MKT 231 Final Report

April 25th, 2021
Aeropostale
By: Kendra Jacobs, Kathryn Cies, Conner Zangler, & Joe Catalano
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Table of Contents:
Executive Summary: Page 3

Phase One: Pages 4-6
Phase Two: Pages: 6-9
Phase Three: Pages 9-17
Appendix/PowerPoint: Pages 17-22
Survey: Pages 22-54
Bibliography: Pages 54-56
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Executive Summary:
We chose to re position the business Aeropostale (Also known as AERO). It is an
American mall-based retailer. The retailer particularly targets young adults through casual
apparel and accessories. Our primary goal within this project was to put forth efforts to help the
business gain their reputable title again. Aeropostale used to be a very popular store, but
something about it fell off and never returned. Once we gather results, we are hoping we will be
able to help AERO with their marketing efforts to gain popularity, and high satisfaction rates all
over again. We have certain research objectives we are aiming to find out more about. For
example, we want to find more information regarding their e-commerce market and its
competitors. We brainstormed different ways we would want to re position Aeropostale, and we
came up with- Separating the store from its competitors from different layouts, pricing, and
design. As well as for the e-commerce side, we want to completely re design the online website
to make it more visually pleasing and make the shopping fast and at ease for everyone. Lastly,
having better social media influence and advertisements. To find out the publica opinion on their
thoughts of AERO, we created a survey that included a variety of questions which helped us
determine how different variables correlate using demographic and consumer behavior-based
questions. This could help us determine different answers regarding different relationships such
as significant and non-significant between them. Using the data collected with our survey, we
were able to revise and finalize our ideas on how to re position Aeropostale based on the public’s
opinion of the store.
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Phase 1: THE MARKET PROFILE
The company that we are rebranding is Aeropostale. Aéropostale is a retailer store that is
in shopping malls/outlets that sells casual apparel and accessories. Aeropostale was opened in
1987 and business was booming for a while until as of late. Nowadays Aeropostale’s business is
struggling, stores are closing and the competition for the store is higher than ever. Before the
downfall of Aeropostale, as growing up our group members all had shopped at Aeropostale and
liked the products that they had offered. So, our group wants to rebrand the retail store that we
used to enjoy and alter some decisions within the company to gain Aéropostale’s reputation
back. We believe that there are ways we can reposition Aeropostale to become what it used to
be.
Like stated before Aeropostale is a retail store located in shopping malls and outlets, so
when customers are shopping, Aeropostale is facing its competitions head on. So, these
consumers are given lots of choices when shopping, with Aeropostale being one of them. When
our group members used to shop at Aeropostale we came to an agreement that Aeropostale was
similar to other retail stores such as Abercrombie and Fitch and American Eagle. These three
retail stores had the reputation of having remarkably similar styles and outlooks. Till this day we
believe that consumers would still agree with that statement. There did not seem to be a
significant difference between these retail stores, which is a possibility of why Aéropostale failed
to overcome its recent struggles. Even when walking into these retail stores consumers believed
that the layouts all was the same, same smells, same clothing racks, and same set ups. You could
not really pin-point the significant differences between these stores. With that being said, we
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would like to reposition our products to be different than our competitors because we feel like
that is a main reason Aeropostale had failed as of late.
The online shopping market has also hurt retail stores such as Aeropostale, so our group
will also have to find ways to get our consumers back into our stores while fighting the online
markets. We believe people used to enjoy the whole in person shopping experience in the past,
so we will need to change our stores layouts to get our consumers to enjoy that experience once
more. The other downside to online shopping is that the buyers cannot try on its choices, so
Aeropostale will need to have all products on hand for our consumers to get a feel for our
product.
Aéropostale is struggling since there’s not enough product differentiation from us and its
competitors as well as the high demand of the online shopping market. Our group's goal is to
reposition/rebrand Aéropostale to show the public why it’s different from our competitors and to
advertise our products to get people back into its stores. We believe that social media plays a big
role into an individual’s decision-making process when buying products from retail stores. Our
group believes that if we partnered up with celebrities that are popular on social media apps such
a Tik-Tok or Twitch we can get our consumers back into purchasing our products. Having these
celebrities go into our retail stores rather than online shop may lead our consumers to do the
same. With having an entirely new layout in Aéropostale’s stores this may lead our target market
to come into our stores to get the whole in-person shopping experience that they once had.
Group Positions:
Project Manager: Kendra
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Questionnaire Designer: Kathryn
Statistician: Kathryn
Editor: Joe
Data Collection and Processing: Conner
Research Design Analyst: Conner
Phase 2: DESCRIPTION, MARKETING RESEARCH, AND TARGET

