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: