Aeropostale
Teen Retailers Target Moms
What: Teen-clothing retailers aren’t just catering to high schoolers anymore. As family budgets get tighter across the country, stores like Aeropostale and Buckle say they’re focusing on making shopping a better experience for mom’s too. Wider aisles, brighter lighting, and softer music are all recent changes the retailer’s say they are making to encourage parents—who control the checkbooks—to come shopping with their teens.
What They Say:
“You need to make that mom feel comfortable, because ultimately she’s writing the check,” said Richard Jaffe, managing director of apparel and softlines retail at brokerage firm Stifel Nicolaus & Co. “She is the one who is responding to the economic uncertainty, the employment uncertainty.”
What We Say: We’ve never been fans of dark, loud retailers anyway—we’re looking at you, Abercrombie & Fitch—so these changes sound good to us.
Aeropostale’s Discounts Drive Demand
What: Aeropostale is having the last laugh. The preppy teen retailer that’s generally seen as the younger sibling to more ubiquitous chains like Abercrombie & Fitch and American Eagle has announced that its recession pricing strategy of discounting merchandise to extreme levels—like $10 t-shirts and $12 hoodies—actually paid off. The retailer has managed to show sales gains over the past eight months, even while higher-priced stores like American Eagle and Abercrombie both faced declines.
What They Say:
“You can get a more fashionable polo for $15 from Aeropostale than you can get from either American Eagle or Abercrombie, and they’ll be much more expensive,” says [stock analyst Eric] Beder. “The teen customer is a very trend driven customer.”
What We Say: Good for them. It’s nice to see the underdog retailer come in for the win, and we’re holding out hope that Aeropostale’s success might encourage Abercrombie and American Eagle to discount their prices to similar levels as well. ( and, int he case of Abercrombie, put some clothes on their staff)
50-75% Off Everything at Aeropostale
The Deal: 50-70% of Everything at Aeropostale through Dec. 23
The Lowdown: Clearly, Aeropostale is not for every fashionista (basic requirements: being tiny and able to pull of having the words “Aeropostale Athletic Department 1987” splashed across your bosom). Still, assuming the sizing works for you, there are some good basics to be had and for 50-75% off, the prices are right.
What we’d go for? Some stock-up-worthy camis (just $8.75 apiece, and good right now, for example, for layering under long sleeve tees and sweaters), and move on to the denim. Aeropostale jeans, we’ve found, are durable, fairly classic (read: youthful but without the rhinestone butterfly plastered on the rear) and come in a range of lengths (short, average, and tall), for under 20 bucks a pair.
Shop: Aeropostale
Best Camis on a Budget: Reader Advice
Camisoles are the kind of versatile piece that every budget fashionista should have in her wardrobe—you need one in black, one in white, one in off-white, and then any other colors that grab you. They’re good for under jackets, sweaters, button down shirts, v-neck tees, or layering up with shorts to stay cool this summer. Best of all? They can usually be found on the cheap. Still, quality and fit varies, and with a cami, fit is pretty important. We’ve found that Aeropostale can actually be a good source, with camis in a multitude of colors currently just $9.99 each (and Angela picked up a bunch this Spring for 5 bucks apiece on the clearance rack). But we’re wondering, where do you buy camis for less, especially for curvier/plus size girls? Do tell.
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