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How COS is Winning Over Gen Z Shoppers | Lauren Price at CommerceNext 2025 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  Welcome
• 0:01
  back.
• 0:01
  This
• 0:02
  is
• 0:02
  Omnitalk
• 0:02
  Retail
• 0:03
  live
• 0:04
  from
• 0:04
  Commerce
• 0:04
  next
• 0:05
  2025.
• 0:05
  I'm
• 0:06
  Anne
• 0:06
  Mazinga.
• 0:06
  And
• 0:07
  I'm
• 0:07
  Chris
• 0:07
  Walton.
• 0:08
  And
• 0:08
  we
• 0:08
  are
• 0:08
  here
• 0:09
  today
• 0:10
  with
• 0:10
  a
• 0:10
  very
• 0:11
  special
• 0:11
  guest.
• 0:11
  But
• 0:11
  before
• 0:12
  we
• 0:12
  dive
• 0:12
  into
• 0:12
  that,
• 0:13
  we
• 0:13
  want
• 0:13
  to
• 0:13
  give
• 0:13
  a
• 0:13
  big
• 0:13
  thank
• 0:14
  you
• 0:14
  to
• 0:15
  the
• 0:15
  team
• 0:15
  at
• 0:16
  Gray
• 0:16
  Orange,
• 0:17
  the
• 0:17
  G
• 0:17
  Store
• 0:17
  team,
• 0:18
  for
• 0:18
  helping
• 0:18
  us
• 0:18
  bring
• 0:19
  you
• 0:19
  all
• 0:20
  of
• 0:20
  our
• 0:20
  coverage
• 0:20
  here
• 0:20
  from
• 0:21
  Commerce
• 0:21
  next
• 0:21
  2025.
• 0:22
  The
• 0:23
  G
• 0:23
  store
• 0:23
  platform
• 0:23
  from
• 0:24
  Gray
• 0:24
  Orange
• 0:24
  helps
• 0:25
  retailers
• 0:25
  like
• 0:25
  H
• 0:25
  and
• 0:25
  M
• 0:26
  achieve
• 0:26
  real
• 0:27
  time
• 0:27
  inventory
• 0:27
  visibility,
• 0:28
  providing
• 0:28
  H
• 0:29
  and
• 0:29
  M
• 0:29
  with
• 0:29
  the
• 0:29
  same
• 0:30
  inventory
• 0:30
  data
• 0:31
  as
• 0:31
  they
• 0:31
  have
• 0:32
  in
• 0:32
  store
• 0:33
  as
• 0:33
  they
• 0:33
  have
• 0:33
  online
• 0:34
  Commerce
• 0:35
  Next
• 0:35
  attendees.
• 0:36
  If
• 0:36
  you
• 0:36
  live
• 0:36
  in
• 0:36
  New
• 0:37
  York,
• 0:37
  you're
• 0:37
  visiting
• 0:38
  the
• 0:38
  area,
• 0:38
  you
• 0:38
  can
• 0:39
  go
• 0:39
  visit
• 0:40
  the
• 0:40
  G
• 0:40
  Store
• 0:41
  and
• 0:41
  see
• 0:41
  it
• 0:41
  live
• 0:42
  at
• 0:42
  H
• 0:42
  and
• 0:42
  M's
• 0:43
  flagship
• 0:43
  in
• 0:44
  SoHo
• 0:45
  at
• 0:45
  591
• 0:46
  Broadway.
• 0:46
  Or
• 0:47
  you
• 0:47
  can
• 0:47
  check
• 0:47
  out
• 0:47
  our
• 0:48
  video
• 0:48
  on
• 0:49
  our
• 0:49
  OmniTok
• 0:50
  YouTube
• 0:50
  page
• 0:51
  where
• 0:51
  you
• 0:51
  can
• 0:51
  see
• 0:52
  our
• 0:52
  very
• 0:53
  own
• 0:53
  tour
• 0:54
  of
• 0:54
  that
• 0:54
  store
• 0:54
  from
• 0:55
  last
• 0:55
  year.
