4.The Marketing Environment

Aburaihan Rahman- Aeropostale

Aeropostale is a brand that understands the importance of connecting with the youth market. Aeropostale focuses on teenagers because they are doing the two roles on Aeropostale marketing. Teenagers are the buyer and  even employees. They are one of the only stores in the US to recruit sales associates under the age of 18 – rejecting the general social norm.In most of the Aeropostale store the employees are either school  or college going. Kids love to work and Aeropostale made that happen. Aeropostale believes in the ability of youth to translate their brand values and advertise their merchandise both in stores and through numerous community projects. 

According to Aeropostale Associate handbook, "Aeropostale  also uses feedback from the council to determine how to best connect with the teen market, and appoint brand ambassadors throughout the country who live the values of the company and promote these to those around them."

 In 2011, Aeropostale ran a jeans for teams campaign to provide jeans to homeless teenagers – the largest proportion of homeless individuals in the US. In total 1.5 million pairs of jeans were donated. By doing this event Aeropostal was focused on-

• Social work

• Make kids to donate helpless

• Creating their target market

Since Aeropostale’s first store opened in 1987, Aeropostale is offering their customers a balanced merchandise assortment at compelling values, along with an inclusive, engaging and exciting shopping experience in a great store environment, Aeropostale ocuompany cultures based on the:

• Values of integrity

•  Respect

• Teamwork and compassion

•  Variety of career opportunities

• Services and exceptional benefits and wellness programs.

• New merchandise and offer like new shopping bags and clearance sale

3. Business Ethics and Responsibility

Aburaihan Rahman- Aeropostale

Ethics indicates the idea of right or wrong. To combat unethical practice on the company The Board of Directors of the Aeropostale, Inc. has adopted ethical code to treat all of the member of the team in the same way. Aeropostale Ethics code includes-

• • Act with integrity
  
  •  Being honest and candid
  •  Deceit, dishonesty and subordination of principle are inconsistent with integrity
  • Service to the Company should never be subordinated to personal gain and advantage
  • Observe, fully, applicable governmental laws, rules and regulations
  
  Attachment: Aeropostale Official Ethics Code PDF
  
  The ethics code will be applied to-
  
  

• All employees
• Directors
• Officers

If the ethical code is not being followed-

• Notify the chief executive officer promptly of any existing or potential violation of this Code.

•  Not retaliate against any employee or Relevant Person for reports of potential

Each Relevant Person's a duty to the Company to comply with the ethical code that includes-

violations that are made in good faith.

Social Responsibility: 

Social Responsibility means doing service for  community."Teens for Jeans"  was part of social resopnsibility. The event "Teens for jeans" raises awareness about the youth homelessness epidemic by inspiring teens across the U.S. and Canada to collect gently worn jeans and donate them to homeless youth in their own communities. In response to the earthquake in Haiti, Aeropostale, Inc. and DoSomething.org are extending the campaign's to help Haiti. This time, Aeropostale had a promotion of donating old jeans and get 25% off on new aeropostale jeans. Aeropostale collected over 25000 old jeans and donated the people on haiti.

2.Strategic Planning for Competitive Advantage

Aburaihan Rahman- Aeropostale

Aeropostale is one of fast growing appreal companies in US. Because of attractive design and affordable price, in a short time Aeropostale became one of the  popular brands in the fashion industries. 

Aeropostale commited to-

• Supply affordable fashion apparel
• Plans to add about 30 stores in Turkey over the next five years
• Bring latest fashion for teens and young adults
• start global shipping (100 countries currently
• Improve community with social work.
• Workforce for teens and young adults
• Increase the amount of stores throughout the world 

In the year of 2008-2009 Aeropostale  has struggled to grow its revenues. The revenue was 9.38Billion dollars.A lack of fashion apparel and a weak response to its product lines have weighed on the retailer’s growth in 2009.But in 2010, Aeropostale made a tremendous change on fashion design and comeout with a  revenue of 2.23 Billion dollars..

 .

Aeropostale’s stores are largely confined to the U.S., where the apparel industry is very competitive. Moreover due to the  economic growth, U.S. buyers are looking for the best deals in terms of fashion and price. Since Aeropostale mainly offers basic styles for apparel, it has to rely on heavy discounts to attract customers, which negatively impacts the retailer’s sales. On the other hand, international markets where there is less competition and high demand for western brands could lead to further growth and better profitability for the company. Currently, Aeropostale’s international business is limited to 14 licensee stores in South-East Asia and Middle East, which account for a very small part of its overall revenues.