It's not so much that the brand as we know it is dead, but the way it's communicated has changed.

Today's pregnant women are out and about, in the work force, in the gym - everywhere they were before they became maternity shoppers. They may be pregnant, but they are not sitting home and hiding.

Footwear has more exciting fashion changes; the industry is just now catching up to consumer demand for new styles.

Ownership — it's not necessarily the mark of success anymore. Consumers are finally realizing that they don't have to buy and store it for the rest of their lives. They can rent it, love it and trade it in.

Companies have recognized these consumers are frustrated with how come this brand doesn't talk to me. How come they don't speak my language? Why are they only talking to the younger generation?

I think it's fact-finding at its best. We're able to show them essentially a model of what we're going to build in New Mexico. They can see how it's operated. They can see the way the material is handled. They can talk to employees. They can talk to people in the community.