Aéropostale wants to make sure everyone who comes into its stores gets into a pair of jeans.

For back-to-school, the specialty retail chain has designed eight new jeans styles — four for teen girls and four for teen boys — and created a marketing concept to make sure shoppers try them on.

This story first appeared in the July 19, 2007 issue of WWD. Subscribe Today.

From now until Aug. 5, when customers try on a new pair of Aéropostale jeans, they will receive a game card that guarantees a win of a pair of jeans, a T-shirt, jewelry, a ring tone, a music download or an Apple MacBook. Each game card also enrolls the shopper in a drawing for a grand prize of a 2008 Jeep Wrangler Unlimited. The winner will be selected at the close of the promotion.

“We are so confident in our new jeans that we are sure that when a customer tries them on, she will want to buy them,” said Scott Birnbaum, senior vice president of marketing for Aeropostale. “The back-to-school season is the biggest time of year for teens to buy denim, so we thought this would be the best time for the promotion.”

The four new denim fits for women are the Hailey, a low-rise, skinny flare-leg offered in eight washes; the Chelsea, a boot-cut available in four washes; the Bayla, a skinny-leg jean that also comes in four washes, and the Avery, a wide-leg style in a dark vintage wash.

“We’ve tested all of these styles and they have done great for us,” said Autumn Chapple, director of merchandising for women’s denim. “We really worked on these styles to make them trend-right with the market, so we have multiple washes to choose from and great attention to detail on each style.”

Aéropostale’s denim jeans assortment retails from $39.50 to $54.50.

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