The results continue to trickle in on sales revenue for fashion retailers from the 2nd quarter of 2009 and the differences reveal where and why certain trends are redefining fashion overall. In general, mall stores are tanking whereas discount is doing fine. Fast-fashion retailers are also generally on the rise, whereas surf-inspired brands are taking a hit. And lets not even get started with luxury stores which the International Council of Shopping Centers-Goldman Sachs estimates having dropped 18% since February.

While we usually talk about H&M, Uniqlo, Forever 21, on the up side of retail, youth culture fashion retailers in general are a mixed lot. One extreme example is how Abercrombie & Fitch Co. dropped 28% whereas Aeropostale is up 10.1%…again. Specifically, on August 6th Abercrombie reported that net sales of $236 million were down 22% from $303.1 million last year, with comparable store sales decreasing 28%. Hollister, which is owned by Abercrombie, decreased comparable store sales by a whopping 32%. For a store that resembles the surfing or SoCal lifestyle, clearly this is not what consumers are looking for -including the prices. As we’ve noted in our data and analysis, while surfing remains a popular sport to learn, there’s a new generation of young people who are not necessarily into the traditional concepts of surfing-inspired apparel.

Aeropostale meanwhile, does offer less expensive apparel in general, and has seen a profit in a terrible economy. On August 6th, Aeropostale posted an increase in July sales of 13% to $156.8 million from $139.8 million from last year. Same store sales overall increased 6%. Overall for their second quarter, total net sales increased 20% to $453 million from $377.1 million a year ago.

In other retail-round-up news, Saks dropped some 16.3% and American Eagle, still a favorite among youth culture consumers in North America (but lower on the radar according to our North American Youth Culture Study 2009), dropped 11% in July. Urban Outfitters which has been mustering through OK and continues with an interesting blog that’s been redesigned (but still too hidden on their front page in our opinions) is down 6% in the 2nd quarter.

That%uFFFDs the scoop for this week.