MARKET SELECTION (revised and expanded for phase 3)
Products current category’s market
As of late Aeropostale stores are closing and their overall reputation is slowly
diminishing. Aeropostale is a small retail store that used to sell fashionable clothing items and
accessories to young teenagers as well as young adults. They loved the designs and quality of the
products that Aeropostale had offered. The overall selection of jeans, shirts, shoes, sweaters, and
even accessories had was exactly what the youth was looking for when it came to their shopping
needs. Aeropostale was not considered an expensive store either. We believed that their prices
had fairly matched their competitions. Aéropostale seemed affordable to the target market that
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they had reached. They could have differentiated from their competitors and offered cheaper
options to gain customer loyalty, but eventually, with the tough competition Aeropostale’s
products are not as popular as they used to be. As of now, our current market is the customers
that remain loyal to the brand name. It is hard to determine that there are new consumers that are
being introduced to our products just based on the way Aeropostale Is trending. Without any
changes we will soon see Aeropostale to be non-existent.
As of now Aeropostale seems to be talked in about in a past tense format. People would
discuss how much they used to like shopping there, how much they enjoyed the selection that
they had, and how they had missed the overall shopping experience that they had when they
walked into Aeropostale. Obviously, this is not a good outlook for the company and there will
need to be changes made to regain the reputation Aeropostale once had.
Competition and the trends occurring in the market
Aeropostale has some heavy competition from multiple retailer stores such as
Abercrombie and Fitch and American Eagle as well as from the rapidly growing online e-
commerce market. There are many problems that arise when it comes to us and our competition.
One being that Aeropostale has the reputation to be like its competitors, which can draw our
potential market away. The overall market tends to agree that there is not much difference in
style, looks, as well as the overall outlook of Aeropostale’s and its competitors. Another problem
when it comes to Aeropostale’s competition is the rise in the online e-commerce market. The
overall retailing market is dramatically trending and shifting towards to purchasing products
online. Aeropostale did not have the reputation to have their products to be bought online. Most
of its products were sold in stores located in malls and outdoor shopping centers. So, with the
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rise of the online e-commerce market, it negatively impacted with Aeropostale’s overall success.
We are looking to reposition Aeropostale to be noticeably different from its competitors it many
ways. We strive to make changes in Aeropostale’s overall outlook. After these changes we hope
to gain a reputation of being more of a unique retail store.
Current trends in the market are leaning more towards the online e-commerce market like
mentioned earlier. The market loves to online shop due to how easy it is to do. There is such a
wide variety of choice when it comes to online shopping. The market loves to have the freedom
to choose what they want in all shapes, sizes, and colours when it comes to the online market.
Like stated earlier Aeropostale’s products are typically held in stores at local malls rather than
having the reputation of having an online selection. Aeropostale will need to adapt to the changes
and convert into the online world to keep at float.
Description and justification of your new target segment
To rebrand Aeropostale and creating its new target segment we will need to solve the
problems related to its competition. We believe the overall competition for Aeropostale drove
them out of the market. So, by solving the problems we had with our competitors, we believe
that Aeropostale could have potential upside. There will be multiple changes to have a
completely new target segment. Primarily, we plan to re-design our stores. Like stated earlier the
market associated Aeropostale’s styles, layouts, and designing to be remarkably like its
competition such as Abercrombie and fitch and American eagle. So, our plan is to completely
renovate the type of layout we have inside our stores to differ from our competition. We really
want a type of layout that would attract our target market when they are walking around local
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malls. So having a layout out in front that would appeal to the public would only benefit the
company.
The issues regarding the online e-commerce market had really impacted Aeropostale
negatively. It was a reason the downfall of Aeropostale began. So, our mentality when it comes
to the online market is “if you can’t beat them, join them.” Our plan is to design a well-
organized app for Aeropostale that would appeal to our target market. We plan to use
advertisements on other social media apps such as Instagram, twitch twitter, snapchat that would
get the attention of our target market. Our target market tends to be attracted to social media
trends, so our plan is to reach out to these social media apps to advertise our new and improved
design.
We will also be redesigning Aeropostale’s online website. When we searched their
website and how it was organized. We felt like there are some areas that need improvement. We
believe that the website can be navigated in better ways. From what we have learned, people who
online shop like to reach the payment method in the smoothest way possible. Having too many
ads and pop ups when searching through the website can be aggravating for the customer, so we
feel as if we can lessen that then that will benefit the company.
There is also one final method we plan to use to attract our target market. Like stated
earlier social media plays a role when it comes to grabbing a person’s attention, so with we
produced an idea that allows popular twitch streamers to partner up with us to advertise our
product. We believe that these streamers can very well influence and convince people to at the
very least try our products.
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After reviewing our plans to reach our new target segment, we had realized we are going
to be spending a lot of time and money into advertising our new products and designs. The best
way to get the knowledge and word out is to show the public what you have to offer. We hope
that in the end we differ from our overall competition to be one unique retail store.
Product Positioning Statement
Aeropostale will fully begin to renovate its stores for a brighter outlook for its customers as
well as redesigning our website and app to compete with the strong online e-commerce market.
We believe that if we take the necessary steps to become a more proactive online retailer, we will
be able to differentiate ourselves from our competitors to reach our target market. By reaching
these goals we believe that in the end, Aeropostale will become sufficient in the online market,
and this may attract our target market to come inside our retail stores.
Phase 3: Final Report and Presentation
Product Positioning Statement

