Rebel Teens Are Killing America’s Clothing Giants

Two years ago, Aéropostale Chief Executive Officer Julian Geiger shared his view of the adolescent shopper. “The teenager today wants to fit in,” he told analysts. “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 the way they look.”

It turned out he was wrong. After decades of battling rivals Abercrombie & Fitch and American Eagle, brands that sought to reposition themselves after realizing normal didn’t sell anymore, Aéropostale doubled down and ended up the ultimate loser in the teen fashion wars. More broadly, the bankruptcy of this giant of the American mall is a cautionary tale for other retailers, like Gap Inc. and its Banana Republic unit: Not only are teenagers happy to stand out these days—so are their parents.