Aeropostale's Earnings Tumble Again, But Increasing Average Unit Retail Provides Hope

While Aeropostale's overall Q2 performance was dismal, there were a few bright spots. The company's average prices (average unit retail) increased by 6% during the quarter, due to good customer response to fashion collections such as Bethany Mota, Pretty Little Liars, and Live Love Dream. This indicates that although shoppers bought less at Aeropostale, they shopped at higher prices. Also, the retailer exhibited some progress on its cost cutting efforts as SG&A expenses fell 3% to $121 million.