This weekend Rugby Ralph Lauren is scheduled to shutter its online doors, joining Chaps….

….and Polo University Club…

… in the Avalon of failed attempts to reach a younger consumer.

And that younger consumer seems to be getting younger with each new decade. While Rugby had a spirit of irreverence and winking irony for Generation Smartass, check out the aspirational earnestness and sophistication that tempts you from these University Club ads from the Reagan years:

Finally, you’re probably wondering where Richard will get his clothes now. Fortunately when one retail door closes, another opens. — CC