Aerie’s latest marketing play is an organized effort to draw attention to other brands. Moving beyond the typical brand collaboration driven by a core product—a Barbie Burger King meal, for example—the clothing brand created a shared experience with a host of small businesses.
Aerie’s Hidden Gem Marketplace, which featured small New York City businesses as well as other social-driven brands, was a marketing campaign for its fall 2023 line. Partners included floral boutique Brooklyn Blooms, crystal shop Palace One Eleven and granola brand Tom’s Perfect 10. Aerie collected bra donations for Free The Girls, a nonprofit that gives economic opportunities to sex trafficking victims, and offered each attendee a free bra in return.
Aerie has used its likeness to build buzz for the activation while establishing consumer recognition for the other brands.
Source: Ad Week
Omni Talk is the retail blog for retailers, written by retailers. Chris Walton and Anne Mezzenga founded Omni Talk in 2017 and have quickly turned it into one of the fastest growing blogs in retail. 