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Product Creation Lessons from Aeropostale

My daughter, Ashlea, works at Aeropostale, so over the past several months, I’ve been in the store many times. I’ve also been paying attention to what they do and how they do it when it comes to how they create and market their products (clothes and accessories). Aeropostale is hugely popular with the younger generation and it’s evident that they understand their demographic (14 to 17 year-olds) very well. Heck, even I like a lot of their clothes and I wouldn’t consider myself a part of their target audience. That said, there are a few lessons we can ALL learn from Aeropostale when it comes to branding and product creation.

For Aeropostale, branding and product creation are synonymous. If you’ve been to one of their stores or to their website, the ONE thing that will stand out immediately is that their brand is on everything…their clothing turns their customers into walking billboards. It’s rather brilliant actually. Of course, they’re not the only company to do this…many do…but I’d have to say they’re one of the best at it for sure.

Aeropostale also provides a LOT of variations with their products. Now stay with me here…their main brand simply involves their name and the year they began their company…1987. Here is where it gets fun…the variations they create on those two elements is nearly limitless, it seems. As a product creator, this is an important lesson to understand. With just the words Aeropostale, Aero, 1987, A87 and other variations, they produce hundreds, if not thousands, of variations on the theme. You can do the same thing with your products and your business…especially if your products are image based!

Here is a challenge for you…go the the Aeropostale website and just look at their t-shirt lines…that’s it. Now, using Aero’s approach as your inspiration, consider a graphic, photograph, logo, or brand related to your business and make a list (or sketches) of every possible variation on the theme you can think of. Ask friends and family to do the same. You will be surprised (and amazed) at the outcome. I guarantee it! Then, share your results and what you learned here in the comments! I can’t wait to see what you come up with!

4 Responses to “Product Creation Lessons from Aeropostale”

  • Tony,

    Great article. I love your examples, and how you use everyday moments most people would miss to build your biz, and help us build ours.

    Be well my friend, and thank you!

    Twenty Twenty
    Whooo yah!

  • I’ve heard of Aeropostale, of course, even had the possibility (never realized) of them sponsoring the web show I write for, but I have never really looked at their products. I think, before I read this, that I would not have much liked the tee shirts. Now, I look at them in an entirely new way. Yes, I agree. It is brilliant. We have, in a very small way, attempted to brand our company (Joseph Coaler Productions) but have not really been very successful in that. I see possibilities, now, for more.


  • […] This post was mentioned on Twitter by Tony Laidig, Marianna R. Morris. Marianna R. Morris said: RT @tonylaidig HMMM Interesting idea.Thanx. Product Creation Lessons from Aeropostale | […]

  • Oh, so Aeropostale isn’t the promotion department of the French Post Office. I thought this article was going to be about old stamp designs being reused. Well, now I know another place to shop if I want to wear someone’s logo.

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