For teens and young adults looking for stylish clothes, Aeropostale will be rebranding
their clothing line, redesigning the stores, redesigning the official company website and app, and
will be spending more money on advertising new products on social media where most of our
target audience spends a large portion of their time. Aeropostale will do this to so that teens and
young adults can dress very well while also saving money compared to other brands that have
the same target audience. Aeropostale is making affordability and style their mission.
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We asked respondents on the survey we conducted to tell us what bad experiences they
have had with Aeropostale. One of the most frequent answers we received was that they had too
many words or too much branding on their clothes. That is why we want to rebrand all their
products to either have no branding anywhere on them, or create a new stylish logo that will
seamlessly fit on all of the clothing without drawing a lot of attention to it. This is a big reason
why they lost a lot of consumers to begin with. Not everybody wants to look like each other and
that’s essentially what they did by putting their giant logos and wording on every product (4
reasons why Aeropostale, 2016). By doing this, we believe that we can solve the problem of the
design of their clothes, making people want to purchase and wear their products again.
We also asked consumers to rate the stores cleanliness, and to our surprise, an
overwhelming 56 percent of responses came back negative. Who would buy clothes in a store
they thought looked dirty? Not me. This is a huge problem for any store that is trying to sell
products, let alone clothes. Only 18 percent of respondents said that they thought the store that
they go to was clean. I believe that an outdated or generic look and feel to a lot of the clothes
play a big factor into the negative feedback on the store's cleanliness, that is why an entire store
rebranding will be necessary to reposition the brand.
Aeropostale’s website is littered with advertisements about multiple promotions that is
going on. While it is important to make sure people know about the deals, the constantly
changing bar across the top flashing the multiple deals going on isn’t a great design for the
website. Teens and young adults are very hip with technology, which makes the website and app
a very important part of brands appeal. A major redesign of both of these to clean them up would
go nicely with the redesign of the stores and the clothes themselves. This is a very crucial part of
persuading consumers to come back to the brand.
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We believe advertising the rebranding of the stores, website and clothes is also a crucial
part of successfully turning Aeropostale back into the company it once was. I couldn’t tell you
the last time I seen an Aeropostale advertisement. Most of the advertising money should go into
social media, where most of the target market spends their time. According to a CNBC article,
Instagram is the best place to advertise to teens (Bursztynsky, 2019). Talking about the
rebranding of Aeropostale could entice teens to check out the new clothing and when they realize
there is little to no branding on the products, they may want to buy the products. It is important
to reach teens and make sure they know about this, otherwise the whole point of rebranding will
be for nothing.
Finally, the last aspect of the positioning statement is affordability. Since we are trying
to target a younger audience, things will need to be within their price range. It's not a secret that
teens and young adults don’t have the greatest financial situations. According to our survey,
majority of our respondents were 23 years old or younger and most of them make less than
10,000 dollars annually. Nearly 60 percent of respondents also said that they believe they spend
a lot of money on clothes. This way, they can save money while still buying clothes they want to
wear. Aeropostale has always been pretty solid with their prices, but combining this with
advertising and a rebranding could lure in a lot of customers.
Marketing Mix recommendations and Advertisement Campaign

