Jennifer Foyle
Analyst · BMO Capital Markets.
Yes. Thanks, John. So really, first of all, it's not only -- it's not ever one thing. And when we think about how we acquire the customers, I mean, I think our platform is just resonating for the brand. If you think about just our recent launch of the role models and how they represent our brand and what they're doing for the brand and the impressions that we're getting, John, of course, we're introducing new customers every day just using those avenues and channels. The 50% opportunity is huge, and Chad and I and the marketing team are thinking strategically on how to introduce the balance of the customers into Aerie, as Chad mentioned. And we're thinking of new tactics, John. And every day, we're coming up with new creative ideas to ensure that we're sharing our brands with each other. So it's just -- it's not as scientific as I'd like to say, it's just really understanding the gal. We are getting new customers every day and it's interesting, our age range is expanding. We're introducing new young women into the brand with some of our new product launches, i.e. that starts with U Bra, which is amazing, and it's a little bit more youth inspired. However, the moms are shopping with us. So we're loving what's happening there, and we're seeing some ubiquity in our sales. And we're going to continue to punch on that. Listen, swim is amazing for us. It's been amazing for us, and we see that as just another cornerstone of our brand. And it's definitely something that we continue to evolve and innovate. We're seeing nice business there, but we're also launching other new categories. And what's really nice about what we're doing and how mixing the brand now today, John, is our AURs are at an all-time high. And so that's been really helpful for us to make sure that we continue to be productive in our stores, and we're seeing nice dollars per square foot growth as well because of that, John. So the mix of our new businesses -- and then, of course, always remaining true to our core competency business, which is intimates. And I mentioned it in my opening remarks, but you're going to see some nice innovation in the bra category that we're going to be introducing this year. So we're just really excited. And I will -- I think today is International Women's Day. And again, this is how we do it, John. We're welcoming new women into our brand. Our campaign today just launched. So just go check it out. It's really exacting. So thank you.