Aeropostale Case Study

Aeropostale is a dying brand. It has always been a step below the other “A” brands, Abercrombie and American Eagle, however it was still very successful. But now, it has fallen even further behind in sales as the consumer, the Millennial Generation, wants to move away from “name brands” and into more affordable non-name brand clothing. Therefore, they’ve decided to rebrand and have released #AERONOW as their new sales pitch. Many Millennials have preconceptions about what the brand is like from previous experiences and aren’t sure about anything new from Aeropostale. Mia Cuccaro, a freshman at the University of Findlay and someone apt to wear similar clothing still says that she won’t shop at Aeropostale because “their clothing selection is too narrow. They only sell skinny jeans and the tops are all too similar, plus I don’t want “AERO” plastered across my chest.” Chase Fulton and Savana Floyd also believe that the brand can no longer be successful because the new line is “no different than any other clothing line” and that “it is already too late for them.”
In July 2014, Aeropostale launched their new campaign of #AERONOW. This is their first commercial showing their

A quick search of Aeropostale on twitter.com will show these results. Millennials are quick to do that, too, according to the article “Understand the Millennial Consumer.” The article talks about how Millennial’s purchasing decisions are influenced by other people’s prior opinions. They look for customer reviews and rely on input from others before making any purchases. The article says that “Fifty-three percent utilize social networks for exploring brands” (Understanding 8). Aeropostale knows that people talk on social media, so they included the “hashtag” #AERONOW so they could track what people are saying about the brand on Twitter, Vine, and