Son of Brummel, It would be interesting to know how Brooks Brothers' bottom line has reflected all the recent changes new ownership has brought. Unfortunately, all those numbers are now not public. You've nailed it on the head. Brooks' base was getting too old to support the company. I think its one of those retail rules of thumb that past a certain age, the customer's buying habits drop signifigantly. You always need a influx of new blood for customers, and for whatever reasons, Brooks failed to cultivate a new generation. I always wondered what happened? Perhaps, you might have some theories. I don't have data to support this, but I wonder if part of the reason was just simple overexpansion into new markets with no previous connection to the brooks brother history. Even though the preppy style became a mass market fad in the 80s and again recently, you always had a core group of acolytes who wore this without any sense of irony or fashion. For generations, it had been a rite of passage for the father to take his son to brooks brothers and this introduced the new blood into BB. If BB hadn't expanded at all, I think this small group would have been enough to support it. But, when you went into new markets, you didn't have the father who grew up wearing BB taking his son to BB as well. I'd also blame Ralph Lauren for the demise of BB. The market for such a style is limited, and RL just stole a signifigant portion of it. RL has just done a much better job of marketing his clothes. And, then, you mentioned business casual. BB was in a no win-win situation at that point.Anything they could have done was going to be ultimately unsuccesful. BB today is in a unenviable position, even with all the recent changes. It still hasn't addressed what it's going to do: to try to tweak its brand a little or remain unchanging. If it attempts the former, it might drive off its loyal customers. Or, if it does the latter, it won't be able to attract the new customers it needs to stay open 20+ years from now when all its old customers have died off.