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Is The Economy Turning America's Children "Goth"?
The degree to which Americans have stopped shopping is getting almost as scary as our over-consumption used to be. Yesterday we learned that men worldwide had stopped buying underwear, a disturbing development because former Fed Chairman Alan Greenspan had famously fixed upon the metric as one of the most consistent, recession-proof sales figures in retail.
But it turns out demand for men's underwear is more elastic than we thought (even if, heh, the elastic itself isn't so much anymore.) Sales are projected to drop 2.3 this year. And elsewhere in the shopping universe, the February retail sales released yesterday portended a veritable bloodbath of red ink for the nation's mall retailers. The worst pain was reserved for Nieman Marcus and Abercrombie & Fitch, whose affluent customers cut back their habits to the tune of 30 and 34%, respectively. And the four chains that managed to keep sales flat or modestly up from February 2008 were off-price or discount stores. With one exception...
It's Hot Topic! The 681-store purveyor of spiked leather wrist cuffs, True Blue Raw hair dye, painful-looking body jewelry and assorted other signature accessories of misanthropic adolescent subcultures like "Goth." So that's what the nation's teenage boys are buying with the money they save wearing holey underwear? Is the Depression turning good kids into antsocial derelicts in black lipstick who will never get jobs?
Well, yes on that last part. But Hot Topic has also apparently profited handsomely from its association with Twilight, a movie about a teenage girl who falls in love with a vampire only to attract the attention of a rival vampire who bites her wrist, prompting the boyfriend vampire to kill the rival vampire and save her life so they don't have to miss the prom. Whatever the case, teenage angst needs no stimulus package.

















When Alan Greenspan stops buying underwear, we'll know we're really in trouble. If he stops wearing underwear, we're doomed.
April 10, 2009 5:25 PM | Reply | Permalink
How do we know he already isn't...?
April 10, 2009 6:00 PM | Reply | Permalink
Hey, Hot Topic is the source for Gir gear! All hail
Zim!
April 10, 2009 7:58 PM | Reply | Permalink
I would not blame them if they did do it for those reasons. Our ECONOMY OF DESTRUCTION is something that should make anyone act up!
April 10, 2009 8:29 PM | Reply | Permalink
I think with Alan his choice in underwear depends. And has been for some time now. It explains a lot.
April 10, 2009 11:28 PM | Reply | Permalink
A boxers rebellion? I think not!
Have you noticed how low high school boys (I've got one) wear their pants these days -- just to show off their designer underpants?
Old men may not be buying tighty whiteys. But the next, great generation is preparing to lead this country out of its economic doldrums by the fruit of its looms.
There is no danger of an underwear crisis....skid marks and wedgies be damned
April 11, 2009 12:54 AM | Reply | Permalink
John is onto something. It might be more of an aging population than an economic thing. I realized lately that I have socks that will outlive me.
April 11, 2009 9:59 AM | Reply | Permalink
So my gf's best buddy is more than a little goth, and he dropped out of college.... but he is a brilliant hot topic manager. They sent him to a store that was doing badly out in the wilds of a conservative western state and in 1 quarter that store was doing amazing, and this was years before Twilight.
April 11, 2009 1:36 PM | Reply | Permalink
Of course, America's children have only been "turning Goth" for about 18 years now, especially during the hypercapitalist tech-bubble '90's "prosperity." But whatever! Great article! Though the author may have stretched the point, there are places where the arguments are a little thin...
April 11, 2009 3:25 PM | Reply | Permalink
"Is the Depression turning good kids into antsocial derelicts in black lipstick who will never get jobs?"
I find this statement very troubling and uneducated; I know hundreds of men and women involved in the Goth scene that are indeed a successful part of Corporate America. These Corporate Goths range from CEO's, Lawyers, to police officials, CFO's; Senior Software Enginers, Insurance Agents. Though tragically they are forced to live a dualistic lifestyle(a day and a night side identity); and in most cases completely hiding the lifestyle they would rather choose to live...
Because tragically Human nature dictates that what people don't understand; they fear; and what they fear..they will attempt to either subvert, insult, or destroy...and in most cases all three.
However If you're worried about Hot Topic "corrupting" cheerleaders, Jocks or prepsters, May i suggest you take a lesson from the Goths vs Vampires Episode of Comedy Centrals "South Park"...
Lono F Vespertilio
April 13, 2009 11:13 PM | Reply | Permalink