A headline at The New York Times is telling St. John to "Act Your 
Age". Awhile ago I briefly talked about how the company made quite a move making Angelina Jolie the "new face". I look at the St. John ads and I think, "Wow, they have really changed the whole look of the company." Good? Or bad?
Well, this new "look" is not sitting well with St. John's core customer. Companies like Saks Fifth Avenue and Nordstrom are feeling the burn from the changes and are seeing sales slip. The company had a pretty loyal following - and they had money, might I add!
My question is...why didn't St. John executives just add a new brand like other companies do? Gap and Ralph Lauren have different divisions of its company that cater to different niches. Instead of completely dropping it's original product, I believe the company should have just came out with a whole separate line that targeted the younger market.
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