Aeropostale Branding Book

Brand Standards Guide Dots Oyenuga GR. 604

Brand Strategy

01 History

1.1

Timeline

1.2

Competitors

1.3

Soul and Mission

1.4

Repositioning

1.5

Audience

1.6

Brand Grid

1.7

1.1

History

Aeropostale Aeropostale is a specialty retailer of casual apparel and accessories, serving young women and men through their many stores and factories.

They provide customers with a focused selection of high quality fashion and fashion basics at compelling values in an innovative and exciting store environment.

Macy’s opened Aeropostale in 1987 and after a successful run was sold to Bear Sterns in 1998.

Twenty-three years later the apparel chain had its best year in 2010 where sales reached$2.4 billion, and its stock price ascended to an alltime peak of $32.24 per share. Eventually Abercrombie, American Eagle, as well as fast fashion eventually led to Aeropostales demise and the company filed for bankruptcy in 2016.

1.2 Timeline

Macy’s opened the first Aeropostale location in Los Angeles’ Westside Pavilion Mall,

Bear Stearns sold six million shares in

1987

Aéropostale Inc., lifting its merchant banking fund's profit from Aéropostale to more than $300 million

2002 Bear Stearns takes Aeropostale public

2003 1998

Macy’s sold Aeropostale to Bear Stearns

2016 2010 After 13 consecutive quarters of losses, Aeropostale filed for

Sales soared to $2.4 billion,

Chapter 11 bankruptcy protec-

and its stock price

tion in early May,

ascended to an all-time peak of $32.24 per share

Competition from fast fashion brands and declining mall traffic also took their toll, and in 2015, Aeropostale’s annual sales plummeted to $1.5 billion.

2015

1.3 Competitors

Direct Competitors

Ancillary Competitors

Future Competitors

1.4 Brand Identity

Brand Soul

The premiere collaborative and creative space designed to represent and foster the innovations of young adult expression.

Brand Mission

To become the pulse of young adults around the world.

1.5 Reposition

A lot of young adults still visit the mall, just not necessarily buying clothes. More to hang out with friends and catch up. You can find them congregating at places like Starbucks, Jamba juice, and the food court. That is why I propose that Aeropostale extends to a young adult cafe. Teens and young adults can come hang out, buy drinks while Aeropostale can capitalize on what the demographic actually does when they go to malls.

I think there is room for Aeropostale to better connect to its customers instead of assuming what the ever-changing fashion landscape is calling for. There is a huge movement towards health and exercise here in America. Aeropostale should jump on this trend by offering stylish and affordable athletic wear.

Finally, becoming apart of young adult culture by having a weekly updated Spotify playlist that link to local local concerts for rising musician in mainstream culture and entertainment.

Also daily updated Instagram fashion blog that keeps up with all the latest trends and gossip in fashion while also showcasing new apparel being sold in store.

1.6 Audience

Jennifer Cole Age: 17 Gender: Female Education: High School Interests: Fashion, Music, Hanging with Friends Social Media: Twitter, Instagram Need from the Brand: Since she is very interested in fashion and music, Jennifer is pretty up to date with what is going on in the pop culture world. She knows the latest crazes and trends, so really just needs a one-stop place to get what she knows is hip and currently trending online.

Jack Williams Age: 14 Gender: Male Education: High School Interests: Videogaming, Teaching himself code Social Media: Facebook, Reddit Need from the Brand: Jack is an incoming freshman in highschool and is quite the introvert. He has some friends from middle school but is looking to meet a lot more and climb the social ladder that is High school. Because of that he needs to a place to hangout and meet friends outside of school, and somewhere to help him keep up with the latest trends since he doesn’t really follow fashion too much.

Doug Pennington Age: 21 Gender: Male Education: College Interests: Fashion, Entrepeneurship Social Media: Twitter, Instagram, Snapchat Need from the Brand: Doug is a college graduate who is interested in starting his own clothing brand. He wants to meet people who are also into fashion and wants to start networking. He also has a great business mind but has never actually designed clothes and need some practice.

Rachel Mitrano Age: 20 Gender: Female Education: College Interests: Traveling, Surfing Social Media: Instagram Need from the Brand: Rachel is a courageous trendsetter that rarely looks at whats popular. She goes to the beat of her on drum and loves customizing her own clothers. She wants a place where she can express her own style and make her own shirts.

David Klusterman Age: 18 Gender: Male Education: High School Interests: Basketball, Football Social Media: Twitter, Instagram Need from the Brand: David is a High School athete with his sight set on a college scholarship. Training, competition and sports highlights take up most of his time. He has a little bit of knowledge about what’s trendy and not trendy fashion, but still looks to fashion instagram pages for a little bit of information. He would also like to find somewhere to hang out with his friends after practice and just relax.

