Hot Topic Not So Hot

hot topic is so not punk rock 1
Originally uploaded by getthebubbles.

When I first saw a Hot Topic store in the New York area, it was in Roosevelt Field on Long Island well after my high school days. I thought it was cool, but a sellout. You see, I started high school in the late 80s, we had to go to places like 99X or Trash & Vaudeville in the city or Utopia on Long Island. Being goth, punk, new wave, or anything alternative required effort and lots of creativity. You really had to trek to the city to get a pair of Docs or Manic Panic hair dye. St. Mark's was not a punk rock Disneyland - it was true hardcore and some parts of the East Village were quite sketchy.

Something strange happened around 1992, the year I graduated from Cardozo High School in Queens - bands that were considered "alternative" or "college rock" were gaining popularity in the mainstream, and the alternative look hit the runways. Goth and punk also became increasingly popular and Hot Topic was pretty hot. Teens didn't need to trek to the city to get the look of teenage rebellion. Problem is, since it became more and more accepted in the mainstream, Hot Topic started being considered a store where poseurs shop. The store was slowly starting to be seen as a sellout.

The original concept was quite cool - provide teens who seem to identify with music subcultures with clothing, accessories and music that fit their lifestyle and fit their sense of individuality. Now that teens are more open minded with music, they don't want to be stuck in premade slots. As a result Hot Topic has been on a decline of profits. What can they do to remain relevant with today's teens?