Aéropostale is making a Gen Z comeback thanks to denim. Since ABG’s acquisition of Aéropostale in 2016, the youth retailer has traded in its graphic tees for what Gen Z really wants: “tiny tops” and loose-fitting jeans. Mom jeans, baggy jeans, and “skater jeans” now make up 40% of Aéropostale’s jeans sales, while last year “the boyfriend jean” (the only loose-fitting option at the time) accounted for 7% of the retailer’s total jean sales. “Tiny tops” also exploded on TikTok in April with retailers including Aéropostale, American Eagle, and Target tagged in the more than 500 videos posted. Engagement for Aéropostale instantly surged with more than 33 million mentions of the retailer associated with the “tiny tops” trend—tripling Aéropostale’s sales in the category since last year. YPulse reported that Aéropostale was one of the “coolest clothing brands” last year in the eyes of Gen Z, and the retailer’s dedication to the generation’s love of loose-fitting denim (sorry, Millennials) and crop tops has been vital for engaging with young shoppers in its new era. (Glossy)
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