Question · Q3 2026
Corey Tarlowe asked for clarification on SG&A expectations for Q3 and Q4, and how to project dollar amounts for next year, considering marketing and incentive compensation. He also inquired about the specific drivers of Aerie's strong momentum compared to competitors, market share gains, and future opportunities.
Answer
CFO Mike Mathias indicated continued incremental advertising investment in the first half of next year, pacing towards a 5% annual rate, with more details on incentive comp and 2026 SG&A to be provided in March. President and Executive Creative Director Jen Foyle highlighted Aerie's significant growth opportunity due to 55-60% brand awareness, attributing momentum to product recalibration, rebuilding franchises like undies, strategic promotions, and effective marketing campaigns like '100% Real' and influencer programs.
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