Julie Aberman Age: 16 Gender: Female Education: High School Interests: Chess Club and Volunteering Social Media: Facebook Need from the Brand: Julie’s main priority is school, especially all her AP classes this semster. She will be applying to college in the fall and would rather not have to worry about fashion and staying up to date. Julie is looking for a store that has the essentials, not the most up to minute trends, but she doesn’t want to look like a grandma either. Also a place where she can hang out with friends and get some homework done at the same time.

1.7 Brand Grid

Current Brand Grid

Aeropostale

New Brand Grid

Aeropostale

Logo Development

02

Keywords

2.1

Sketches

2.2

Logos

2.3

Clear Space

2.4

Minimum Sizes

2.5

2.1 Keywords

Minimalist

Vibrant

2.2 Sketches

2.2 Sketches

AERO

2.2 Sketches

A

ERO 1987

Aeropostale

Aeropostale

ae

r o p o sta l e

AERO Sin

ce 1982

2.3 Logo

Primary Logo

After a series of sketches and computer roughs, it made the most sense to go with the badge-type logo for Aeropostale. The badge represents modern, fresh logo that will attract the young adult base that Aeropostale has continued to go after since its inception. The full name is shown simply at the top, with date of the companies inception at the bottom to express a sense of loyalty and fandum. The main color is a blue/ cyan shade that represents excitement, youth and vibrance.

Black and White Alternates

2.3 Logo

Primary Alternatives

This logo alternative should be used with a more horizontal layout. This should not be used in place of the main logo unless necessary.

Black and White Alternates

l

S

in

posta

2

o r e

e

A

2.4 Clear Space

Spacing

c e

1 9

8

The clear space is to protect the legibility of the logo and the surrounding text or elements. The space around the logo is based on the width of the inner circle.

2.5 Minimum Sizes

.09 in

.09 in

Primary Logo Wordmark font size: 20pt Secondary font size: 6pt

The clear space is to protect the legibility of the logo and the surrounding text or elements.

.02 in

Brand Standards

03 Color

3.1

Typography

3.2

Unauthorized Uses

3.3

3.1 Color

100%

20%

40%

60%

80%

Opacity can be used in incriments of 20 from 100%. Only 100% should be used for text for legibility purposes.

HEX

CMYK

23b5d3

70 06 13 0

PMS

RBG

638 c

35 181 211

3.2 Typography

A

Cubano Regular abcdefghijklmN oPQRSTUVWXYZ 1234567890/?() -+=

A

Work Sans Regular abcdefghijklmnopqr stuvwxyz 1234567890/?()-+=

3.3 Unauthorized Uses

Do not rotate

Do not add symbols

Do not change colors

Do not add drop shadow

Do not crop

Do not change typefaces

Do not add stroke

Do not change opacity

Applications

04 Canvas Tote

4.1

Ad

4.2

Shirts

4.3

Business Stationery

4.4

4.1 Canvas Tote

4.2 Ad

4.3 Shirts

4.4 Business Stationery

CONTACT

April 23, 2019

650-504-9918 Dotsoyenuga@gmail.com Dotsoyenuga.com

Thomas McNulty Academy of Art University 79 New Montgomery Street San Francisco, CA 94105 Dear Ms. Scott, Lorem ipsum dolor sit amet, ad sit soluta legendos, his amet quas nobis te, id vis quod doming persecuti. Ut civibus electram percipitur usu, legimus corpora electram at per. Duo ne sanctus indoctum, affert adipisci eos ex. Sed nonumy aperiri reformidans an. His brute facilis et.

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Sincerely,

Jason Stark 123 Main Street San Francisco, CA 94105

Thomas McNulty Academy of Art University 79 New Montgomery Street San Francisco, CA 94105

Jason Stark

Store Manager (925) 689-9237 www.aeropostale.com

Extentions

05 Cafe/Lounge

5.1

Athletic Wear

5.2

App

5.3

Spotify Playlist

5.4

5.1 Cafe/Lounge

Cafe/Lounge

Young adults are still visting malls, but more to hang out with friends and catch up. Because of this Aeropostale plans to extend to a young adult cafe. Whether you want to gather and meet with friends, or you just want somewhere to sit down and relax or do work, the Aeropostale Cafe Lounge allows young adults to hang out, buy drinks while Aeropostale can capitilize on what the demographic actually does when they go to malls.

5.2 Athletic Wear

Athetic Wear

There is a huge movement towards health and exercise here in America.

Aeropostale should jump on this trend by offering stylish and affordable atheltic wear.

5.3 App

App

Aeropostale is the last of the brand extensions. The app does a number of things. Mimicks an instagram/fashion feed that keeps up with all the latest trends and gossip in fashion while also showcasing new apparel being sold in store. The app also acts a blog with the latest news and updates about the fashion world and the celebrities in it.

5.4 Weekly Spotify Playlist

Spotify Playlist

With smart-phones everywhere, music has become more intertwined with young adults than ever before. Aeropostale will strongly benefit from a weekly updated Spotify playlist that also links to local local concerts for rising mucisions in mainstream culture and entertainment.