Phipps Mall in Atlanta is anchored by Saks and includes stores like Versace. It is Atlanta’s most high end shopping destination. Or was.

Several months ago, Phipps illogically decided to replace its food court with a Lego Land amusement center. Make sense to you? The Lego Land target audience is completely different than the Phipps target shopper.

You guessed it. Sales are down at Phipps stores. Store personnel are disgusted. Shoppers are disgusted. Mall elevators and escalators which used to be packed with high money shoppers intent on spending, are now packed with screaming kids and mothers not even trying to control them.

One of most obvious blunders for a brand that I can remember. One does not need be a professional to recognize this blunder.

AXIOM of Marketing – Smart People Can Do Dumb Things.