Aéropostale is pursuing a new intimates partnership to grow its market presence and reach more teen consumers worldwide.
On Tuesday, IHL Group, a global intimates company, announced a multi-year licensing agreement with Aéropostale—marking a milestone in Aéropostale’s efforts to extend the brand into new apparel categories and distribution channels in Canada, Puerto Rico and the U.S.
Aéropostale will debut its first intimates collection for Holiday 2018—which will retail from $18 for bras, sports bras, babydolls, bodysuits and $10 for panties. The intimates collection will feature premium fabrics and details, including appliques, lace, microfiber and seamless cuts.
“We are honored to be partnering with such an established brand in the teen category as Aéropostale,” said Sami Souid, president of IHL Group. “We are thrilled to bring our quality and trend-driven offerings to the Aéropostale’s fashion conscious teen customers nationwide.”
Aéropostale’s intimates expansion comes on the heels of other companies dabbling in the category. While retail continues to shift, brands, including Elie Tahari and French Connection, have pursued new products and apparel categories, including intimates, to stay competitive and reach additional consumers.
[Read more on intimates: Trend Report: Intimates Flirt with the 90s, Athleisure & Color]
Major retail groups, including PVH Corp., have also recognized the value of adding intimates to their brand portfolios. In March, PVH Corp. acquired intimates e-tailer True&Co., enabling it to facilitate a more seamless intimates shopping experience for consumers.
What’s more, the intimates market is undergoing a shift and pursuing more digital outreach on social media and tapping emerging labels and trends. Social media has become a crucial component for lingerie brands that want to communicate with other consumer demographics, including millennials and Gen Z. By facilitating conversations on platforms, like Twitter and Instagram, intimates companies can tap into consumers’ needs and continue to deliver relevant products. Young brands are also part of the developing intimates scene, as labels, including Murmer and Paloma Casile, step in with new production methodologies and embrace sizing diversity on a new level.