Please leave well enough alone!

WWD just posted an article that stated that Pendleton clothing company, one of the few valued US company's around brought in three new designers to create a younger, edgier bridge collection.
http://www.wwd.com/markets-news?module=tn#/article/markets-news/pendleton-to-launch-bridge-line-3408945

I am a big fan of US made products and I hope they continue to grow in numbers and prosper. But when a mistake is made someone needs to stand up and tell them.
Dear Pendleton,
Your making a big mistake!
Pendleton like Talbots has a following, and well its not the new generation!
I have seen many companies in the past bring in young, talented, eager, out to change the world designers, offering to bring in a new target market and increase sales like never before. And well, it doesn't work. Pendleton is grandma's clothing, and I mean that in a nice way, grandma always looked good, dressed to the nines no matter where she went. have you looked at the younger consumer lately. She is into wearing Pendleton. She's busy, active, on the go, multi tasking and that means clothing of comfort. But that is just part of it. Pendleton already has brand identity and once you have it it is hard to erase and start anew. When I was growing up anyone who wore Pendleton had money, they were stuffy and well rigid. They went to lunch with the ladies, bridge with their husbands business partners wife's and dinner at opposite ends of the table.
Todays modern women doesn't have lunch with the ladies(she has lunch on the run between text messaging, she doesn't play bridge (she goes to yoga or pilates) and she doesn't eat at opposite ends of the dinner table(they go out to eat)
If Pendleton wants to gain a new target market then do so, but don't call it Pendleton. It will not help with sales, give it a name and call it a division of Pendleton.
And sorry to say, make the word Pendleton very small!
In a world when retail and fashion are trying everything imaginable to stay alive, they are sometimes digging their own grave. Some things are better left alone. Focus on what you are good at. Tweak what you have, create more loyalty to your already existing consumer.
in a heartbeat I could liven up the old Pendleton, grandma wants to look and feel younger. The younger don't want to look and feel like grandma!
Just a thought!!!!