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Shaken & Stirred - Influential Brand Profiling and Positioning

American Eagle’s underwear line, Aerie, stopped retouching photos of their models

About a year ago, clothing brand American Eagle’s underwear line, Aerie, stopped retouching photos of their models. As their CEO Jennifer Foyle said in a statement, “There is no need to retouch beauty.” More

The results were beautiful

And profitable.

After putting the nix on retouching, quarterly comparable sales for Aerie were up 9%.

9% for that quarter. The next quarter, Q3 of 2014, up only 3% in comparable sales. But then in the next two quarters? Up 13% and 12%. Coincidence? Maybe. But I like to think it has to do with things like this pic:

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