Aeropostale Taps YouTube Style Blogger Bethany Mota
By Hannah Ash, contributing writer
When it comes to social media, 18 year old Bethany Mota has built an empire. With millions of fans across YouTube, Instagram, Twitter, and Facebook, this young fashion entrepreneur has already made a name for herself in the world of fashion for today’s teens. Youth-oriented Aeropostale recognized this, and tapped Mota to work with the fashion store chain on growing its social media presence and brand recognition. As Aeropostale moves to focus its younger spin-off on e-commerce and is shuttering some of its mainstay stores, it is clear the retailer needs to find great ways to connect with their target audience. For Aeropostale, Mota might be one such way.
In her capacity with Aeropostale, Mota has helped launch and curate a line of Mota-approved clothing. Mota has her own section in the website with her favorite articles of clothing; product selections include shirts with words such as, “Salt Hair Don't Care.” The partnership began with Mota’s appearance at several Aeropostale events; as hundreds and hundreds of Mota fans turned up at these co-branded events, Aeropostale saw an advantage in working with her. Soon, Mota began curating and actively partnering with the teen-oriented fashion retailer. Aeropostale has granted Mota exclusive rights to first announce any related Aeropostale happenings on her social media outlets first.
As Internet personalities go, Mota is a heavy hitter. Her YouTube following boasts more than 4.8 million subscribers and her Instagram following is strong, with over 2.2 million followers. Companies that team up with social media giants like Mota get instant access to their impressive, content-hungry fanbase. Though Target partnered, in February, with home style blogger Nantaka Joy to launch a Joy-branded product line, this partnership with a social media celebrity and a major brand is groundbreaking. According to Mota’s agent, Max Stubblefield of the United Talent Agency, the deal "was, by design, to prove the model." If the model works, more brands may look to leverage upon the fifteen minutes of fame so many of today’s social stars today find themselves enjoying.