UFC Time to Think REAL AERIE Speakers

So without further ado, I would like to introduce you to Jennifer Coyle, global brand president, and Margaret Cho, profits and technical support.

So to share a little bit of comment... Good day has birthdays. There's a military team in the audience here, the production demons who are reversed production. And I feel like dying teaches here to help guide. I really know leads us team. They're amazing, and the dedication every day is really what makes, I think, very special. You can never be liked by one person, so it's a team that makes areas what I think so special. I'll talk a little bit about that today. So Jen, well, and my lovely partner Margaret the way back, every little Kevin. I've been in retail for over 25 years, and as you know, today is very well timed in retail. I have spirit install today, and you know, Gary didn't swing calm. They're really tough environment out there. Why? How do we do that? It goes back to what I believe is any for something. I've been around the local trust, Bloomingdale's for 11 years, the Gap for five years. I must've Jake reruns there was a company went public there for five years. When you put so St. Marks small boutique operation, which really was like getting my MBA, not seriously. I was like opening money to pay the bill. So now we do that. That should have to be very creative in how we manage to something. And then we decided to take money. I just this opportunity of Aerie. When I first hit the job, I met with my loss of the time, Roger Markfield. I had many breakfast with him because, you know, would you be in there? People let's go to marry people. No, would you like to do the Aerie? I think I had a special place in my heart. My mom has been in the barrel her whole career. She was a GM and has with leathers, which is in Philadelphia, sort of like the Bergdorf's of Philadelphia. She grew in the retail industry as well. So maybe it was specialty locker, but I also knew that my state in the industry, I don't really sure times is dominated by one brand, which is an amazing room and have a 13 billion dollar brand out there, free social. And insert the earrings not there, so 500 million. But I did show that there was a customer out there that might not want to be traditionally sexy, sort of a different way to take on intimate apparel. And what does we obviously done with customer? So I knew we had to be mama fruit, and I also knew it'd be a tough fight against a huge competitor. But actually, when I really take a step back, it makes sense because I knew the report part of this retail industry that was validated by department store. I think there's a place where does he have girl really go and buy an apparel. So that was my first motivation. My moms are two white space. And then we got my nemesis on the job, and we sort of assess them in them who is going to be hotter after the event. And then here excited the business for five years already, Aerie. It took nearly a few years to get a reposition. Super Shulman, we had a clothes store that went obvious money or work. Just for representation of our brand, we needed to rest the right types of product offering. Getting serious about bras was one of the first priorities and balancing out the assortment. Mostly, I'd probably say a lot of the team has their built on. Wouldn't I did need to reposition a designer and some crystal table people of Cuba accurate assembles a team and built from within. Every passion about that a moment a little bit later. But we really started to take off and global when a group are in Pittsburgh. Beverly's near store not simulated short end up near looking here. Creatively learning marketing sizes well to narrow. I splat we put that it works unlike ordinary places here and epic. That was the beginning of Aerie. It was one day and I just said, 'Why don't we tell everyone that we don't good?' And I can't even I do this. He's like, 'You know for the past you shoot me.' I mean, that something is beep rabbit right. There's so many issues with young girls growing up in today's crazy supermodel world. I just thought, 'Well, what platform has banned them?' So that started. I would say we probably had some misfires. I mean, I don't say very much there's a lot of impressions. But what I said on the earnings call today, I said it was never going to come to light enrich the community, the team policing the platform, and this means belief. That's really when I started to see Aerie real came off. When I see it to a designer's and my swim teams here modeling who she was amazing. Virology Kirby has a beautiful figure modeling swim on our website. I'm like, 'Wow, we're really dating work. We're really hitting up with this very real platform.' And just, you know, then thinking in today's retail crazy environment, this to me is the dining everyone you go cries out there with our hearts. The design useful product that sometimes is lost in a sea of enormity. There's so much product out there today, and I knew if we delivered a message with beautiful product that my team and designing and producing abide, I knew it would resonate. I knew it would resonate with our customer and the team. I'm going back to team doesn't mean anything if the change of the bills were yes. I remember when I left came through after five years over and making argyle socks, knee socks, and closet hi what's up refill hydrogen's are envy. I was like, 'Oh my god, I think it's time for me to go.' Everyone else of the group, this is a really good kicker. Okay, okay. You know what I did feeling more recently? We've seen a sconce over the past 13 quarters. We have run double digit constant hazard work. But why we're doing that is because customers are getting lost and sent our teens engage. What I love about our platform is the sort of engine strengthen surgery. It was not airbrushed her models. It was to show yourself in art in court earlier. You're proud of your vibe. We just had mothers in it. I mean, the Mother's Day event every grant that we did all last week, that amazing. You know, I keep up the oh I got something overpowered website. And we won't you tell. I think it's something to Paris. Like the customer gets so engaged that we are so hot actually. It's really special. I feel really lucky every day going to work. I do smile. I do. I love my job. I love what we stand for. I love the