Aerie is a lifestyle brand offering intimates, apparel, activewear and swim collections.
Building on its already stellar reputation, Top US fashion retailer American Eagle Outfitters was opening a prime 7,000sq ft retail space in Central. Its grand opening was accompanied by the launch of Aerie by American Eagle in Hong Kong, located on the first floor, with lush decor showcasing its loungewear, activewear and swimwear. We wanted customers to discover more about the brand, and feel good about who they are, inside and out.
Not a moment was wasted in introducing the #AerieREAL brand experience, we kicked-off the launch with an exclusive Aerie House wellness retreat, meeting and greeting journalists and influencers, building awareness in the market, driving and maximising media and social media coverage. We created a teaser campaign engaged with our celebrities, “The Aerie Role Models” that ramped up excitement for the Aerie Central Store opening, introducing Aerie to the city, and its brand DNA of “Power, Positivity and No Retouching”.
Our pre-launch teaser featured celebrities and ambassador engagement, media partnerships with Elle, Milk, Cosmopolitan; social media and digital advertising, and collaborating with cafes in Central. A glittering grand opening event for media and ambassadors was accompanied by outdoor advertisement (OOH) at Central MTR. Meanwhile, a post-launch event saw in-store activations, ambassadors recruitment and accompanying social media and PR add to the excitement.