Hot Topic: All About MusicHot Topic was founded in 1989 in Westminster, California, as a specialty accessories store. In 1990 they added rock T-shirts which at the time could only be found in catalogues, small record shops and at concerts (Hot Topic, 2006). In 1994, their merchandise assortment was 50% apparel and 50% accessories. Hot Topic has evolved into a retailer aimed at customers "who are passionate about rock music, pop culture, and music-inspired fashion" (Hot Topic, 2006). Hot Topic operates 748 stores in 50 states and Puerto Rico and was named one of Fortune Magazine's 100 Best Companies to Work For in 2006 (Hot Topic, 2006). This organization shows how a specialty retailer that targets young consumers can succeed despite the rapidly changing nature of pop culture trends. SWOTTHot Topic has many strengths including nationwide locations, a large amount of stores offering unique clothing lines such as Lip Service and Eye Candy, and their interactive, easy-to-use website (Hot Topic, 2006). Their primary audience is 12 to 22 year olds and they are well known throughout the Goth/Raver/Punk community (Hot Topic, 2006). Targeting this age group helps Hot Topic immensely with sales. According to Global Information Inc, teenagers between the ages of 15 and 24 were the leading consumers in 2005 (Consumer Demo, 2005). Their reputation as a go-to place for alternative youth culture may come from the clothing line they offer, but it also comes from their specialized staff and website. Hot Topic works hard to hire people who can represent the store's cutting-edge image. Thanks to this commitment, the staff is able to offer advice on how to wear or use any item available in the store. Their website is also a source of advice on how to put your entire look together and stay up to date with the latest fashion trends. In addition to clothing, Hot Topic also offers a specialized selection of music, magazines, toys, shoes, accessories and novelties. One of their greatest strengths is their ability to accommodate any "fad." With these advantages you might think they have the market cornered, but some things hurt the retailer. One of their major weaknesses is the fact that Hot Topic skews the merchandise so heavily towards one audience style. They may do this to retain existing customers, but for a store to grow it must embrace other areas of its related field of business.