Located in the upmarket Glorietta mall in the central business district of Makati City, the 4,300-square foot concept store opened June 15, with eager teens rushing in to have the Aéropostale “experience”, which included being treated to freebies and in-store promotions throughout the day, as well as a resident DJ, Mars Miranda, and local bands like Never the Strangers and Up Dharma Down. Playing host were the Aéropostale Style Ambassadors, a group of stylish teens dressed in Aéropostale.
True to the brand’s DNA, the store features brick walls and molded ceilings, evoking the feel of a cool New York loft. It is divided into five rooms. The Entry Room and The Fashion Room are where the highlights of the latest collection are displayed. The Swing Room showcases denims and graphic tees, while The Heritage Room contains the logo classics. The Live Love Dream Room is where the new line Live Love Dream by Aéropostale is featured, which is a collection of sleepwear, underwear, yoga and active wear for girls.
The brand is exclusively distributed by Store Specialists Inc. (SSI), whose brand portfolio in the Philippines runs the gamut of premium and luxury, such as Prada, Ferragamo and Marc Jacobs, to mid-market and mass, such as Zara, Banana Republic and Marks & Spencer.
SSI executive vice-president, Anthony Huang, explained that Aéropostale was a good fit for the Philippine market. “Aéropostale offers a wide range of merchandise that fits the younger market, which makes up a major portion of the Philippine market. There are only a few brands in the country which cater to this specific age group, and now that Aéropostale is finally here, I believe that this would be top of mind as far as this segment is concerned.”
Huang added that Glorietta, which had already established itself to be one of the most frequented malls in the area, was the logical choice for the flagship’s location. He chose the newly relaunched wing, Glorietta 2, which “has given customers a variety of new brands to satisfy their appetite for fashion. Aside from Aéropostale, [they] can also enjoy shopping at the newly opened shops in the area such as Stradivarius, Bershka and Lacoste Live, to name a few.”
Huang also revealed that a total of six Aéropostale stores were slated to open this year in major cities nationwide. “Aside from Glorietta, we will be opening in Robinson’s Magnolia, Shangri-La East Wing, Robinson’s Manila, SM Lanag Davao and Ayala Center Cebu.”
Keeping prices attractive and accessible is key to the brand’s success. “We are proud to say that are prices are very competitive and affordable,” he said. “Our average retail prices are below 900 pesos (around $20) and we have a lot of interesting promotions in our stores for our regular customers to avail of.”