When I was 13 years old, one of the most common gifts I received for birthdays and holidays were Aeropostale gift cards, and I was always ecstatic about it. Aeropostale was one of my favorite places to shop. Their clothing was cheap, cute, and it was a popular brand among my friend group. However, the store’s followings have drastically declined since I was a young teen, and comes closer and closer to going out of business each year.

Buzzfeed has recently been reported that the company has experienced double-digit sales decreases for nine consecutive quarters, the most recent reporting a 20 percent drop (surprisingly enough, this occurred during the back-to-school quarter, which is typically more successful than others). Since 2013, stock for Aeropostale has fallen 96 percent, and over 200 of their stores have closed. Additionally, a single share of Aeropostale stock sells for a mere 40 cents nowadays, whereas a single share of stock for American Eagle, one of its main competitors, sells for approximately $15 apiece.

Though store prices have slightly reduced since 2009, it has not helped company sales or revenue. In fact, 75 more Aeropostale stores are expected to close this year.

On the contrary, licensing agreements have allowed the opportunity for Aeropostale to open stores internationally. However, despite the opening of locations in places like Ireland and the Middle East, funds remain weaker than ever due to the lack of prosperity in North America.

CEO Julian Geiger is insistent that a new strategy, ready to be implemented in 2016, will reverse this downward trend.