Stuart Burgdoerfer
Management
Yes. Thanks for the question, Ike. It is a big subject, as you appreciate. I mean, what this business is about, both at Victoria's Secret and, frankly, at Bath & Body Works and what Les has done over more than 50 years running the business, is to make investments, whether it's in the store design, in the merchandise, in the experience with customers, that create emotional content. And from that emotional content, you generate pricing power, that the product's got to be great and the emotional content of that merchandise, along with the environment in which it's sold, the marketing of it, et cetera, has got to be special, unique, different that creates that "got to have it" emotion for customers. So that's a fundamental philosophy of how we think about our business.
Obviously, evaluating whether you're getting paid for the range of investments that you described, and those were just examples, is the work of the work. And what I would want you to know is that we have had historically, and given recent results, are having more intense debate about evaluating whether we're getting paid for that range of investments, but -- or the wide range of the types of investments that you're asking about. Obviously, there's a lot of business judgment involved in evaluating that. We test things where we can. We make some decisions based on vision and intuition, as you would expect. Oftentimes, the greatest value is created in things that aren't obvious in terms of a return on investment.
But a big question. We look at it intensely, regularly, periodically. Obviously, with some of the shift in the business, I understand why you're asking the question, and you can be sure that myself, other leaders in the business, Les, are also looking at all those investments and just challenging, are we really getting paid for them or not. And generally speaking, this business is relatively short cycle, again, versus other industries, so we are able to adjust. So things like the stores that we're now opening in China are smaller than the initial stores that we opened, as an example. Or you could take the Bath & Body Works remodel program, where we tried several different iterations before we came upon a store design that really drove incremental sales and profit.
So big subject, often multiyear in nature. Requires iteration, testing, learning, adjusting. And I think we haven't always gotten all those things exactly right, but I would want to assure you and those listening to the call, that those things get rigorous evaluation as part of running the business. Thanks.