I've thought about this before and I think Zephyr once validated that BYU does not sell as well as might be expected...

But I think BYU sales will always lag behind others for the following reasons:

1) you can't be "bad" while rockin' the BYU brand hat

2) one typically doesn't wear any BYU gear if you are inactive...it screams "Mormon" and if you're inactive you want to avoid the "I didn't know you were Mormon" type of questions and comments

3) typically, a non-member of the Church would not wear BYU gear...<see item="" and="">

4) That restricts the list too:
* Active LDS
* Active LDS that are sports fans
* Active LDS, sports fans, that are alumni or, who are fans of the Church and want to promote the flagship university
for good Church PR reasons.....every member a missionary!

There are exceptions to every rule...but, this for the most part, captures it.</see>