Aeropostale Launch's Children's Concept

He said the product looks "on-trend, focused, cohesive, differentiated enough from Aeropostale for the elementary kid, and in line with Aero's core competency in value and brand identity."

The pricing strategy is similar to Aeropostale, with planned promotional pricing every day.

Thomas Weisel analyst Liz Dunn, who rates Aeropostale "Market Weight" also said she was impressed by the launch and believes "it will extend Aeropostale's growth and allow for nice leverage of their core competencies."