In a market saturated with idealized imagery, Aerie’s commitment to authenticity illustrates the power of values-based marketing in shaping public perception and enhancing brand image.