Yesterday, a student of mine told me she discovered the retailer taking the place of the Hallmark at Green Hills Mall- Aéropostale. Now, I’m not going to lie, that store was my jam in 8th grade. It was sooo Dawson’s Creek and all the cool kids were rockin’ it. I had this terrible green flower printed button-up sweater I’d sport with some ill-fitting jeans, puffy vans, and black bandana. Yes, style and fashion was obviously in my future! Clearly, I graduated from Aéropostale a long time ago, but I always find it surprising how relevant the store still is. (Fun fact: Did you know that Aéropostale originally started out as a private label line available only in Macy’s stores? The brand was so wildly successful it branched out into a separate company.)
With the arrivals of Michael Kors, Tory Burch, and Anthropologie Shoes and Accessories, how exactly does Aéropostale fit into that mix? Seems like a fragmented identity to me. A store like Aéropostale would be better suited for a mall like Cool Springs or (come back to us soon) Opry Mills, where the target audience is different. Green Hills Mall caters to an older and more affluent customer; Aéropostale is not this customer.
Who knows? Maybe this store will bring a new customer base to the mall and shock me with their success. We’ll see… But no more bad sweaters for me.
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