Last week, Aeropostale Inc. had another disappointing fourth quarter. The lack of sales may force the struggling teen retailer to close down even more stores in the new fiscal year with losses over the past two years amounting close to $85 million. The truth is, Aeropostale is suffering the same fate as other branded teen fashion labels. Abercrombie and Hollister both struggled with falling sales in 2014.
The lack of teen shoppers going through Aeropostale’s doors is due to a decline in shoppers in the mall and the change of consumer tastes. While ten years ago it was perfectly cool to wear a shirt with Abercrombie or Aeropostale plastered over it, teen consumers want fast fashion. That means, they want what is being worn on the runway or being worn by their favourite celebrities, and these teens want it fast! Brands like H&M, Forever 21 and Zara are doing fast fashion best, and Aeropostale just can’t keep up.