The product strategy for Aeropostale will be to rebrand the clothing from what it is today.
The clothing today is outdated with limited sizing and poor quality. After viewing the results of
our survey, it is clean that many consumers have had poor experiences with the Aeropostale
clothing- from having holes, piling, and more. Our product strategy resolving these issues and
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selling better quality items. Furthermore, Aeropostale’s current product selection is no longer in
style. Many of its styles that are in its stores today includes shirts and sweatshirts with their logo
across the front, short shorts, and outdated shirt styles and graphics. According to our survey,
most consumers do not have a good perception of Aeropostale, does not wear items from this
store nor do they plan on our purchasing in the future. We believe that this is due to the outdated
clothing selection and our goal for our product strategy is to offer styles that are more in line
with today’s trends. In addition, we will expand on the limited selection of clothing sizes. By
doing so, we will be able to tap into a market that Aeropostale is currently missing the mark on
as most other companies are now offering a wide variety of sizes.
Aeropostale is currently set at a price point that is equal to or exceeds that of its
competitors. With its current position in the market and product, this is priced far too high.
However, after rebranding the image and the product themselves, a pricing point just below that
of its competitors will give Aeropostale a competitive advantage. According to the survey, most
consumers believe American Eagle to be Aeropostale's biggest competitor. Currently,
Aeropostale's shorts are priced at $49.95, while American Eagle is priced at the exact same price.
By Aeropostale lowering their price to even $44.95, would put them in a better position with
customers. This way, Aeropostale is offering a price lower than its biggest competitors but still
using psychological pricing techniques.
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We will create consumer awareness through our effective marketing strategies on our
social media platforms as well as displays. The current advertisements on their website, social
media, and within their displays are extremely out of date and out of touch with today’s
generations styles and trends. To better this we can include different advertisements on new
popular social media platforms such as Tik Tok. There are thousands of current businesses using
different Tik Tok influencers to promote their product. These advertisements and promotions are
reaching millions of users on the platform, which increases consumer knowledge of the
company.
The relative importance of various promotional mix tools is to gain loyal customers
throughout various channels of our advertising. The goal of our promotional mix is to regain
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previously loyal customers as well as new. It is important for us to have various promotional mix
tools in order to reach the customers through different tools and platforms.
Aeropostale was once a big-name store with everyone rocking the notorious
‘Aeropostale’ logo across every shirt. However, the once loyal customers of Aeropostale have
slowly dwindled away over time. Because of this, the overarching advertising objective is to not
only bring back these loyal customers but grow Aeropostale's customer base stronger than ever.
Furthermore, the objectives of our advertising are to show customers that Aeropostale has
rebranded in a way that offers clothing that is in line with today’s most popular trends.
The general and most common advertising objectives we are familiar with are persuade,
inform, or remind. In our case we are wanting to inform the customers of our new rebranded
store, as well as remind them of the store in general as well. The main goal is to grab the old
loyal customers, as well as new customers attention to increase sales. In order to be successful at
raising the attention of consumers to the store, the ad’s must be simple and easy to understand,
and appealing to the public eye.
The general substance of our message will include promoting various promotional deals
such as 50% off all swimwear, 30% off shorts, graphic tees, and tanks, and $25 off when you
spend $100 or more. Not only will our message include these promotions but it will also visually
show consumers that Aeropostale is expanding and rebranding. Our advertisements will show
this through using diverse body types of men and women. When Aeropostale was trendy back in
the day, it was during a time when the only standard of beauty was how skinny you were. To this
day, Aeropostale has not kept with the times with changing that message. Most brands nowadays
are being inclusive of all body sizes in their promotional materials on their platforms- except for
Aeropostale. Because of this, in our advertisement material, there will be women with diverse
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body types to draw in a wider range of consumers. Furthermore, we will show customers that
Aeropostale will be working to be more in line with popular trends by using trendy colors and
imaging in our promotional advertisements.
The media we will be selecting to promote our advertisement material on will be
Instagram, Twitter, Facebook, and Tik Tok. We will use Instagram as a source of media as a
large amount of the population has this platform. In addition, the younger generation is drawn to
Instagram platforms with aesthetically pleasing feeds, we will use this tactic on this media to
further grow Aeropostale's following. Using Instagram as a platform also allows the opportunity
to use various influencers as a way to effectively grab customer attention. Through the use of
boosting posts, reels, and IGTV and stories, we will be able to vastly grow Aeropostale's'
customer base. Next, we will use Tik Tok as a form of media for our advertisements. Tik Tok
has been a consistently growing media among the younger generations. This outlet has the ability
to make posts go viral among millions of users. We will have various influencers on this
platform create content such as try on hauls, clothing reviews, and other unique advertising video
material that will help draw in customers. This form of marketing has been highly successful for
many other brands who are working with Tik Tok influencers. While we will not be using a
personal selling program, we will however be having our employees explain to customers upon
entry of the store about the current promotional deals. For a retail store the size of Aeropostale,
the most appropriate channel of distribution for Aeropostale's products will be selling the
products within their stores as well as on their website.
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Appendixes
https://illinoisstateuniversity-
my.sharepoint.com/:p:/r/personal/kfjaco1_ilstu_edu/Documents/MKT%20231.pptx?
d=we546da1e1c934c6e91ac6c80cea5bc3f&csf=1&web=1&e=EHXGjm
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Final Survey Data – 100 respondents
1 - What gender do you identify as?
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# Answer % Count
1 Male 52.13% 49
2 Female 47.87% 45
3 Other 0.00% 0
4 Prefer not to say 0.00% 0
Total 100% 94
Q2 - What is your age?
# Answer % Count
1 17 or younger 3.19% 3
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2 18-19 14.89% 14
3 20-21 37.23% 35
4 22-23 32.98% 31
5 24-25 4.26% 4
6 26-27 0.00% 0
7 28 or older 7.45% 7
Total 100% 94
Q3 - What is your ethnicity?
# Answer % Count
1 Hispanic or Latino 8.51% 8
2 White 73.40% 69
Black or African
3 10.64% 10
American
4 Asian or Pacific Islander 3.19% 3
Indian or Indian
5 4.26% 4
American
6 Other 0.00% 0
Total 100% 94
Q4 - What is the highest degree or level of education you have completed?
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# Answer % Count
1 Some High School 6.38% 6
High School Diploma or

