Aero Style Magazine

[Sloan1874]

21 years after the last edition, Aero's house magazine has arrived fashionably, or should that be stylishly, late to the party. It's free, so what's there not to like?

http://www.aeroleatherclothing.com/product-detail.php?id=3763

 

[Sir Jacket]

And who said print was dead!

 

[sweetfights]

And who said print was dead!

Thank you
I ordered mine

 

[Edward]

Cool, I'm in. Nice to have something in print; in my time, it's all been online (aside from the Japanese companies).

 

[breezer]

I really really really want one of those new paratrooper sweaters in olive green.....

 

[Mickiemac]

I actually have one of the original Aero Style Review (Issue One) publications of which I posted in this forum about 2 years ago. It included a price guide insert along with many of the Aero styles of the time. I will certainly try and obtain a copy of Issue Two right away! It only took over 20 years for the 2nd Issue - my how time flys!

http://www.thefedoralounge.com/posts/2056315/ - here is the link to the original Aero Style Review thread - a good reference to what Issue Two might contain.

 

[Guppy]

I really really really want one of those new paratrooper sweaters in olive green.....

Same.

 

[Big J]

From the links, it seems to have an aweful lot of text. Japanese 'mooks' seem to have way less blurb to ploughing through.
At the end of the day, it's just a catalog, really, isn't it? Customers are going to order on the internet, so the website is indispensable, and will remain so, making this not 'just' a catalog, but a kind of 'retro fake' catalog since it's completely unnecessary except as a 'retro prop' for hipsters, no?
I console myself with the fact that published at the rate of one edition every 20 years, its environmental impact will be minimal, and sustainability is hardly a consideration.
(Bah! Humbug!)

 

[Dav]

I really really really want one of those new paratrooper sweaters in olive green.....

Same.

Ditto

 

[Edward]

From the links, it seems to have an aweful lot of text. Japanese 'mooks' seem to have way less blurb to ploughing through.
At the end of the day, it's just a catalog, really, isn't it? Customers are going to order on the internet, so the website is indispensable, and will remain so, making this not 'just' a catalog, but a kind of 'retro fake' catalog since it's completely unnecessary except as a 'retro prop' for hipsters, no?
I console myself with the fact that published at the rate of one edition every 20 years, its environmental impact will be minimal, and sustainability is hardly a consideration.
(Bah! Humbug!)

The Japanese stuff I've seen is certainly more in the look-book / mail order catalogue territory (great for me, as I'm illiterate in Japanese). I get the impression that with this Aero are looking to offer something that's a bit more than just a catalogue - which would, naturally, be superfluous in these days of the website. Something that engages the customer more than 'just' a catalogue, which is a logical fit in a very niche market where there's a lot of brand loyalty and folks seem to feel something more than simply a supply and demand, sell and buy transaction. Retro? Certainly, though bearing in mind what a significant chunk of Aero's customer base are those of us who seek to dress like our grandparents did seventy odd years ago.....

 

[breezer]

mine arrived in the post this morning....and its superb! And definitely not just a catalogue, its much more than that.

 

[Big J]

@breezer, how is it much more than just a catalog? I'm open minded.

 

[Big J]

Don't get me wrong, I understand why Buzz Rickson's and Real McCoys put out these mooks; there are culture specific reasons for doing so in Japan. The first is that cultural expectations that a company will put literally everything on one homepage is not conducive to marketing a niche/quality product. Another is that Japanese still go into station book stores for 'tachiyomi' whilst at a loose end between appointments or meeting friends, and another is simply the pretentiousness of selling a vintage product supported by 'vintage' marketing. But mainly it's because the Japanese cultural norm for website design is so appalling. You have to also remember that most Japanese are pretty clueless about vintage fashion in the west in general, and need these mooks to show them how to wear these things and what with. It's all marketing.
Aero doesn't exist in the same culture, so unless they are planning a Japanese language version, I can't see the point.

 

[ProteinNerd]

Couldn’t it just be something nice to do for their customers, while also plugging their current catalogue?


I mean they aren’t charging for it and are posting it free even for international requests....why so cynical?

 

[Big J]

@ProteinNerd, yeah, I get why you're calling me cynical (and I guess I kind of am), which is why I finished my first comment with a Scrooge style 'Bah! Humbug!'.

At the end of the day, companies don't do anything nice for free for their customers. Some companies give great customer and after sale service because they know it earns them goodwill and customer loyalty. It's a kind of marketing since satisfied customers word-of-mouth is priceless advertising. AFAIK, Aero is excellent in that department and need do nothing more to earn my utmost praise as a satisfied customer.

So, given all that I've said above, I'm not sure what the goal of this publication is, and who it is intended to reach. Right now, in marketing terms, it's preaching to the converted.

As for not charging for it and sending it out for free, well, where do you think those costs are coming from? Profits from Aero jackets already sold, I guess. If Aero has a big enough margin that they can afford to do this for free, I would rather have paid less for my jackets, than have paid for them to produce a gimmick to attract new customers.

 

[ProteinNerd]

I received the ELMC equivalent with my recent jacket purchase and I really like it...sure, looking at pictures and information online is fine but the tactile feel of a paper catalogue cant be beat.

Its why the Rin Tanaka book still sells. Very little in that book cant be found online but people still happily pay $80 for it.

Keep in mind this new Aero magazine is for knitwear...who better to try and sell knitwear too and grow and expand your business than to people who "buy into" your brand already and have purchased leather outerwear from you? It actually makes perfect business sense in that respect and is basic commerce 101.

@ProteinNerd

As for not charging for it and sending it out for free, well, where do you think those costs are coming from? Profits from Aero jackets already sold, I guess. If Aero has a big enough margin that they can afford to do this for free, I would rather have paid less for my jackets, than have paid for them to produce a gimmick to attract new customers.

I obviously come across as a simpleton that doesn't understand the basics of marketing, thanks for enlightening me oh wise one.....

By that same logic then, you shouldn't buy from any brands that spend any money on marketing because that just increases the cost of the goods....good luck with that!

 

[Big J]

@ProteinNerd, thank you for your reply. I didn't realize that this publication was about knitwear. This seems a little odd to me since it is my understanding that Aero knitwear regularly sells out very quickly. Do these items require more marketing given that fact? I don't know.
Also, as we are now entering the spring/summer season, the timing seems strange to me for such a publication.

I wouldn't dream of attempting to teach you about marketing, what's the point? You literally asked me why I was so cynical and I was trying to honestly answer.

I was just thinking of this;
Last year Eastman were giving out free retro pinnup girl art calendars with purchases. At the time, every was very pleased with this freebie. This month Eastman put it's prices up, and many customers are whining about it.
Eventually Aero will have to raise its prices. Let's remember how great this free magazine was then.

 

[breezer]

@Big J - if you haven't seen it, your comments, as a famous Scotsman once said, 'are about as welcome as a fart in a space suit'.

 

[Big J]

@breezer, no, I haven't seen it, which is why when you posted emphatically that it's 'not just a catalog' and 'it's so much more than that', I politely asked you to explain.
Instead I get personal insults.
Classy.

 

[rocketeer]

21 years after the last edition, Aero's house magazine has arrived fashionably, or should that be stylishly, late to the party. It's free, so what's there not to like?

http://www.aeroleatherclothing.com/product-detail.php?id=3763

PM Craig