The question becomes: will Amazon disrupt lingerie's disruptors before they have a chance to reach significant scale? And what are they doing to defend themselves?
“It’s something we talk about every day,” says Aerie global brand president Jennifer Foyle. “The Aerie Real platform has certainly set us apart and there are so many ways to utilise that platform.” For one, Aerie is doubling down on physical stores, aiming to have a total of 200 standalone locations by the end of the year as a way to further differentiate itself from online-only players — including Amazon. Still, 40 percent of Aerie's sales take place online. “I think what's important today is to really leverage this omni-channel customer… The nice thing about a fit intensive category, like intimates, is that a lot of women do want to go into the store and get the experience,” says Foyle.
Fit is just one of the many challenges of both making and selling lingerie, specifically bras — the more structured