• Mobile Commerce Daily, Friday, July 25, 2014 10:20 AM

Fashion retailer Aeropostale is using social and mobile messaging to build anticipation for the upcoming reveal of its new rebranding initiative on July 28, including a text campaign inviting customers in-store and hashtag promotions. By using provocative messages such as “You’ve changed so we’ve changed” and “Are You Who You Were a Year Ago?,” the retailer aims to relate to a younger generation regarding life changes while driving interest  in its new look. The messaging is intentionally vague to draw in attention via mobile and social, where the retailer’s target audience spends much of its time.

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