But Aeropostale has been slow to adapt to these changing times. Not anymore. Teens, inspired by Instagram and the like, are looking to personalize their looks, and prefer to grab items from different stores. That has been a big problem for Aeropostale, whose sales had been driven by logoed merchandise. Aeropostale started to shed its logoed clothing and began focusing on trendy items about three years ago. It teamed up with names like stylish American video blogger Bethany Mota.
But its efforts were too little, too late. The new looks never failed to gain traction with shoppers. But they're also willing to pay full-price for something they covet. However, Aeropostale was forced to constantly discount the entire store by as much as 70 percent off because they couldn't get shoppers to buy the clothes. We were impressed with the fact that Aeropostale keeps control over their proprietary brands without outsourcing.
They do the designing, the sourcing, the marketing and the selling for their own merchandise. This is just one of the ways that the company is able to ensure high quality in the final products they sell to the customers. Aeropostale is in charge of the items from the planning stage, development, production, advertising and making the final sale to the customer.
Of course, you can find this brand for sale through other popular retailers, but control over Aeropostale marketing is kept within the company.
This increases confidence in the brand and makes it appealing to customers who are willing to pay a little more for the branded items because of the quality and durability. The company has achieved major success at its stores in the United States.
The brand is circulated throughout the entire world. They also operate locations in Puerto Rico. These international stores include Aeropostale plus their P. Aeropostale is a designer brand that is within the reach of practically everyone. Aeropostale has been brilliant in their approach to providing customers with design features that they love.
The brand formed a collaboration with Bethany Mota in , and they added the Bethany Mota collection to their stores. The brand also added a collection of active wear for girls that is called the Live Love Dream collection.
This line focuses upon clothing and accessories or surfers and skaters. The company made a move to open up a chain of stores under the parent company. The clothing and accessories which were sold under this brand were more expensive than Aeropostale and the stores were considered to be more upscale. They were attempting to establish a new marketing niche within the Aeropostale domain.
They developed a new collection in , that officially launched in October of that year. They worked with the brand to create the new line of clothing and accessories that is geared specifically towards boys ad the type of clothing that they like to wear.
The styles are a bit edgier that comparable items offered by other brands and so far, the new collection has been successful. The secondary brands that Aeropostale has developed each has a specific target audience within their marketing strategy. Their goal has been to identify what their customers enjoy in design elements.
This has resulted in the need for a variety of different brands so they will have items to offer people with a variety of different tastes and preferences in clothing. We compared the number of specialty brands that Aeropostale offers for girls with the brands that they offer for boys and we were a bit surprised to discover that they offer a great deal more for girls than they do for boys. In the designer and clothing industry, certain brands develop intense competition with comparable brands.
Another of their major competitors is American Eagle Outfitters and a few other lesser known brands who offer lower prices. There are a lot of people who are not aware of the fact that Aeropostale has been involved in several promotional campaigns to help raise money for donation to the less fortunate. It was geared towards raising awareness about teen homelessness.
They partnered with a non-profit youth organization called Do Something. Each Aeropostale store took up collections of jeans that were lightly used and still in excellent condition. The figures for the number of donated jeans collected rose each year. The sales ratio for tops-to-bottoms was three-to-one, with graphic tees being the biggest selling item.
The focus on denim was a strategic decsion, after several years of market research, said Levy. Last year, it only sold one looser fit for women — the boyfriend jean. According to Levy, denim is one of the best examples of how fashion trends and tactics that worked on older generations need to be tossed out when appealing to Gen Z.
The younger consumer has very different tastes in the fit and function of what they wear, plus they have different media consumption habits that make traditional marketing methods less effective.
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