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Brief Published: 31 Oct 2012

In-Store Tech for Teens: Aeropostale, NY


US teen clothing brand Aeropostale is looking to boost dwell time in its shops by adding a number of interactive tech and musical features to its new store formats in New York State.

At the 4,400 sq ft flagship store in Garden City’s Roosevelt Field Mall, where the brand trials new concepts, customers can now listen to their favourite music as they shop thanks to a ‘modern jukebox’ that accepts song requests and individual iPods positioned in dressing rooms.

The store also features iPads for browsing the brand's online ranges, reading product reviews and trying out Aeropostale’s ‘build your own outfit’ styling guide, which allows consumers to mix and match items to discern their favourite looks.

Crucially, these tech-enhanced elements are designed to simply offer better service rather than alter the shopping experience. “Our mantra was: it has to be simple, it has to be easy and it has to work,” explained Aeropostale’s executive vice-president Mary Jo Pile.

The store revels in a back-to-basics design aesthetic, with rustic features such as pressed tin ceilings, exposed brick walls and reclaimed wood. It is a bid to ensure the technology appears a key part of Aeropostale’s existing brand identity, rather than being a case of tech for tech’s sake. The retailer also aims to inspire with its ‘Community Wall’ –  a series of wall-mounted blackboards that display inspirational quotes, information about teenage charity projects and a monthly role model.

For more on initiatives designed specifically to increase dwell time, see our report Slowing the Journey. For more on tech-enhanced store concepts conceived with creativity in mind, see the report In-Store Interactive