It can be difficult to pinpoint why people visit your store. In the Carolinas we have Great Outdoor Provision and Half-Moon Outfitters as a couple examples of outdoor stores. I know a paddler who works at one of the stores. I ordered a new boat there from him some years ago. Selling nice canoes and kayaks had a pretty small profit margin. The gear was a little better. But well over 90% of their profits were from clothing and shoe sales. I think one possible key is to find specialty clothing brands that are of a high quality and that you won't find at WalMart or the department stores. Even though they would stock just a couple high end canoes and kayaks, and a small selection of high end paddles, it made me enjoy visiting the store. I liked the experience of going to a store that sold canoes and kayaks and had an experienced paddler or two who could converse about them along with related adventures. And even to non-paddlers, the store seemed to have a "feel" to it because of the display of all of the items that didn't represent significant profits. So a lot of people were willing to pay more for clothing that felt a little more exclusive, and that was sold by actual outdoor enthusiasts who could actually speak to their value from experience. The boats they did display took up a seemingly inordinate amount of space in the store if you look at the available square feet compared to contribution to profits. I'd say at least half the store was used to display items that represented less than 10% of profits. But I believe if you remove the boats and all the other outdoor gear and accessories, fill the space with a wider selection of more profitable clothing, stop worrying about hiring experienced outdoorsmen/women, you lose the look and feel and attraction. Knowing which sales represent profits is only part of a story. Nobody went to that store to get the best deal available on a piece of clothing. And yet, plenty of people still bought clothing there, myself included. I don't know how much any of this might hold true for LL Bean?