Andrew Rees
Analyst · Piper Jaffray. Go ahead, please. Your line is open.
Yeah, I think so. Jibbitz is as you said, Erinn, is very important to us, right. What we're doing there is tapping into a global megatrend. There's a global megatrends personalization. You can see it in footwear category, you can see it across many other categories. And particularly your younger consumer is very focused on buying, not necessarily a generic product, but they're looking to buy a product that’s personalized for them. Our way of enabling that and I think it's a very compelling way is Jibbitz. It allows the consumer to make that purchase a unique purchase to them. It allows them to express key attributes that they want to express about themselves to others. And frankly, to change that over time. So what we're seeing in terms of purchasing dynamics, we're seeing that evolve. So I think initially, you've been following the company for a long period of time. So, initially, this was a very child orientated add-on, we've evolved that dramatically to be much more child and adult, in terms of the types of Jibbitz that we're producing, so we're appealing to a much, much wider audience. I think initially, we saw it more as an add-on to purchase, as you kind of alluded to, so the customer would purchase a clog or increasingly – an increasingly wider range of Jibbitable products, if that's a phrase, but that part of that has been specifically designed to allow that personalization. I think we're starting to see that evolve with consumers coming particularly to a D2C environments, actually to purchase new Jibbitz specifically to change up that maybe a product that they already have. As you know, we really liked it, because it drives a lot of brand engagement. It is also a very highly profitable product category for custom goods is low and we can get a lot of value for it and the consumer sees a lot of value in it. You also alluded in your question, the wholesale. And historically it's been a challenging category for wholesale, because it's very hard to manage, right. It's a lot of small items. But we've worked closely with a range of wholesalers to produce options for them or form factors for them that allow them to manage it. And I think we were – they were really pushing us to do that for them, because they saw the consumer engagement that was taking place in our D2C environments, and we wanted to participate in that. So we are increasingly working with a range of wholesalers to allow them to sell and showcase Jibbitz in their stores.