letters I get from customers. I read them every morning. I take them seriously. I write handwritten notes back or I email them. We send care packages. I think the most importantly lately, tons of gentleness, 1 million. Horrible you guys talk sure happy here. This is true. Levena covers all the time. We tried to break pink, which is a preventative breast cancer awareness for young girls. Then we also spot Regina, which is a National Eating Disorder Association. Very serious, and we make it very seriously. Good role model is scratch once you start this to the hundred thousand dollars females over 3.2 million dollars. I believe chin north. Actually, we do. Oh my god, okay. But she's been to the great representation of our brain. She lives our brand, pleasing jail in this area. So she has to live in the city, and she'll come up with a villain feel being the battle cry from you meeting. You can tell when Travis a walk through the floor. I like the kite from downstairs. Never found out here interval is like our messenger. I mean, I'll experience acrylic. Oh my god, now she's in India. Okay, yeah, she's in LA. Dutchess back and an eerie tooth. I mean, she is spreading the word for us but also for herself. She believes in the domestic. She a tough time Molly. You know, had tough time breaking in choose a career model. It was a perfect marriage to Aryan Iskra. All I could say is, it's a gorgeous love what you do and design with your heart and vibe with your heart. Go into office every day and something. This is really the first job that I've ever had where it's not other than I did where the day cream uniform, but that really meant something to me. I do get a lot of celebrity trying to take echoes, but I do cry either that's something about the TV or what happens are just a great moment to celebrate and just take a moment and smile. I think it's a life lesson anyway. This is why I think you been success. Not sounding super cocky on it, but it is really about rating it resonate to the team. Your resume to our floor totally resumes for so our aerial platform is into a marketing expectation. If you all the patterns that we have everything in such are our fabric in Egyptian, it live and read this exotic instructions on your customers with them. Some things not soft enough, is open yoga enough, it's not going to stretch enough in the small. Be all this month, but you're not a medium, you're not alarmed, but you're not just this size. You exist on. If you can be that exact measurement, it's like right Socrates a little fluffy. It's moved to different places. It's like really live and breathe your message. Amber yay. Then we've had the opportunity to take it launches through how we build our problems. But there was a lot of our partners. We kind of do there's something called a her campaign, which we do a lot of attention in the countries uniting pattern. They work very closely to build a number times campaign with the women in the factories. They get assistance from either pregnancy at your heart broken. If you're part of our campaign, relaxing you to the top here of our vendor list. If our campaign works right now that Komodo Vietnam for just rally Bangladesh, they're in China. But it just goes back to the messages. You're not just somebody just goes in one of our facilities. You're part of our brand in front of our fans. We believe in what we say. You want to live it. My day so in depth as she's been going five years. Therefore, it's a similar feeling. Link has pretty happy. We're good. You get told you want to come and work for 80. I reduce in Finland jeans not really me. Then they talk that. Then something kind of resonating about when you don't put ice in your part of that. Although you get kind of excited well together maybe. Then I should probably tell me when it has fun. Then they had meetings. Jen, you kind of beat their high tolerance. I guess it's just in my heart when I can't have to work in. Everybody's we kind of touched well as the physical everybody. Thank you. Don't have as many Emma. What's interesting, even in our building, which is pretty much the whole building is our company, everybody kind of have to change to a salon. They needed more men. We were just sharing this is literally never happened to me in my career. There is a royal on our team. Opportunities you get promoted, their salaries for your job, good move into the brand amount. They end up right. So you get those moments. They're kind of awesome. When we get to spend some time in our stores, you actually get four people co-op you. I have that feeling that when you make the disor, please don't do this together. Bake bake. They talk to you. They really engage in here. They'll have their favorite moms. There's always a search along the chocolate the store on a regular basis. It was only one of a oh she must become this store. The mothers are apprentices in our 20 or college students that daughter and author sure artists sisters are big into our plan now. It's part of the proximity message. Late is the millennial centennial person has a different perspective of what is Exeter, what is important term. It's kind of yeah. I actually remember when my son went from being humiliated telling everybody. But it is not just our marketing message. It's a huge part of our brand. I believe in a project invitees leaving the engagement. We really limit marriage. You know this little business 500 million is actually adding complex to a 3.7 billion. Goa can be done. The negative operating income sitting here Oldenburg. A feel like we're all definitely interested. But it's been a great ride. So lucky to work with such people. We have so many questions. Have minds were still out. How long between when you felt like you really had the right product makes things saw the results of retail? I was like the first year I was there. We started we mixing the morning the intimate part of the business. The first real thing I think we did was create a label. I played with tribal these people. I mean kind of like natural. It was that a newly launched to go abroad. So that was actually within the hers. Yeah, I was in the first year. So then I was all started taking off. We knew we had to start planting it, taking big positions on those two category salute. It was about two years in. Then the complete Alco silencer campaign. We campaigned everyone. Yeah, yeah. I