Brand Comebacks: Aéropostale Reopens More Than 500 Stores

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Aeropostale

Aéropostale, a specialty retailer of casual apparel and accessories targeting 16-22 year-olds, is reopening more than 500 stores across the United States.

Bucking the wave of US retailers scaling back after disappointing holiday sales — The Limited (closing all 250 of its stores), Macy’s (cutting 68 stores and 10,000 jobs), Kmart (closing 108 stores) and sibling Sears (shuttering 42 stores) — Aéropostale is now reopening its refreshed stores with a new spring 2017 apparel and accessories collection.

As announced on January 6th and over its social media feeds this past weekend: “HELLO AGAIN! We are super excited to announce that 500+ stores have now reopened! Check out our link in bio to see which stores have opened near you and to get $10 off $40 or more.”

It’s not the only retail brand to relaunch with a new focus — GNC, the vitamin and supplements retailer, closed 4,464 of its US-owned and franchised locations on December 28 to reopen a day later with a new image and tagline: “One New GNC.” And it’s not just brick-and-mortar with online retailers that are suffering; e-tailer Nasty Gal declared bankruptcy in November and is in the midst of being acquired by UK-based boohoo.com.

Next month Aéropostale will kick off its spring 2017 marketing campaign which will feature new creative and messaging that reflects the spirit of the refreshed brand. The campaign will reveal the brand’s transformation and welcome its customers to experience the all new Aéropostale in stores, online and through social media.

taking it all in

A photo posted by AERO (@aeropostale) on

The brand has been revitalized to represent what its customers love most about Aéropostale, which embraces a youthful and aspirational energy. In pursuing the finicky teen fashionista market, it’s competing with Brandy Melville, Urban Outfitters, H&M, Forever 21, Depop, eBay and even thrift stores, where teens scour the racks for throwback 90’s apparel, rock t-shirts and tattered denim.

“Aéropostale’s DNA is inherently free-spirited and appeals to a young audience who seek brands that deliver authenticity,” said Nick Woodhouse, President and CMO of ABG (Authentic Brands Group, which acquired Aéropostale last year. “We are excited to refresh this iconic brand and introduce our customers to a rejuvenated destination that offers great product and a fun shopping experience.”

“We are excited to reopen more than 500 doors across the US,” added Marc Miller, CEO of Aéropostale. “Our store associates are thrilled for the new Aéropostale and look forward to welcoming new and returning customers into the store.”

The refreshed mall-based specialty retailer of casual apparel and accessories is primarily targeting 16 to 22-year-old young women and men (previously it was focused on 14-17 year-old teens) through its Aéropostale and Aéropostale Factory stores and website, Aéropostale.com.

Its mission is to provide customers with a focused selection of high quality fashion and fashion basics at compelling values in an innovative and exciting store environment.

Aéropostale currently operates more than 500 stores in the US. In addition, via various licensing agreements, 16 partners worldwide operate 211 Aéropostale stores in Asia, Europe, the Americas, Mexico, and the Middle East.

The brand was inspired by the fearless Aéropostale pilots who navigated perilous flights across mountains, deserts and seas, the Aéropostale brand is a modern take on casual classics. Since launching in the early ‘80s (and refreshing in July 2014 with the AERO NOW campaign and its 2013-16 collection with YouTuber Bethany Mota, one of its creditors), Aéropostale continues to represent the same spirit of adventure, attainment and dedication.

The new Aéropostale still outfits girls and guys with effortless, quality, prep-influenced clothing that is in sync with the soaring spirits of the brand’s adventure-seeking Gen Z customers.

Aéropostale launched its children’s brand, P.S. from Aéropostale, in 2009. PS from Aéropostale offers trend right apparel and basics for kids ages 4 to 12 years old and is available in more than 100 Aéropostale shop in shops around the globe and online at PS4U.com.

In 2013 Aéropostale also launched Live Love Dream, an athleisure sub-brand focusing on active wear, lounge, yoga, swim and intimates for women ages 18 to 22 years old. It can be found as a branded in-store boutique in more than 800 Aéropostale doors, 7 freestanding stores in the US, Mexico and Ireland and online at LLD.com.

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