In its ‘real body’ campaign Aerie feature ‘real’ women complete with tattoos & beauty marks. And they proudly & boldly proclaims this virtue in there campaign - 'The girl in this picture has not been retouched'. Rest of the women are able to relate to Aerie’s model & therefore to the brand. Result: soaring sales.
Business lessons for us: Create brands which customers can trust & relate too. Then they will seek out your brand, pay a price premium for it & also metamorphosis into your brand advocate. Could you ask for more?
Questions we need to ask ourselves? Are our brands perceived as being trustworthy & relatable in the eyes of our customers? If not what steps are we taking to make them trustworthy & relatable?
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