Aeropostale marketing mix is used to describe the various techniques and basics that are required to devise and implement the marketing strategy. The Aeropostale management determines the most favorable mix of their activities and integrates the major elements of the market mix. The main objective of this mix is that each Aeropostale store to have a distinctive image in the public mind. The marketing mix will vary in market that Aeropostale is in, and the quality that they offer. The marketing mix will look at the product, price, place, and promotion.
Product
Aeropostale is a clothing store therefore their major products is the line of clothing. From shirts, to tee shirts to trousers, to jumpers and sweat shirts, just to mention a few. Their products are usually on a seasonal basis. For instance, in Spring Aeropostale will mostly sell or will have comfortable clothes in stock. These may include: crop tops, tee shirts, and shorts. For the Summer season, the following items will majorly be in stock: swim suits, shorts, and under wears just to name a few. For the winter season, Aeropostale will have jeans, heavy sweaters, jackets, boots, heavy shirts, just to mention a few.
Price
Aeropostale are very sensitive when it comes to pricing. Their major aim is to always stay competitive ahead of their competitors in the market. Teenagers being the heavy consumers of their products, Aeropostale has managed to reach out to them in a pocket-friendly manner. The company uses strategies such as psychological pricing in order to attract more customers. For instance, they may sale jeans as low as $12 for a certain period of time. The clothing retailer’s strategy of under pricing has significantly paid off with the past nine consecutive quarters of the results that have equaled or even surpassed the estimates of analysts. Just last year, the chain surpassed the prediction by 19% in September same-store sales.
Promotion
Aeropostale has a lot of advertisements and very recognizable logos that are used to advertise them both in the United States as well as the rest of the world. The company promotes its brand in a variety of ways. For instance, they use coupons in teen magazines for, or they may advertise using the Facebook coupons sent to the individuals who give their emails. With these emails, Aeropostale sends regular advertisements of their products in stock. They also started several campaigns such as the “Teen for Jeans” campaign where they issued coupons for customers to get jeans from their stores countrywide.
Place
Aeropostale is a brand in its own name. They have two-level marketing channel; which is manufacturer, wholesaler, retailer, and consumer. Their distribution is exclusive to Aeropostale stores in the country and outside. They are located in all states in America and they also have other stores which are specifically for children. Moreover, the company has online stores that they use to sell their products. This is very effective because many of their consumers may not have the time to go all the way to the mall and pick their favorite attires. However, Aeropostale may have lost sales because they cannot sell their products through other retailers. This significantly reduces their competitive advantage and increases their costs and expenses. The place that these stores are located should be strategic enough so that the customers can easily access the products.
