Brad Dickerson
Analyst · Bank of America Merrill Lynch
Robbie, this is Brad. I'll jump on the front half of that question, if you don't mind, on the dot-com kind of numbers in Q4 and how it relates to '14. So yes, you're right, we had some challenges last year on conversion and all that kind of common metrics on the E-Commerce side last year versus this year. We saw some pretty significant improvements. So that's really a testament to the E-Commerce team during the course of the year getting the site where it needs to be, getting ready for obviously the heavy traffic we expect in Q4. Q4, obviously, is a huge part of the year for us in the E-Commerce side. So we saw pretty much across-the-board that key metrics around traffic, conversion, average order value are really looking in our favor in Q4 year-over-year. That was part of the obvious upside to the fourth quarter. Again, going back to my comment before, we -- a couple of comments before, we serviced our business much better year-over-year. There's no doubt the E-Commerce business benefited from that. We talked a little bit about the tailwind of weather, which we think obviously helped a little bit also. And then I think just in general for our brand, this is an E-Commerce statement, it's also a statement for overall brand, is looking back 90 days, we performed much better in the fourth quarter in a full price -- at full price for our brand compared to what was a very heavily promotional environment, too. So coming out of that, beyond our expectations, that also helped the E-Commerce side in the fourth quarter. Looking at 2014, this is also, I've got to comment, E-Commerce also the rest of our business, as we roll out of this great fourth quarter we just had, looking at it, and we're really a couple of weeks into this kind of gathering of data, looking at it and saying what does it mean for Q4 next year and the back half of the year. Again, E-Commerce is heavily weighted towards the fourth quarter, so our teams are still kind of working through that, what's the right level of expectation in the fourth quarter for us coming off this great fourth quarter this year. But the good news here is that the metrics, again, conversion, traffic conversion, average order value, all seem to be working in the right direction for us year-over-year. But with Jason LaRose on board now, our new leader, we are really focused not just on the good results we're having right now but what do we do in 2015 and beyond to keep this momentum going. And maybe I'll let Kevin jump on top of that one.