In reply to Offwidth:
Totally agree.
It sounds as though there is over-supply in the market. Obviously there's consumer choice as to which supply they go with: accessibility, fashion, etc. And there may be markedly different cost bases.
Re comments above: to state the obvious, businesses are all about people, customers, staff, etc. When things struggle, if you care about those people, it's hard to take an axe to things. You struggle on, paying others' wages but not your own. You hope that things will get better. Sometimes they just don't.
It sounds as though Phil has been decent, honourable and done everything he possibly could. He deserves the thanks of thousands of people.
Mick