Aerie

So here's the thing about Aerie - it's basically become the anti-Victoria's Secret, and honestly? That's kind of brilliant.

Back in February 2006, American Eagle launched this lingerie sub-brand targeting 15- to 22-year-old females, but the real magic happened in 2014 when they started a campaign focusing on promoting models' real bodies with their slogan #AerieREAL and adding to their advertisements that models have not been retouched. And look, I know every brand claims to be "authentic" these days, but Aerie actually put their money where their mouth is.

The numbers don't lie. Digital sales rose 33% year-on-year in Q1 2020, including a 75% gain for the Aerie brand. That's not nothing. But what really gets me is how they've managed to turn body positivity into an actual business strategy rather than just a marketing gimmick. They became the first national retailer to sponsor the National Eating Disorders Association (NEDA) and are the leading sponsor of their national walks awareness program known as "NEDA Walk," which raises funds for educational programs and spreads awareness about eating disorders through 65 walks every year in cities across the United States.

Now, let's talk about what they actually sell. Aerie IS women's clothing with high-waisted leggings, activewear, swimsuits, bras, bralettes, women's underwear and more, with bras that blend cloud-soft comfort with the support you need, every day. Their OFFLINE by Aerie activewear line has become huge - like, genuinely competitive with the Lululemons of the world, but at a fraction of the price.

What's interesting is how they've played the social media game. In just two weeks after launching a TikTok challenge in April 2020, Aerie earned 17,400-plus followers, with 6,600 videos posted using the challenge hashtag that together saw more than 1.3 billion views. They partnered with Charli D'Amelio when she had 51.5 million followers, which was smart timing. But they're not just chasing big influencers - they're actually scrolling through #AerieREAL posts at night looking for micro-influencers who align with their values.

The brand operates differently than you'd expect. The aerie brand is sold in American Eagle Outfitters stores, on the American Eagle website, and in stand-alone aerie retail stores. So you might walk into an American Eagle and find an Aerie section, or you might find a dedicated Aerie store. As of January 2023, there were 175 Aerie stores scattered across North America.

And here's something that caught my attention - their sizing is actually inclusive. We're talking XXS to XXL in most items, with bras ranging from 30A to 42DD in select styles. That's a pretty wide range for a mall brand. Plus, some of their leggings come in three different lengths, which is clutch if you're not exactly average height.

The pricing sits in that sweet spot where it's affordable enough for college students but nice enough that you don't feel like you're buying disposable fashion. Their Real Me leggings have developed an almost cult following - people genuinely swear by them. And unlike some brands that talk a big game about sustainability, Aerie's actually doing stuff like using recycled polyester and nylon fabric in their swimsuits and intimates.

But let's be real for a second - they're still a massive corporation owned by American Eagle Outfitters. The whole "no retouching" thing is great, but they're also selling you $50 bras and $60 leggings. The body positivity movement they've championed has definitely helped change the lingerie industry for the better, though. Other brands have had to follow suit or risk looking tone-deaf.

Aerie figured out that young women were tired of seeing impossibly perfect bodies selling them underwear. They zigged when everyone else zagged, and it paid off big time. Whether you're there for the comfy bralettes, the leggings that actually stay up during yoga, or just because you appreciate seeing models with stretch marks in ads, Aerie's carved out a pretty solid niche for itself.