12.Advertising, Public Relations and Sales Promotion

Aeropostale- Aburaihan Rahman

Advertising  is the communication by marketers that informs potential buyers of a product in order to influence an opinion. Advertising  is the key to make the product known to the new consumer and attract the  regular consumer to stay with it. It plans for optimal use of the elements that helps to make  sales in the competitive market.. Aeropostale Marketing team plans and creates all in store advertising, from window signage to in store promotional signage, sale signage, posters and direct mail pieces. They present comprehensive conceptual designs for all promotional programs. Their Direct Marketing team works to come up with new and creative ways to bring our customer on-line to shop. They work to create a web site that appeals to our customer base and communicates exciting events at Aeropostale. Finally Aeropostale public relations team works to consistently communicate the Aeropostale message and brand image to the public. 

 Aeropostale is advertising and promoting sales their product:

• Online: Aeropostale offers clearance sale and shipping. Sometimes they offer more than $50/100 shopping gets free shipment.
  
• Promotional discounts: Aeropostale wants their consumer to come back again and again. They offers discounts on next purchase such as 25% off on next purchase.
  
• Advertising with social work: Aeropostale ran the program "Teens for jeans" where kids were asked to donatale their old jeans and get 25% off on new Aeropostale jeans. Aeropostale collected 25000 old jeans and donated to the homeless people.
  
• Mobile application: Aeropostale's mobile web traffic has grown by 167 percent during the past year, making up more than a third of total online traffic to Aeropostale.com, according to company data. Its revenues from mobile traffic have also increased from 2 percent in June 2010 to 13 percent today.
  
• Aeropostale has always 40% off for all employees. Employees wear Aeropostale product while they are working. They buy for themselves and family members and it also works as advertising.
  
  
  
• Text messaging&Email: Aeropostale offers discount code when someone register for the text message/Email service. consumer gets Text alert every time aeropostale has a sale with discount code.

• Social media: Aeropostale advertise and promotes their product on social networks such as facebook, twitter, youtube and linked in. In the social netwoks they make new consumer by offering different promotions and free gift after purchase.

11.Marketing channel and Retailing

Aburaihan Rahman- Aeropostale

All the activities directly related to the sale of goods and services to the ultimate consumer for personal or non-business use is called retailing. Aeropostale is one the top brands on retail industry.

Ownership: It is a chain store; Aeropostale runs more than 900 stores all over in the globe by the same organization called Aeropostale inc.

Level of service: Aeropostale is a exclusive clothing store with high level of service. They offer customer service such as online shopping, shipping, and liberal return policy.

Product assortment: Aeropostale has narrow product assortment. Since it is a chain store, they carries only their product.

Price: Aeropostale always want to beat the other major competitor by their price. They have clearance sales that helps to make more sales than Aberocrombie&Fitch and Americal Eagle outfitters.

Aeropostale in NYC: The largest Aeropostale store is Aeropostale-Times Square. The 19,000-square-foot flagship, a 120-foot digital billboard, 18 cash registers and more than 500 employees working on this flagship. In addition, the second floor includes a 700-square-foot balcony where shoppers can dance on camera. The images are then projected to the 120-foot digital-video billboard outside the store.

Aeropostale Times Squire Store : 

6.Consumer Decision Making

Aburaihan Rahman- Aeropostale

Consumer Decision Making gives the opportunity to make wise decisions when shopping. It is a judging contest designed to compare and make consumer based decisions based on facts. Aeropostale follow the five steps to make consumer to buy their product:

1. Aeropostale makes their advertisement online with attractive sale.And,most of the time Aeropostale has some sort of sales going on through out the stores. When consumer comes to the store or shop online, they get something from huge design of collection.

2. Aeropostale attracts consumer to buy their product with reasonable price. Compare to other Brands, price of Aeropostale is little bit cheaper than any other companies that's why consumer comes to buy from Aeropostale.

3. Aeropostale always check the price and deals of their competitors like American eagle, Aberocrombie&fitch and try to get the best deal to consumers.

4. With good deal and new fashion trend, consumers always buy Aeropostale product.

5. Consumer who bought Aeropostale product have faith in the quality of product. That's why consumer don't have to worry about the quality. Consumer buy good stuff from Aeropostale and come back again.

To bring more consumers, recently Affinnova has contracted with Affinnova to utilize its patent-pending proprietary IDEA (Interactive Design by Evolutionary Algorithms) technology to optimize Aéropostale's merchandising mix and product designs. Affinnova, based in Cambridge, Massachusetts, is a leading provider of business decision-making solutions modeled on the science of evolution to support the product and brand development process.

Aéropostale is the first apparel retailer to regularly employ Affinnova's technology to evolve products based upon real-time input from consumers, more quickly and with greater chances of market success than ever before possible.

Aeropostale is the first apparel retailer to join a growing number of leading consumer products companies including Affinnova's IDEA™ technology into the product development and marketing process. These companies include ConAgra Foods, General Mills, Procter & Gamble and Staples. 

5.Developing a Global Vision

Aburaihan Rahman- Aeropostale

Aeropostale is not only in US now but also operating  stores in Latin America, Europe, Canada, Asia and Arab.By opening stores in foreign countries; Aeropostale is reacting to international marketing opportunities, using global marketing strategies and being aware of threats from foreign compitators in all markets.

Aeropostale also emphasis on online marketing and Aeropostale has mobile application that can be used to buy Aeropostale product from anywhere in the world. Aeropostale runs differnt pages on social network  to attract people to buy their product. On facebook page, twitter or instragram, aeropostale post their new fashion design ad and photos. http://www.aeropostale.com/shop/index.jsp?categoryId=24684146

Sometimes Aeropostale organizes modeling contest with Aeropostal fashion clothing and winner of the photo contest get to be a part of Aeropostale model, boys-girls around the globe participate the contest and Aeropostale sells their product globally . During the second quarter of 2011, Aeropostale’s e-commerce business increased to $25.1 million, up 20% from $20.9 million in the year-ago quarter.

                                                                                                 

The announced strategy will better position the company to offer its international customers a wide range of collections in apparel, including its celebrated hoodies, denims, graphic tees and fashion accessories. Further, the move is highly cretive to the company’s online sales as it will enable Aeropostale to generate additional sales and broaden its existing customer base throughout the world. Moreover, it will also enhance the visibility and reputation of Aeropostale as a global firm offering great fashion and value.During the second quarter of 2011, Aeropostale’s e-commerce business increased to $25.1 million, up 20% from $20.9 million in the year-ago quarter.