"I love having the accessibility to have influencers plus sales people to help bring in sales."

Steve Lubomski, Vice President of Marketing, Aeropostale

The Problem

Aeropostale faced significant brand perception challenges after emerging from bankruptcy, with 26% of upper-income teen girls reporting they no longer shopped there. The teen fashion retailer struggled with outdated brand associations, heavy discounting that undermined brand value, and rising customer acquisition costs averaging $129 in fashion retail. Despite having 21,000+ employees across 500+ locations and an engaged social media following, they lacked systematic approaches to leverage these assets for authentic content creation and brand advocacy.

The Solution

Using Brieflee's creator program platform, Aeropostale transformed their workforce and customer base into a comprehensive content creation engine:

• Employee Creator Network: Brieflee's platform identified content-ready employees from Aeropostale's 21,000+ workforce (65% female, 48% aged 18-20), turning store associates officially called "Brand Ambassadors" into authentic social media advocates across 500+ locations

• Customer Advocacy Program: Our system analyzed Aeropostale's customer database and loyalty program members to identify enthusiastic brand advocates willing to create authentic content featuring their purchases and experiences

• Multi-Platform Content Strategy: Brieflee managed content creation across TikTok, Instagram, and Facebook, building on their viral "tiny tops" success that generated 103 million views and tripled product sales

• Geographic Content Distribution: The platform coordinated content creation across diverse markets and demographics, leveraging Aeropostale's national footprint for localized authentic content

• Brand Guidelines & Messaging: Created comprehensive content frameworks aligned with Aeropostale's #FreeToBe campaign promoting individuality and self-expression

• Performance Optimization: Brieflee's system tracked content performance and optimized creator programs to drive measurable sales impact and brand perception improvement

The program successfully leveraged Steve Lubomski's vision of accessibility to both influencers and sales people, creating a scalable content ecosystem that drove authentic brand advocacy while addressing core challenges of customer acquisition costs and competitive differentiation in the teen fashion market.