Aeropostale opens three shop-in-shops

Iconic American high street label for teens Aeropostale has opened three shop-in-shops in prominent malls across India. These are in two locations of Shoppers Stop in Mumbai and Lifestyle, Unitech Mall Noida. The brand currently has 10 EBOs in India.

Aeropostale is an American casual apparel brand. It has closed 20 per cent of its store base in the US. Since the 2008 recession, many teen chains have suffered because of fierce competition from the likes of online players and fast-fashion retailers such as Forever 21. But they're also wrestling with changes in shopping behavior. Teens are now shopping differently. They're no longer roaming around at the mall but researching deals and fashions on the web before they go. And they're not looking to be carbon copies of their peers; instead, they're embracing individualistic styles. It used to be that teens wanted to dress exactly like their peers and were fixated on sporting anything with a logo from their favorite brands. Not any more as teens are looking to personalize their looks.

That has been a big problem for Aeropostale, whose sales had been driven by logoed merchandise. Aeropostale started to shed its logoed clothing and began focusing on trendy items about three years ago.