Consistent with Mitchell (2001), adolescents in our
interviews appear to organize apparel store image information
relative to their in-groups versus out-groups so
as to reduce psychosocial risk (avoiding bad choices or
choices that do not fit in with their friends’ views of
appropriate clothing). Thus, they identify with and try
to shop in and wear clothes from stores that fit with
their in-group(s) and avoid stores and clothes that
don’t fit. When several girls in a group interview are
asked about stores where they don’t shop, they answer
Abercrombie & Fitch, Aeropostale, and American Eagle,
describing the stores and the people that shop or work
there as follows: