By  on September 12, 2019

Michael Appel, who joined Rue21 two years ago first as chairman, later moving into the role of chief executive officer, is putting a fresh coat of paint on Rue21 — but not straying from its customer.

Literally, a fresh coat of white paint will cover the entirety of the new “style seeker” concept stores, outfitted with 30 to 40 mannequins to appeal to what Rue21 has segmented as two core customer segments via its research: the “frugal fashionista” and the “style seeker.”

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