2 28.72% 27
GED
3 Some College 36.17% 34
4 Associate's Degree 15.96% 15
5 Bachelor's Degree 9.57% 9
6 Master's Degree 0.00% 0
7 Ph.D. or higher 0.00% 0
8 Other 2.13% 2
Total 100% 94
Q5 - What is your marital status?
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# Answer % Count
1 Single 89.36% 84
2 Married 9.57% 9
Other or prefer not to

3 1.06% 1
say
Total 100% 94
Q6 - What is your employment status?
# Answer % Count
1 Full time 26.60% 25
2 Part time 44.68% 42
3 Unemployed 27.66% 26
4 Self-employed 1.06% 1
Total 100% 94
Q7 - What is your personal gross income?
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# Answer % Count
1 Less than $10,000 56.38% 53
2 $10,000 - $19,999 12.77% 12
3 $20,000 - $29,999 8.51% 8
4 $30,000 - $39,999 6.38% 6
5 $40,000 - $49,999 7.45% 7
6 $50,000 - $59,999 4.26% 4
7 $60,000 - $69,999 2.13% 2
8 $70,000 - $79,999 1.06% 1
9 $80,000 - $89,999 0.00% 0
10 $90,000 - $99,999 0.00% 0
11 $100,000 - $149,999 0.00% 0
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12 More than $150,000 0.00% 0
Total 100% 94
Q8 - Which languages are you capable of speaking fluently? (Select all that
apply)
# Answer % Count
1 English 82.46% 94
2 Spanish 13.16% 15
3 French 0.88% 1
4 Arabic 0.88% 1
5 Other 2.63% 3
Total 100% 114
Q9 - What is your location?
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# Answer % Count
1 Alabama 0.00% 0
2 Alaska 0.00% 0
3 Arizona 0.00% 0
4 Arkansas 0.00% 0
5 California 1.08% 1
6 Colorado 0.00% 0
7 Delaware 0.00% 0
8 Florida 3.23% 3
9 Georgia 0.00% 0
10 Hawaii 0.00% 0
11 Idaho 0.00% 0
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12 Illinois 81.72% 76
13 Indiana 4.30% 4
14 Iowa 1.08% 1
15 Kansas 0.00% 0
16 Kentucky 0.00% 0
17 Louisiana 0.00% 0
18 Maine 0.00% 0
19 Maryland 0.00% 0
20 Massachusetts 0.00% 0
21 Michigan 1.08% 1
22 Minnesota 1.08% 1
23 Mississippi 0.00% 0
24 Missouri 0.00% 0
25 Connecticut 0.00% 0
26 Montana 0.00% 0
27 Nebraska 0.00% 0
28 Nevada 0.00% 0
29 New Hampshire 0.00% 0
30 New Jersey 0.00% 0
31 New Mexico 0.00% 0
32 New York 1.08% 1
33 North Carolina 0.00% 0
34 North Dakota 0.00% 0
35 Ohio 0.00% 0
36 Oklahoma 0.00% 0
37 Oregon 0.00% 0
38 Pennsylvania 0.00% 0
39 Rhode Island 0.00% 0
40 South Carolina 0.00% 0
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41 South Dakota 0.00% 0
42 Tennessee 0.00% 0
43 Texas 0.00% 0
44 Utah 1.08% 1
45 Vermont 0.00% 0
46 Virginia 1.08% 1
47 Washington 0.00% 0
48 West Virginia 0.00% 0
49 Wisconsin 2.15% 2
50 Wyoming 0.00% 0
51 Canada 0.00% 0
52 Mexico 0.00% 0
53 South America 1.08% 1
54 Europe 0.00% 0
55 Central America 0.00% 0
56 Africa 0.00% 0
57 Asia 0.00% 0
58 Australia 0.00% 0
Total 100% 93
Q10 - Have you heard of Aeropostale?
# Answer % Count
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1 Yes 96.77% 90
2 No 3.23% 3
Total 100% 93
Q11 - Have you ever purchased a product from Aeropostale?
# Answer % Count
1 Yes 70.21% 66
2 No 24.47% 23
3 Unsure 5.32% 5
Total 100% 94
Q12 - What company/companies would you describe as Aeropostale's

