YOUNG women’s lingerie specialist chain aerie reported strong sales in its first quarter. Parent company American Eagle said that the period brought a 32 per cent rise in like-for-like sales for the chain, despite generally difficult trading conditions. E-commerce is said to have accounted for around 30 per cent of the quarter’s sales. aerie global brand President Jennifer Foyle attributed the higher sales to the strong collection and marketing campaigns that drove more traffic and new customers to the brand. The chain also boosted its margins by cutting down on promotions and keeping a tight control on inventory.
In the period, the aerie chain also continued to benefit from the efforts it had made in 2015 to focus on “real” women, using photos that were not air brushed.