Aéropostale wants to make sure everyone has a pair of jeans, even if it’s not the brand’s own.
This story first appeared in the January 17, 2008 issue of WWD. Subscribe Today.
The New York-based retailer, which operates 813 stores in the U.S. and Canada, is launching its Teens for Jeans campaign to benefit the teen nonprofit organization Do Something. The goal of the campaign is to raise awareness on the growing number of homeless teens in the U.S. and Canada.
“The teen homelessness statistics are real and they are staggering,” said Scott Birnbaum, senior vice president of marketing at Aéropostale Inc. “As a teenage brand, we are committed to causes that are relevant to our customers. With our resources and Do Something’s power of engaging today’s youth, Teens for Jeans is going to impact a lot of lives.”
Beginning on Tuesday and through Feb. 10, shoppers are encouraged to donate any brand of their gently worn jeans at an Aéropostale location. Aéropostale and Do Something will make sure the jeans are sent to a local teen shelter or charity. Through the partnership with Do Something, the retailer has secured some 500 local beneficiary organizations to receive the jeans. As a thanks to those who donate, Aéropostale will take an additional 20 percent off a new pair of jeans sold.
“Our shoppers are really into giving back and they want to help,” Birnbaum said. “They are into the whole green initiative, poverty and homelessness. They want to get involved, but through our own research, we’ve learned that they don’t know how to get involved. So with over 800 stores, we think that we can be that connecting point which will help them to get involved.”
As part of the initiative, Aéropostale will donate 10,000 new jeans. By the close of the promotion, Birnbaum said the goal is to donate 100,000 pairs of jeans.
Actors Rachel Bilson and Hayden Christensen will be featured in a public service announcement for the campaign. Directed by Doug Liman, the PSA will air on CBS, ESPN, Bravo and on CH1, a network used in public schools, and on teen social networking Internet sites such as Facebook and MySpace.