Like many mall retailers that reigned in the early 2000s, Aéropostale is struggling to keep up with fast-fashion brands like H&M, Topman, and Zara. But despite plummeting sales, CEO Julian Geiger still believes Aéro is the uniform of “cool,” and insists if teens want to avoid being bullied, they should start wearing his company’s clothing.
“The teenager today wants to fit in,” Geiger said during a recent conference call with investors. “They want to fit in by wearing things that make them feel safe. If there’s a brand promise to Aéropostale, it’s that the teenager can wear our clothes, go to school, and not be teased or made fun of [for] the way they look.”
This notion is the basis for the company’s decision to halt the production of trendy items and strictly focus on more basic and “safe” options. Because, according to Geiger, standing out is a surefire way to attract ridicule.
“I still believe that while they strive for individuality in many ways, at 14 years to 17 years old, they still want to be accepted by their friends and peers and that there is still a uniform that they wear that makes them cool and fit in,” he explained. “I think that our mandate is to be that store that best juggles this dichotomy.”
Clearly, Geiger needs to let go of the past and just accept that everyone thinks Aéropostale is wack.
[via Buzzfeed]
