I loved Zero back in the day, still like it but kids nowadays couldn't care less about it I believe.
I feel that JT tried to do way too much at some time (having too many brands, remember Thread?) and Zero didn't get the care and attention that the brand needed.
That + the fact that the brand never evolved, or adapted to the current times, like Girl did.
I remember Pontus saying that the lifespan of a brand should be no more than 10 years or sth like that, probably true for such a niche brand as Zero.