competitors?
What company/companies would you describe as Aeropostale's competitors?
Many
Abercrombie?
there’s a lot to chose from
I would image a lot
American eagle
A lot of stores in the malls
many
there’s a lot
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Many
E-commerce
Old navy
Old navy
Ambercrombie
Hollister
Kmart
Tilly's
AE
Old navy
Amercrombie
American Eagle
Ambercrombie
AE
American Eagle, H&M
American Eagle
AE
AE, Hollister, Ambercrombie
Hollister
AE
American Eagle
American Eagle, Abercrombie
Hollister
Forever 21
Tilly's
American eagle, ambercrombie
Not sure
American Eagle, Abercrombie, Express
Abercrombie n Fitch
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American eagle
Hollister, American Eagle, Nike
Pacsun
arie
a lot, maybe Abercrombie
American eagle
Abercrombie
American Eagle
American eagle
Many
American eagle n Abercrombie
American eagle
Abercrombie
Hollister, forever 21
American Eagle
Old Navy, Target, Gap
American Eagle
american eagle
abercrombie
American Eagle
American eagle
american eagle
Hollister
American Eagle
American eagle, ambercrombie
Holister
American eagle, Express, holister
Q13 - Would you recommend Aeropostale clothing to a friend/family member?

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# Answer % Count
1 Definitely yes 0.00% 0
2 Probably yes 21.28% 20
3 Might or might not 23.40% 22
4 Probably not 43.62% 41
5 Definitely not 11.70% 11
Total 100% 94
Q14 - How often do you wear from Aeropostale on a weekly basis?
# Answer % Count
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1 Always 0.00% 0
2 Most of the time 0.00% 0
3 About half the time 5.32% 5
4 Sometimes 29.79% 28
5 Never 46.81% 44
I do not own anything

6 18.09% 17
from this store
Total 100% 94
Q15 - Are you able to find what you are looking for when you visit Aeropostale?
# Answer % Count
Never been to the

6 7.45% 7
store
Total 100% 94
Q16 - Do you feel that the items sold at this store are fairly priced?
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# Answer % Count
Never been to the

6 6.38% 6
store
Total 100% 94
Q17 - How well was the customer service from the workers when you visited
the store?
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# Answer % Count
1 Extremely well 4.30% 4
2 Very well 15.05% 14
3 Moderately well 32.26% 30
4 Slightly well 18.28% 17
5 Not well at all 19.35% 18
Never been to the

6 10.75% 10
store
Total 100% 93
Q18 - How would you rate the quality of the stores apparel
Q19 - Have you had any bad experiences with the products? If yes, explain
Have you had any bad experiences with the products? If yes, explain
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didn’t like the quality
yes .
Don’t like them
Low quality
There’s many
many
None
Sweatpants pilled after one wash
Ugly clothes
Not my style
Too much clothing says “Aeropostale” on it
No
No
Holes
None
bad customer services
low quality
None
None
N/A
N/A
Not really
none
No
No
To much wording
no
Have had no bad experiences
Q20 - Would you say Aeropostale have something for everyone in their store?
of 51 39
# Answer % Count
1 Strongly agree 1.09% 1
2 Somewhat agree 23.91% 22
Neither agree nor

3 26.09% 24
disagree
4 Somewhat disagree 26.09% 24
5 Strongly disagree 22.83% 21
Total 100% 92
Q21 - Have you ever ordered online from Aeropostale?
# Answer % Count
1 A great deal 0.00% 0
of 51 40
2 A lot 0.00% 0
3 A moderate amount 11.83% 11
4 A little 25.81% 24
5 None at all 62.37% 58
Total 100% 93
Q22 - How easy is it to navigate the Aeropostale website?
# Answer % Count
1 Extremely easy 6.52% 6
2 Somewhat easy 18.48% 17
Neither easy nor

