Aeropostale Looks to Provide Innovative Experience
To resonate with Aeropostale's core teen shoppers, a new prototype store aims to elevate the customer's shopping experience with innovative store design and marketing and by offering trend-right fashion.
To resonate with Aéropostale's core teen shoppers, a new prototype store aims to elevate the customer's shopping experience with innovative store design and marketing and by offering trend-right fashion.
"We want to show that we have more levels than just price and promotions," said Julian Geiger, chief executive officer.
The company plans to convert 18 existing stores in 2007, and to renovate 40 percent of its stores to the new prototype within three years.
To attract a new breed of teens who want to shop in an exciting store environment, management is upgrading fixtures and adding unique features to the current "white box."
"If you have a cheap box and you have cheap product, you just become cheap," said Michael Cunningham, chief financial officer.
The prototype includes updated merchandise displays, a backlit graphic at the cash register, more anatomically correct mannequins and lifestyle images throughout the store.
"In our current white box, there is nothing to break the eye. The new stores embody a sense of discovery," Cunningham said.
Fitting rooms are located at the back of the store in an area designed to be a social hangout for teens, their friends and their moms. One attention-grabbing feature is the see-through doors of the fitting rooms that smoke over when a customer steps inside.
The fitting area, decorated with bamboo, has seating, and displays footwear and loungewear.
"This is what we should have looked like if we had the money to invest in the brand when we had no money," Geiger said.
Besides designing a lifestyle environment, Aéropostale is creating new ways to reach out to its 14- to 17-year-old customers.
"In order to connect with kids on an emotional level, we have adopted a 360-degree approach to the way we communicate," said Scott Birnbaum, senior vice president of marketing.
Over the past two months Aéropostale has joined with marketing partners Seventeen Magazine and alternative band Fall Out Boy to offer exclusive merchandise and contests. "When customers bought the Fall Out Boy CD at Aéropostale, they received an exclusive T-shirt," Birnbaum said. "We sold over 40,000 CDs, representing 10 percent of all of the Fall Out Boy CDs sold."This month, the retailer is working with LG Electronics to give away a free Chocolate Phone to customers who spend $50 or more at Aéropostale.
"As Aéropostale turns 21, the legal drinking age, it is coming of age as a brand," Geiger said. "We are becoming cooler, more fashion-oriented, with some attitude and confidence."
And the company is looking to take this hipper image overseas. Aéropostale will open its first 10 stores in Canada this year, and has the potential to grow to 80 or 90 stores.
The retailer is also discussing other "possible international expansions" for 2008 and 2009. But management said the most important thing was translating a laid-back, fun-loving office culture into the brand.
"We view our corporate culture as an important part of our brand and who we are," Geiger said. "Of course, we are interesting in performing well, but we want to do so with soul and heart."
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye