Teen retailer Aeropostale is shedding its formerly logo-heavy brand and working to boost sales through increased engagement with millennials. An article on Business Insider reported that the retailer launched a new prototype store in October, heavy with both flashy colors and new technology.
Aeropostale launched a new mobile app and in-store iPad kiosks, aimed at making the brand more accessible and improving engagement with the teen consumer base, the article reported.
"This is the future," said Jacob Hawkins, Aeropostale's vice president of e-commerce. "This is the way [teens are] going to interact with our brand."
Carin van Vuuren, the chief marketing officer of Usablenet, which created Aeropostale's new app and iPad setup, said the app also works to maintain in-store foot traffic through its new store locator and mobile coupons.
"If you create an experience that streamlines some of the things that people want to do, you'll increase the amount of time that they spend engaging (with) the brand," van Vuuren said. "For millennial customers, this is the only way."
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