3 51.09% 47
difficult
4 Somewhat difficult 21.74% 20
5 Extremely difficult 2.17% 2
Total 100% 92
Q23 - How would you rate the cleanliness of the store?
of 51 41
Q24 - How would you rate the stores quickness/ease of shopping?
# Answer % Count
1 Extremely fast 6.59% 6
2 Somewhat fast 17.58% 16
3 Average 47.25% 43
4 Somewhat slow 26.37% 24
5 Extremely slow 2.20% 2
Total 100% 91
Q25 - How welcomed were you by the staff when you entered the store?
of 51 42
# Answer % Count
1 Far too much 2.22% 2
2 Slightly too much 7.78% 7
Neither too much nor

3 54.44% 49
too little
4 Slightly too little 27.78% 25
5 Far too little 7.78% 7
Total 100% 90
Q26 - Was the set up of the store easy to navigate through?
# Answer % Count
of 51 43
1 Extremely easy 13.33% 12
2 Somewhat easy 26.67% 24
Neither easy nor

3 28.89% 26
difficult
4 Somewhat difficult 26.67% 24
5 Extremely difficult 4.44% 4
Total 100% 90
Q27 - How would you rate the current promotions the store holds?
# Answer % Count
1 Extremely effective 4.40% 4
2 Very effective 15.38% 14
3 Moderately effective 23.08% 21
4 Slightly effective 26.37% 24
5 Not effective at all 30.77% 28
Total 100% 91
Q28 - Please specify your level of agreement or disagreement with the following
statement: "I tend to spend a lot of money on clothes".
of 51 44
# Answer % Count
Neither agree nor

3 20.65% 19
disagree
Total 100% 92
statement: "I care about the comfort of my clothes".
# Answer % Count
of 51 45
Neither agree nor

3 13.04% 12
disagree
Total 100% 92
statement: "I purchase clothes that I like, regardless of if it's considered
fashionable".
# Answer % Count
Neither agree nor

3 14.29% 13
disagree
Total 100% 91
statement: "I like a lot of variety and options when I shop for clothes".
of 51 46
# Answer % Count
Neither agree nor

3 13.19% 12
disagree
Total 100% 91
statement: "I enjoy looking at clothes even if I am not planning on purchasing
any".
of 51 47
# Answer % Count
Neither agree nor

3 14.44% 13
disagree
Total 100% 90
statement: "I follow the latest trends in fashion".
# Answer % Count
Neither agree nor

3 16.48% 15
disagree
Total 100% 91
statement: "I prefer well known designer labels rather than take a chance on
something new".
of 51 48
# Answer % Count
Neither agree nor

3 27.78% 25
disagree
Total 100% 90
statement: "My friends consider me a good source for fashion advice."
# Answer % Count
Neither agree nor

3 16.48% 15
disagree
Total 100% 91
statement: "I have a positive perception of Aeropostale".
of 51 49
# Answer % Count
Neither agree nor

3 26.09% 24
disagree
Total 100% 92
statement: "Aeropostale makes good quality clothes."
statement: "I have a positive perception of Aeropostale".
# Answer % Count
Neither agree nor

3 26.37% 24
disagree
of 51 50
Total 100% 91
statement: "I believe clothing prices are too high".
# Answer % Count
Neither agree nor

3 22.22% 20
disagree
Total 100% 90
statement: "I feel good when I buy something new."
of 51 51
# Answer % Count
Neither agree nor

3 14.29% 13
disagree
Total 100% 91
statement: "I plan to buy Aeropostale clothing in the near future".
# Answer % Count
of 51 52
Neither agree nor

