Tricia Smith
Analyst · The Retail Tracker. Your line is open.
Yeah, Marnie, thank you for the question. I'll start with the customer piece. As Frank mentioned, our teams are doing a really great job at acquiring new customers, but also younger customers. The first quarter new customers grew by 19% and that really has come from a really concerted effort in acquiring new and acquiring new younger customers in the average age, where customers come down pretty significantly and are definitely engaging on our social platforms, as you referenced, particularly in TikTok. I think most exciting to me in that is our active customer customers are growing, as Frank mentioned, by 18% as our team really are focused on improving retention rates and repeat purchases and that's working very well. From a product perspective, thank you for your comments about our own brands. Our team has been working really, really hard on modernizing and expanding our product assortment, and really apparel has been the driver within that. Most particularly, I would say, in the Denim category, the PILCRO brand has grown really significantly and there's been a ton of effort put into both the design, the way we think about, the way we display the brand in stores, and PILCRO and Maeve and our Anthropologie brands are in our top search brands month after month. So the customer knows them, they seek them out. Daily Practice is an active lifestyle brand that we've introduced. And really, I think, as Dick had mentioned, in the stores in particular, we're thinking about how to expand the footprint of the Daily Practice brand, as well as some other new emerging categories. And that's going incredibly well. So we increased the footprint of those brands by almost 50% in six stores that we tested in the month of February, and it's proving remarkably well. So we have 50 stores lined up to be able to expand that footprint. So overall, our own brand penetration and our total mix has never been higher. The profit that those brands are producing is incredible, but mostly proud of the fashion that the teams are serving up in our own brand offer, and just glad that you recognize that. Thank you.