Published by MBA Skool Team, Last Updated: December 16, 2017
Marketing Strategy of Aeropostale analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Aeropostale marketing mix, help the brand succeed in the market.
Aeropostale marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Aeropostale Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Aeropostale marketing strategy can be explained as follows:
Aeropostale is leading American apparel brand having a strong global presence. The brand has a wide product offering in its marketing mix. Some of the important clothing segments offered by Aeropostale are as follows:
All Aeropostale products have a unique modern funky look which are trendy and appeal to the youth population. They have a variety of offering for different occasions and a section on their website dedicated to collections that one could gift others. This also helps in new customer acquisition.
Aeropostale Price/Pricing Strategy:
Below is the pricing strategy in Aeropostale marketing strategy:
Aeropostale is a premium product and prices range from $50 – $1000.
The pricing strategy in its marketing mix is not competitive as similar style clothes are available from brands like Campus Sutra and US Polo Association at lower prices. But Aeropostale charges premium price on account of its brand, quality and unique designs which as more modern and outgoing compared to its competitors. It provides discounts like 50% off on all brand stores etc. during seasonal sales. Aeropostale gives 60-70% discount on Black Friday sales. It also organises inventory clearance sales where the products are sold at very low prices. They also provide extra discounts on online orders.
Following is the distribution strategy in the Aeropostale marketing mix:
Aeropostale mainly sells through the its speciality stores in almost all major malls. Apart from that it sells online through its own website and ecommerce players like Amazon, Myntra and Flipkart. The Company currently operates 758 stores in 50 states of USA and Puerto Rico, 41 stores in Canada and 25 P.S. from stores in 12 states and Puerto Rico dedicated to kids wear. In addition, pursuant to various licensing agreements, its licensees currently operate 303 Aéropostale and P.S. from various locations in the Middle East, Asia, Europe, and Latin America.
Aeropostale are expanding internationally and can be found in countries like United Arab Emirates, Bahrain, Saudi Arabia, Oman, Kuwait, Qatar, India, Egypt, Greece, Turkey, Philippines, Mexico, Panama, Guatemala and Chile, and the brand continues to expand to other international markets.
Aeropostale Promotion & Advertising Strategy:
The promotional and advertising strategy in the Aeropostale marketing strategy is as follows:
Aeropostale positions its products as something trendy, leisure wear, athletic, funky designs targeting mostly college going urban youth belonging to affluent families. The company uses slogans like #FreeToBe to associate its products with freedom and rebel attitude which the target customers can identify with. Aeropostale uses young girls dancing to the tune of techno music wearing its jeans to showcase their stretchiness and comfort. Taglines like “The only jean you need” adds to this message. Most Ads are shot in outdoor conditions showing youth having fun and dancing to the beats of some catchy music to associate the brand with freedom of expression and style for the targeted youth. Aeropostale use celebrities like Chloe Grace Moretz to advertise their product which adds star appeal to the products and attracts more customers. They also use popular music like "Believer" by American Authors in their commercials like their 2013 Fall in Love commercial to attract the college going youth who are their target customers. They are the exclusive sellers of the Bethany Mota merchandise. Hence this concludes the marketing mix of Aeropostale.
Aeropostale (also known as AERO) is an American company which makes casual apparel and accessories for young guys and girls typically belonging to 14 - 25-year age group. The clothing style is a mix of American classic and modern themes which positions itself as a free spirited, adventurous, energetic and wild outdoorsy urban wear suitable for college going teens and young adults. Aeropostale is a premium brand offering high quality design wear with a funky look and bright colours which attracts it target population. They have created a not for profit organisation called Aero Cares which provides financial assistance to the Aeropostale employees in case of health emergencies or other financial problems.
It’s entirely funded by employees contributing voluntarily. Aeropostale values its employees a lot and considers them as an asset who represent the brand image to the customers bring them into Aeropostale culture.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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