National Publication Selects Aries Apparel as Top Innovator

PORTLAND, Ore. - May 1, 2013 - PRLog -- Leading Women’s athletic apparel, supply and specialty gear retailer, Aries Apparel has been honored by a leading national publication, “Apparel Magazine” with their 2013 “Innovator Award”.

Apparel Magazine annually selects firms who show extraordinary resourcefulness in meeting today’s challenges and ones who’s desire to truly connect with the consumer in an increasingly complex shopping environment along with their savvy use of technology to make their businesses run better.  

The magazine is celebrating its sixth annual selection of innovators nationwide.  The May edition of Apparel hits the newsstand today.

Aries was selected for its innovative approach of using “pop up” stores at local events and for connecting with its clientele directly at these events.  In March, the women’s specialty athletic apparel, gear and accessory retailer hit a milestone when it set up its 500th “pop up” event store, this one at the JV Girls Lacrosse Jamboree at Wilsonville High School in Wilsonville, Ore.

“We are so honored to be singled out by such a prestigious national publication”, said Diana Marsden, owner and founder of Aries Apparel.  “We have always felt that if we can serve our customer where she plays, not only is it a cost-efficient marketing strategy, but then we capture her as a lifelong customer and it has proven successful for us.”

Aries pop-up stores are a key component in overall strategy

Founded in 2008 by Marsden after she identified a need for an athletic store focused on females, Aries Apparel has carved out a unique niche in the marketplace not only by catering exclusively to women, but also via the company’s unique marketing approach of taking its store “to the people” at events where athletes compete. Aries targets volleyball, softball, basketball, soccer, lacrosse, gymnastics, cheer and dance competitions with its pop-up stores — more than 80 each year — and through this strategy has gained a loyal following that extends far beyond the footprint of its two retail locations.

“We have a much wider geographic customer base than most traditional brick-and-mortar retailers because of the pop-up stores,” says Marsden, whose previous career was in broadcasting sales and marketing.  “Our athlete-customers and their parents are able to browse our merchandise while they are on site taking part in elite competitions, and those girls are from all over the region.”

The company’s pop-up stores account for 15 percent of Aries annual sales and they also generate a large percentage of the company’s affinity shopping list and social media following.

Aries Apparel has built a loyal base by serving the needs of female athletes, setting up shop where girls play and also through its sponsorship of more than 50 girls’ sports teams, leagues and women’s organizations including the Oregon Girls Youth Lacrosse Association, the Salem Volleyball Club, the Willamette United Soccer Club and the Portland Metro Softball Association. More than 85 percent of Aries Apparel’s 2011 business was from repeat customers.

Marsden launched Aries after her own difficulties finding sports apparel for her two athletic daughters. She realized, she says, that “girls were playing sports year round and no retailer was serving that marketplace. Girls ran a distant second to boys when it came to attention from retailers.” Options for apparel and equipment for girls and women were very minimal, particularly when it came to female athletes who play unique sports or are of uncommon clothing sizes or who wanted to express their style in a unique way, she adds.

Aries Apparel carries hundreds of athletic brands including Nike, Asics, Puma, Danskin, Mizuno, Enell, Champion, Wilson, Moving Comfort, Speedo, Under Armour, Brooks and its own label, Aries Apparel.

Approximately 14 percent of Aries’ in-store business is a result of repeat customers from pop-up stores. “In 2012, the store’s customer list grew 25 percent from pop-up stores alone,” says Marsden.  Thanks to pop-up stores and word-of-mouth, she says, Aries’ overall customer base is constantly increasing.


About Aries Apparel
Founded in 2008, Aries Apparel offers sport-specific athletic apparel, footwear, equipment and accessories for passionate, confident, and dynamic female athletes of all ages and skill levels. Aries Apparel is committed to serving female athletes and providing a premium consumer experience. A strong partner in the community, Aries sponsors many local female athletic clubs, leagues, school organizations and women's organizations. Visit Aries Apparel online at www.ariesapparel.com.