# Offline Community Marketplaces Aerie’s Hidden Gem Marketplace Created a Shared Space for Brands By Laura McQuarrie | Published 2023-09-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/aeries-hidden-gem-marketplace References: [adweek](https://www.adweek.com/brand-marketing/aerie-offline-marketplace-brands-connect-tiktok-generation/) [Aerie's](https://www.trendhunter.com/trends/fifa-world-cup-2026-collection) [Hidden Gem Marketplace](https://www.trendhunter.com/trends/hidden-valley-ranches) united a range of businesses in one shared space and invited its community to discover more about Aerie, as well as other brands. Within the Hidden Gem Marketplace, some of the vendors that visitors got to interact with and shop from included everything from floral boutiques and crystal shops to granola brands. At the event, Aerie's community-focused approach also included collecting bra donations for Free The [Girls](https://www.trendhunter.com/trends/echo-falls-phone-on-silent-girls-on-loud). This curated marketplace featured small New York City businesses and social-driven brands tapped into Gen Z's passion for thrifting, finding treasure and discovering brands that align with their values and interests. Additionally, appealing to digital natives' love of charming, low-tech experiences, Aerie handed out newspapers at the event. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 16% | Activity: 47% | Freshness: 17% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Curated Community Marketplaces:** Aerie's Hidden Gem Marketplace created a shared space for brands, inviting the community to discover and interact with a range of businesses. - **Social-driven Brand Collaborations:** Aerie's Hidden Gem Marketplace featured social-driven brands that resonate with Gen Z's values and interests, tapping into their passion for thrifting and brand discovery. - **Charming Low-tech Experiences:** Aerie's Hidden Gem Marketplace appealed to digital natives by offering charming, low-tech experiences like handing out newspapers at the event. ### Who This Affects Most - **Retail:** Aerie's Hidden Gem Marketplace brought together small businesses, floral boutiques, crystal shops, and granola brands, creating opportunities for collaboration and exposure within the retail industry. - **Social Impact:** Aerie's Hidden Gem Marketplace collected bra donations for Free The Girls, highlighting the potential for brand partnerships in the social impact industry. - **Media and Advertising:** Aerie's Hidden Gem Marketplace leveraged the love for low-tech experiences by distributing newspapers, offering opportunities for creative media and advertising strategies. ## Related on Trend Hunter - [Sustainable Marketplace Pop-Ups](https://www.trendhunter.com/trends/mercari-pop-up.md) - [Offline Shopping Campaigns](https://www.trendhunter.com/trends/shop-offline.md) - [One-Stop Wellness Marketplaces](https://www.trendhunter.com/trends/the-market-place.md) - [Third-Party Artisanal Marketplaces](https://www.trendhunter.com/trends/michaels.md) - [Experiential Intimates Spaces](https://www.trendhunter.com/trends/knix-opens-immersive-retail.md) - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [Metaverse Farmers' Markets](https://www.trendhunter.com/trends/metamarket.md) - [Global Digital Marketplaces](https://www.trendhunter.com/trends/r-finds.md) - [Hyper-Targeted Shoppable Posters](https://www.trendhunter.com/trends/glossier-and-shop.md)