Yup. It's going through exactly same loop of doom that M&S did 15 years ago - "We don't want these boring middle-aged customers, with their disposable income, whole families to buy for, and appreciation for quality. Only young people matter"...
..inevitably followed by, "Oh crap, none of the young people think we're cool, and now we've alienated our original customer basis".
M&S have pulled themselves back from the brink, but it took them a decade in the retail wilderness. It's depressing to see JL heading the same way. So tediously ageist too - are older people (read 'anyone too old to shop from BooHoo') not allowed to shop?