Aéropostale Rebrand

During my elementary and middle school years, Aéropostale was the hottest place to get a graphic tee or a new pair of jeans. Through research and my common knowledge of Aéropostale as a clothing company, I have noticed that its popularity has declined. I suspect that the audience for Aéropostale wants a re-invented clothing brand that is trendy and makes them feel “cool.” What pre-teen doesn’t want a clothing brand that makes them feel this way? The new feeling that Aéropostale gives off is energetic, edgy and playful. Renaming the brand to Aéro was to make it more identifiable, increase the brands awareness and make it easier for those that are younger to pronounce it. The abstracted “A” in the logo extends the brands commitment to a playful, energetic feeling. It invites the consumer/audience to also feel playful and energetic themselves. Building upon the logo, the ad campaign focuses on a feeling of energy, and imagination. Younger children and preteens are drawn to brighter colors. The orange/coral/charcoal/black color palette reflects Aéro's vibrant, fun, edgy brand personality that identifies with these young teens and children. The color palette purposefully does not relate to either gender because Aéro is an all-inclusive brand.