For today’s nonconformist teens, unique is the new cool—and that has pushed Aéropostale’s from its spot as one of the top retailers. Two years ago, the brand’s CEO told analysts, “The teenager today wants to fit in. They want to fit in by wearing things that make them feel safe.” Turns out they were wrong, and the logoed, “conformist,” “high school uniform” fell out of vogue with young consumers who want people to notice what they wear. Though they tried to introduce trendier new pieces for back-to-school 2015, the new “clothes were so different they pushed away the loyal shoppers who had stuck around,” and the retailer is now looking for a rescue from bankruptcy. (Bloomberg)
