Roger N. Farah - President, Chief Operating Officer
Management
And the reason we did it, which is probably implied in your question, but you didn't want to ask David is that this involves millions of units across multiple categories. So, in order to get that product in the country, get it through the Chinese distribution infrastructure, get a [inaudible] store setup in early January and then each week, we rolled out another product category, one week men’s, one week women’s, one kids, one home in order to hit the start base, is a pretty mammoth task. So, as we were able to do that, I think we are all excited to get that little bit of a running head start on the execution of this. The size and scale of American Living is quite large. I think Penney has called it the largest launch they have ever had. So, that gives you some sense of scope and then I think we would say it is the largest single launch we have ever had and the fact that it is across 50 merchandised categories all at the same time is really unprecedented, because we opened our showroom downtown in New York with men's, women's, kids, home, accessories, intimate, all of those categories shown at the same time, which is not the way most markets work. In the normal markets, we have chosen in January and women's is in February and homes later in spring. So, we were able to do all that and have it be fully integrated, have all the advertising, marketing, TV, pre-print, online and catalogs all to coordinate at the same time has been a mammoth task. The other thing I'm just going to repeat, and I said it once before. Before we sell piece one, we have now delivered two Penney's products for their purchasing four different lines. So, we've delivered spring to them, we have shown them summer, we have shown them fall and we are right on the cusp of giving holiday. So, we had to build four different lines of products across 50 merchandised categories before they have actually sold piece one. So, this is quite a large undertaking and anecdotally in the test store which is not one of their biggest stores outside of Plano, Texas, which is where they are headquartered. We have already had very strong selling of product at full price. So, too early to call but with 1% of the electoral votes in, we are feeling encouraged.