Unlike 5 years ago, this company stores are not associated with denim, they are now associated to a specific style, one that is rapidly going out of style. When people think they want a different style they will think to go elsewhere. This didn't blow up last year because, for the mens, a lot of stores like Urban Outfitters went hard into skinny and spandex. Not a lot of guys are going to go there. In the summer just came, styles more universal, surf and skater shirts and shorts. But expect jeans season this fall to get whacked. I am sorry but this company is the next Chess King, the next County Seat, as two examples of companies married to a style. County Seat was primarily a denim store too, denim jeans, denim jackets, then denim shirts. Unfortunately that 1989 acid washed look went out real fast, and the puffy pleat look went out fast, then very quickly teens don't want to be seen in the store, or walking out of the mall with the store bag. It gets ugly real fast.
I think its worse now than 1990s, because inevitiably Kohls, JCPenney, Sears, even Target and Walmart loaded up on the same fad styles with copycats, and really devalued the style itself. So know people don't just walk around looking like Brett Michaels, people start to think they look like the Walmart version of it. If you are a guy, and people think you are a Walmart knock-off of Brett Michaels, that's bad place to be. The guys that really embraced the frilled-up fancy-stiches graphic-print Rocker Look and even they are now leaving those clothes in the closet when they go out. I see even the core group are now abandoning that look in the last few months.