mean, there was definitely running. We've been earning comps for our because there's only one year since I've been there where the confident one because in sentence orders in the exact directive. That's been a whole other you know the customer brain imaging. But the directive is a whole other new challenge in the industry that we're learning every day. We have a paper fitting for almost fifty percent direct penetration resistance. Which is Wow. So it's really learning a lot around having an eleven operate differently. Well is a fee for speed model part of your? Yes, we have mystic our teachers. We have a constantly I mean a faster than Irene. So it's been done. We get faster and we maintain our on you. But how do we maintain or my proposition or product integrity did submit for us? So for you know we've done some different things in terms of suppose people during or platform matter absorb. We're actually getting down to that level of congressman about your level and the describe excu. So that part of speed subs. We have a portion of our business which truly opened by is anything we're going to go on this trip. We're going to come back inside what we're going to be. It's this top tier as a different. I am you expect agency is closely super fashion, super talked here. Therefore shouldn't have to be cleared much because it's right on trend. Therefore that financial model rule block. So also less of a card immediate challenge to certain to appear. Is what potential challenges we may be in an upcoming couple of years? With the domestic presence of the catacombs when a person as we know even entirely have a better frontier in Smith. We have a qualified experienced tougher challenge. So working with certain people that I actually but yeah there's different parts to it. Whether focus five super trend or just after in order to have lower industries and cold highs about everything. I really I guess to my creatures in the sea of products of images earlier. I really like art source with opportunities. I think it's a to get to that winning way to business today. I call the factory Taylor's ravenous back to puzzle memory together to be on. So we're talking about a go chopping it Justin. I don't wanna do it but I'd rather go just throw that at the point of view. So they still feel strongly that while the current market from a fox perspective is difficult, we feel really strongly that that is still our face to the world. A fortune our business has to be in that and have to look amazing. The drug Secretary's been amazing. Breakfast part of learning to pieces is that all fit perspective. How do you get her to go advice? There's one of the big challenges for our industry. So we're trying to do different events. Our instant is for bus tour which was a top-up stuff. Doesn't literally love the travel around the country in the place where we didn't have box penetration. We're in brand recognition and didn't I cause campuses and did it in well. It started the first year is just learn our brands, learn our methods. The next year it turned into a pop-up store opportunity. We went into Spring Street, another type of opportunity to get a smaller footprint but a testing ground of both product and presentation process selling ideas. Everybody that I was in their ChaCha. Ivenna - is that a human themed event? And immortally the grading which is such a relatively high loft. We did like 12 anything. We have teacher making machine. I'm a 20-month all animated. Something like that can help me our obviously I come in yoga has meets a haiku girls to do different ways of how do you make that experience a total experience. Not run inviting my own commercial. I'm gonna shop. Are you gonna continue to top model? Because originally yes, we still have room to grow. There is a direct correlation between our direct business and where we have of us. So we need for instance if you look in Houston we're like number 24 on our digital volume rank. So dressed or related stories in them. That's a huge market right. So you definitely have to. So for us in my charrier that is very real. So there's some possums we went learn from. Then yeah I bet page of the answers which unfortunately the market conditions there are several of. I give them the opportunity to play inside this form end location without a long-term spinach learn. Then kind of move quickly as if it were.

Nice father-daughter. This was that mean. I don't want to sound ugly but his daughter. You know sort of that I you know she's been following Aerie and me and was according to sign them which I thought was a little far-fetched. But anyway, she was number sixteen birthday and she loves Aerie. They spend a lot of money. I mean the sort of went on and we built our whole trunk of Aerie surprise. I heard with that and her 16th birthday. But there's some really inefficient I'm eating his order ones that we've changed. We've changed their daughter's life. She's got either into a fitting room or you know sauce from our campaigning. Because they're going to be able actually a girl Pittsburgh be work of a team question. She started she was with us for a year. Came into my office personally and totally agree disorder means. You can see that she was very this year. Now pretty personal favorite is the one the other guys want when they would respond about my if your neighbor differences in what that one is. We're super excited when moms are comfortable coming in shopping our products. Then they're also comfortable sending the daughter to shop alone because that's kind of important. All of these in order to get to that age really kind of have to let her do it. Remember first energy kinda self-aware for this crap. I think what doesn't work a useless which was not the right answer as parents we start thinking. But what we got excited about was the long who wanted to shop stuff for herself and a board with not embarrassed action where the rent of their mom. I'm also a tall circular that she wasn't America was a very good shape. Yes, they were going together. Single dad usual way we're going will be create a particular comfortable not necessarily work cheerful product. I mean for public company is about you re pants with you can inherit curtains day after be ritual. But when you're proud of the product that sells you get excited. I love not have to work but in as much of a you. I actually