Aero Now or Never?
August 30, 2014 • 1,288 views
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In the face of declining popularity, retailer Aeropostale has recently launched a new campaign entitled Aero Now. Their revamped slogan, “Are you who you were a year ago?”, attempts to grab the attention of younger buyers as they remake their look.
Aeropostale’s relaunch is all about connecting with old customers on a new level. CNN’s stock report on the company shows after a 30.48% decrease in April, the stock had an 18.62% increase in July during their campaign. According to Buzzfeed, “After six straight quarters of declining sales, and 65% stock plunge this year, it’s essential for the retailer to get it right.”
And based on statistics, it seems they have gotten it right. David Gallon, Aeropostale’s director of social media, said about their relaunch, “It was really about owning the moment. I think at the end of the day, if the teen thinks, ‘You know what, that was cool. They get it.’ That’s what this is about. It’s about building that relationship with the teen audience and being relevant and speaking their language.”
Senior Maddie Butler said, “Back in 7th grade, if you didn’t have Aeropostale, you weren’t cool.” But now, as other stores like Pacsun and Brandy Melville have become more popular among younger girls and the skater-surfer look has resurfaced, the preppy, girly vibe Aeropostale specialized in decreased in demand.
While many upperclassmen think that Aeropostale is simply trying too hard and is becoming “more like Forever 21,” the younger students said that they like the new trend and are excited to go into the new and improved Aeropostale. Freshman Sanjna Kulkarni said, “Now that Bethany Mota has her own line, the store has gotten a lot more attention, and we like the new mix!”
However, Freshmen Lauren Burchinal admitted that “We do miss the old style and wish that they hadn’t changed their look so dramatically. Now they are becoming more mainstream.”
Though there are mixed reactions to the Aero Now Campaign, when students were asked, “Are you who you were a year ago?” They unanimously responded, “No,” showing that Aeropostale’s style has changed along with the changing generation.