Traditional clothier Brooks Brothers closed their Melrose Avenue location in Los Angeles this week. “Our goal was to expand our client base to a younger customer,” said Charles Harris Witherington III, company spokesman. “It was our belief that we could appeal to the 15-23 year olds that make up the core of the Melrose Avenue clientele,” he said, cleaning his tortoise shell eyeglasses with an Irish linen handkerchief. “After 4 years and meager sales, we had to call it a day.”
“We tried several promotions- free transportation to the Marina Del Rey regatta, bus trips to the polo matches in Santa Barbara, and golf outings once a month. None of them really received a decent response,” he said.
The site has already been filled with a skateboarding shop and a trendy sunglasses boutique. Skater boys surveyed the Darkstar, Flip, Element, Baker, Plan B, and DC boards lining the walls and hanging from the ceiling. A group of girls laughed as they tried on the oversized sunglasses from Fendi and Juicy Couture.
“For the most part they are good kids,” Mr. Witherington said, strolling past his old store. “I just wish they would’ve considered a nice Pima Ground Tattersall Sport Shirt combined with a Grey Check with Blue Rust Deco Sport Coat or something nice like that.”