Advisor(s)

Brit Rowe

Confirmation

1

Document Type

Paper

Location

McIntosh Ballroom

Start Date

16-4-2024 2:15 PM

End Date

16-4-2024 6:00 PM

Abstract

Question: How does the use of raw photography within the brand Aerie influence consumers' perception of their brand? This research study aims to investigate how the use of raw photography within the brand Aerie influences consumers' perception of their brand. In recent years, a LinkedIn article provided information discussing the growing consumer demand for authenticity and transparency in brand communication. Aerie, known for its commitment to body positivity and inclusivity, has adopted raw photography as a potential strategy to convey a more genuine brand. Understanding the effectiveness of this approach is crucial for both Aerie and possibly the broader marketing industry. By examining consumer perceptions, this research seeks to provide insights into the impact of photographic style on brand and consumer perception. This study utilizes a combination of strategies. A questionnaire will be utilized to collect qualitative data from a diverse group of individuals who represent Aerie's target audience. This data will help assess their preferences and responses to various photographic styles. The study will involve examining demographic information and evaluating psychographics. Additionally, I will conduct unstructured interviews to explore perceptions of Aerie's photography. Finally, I will conduct a competitor analysis comparing Aerie with other clothing brands to assess their market presence. Although the study is ongoing, these initial findings highlight the potential of raw photography as a strategic tool for brands seeking to establish stronger emotional connections with their audience. Further analysis will provide a comprehensive understanding of the impact of photographic style on consumer perception and its implications for brand communication strategies .

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Apr 16th, 2:15 PM Apr 16th, 6:00 PM

Aerie's Raw Photography: The Influence on Consumers Perception of the Brand

McIntosh Ballroom

Question: How does the use of raw photography within the brand Aerie influence consumers' perception of their brand? This research study aims to investigate how the use of raw photography within the brand Aerie influences consumers' perception of their brand. In recent years, a LinkedIn article provided information discussing the growing consumer demand for authenticity and transparency in brand communication. Aerie, known for its commitment to body positivity and inclusivity, has adopted raw photography as a potential strategy to convey a more genuine brand. Understanding the effectiveness of this approach is crucial for both Aerie and possibly the broader marketing industry. By examining consumer perceptions, this research seeks to provide insights into the impact of photographic style on brand and consumer perception. This study utilizes a combination of strategies. A questionnaire will be utilized to collect qualitative data from a diverse group of individuals who represent Aerie's target audience. This data will help assess their preferences and responses to various photographic styles. The study will involve examining demographic information and evaluating psychographics. Additionally, I will conduct unstructured interviews to explore perceptions of Aerie's photography. Finally, I will conduct a competitor analysis comparing Aerie with other clothing brands to assess their market presence. Although the study is ongoing, these initial findings highlight the potential of raw photography as a strategic tool for brands seeking to establish stronger emotional connections with their audience. Further analysis will provide a comprehensive understanding of the impact of photographic style on consumer perception and its implications for brand communication strategies .