Aéropostale has posted some impressive numbers, thanks largely to its push into the pre-teen space via P.S. from Aéropostale (for ages seven to 12, with nine the sweet spot). A few years back it was hard to distinguish Aéro from Abercrombie and American Eagle, but today it's a leader as credited to Mindy Meads, a former Victoria's Secret exec who was hired as chief merchandiser in 2007 and is now c0-CEO. The company has also invested in technologies that allow it to track sales almost as they're being booked, and to adjust inventory not only in response to changes in demand, but also for variations in size and color by store and region. Ahhh the benefits of vertical integration!
Our 72andSunny customer research suggested that Aéro is a brand that's left behind as teens age up and individualize - so this feels like a smart way to gain share at a critical age.
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