NEW YORK (TheStreet) -- Purveyors of cheap, fashion clothing for youth like Forever 21, H&M, and Uniqlo have caused significant profit margin pressure at the former cool kids in the mall, Abercrombie & Fitch (ANF), Aeropostale (ARO) and American Eagle Outfitters (ARO).
Now, those nimbler fast-fashion retailers may be on the verge of triggering one more major development: complete rebranding, the first being at the beleaguered Aeropostale.
On its first-quarter earnings call, Aeropostale, which my first Belus Capital Advisors rates a sell due to concerns about viability, said it will remodel 10 stores in 2014, a slower pace than the 32 touched in 2013. In a series of self-snapped photos below, Aeropostale's intentions with its remodeling become clear. It's attempting a compete rebranding.
The company is doing its best to trigger a sense of curiosity and social media sharing on the part of teens walking the mall, conveying to them that Aeropostale is no longer a place to buy boring hoodies at an affordable price. From an entirely new logo on the front that only bears part of the company's corporate name, to black signage inside the stores as well as its Web site that emphasize the word "change," Aeropostale is making a last ditch effort to improve its traffic, transaction value, and ultimately its weakened financial state. These efforts join others by the company revolving incubating new, fashion-focused brands such as those from YouTube sensation Bethany Mota.
When reached for comment, Aeropostale, which is currently in its quiet period, shared a couple of details on the remodels: