To that end, back in Foyle spearheaded a campaign called Aerie Real, which focused on body positivity and inclusivity. The brand began using a wide array of real women as models, going beyond race and body size to include trans women and differently abled women. And it banned photoshopping. For one thing, it has 1, stores across the country, all of which had to shut down early in the pandemic. Foyle says that AEO had been investing more in e-commerce and social media, but when the crisis hit, these channels became crucial.
All of these efforts drove customers to shop online. Foyle knows some segment of customers may increasingly shop online even after the pandemic, which might mean closing less-profitable stores. American Eagle already has plans to close 45 stores. While many suburban malls have been dying for some time, she sees opportunities to expand into shopping streets in smaller towns and into outdoor lifestyle centers, which are increasingly popular.
And while American Eagle and Aerie focus on delivering affordable, trendy styles to customers quickly, Unsubscribed is focused on creating smaller collections of classic, durable garments, designed to be worn season after season. The brand is designed to appeal to an older, slightly wealthier clientele. But the very fact that the company is able to think ahead is noteworthy at a time when most retailers are treading water.
Foyle believes that fashion companies that are able to survive the crisis will find themselves with new opportunities on the other side of it. We are polite and professional—always.
It transforms stores into places of energy and customer delight. Our offices, design center and distribution centers hum with energy, activity and enthusiasm. We collaborate. We engage. We adhere to a keen sense of detail.
We are curious, enterprising and resourceful. Our associates embody entrepreneurial spirit, develop creative solutions and initiate change.
We continually refine the unique processes that drive our business, and we use insightful research and analysis to balance our instinct and to guide our decisions. We celebrate achievements. Because we respect and trust one another and commit ourselves to our company goals, our teamwork succeeds. Fortifying our core brands Growing our North American presence Transforming American Eagle Outfitters from a leading domestic teen retailer into a distinctive branded, multi-channel business that can successfully and profitably compete on a global stage.
In , we established the American Eagle Outfitters Foundation to maximize the impact of our efforts and formalize our commitment. In difficult times consumers will trade down to less expensive lingerie brands or reduce spending in this category altogether. With the uncertainty facing the U. A shift in consumer spending, notwithstanding the pandemic, has impacted the lingerie market. An increasing number of lingerie specialty stores such as Aerie have diverted spending from the department store sector.
Even so, larger general merchandise retailers and fast-fashion retailers are fighting for market share by creating their own lingerie products. Also, digital players in the industry like ThirdLove, a direct-to-consumer DTC brand, have emerged as strong competitors for the brick-and-mortar stores.
The revenue for the lingerie market should rise slightly over the next few years, and with more intense competition the brands that have a better chance of survival will be those that offer an emotional connection to the brand, promote social responsibility, and encourage individuality, inclusion and body positivity. The largest customer segment for lingerie is women ages 45 to Companies that target younger shoppers have the potential to instill loyalty at a young age and provide customers the opportunity to grow with the brand.
While younger generations are trend and brand conscious, the 35 to 54 customers are focused on quality and are more likely to purchase higher-priced products. Millennials who turn 40 next year have different ideas regarding beauty than previous generations. They value body positivity, inclusion of all body types and diversity.
For many millennial shoppers, these factors must be apparent even before they enter a store or browse online. Aerie will continue its robust growth as it opens about 60 new stores in the next year and continues to penetrate the market. This is a BETA experience.
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