Why Aeropostale's Desperate CEO Hire Won't Save Teen Retailer

On Monday, teen clothing chain Aeropostale made what seems like a last-ditch attempt to turn around its declining sales and sinking stock. The retailer fired CEO Thomas Johnson and announced the return of former CEO Julian Geiger, who ran Aeropostale from 1996 to 2010. Geiger's more recent gig wasn't exactly a smashing success: he led Crumbs Bake Shop from 2011 through 2013, before the national cupcake chain abruptly closed all its stores and filed for Chapter 11 protection in July. The New York-based casual clothier's Chairperson Karin Hirtler-Garvey described Geiger as "an ideal choice" for the top job."