P.S. by Aeropostale Launches!

A few months ago, FMC reported that Aeropostale was working on a new concept called P.S. (for "Pint Sized". P.S. has now launched with the first store opening in West Nyack, New York. The store targets 7-12 year olds and boasts full-length mirrors with cameras built in. Tweens can take pictures of themselves which are instantly displayed on screens within the store.

Though West Nyack is the only location currently open, the company is set to open 12 more in the near future, including 7 in New Jersey, 2 more in New York, 1 in Connecticut, 1 in California and 1 at the Mall of America in Minnesota.

The website http://www.ps4u.com/ though live, is not currently offering online ordering. It does however host a Lookbook for Fall fashions, which features the Fall standards of brown, orange and grey, but intersperses outfits of bright blue and a subdued light green.

Company spokespeople are quick to say that P.S. is not a "test concept", but a full on division, and with good reason: the company recently closed their 11 Jimmy'Z concept stores- a division geared toward shoppers in their late teens and early twenties. And though Abercrombie & Fitch is closing their long struggling Ruehl (which targeted the same demographic as P.S.), Aeropostale expects to achieve success in the market by going after market share from Crewcuts and Abercrombie for Kids.

For more discussion of P.S., please join us on our forum by going to http://www.fashionmomcafe.com/fmcforums or clicking the "Forum" button at the top of this page.

Happy Shopping!

-The FMC Team