Patrice Louvet
Analyst · Evercore ISI.
Certainly, as we look at our global wholesale footprint, we want to drive greater focus on more on just natural margin, right? And that's certainly where we're headed, and as we're seeing our improved AUR performance in North America, less reliance on promotional activity. I think that's the direction of travel. So that's certainly the intent and that's what we're working towards. With our partners in a win-win mindset so that we can expand our margins, and they can also expand theirs in a sustainable win. When it comes to recruiting new consumers on our e-commerce sites, if I understood your question correctly, Omar, I mean, actually, we're quite energized by the progress we're making in terms of new younger consumer recruiting on our site. It's the result of a combination of factors, right? One, our marketing investments are up significantly. Just as a reminder, marketing this year, 6% of revenue, two years ago, 4.5% of revenue, so a significant lift in marketing. And then we're playing a much broader palette of marketing activities, ranging from these above the line big brand campaigns around the polo shirt to our activities on sports, Olympics, Wimbledon, gaming, right? You saw that we signed a partnership with G2 and in particular, with the Rekkles, they're one of their superstars there because that's where the consumer is. And that we want to -- we're going to appeal to that younger consumer where he or she consumes media, where he or she engages and we're seeing gaming as an important component of that. And then we're continuing to inject product newness and surprise in our program. So Major League Baseball program, frankly, exceeded our expectations significantly what we've seen in Asia, and particularly in China, with the partnership that we did with Edison Chen and the Clot brand, also significant excitement and very strong reaction from consumers. So, we are going to continue to appeal to a new generation, right? That's 1 of our 5 core strategic pillars. We think through our increased marketing and our more targeted approach, we have the ability to do that, and I think the numbers would bear that out. To Jane's earlier point, what we like about the consumer beyond the fact that it's a new generation is higher basket size, more -- full price and therefore, a more profitable consumer for us. And then we also put a lot of attention and focus on retention, right? Because obviously, the name of the game is interested to bring them in is to make sure they stay in the family. And here, our ability to target them with much more personalized messaging through digital is proving to be a very effective tool for us. So a journey to be continued, but we're excited and encouraged by the momentum we have with that next-generation consumer.