Justin Picicci
Analyst · Jefferies.
Great. Thank you for the question. So our long-term philosophy remains unchanged as it relates to SG&A. It's really the balanced reinvestment in long-term growth with delivering on or exceeding our operating margin commitments. So you saw in the first quarter, we delivered SG&A leverage, and it really reflects better-than-expected sales and that drove some fixed expense leverage in some of our larger cost areas like compensation, like rent. We've been making investments in our key city ecosystems, in new stores, in talent for a number of -- in digital for a number of years. And you're starting to see those investments scale. And even as we drove that leverage in Q1, we invested behind our brand and our business, right? We invested in marketing. You saw our Q1 marketing rate up 80 bps at 7.5% of sales, which is a little ahead of our long-term target, supporting our always-on cadence of activations across our regions. So we continue to balance flowing through profitability with investing behind our brand and our business for longer-term sustainable growth. We have built up the cost optimization expense leverage muscle as we were moving through the course of the last few years, specifically last year, where while we didn't show a big leverage number at the end of the year, it was really a choice because we overdelivered in our gross profit due to increased quality of sales, and we made a choice to balance that out with purposeful reinvestments back into our brand and our business. So the areas that we're going to be focusing on are pretty consistent with what we've been focusing on. And I mentioned a few of them already, it's marketing, it's our key city ecos, it's new stores. We opened up over 20 new stores in the first quarter focused on key cities, right? It's our digital capabilities, our next-generation transformation project and those focus areas. When we think about our first half, second half cadence, certainly, the caution we're calling for in the second half, specifically related to North America is a pressure point on leverage, but we've shown that we can flex expenses. It's one of the muscles that we've built, this productivity muscle and culture of cost optimization to be able to, when things get tough, lean on the variability we have in our cost structure. A good example is our retail stores. As we're opening up retail stores, mostly in international markets, they've got more variable cost structures in general, thinking our concessions, which are pretty prevalent in Asia. And historically, we've shown the ability to flex expenses in challenging times, and we'll continue to have that philosophy and pull that lever as we need to as we move through the fiscal year.