Hot Topic loses goth vibe to widen its customer base

Hot Topic, once the go-to shop for all things metal and punk, is abandoning its dark gothic store design in a bid to appeal to a new teen base and regain its former glory as a cool alternative tween and teen apparel chain. In place of the industrial décor and foreboding gates installed during the early '90s, and the underground club-ish tunnel entrance and black walls that followed later on in the decade, the company is making over its stores again. But this time, the end goal is an airier, vintage aesthetic reminiscent of a downtown indie record store in an old century building.
By
August 1, 2007

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