August 06, 2014
What do you do when you identify a disconnect between how you and your customers see your brand?
This is where struggling mall retailer Aeropostale finds itself (as do, to a lesser extent, the other members of the “three A’s” – Abercrombie & Fitch and American Eagle Outfitters). Teens are beginning to see the brand as old news, reflected by six straight quarters of declining sales and a 65% drop in stock price. But CEO Tom Johnson (and a recent $150M infusion by Sycamore Partners) says not so, that consumers just aren’t aware of ““all of the changes we’ve made to our brand.”