3 18.68% 17
disagree
Total 100% 91
Citations
4 reasons why Aeropostale lost its cool. (2016, May 05). Retrieved March 30, 2021, from
https://www.cnbc.com/2016/05/05/4-reasons-why-aeropostale-lost-its-cool.html
Bursztynsky, J. (2019, April 8). Instagram is the best way to market to teens, says Piper Jaffray
survey. CNBC. https://www.cnbc.com/2019/04/08/instagram-best-for-marketing-to-teens-
snapchat-second-piper-jaffray.html.
Schlossberg, M. (2016, March 17). One of the hottest teen brands of all time is getting closer to
extinction. Retrieved March 30, 2021, from https://www.businessinsider.com/aeropostale-bad-
fourth-quarter-2015-12
Team, T. (2015, August 05). Here's why no one wants to buy aeropostale -- neither products nor
the company. Retrieved March 30, 2021, from
https://www.forbes.com/sites/greatspeculations/2015/08/05/heres-why-no-one-wants-to-buy-
aeropostale-neither-products-nor-the-company/?sh=3095914b36e0
Bhasin, K. (2018, June 09). Rebel teens are killing Aeropostale and some other clothing giants.
Retrieved March 30, 2021, from https://www.chicagotribune.com/business/ct-teen-shoppers-
retail-clothing-aeropostale-20161003-story.html
of 51 53
The once-popular teen retailer is bleeding cash -- it's lost money 13-straight quarters --, & Looks
like it's lost the war to more nimble rivals like H&M (HMRZF). (n.d.). The clock is ticking On
aeropostale. Retrieved March 30, 2021, from
https://money.cnn.com/2016/03/18/investing/aeropostale-dying-fast-fashion/index.html
Team, T. (2016, January 07). What happened To Aeropostale last year? Retrieved March 30,
2021, from https://www.forbes.com/sites/greatspeculations/2016/01/07/what-happened-to-
aeropostale-last-year/?sh=47ff6f0d5720
Team, M. B. A. S. (2020, April 26). Aeropostale SWOT Analysis: Top Aeropostale Competitors,
STP & USP: Detailed SWOT Analysis of Brands. MBA Skool-Study.Learn.Share.
https://www.mbaskool.com/brandguide/lifestyle-and-retail/2561-aeropostale.html.
Rizzo, L. (2016, July 18). Aéropostale Signals Reorganization Unlikely, Seeks Buyer. The Wall
Street Journal. https://www.wsj.com/articles/aeropostale-signals-reorganization-unlikely-seeks-
buyer-1468873300.
Jarzemsky, M. (2016, May 3). Aeropostale Preparing to File for Bankruptcy This Week. The
Wall Street Journal. https://www.wsj.com/articles/aeropostale-preparing-to-file-for-bankruptcy-
this-week-1462228690.
of 51 54

MKT 231 Final Report

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MKT 231 Final Report

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April 25th, 2021

Executive Summary: Page 3

We chose to re position the business Aeropostale (Also known as AERO). It is an

competitors. We brainstormed different ways we would want to re position Aeropostale, and we

opinion of the store.

that is a main reason Aeropostale had failed as of late.

Project Manager: Kendra

Data Collection and Processing: Conner

Research Design Analyst: Conner

Phase 2: DESCRIPTION, MARKETING RESEARCH, AND TARGET

Products current category’s market

changes we will soon see Aeropostale to be non-existent.

need to be changes made to regain the reputation Aeropostale once had.

Competition and the trends occurring in the market

to gain a reputation of being more of a unique retail store.

and convert into the online world to keep at float.

Description and justification of your new target segment

We will also be redesigning Aeropostale’s online website. When we searched their

very least try our products.

Product Positioning Statement

Phase 3: Final Report and Presentation

Product Positioning Statement

rebranding will be necessary to reposition the brand.

Aeropostale’s website is littered with advertisements about multiple promotions that is

persuading consumers to come back to the brand.

advertising and a rebranding could lure in a lot of customers.

Marketing Mix recommendations and Advertisement Campaign

as most other companies are now offering a wide variety of sizes.

consumers believe American Eagle to be Aeropostale's biggest competitor. Currently,

using psychological pricing techniques.

and appealing to the public eye.

imaging in our promotional advertisements.

The media we will be selecting to promote our advertisement material on will be

products within their stores as well as on their website.

4 Prefer not to say 0.00% 0

Q2 - What is your age?

Q3 - What is your ethnicity?

1 Hispanic or Latino 8.51% 8

4 Asian or Pacific Islander 3.19% 3

Q4 - What is the highest degree or level of education you have completed?

1 Some High School 6.38% 6

High School Diploma or

3 Some College 36.17% 34

4 Associate's Degree 15.96% 15

5 Bachelor's Degree 9.57% 9

6 Master's Degree 0.00% 0

7 Ph.D. or higher 0.00% 0

9 Prefer not to say 1.06% 1

Q5 - What is your marital status?

Other or prefer not to

Q6 - What is your employment status?

1 Full time 26.60% 25

2 Part time 44.68% 42

Q7 - What is your personal gross income?

1 Less than $10,000 56.38% 53

2 $10,000 - $19,999 12.77% 12

3 $20,000 - $29,999 8.51% 8

4 $30,000 - $39,999 6.38% 6

5 $40,000 - $49,999 7.45% 7

6 $50,000 - $59,999 4.26% 4

7 $60,000 - $69,999 2.13% 2

8 $70,000 - $79,999 1.06% 1