{"id":113,"date":"2011-01-31T18:00:52","date_gmt":"2011-02-01T00:00:52","guid":{"rendered":"https:\/\/publicaffairs-sme.com\/pressrelease\/?p=113"},"modified":"2011-01-31T18:05:57","modified_gmt":"2011-02-01T00:05:57","slug":"exchanges-have-change-%e2%80%98in-store%e2%80%99-for-2011","status":"publish","type":"post","link":"https:\/\/publicaffairs-sme.com\/pressrelease\/?p=113","title":{"rendered":"Exchanges Have Change \u2018in Store\u2019 for 2011"},"content":{"rendered":"

MEDIA CONTACT: Chris Ward<\/a><\/strong>
\nMEDIA ADVISORY:<\/strong> 11-008
\nRELEASE DATE:<\/strong>\u00a0January 2011
\n<\/strong>\u00a0\"\"<\/a><\/strong><\/p>\n

DALLAS \u2013 <\/strong>A new year brings a fresh start and new ideas and the Exchange is no different as the Army & Air Force Exchange Service is embarking on building a better benefit with a host of initiatives for the upcoming year. From what they eat to what\u2019s on their feet, Soldiers and Airmen have plenty to look forward to when shopping the Exchange in 2011.\u00a0 \u00a0<\/p>\n

The popularity of concept shops continues to grow as 42 were opened on Army and Air Force installations in 2010. Based on the success of shops such as Izod, Michael Kors, Lauren Ralph Lauren, Vera Bradley and Pink by Victoria\u2019s Secret\u2019s, more than 20 additional concept shops are scheduled to open this year, giving military shoppers even more options to exercise their Exchange benefit.<\/p>\n

On the health and beauty side, the Exchange plans to continue the expansion of its \u201cBeauty Bar\u201d concept. Featuring onsite makeup artists and skin care consultants, Beauty Bars include innovative brands of prestige cosmetics to meet the needs of young women ages 18-28 and women with darker skin tones. With 23 locations opened since its 2009 launch, an additional 16 Beauty Bars are coming to Army and Air Force Exchanges in 2011. The men\u2019s \u201cGrooming Bar,\u201d which features shaving and skin care products, will also continue expanding this year after the successful roll out of six locations in 2010.<\/p>\n

From the face to the feet, the Exchange is expanding its toning\/shape-up shoe category as well. The Exchange added Fila and Reebok last year to bring the total to four brands offered in the category. Nike will be added to the stock assortment in 2011 along with toning flip-flops and sandals.<\/p>\n

The Exchange is helping shoppers complete their look as it updates and adds new, trendy fashion jewelry. New brands are being added to include popping seasonal colors as well as \u201cmust haves\u201d such as hoop earrings, stretch rings with a variety of bold colors and y-neck necklaces with fringes.<\/p>\n

The days of the simple electronics counter are no more as the Exchange\u2019s PowerZones continue to evolve. 2011 will see the introduction and expansion of new products and consumer technologies to include iPads, computer tablets, netbooks, eReaders and their accessories.<\/p>\n

Finally, two successful initiatives that help military shoppers save, social media and Price Cuts, will enjoy high visibility in 2011. Shoppers who follow the Exchange\u2019s Facebook page<\/a> at \u201cAAFES, Your Military BX\/PX\u201d and those who have opted-in to the Mobile Marketing program by texting \u201cEXCHANGE\u201d to 95613 will continue to receive coupons through those venues. For 2011, coupons on diapers, toiletries, household cleaning products, paper products and snacks are just a few of the offers coming to users\u2019 \u201cwalls\u201d and phones. The Price Cut program offers frequently purchased items offered at a lower price for a limited time. While a majority of these products include health and beauty care, more snacking items and candies will be added in 2011.<\/p>\n

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The Army & Air Force Exchange Service is a joint command and is directed by a Board of Directors which is responsible to the Secretaries of the Army and the Air Force through the Service Chiefs of Staff. The Exchange has the dual mission of providing authorized patrons with articles of merchandise and services and generating non-appropriated fund earnings as a supplemental source of funding for military Family and Morale, Welfare and Recreation (FMWR) programs. To find out more about the Exchange history and mission or to view recent press releases please visit our Web site at http:\/\/www.shopmyexchange.com<\/span>.<\/p>\n

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Media Notes:<\/strong><\/p>\n

\u00a0<\/strong><\/p>\n

For more information or to schedule an interview with an Exchange representative please contact Chris Ward, 214-312-2714 or wardchr@aafes.com.<\/p>\n\t

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