• 0:55
  Yeah,
• 0:56
  and
• 0:56
  you
• 0:56
  were
• 0:56
  in
• 0:56
  there
• 0:56
  last
• 0:56
  year.
• 0:57
  It
• 0:57
  was
• 0:57
  pretty
• 0:57
  cool.
• 0:57
  It
• 0:58
  was.
• 0:58
  It
• 0:58
  was
• 0:58
  amazing.
• 0:59
  Well,
• 0:59
  we
• 1:00
  want
• 1:00
  to
• 1:00
  introduce
• 1:00
  somebody
• 1:01
  from
• 1:01
  the
• 1:01
  H
• 1:02
  and
• 1:02
  M
• 1:02
  group.
• 1:02
  We
• 1:03
  have
• 1:03
  Lauren
• 1:03
  Price,
• 1:04
  the
• 1:04
  SVP
• 1:05
  of
• 1:05
  E
• 1:05
  commerce
• 1:06
  and
• 1:06
  digital
• 1:06
  marketing
• 1:06
  at
• 1:07
  Cost.
• 1:07
  Lauren,
• 1:08
  welcome.
• 1:08
  Thanks
• 1:09
  so
• 1:09
  much
• 1:09
  for
• 1:09
  joining
• 1:09
  us.
• 1:10
  Absolutely.
• 1:11
  How's
• 1:12
  the
• 1:12
  show
• 1:12
  been
• 1:12
  going
• 1:13
  so
• 1:13
  far?
• 1:13
  It's
• 1:14
  good.
• 1:14
  I
• 1:14
  mean,
• 1:14
  we
• 1:14
  just
• 1:15
  kind
• 1:15
  of
• 1:15
  kicked
• 1:15
  off
• 1:16
  so,
• 1:17
  you
• 1:17
  know,
• 1:17
  kind
• 1:17
  of
• 1:17
  keeping
• 1:18
  my
• 1:18
  stamina
• 1:18
  for
• 1:19
  the
• 1:19
  next
• 1:19
  few
• 1:19
  days.
• 1:20
  But
• 1:21
  I
• 1:21
  did
• 1:21
  a
• 1:21
  panel
• 1:22
  this
• 1:22
  morning
• 1:23
  on
• 1:23
  Gen
• 1:23
  Z
• 1:24
  kind
• 1:24
  of
• 1:24
  marketing
• 1:24
  to
• 1:25
  Gen
• 1:25
  Z.
• 1:25
  So
• 1:26
  that
• 1:26
  was
• 1:26
  really
• 1:26
  fun.
• 1:27
  We
• 1:27
  had
• 1:27
  Reformation
• 1:28
  and
• 1:28
  Walmart
• 1:29
  and
• 1:29
  kind
• 1:29
  of
• 1:30
  shared
• 1:30
  a
• 1:30
  lot
• 1:30
  of
• 1:30
  different
• 1:30
  perspectives.
• 1:31
  Yes.
• 1:32
  Sarah
• 1:32
  Henry,
• 1:33
  who
• 1:33
  we
• 1:33
  just
• 1:33
  had
• 1:33
  on
• 1:34
  not
• 1:34
  too
• 1:34
  long
• 1:34
  ago,
• 1:34
  was
• 1:35
  on
• 1:35
  that
• 1:35
  panel
• 1:35
  as
• 1:35
  well.
• 1:36
  Well,
• 1:37
  let's
• 1:37
  start
• 1:37
  by
• 1:38
  giving
• 1:38
  our
• 1:39
  audience
• 1:40
  just
• 1:40
  a
• 1:40
  sense
• 1:41
  of
• 1:41
  you,
• 1:42
  your
• 1:42
  background
• 1:43
  and
• 1:44
  then
• 1:44
  a
• 1:44
  little
• 1:44
  bit
• 1:44
  about
• 1:44
  costs
• 1:45
  in
• 1:45
  your
• 1:45
  role
• 1:46
  there
• 1:46
  too.
• 1:47
  I
• 1:47
  have
• 1:48
  been
• 1:48
  in
• 1:48
  E
• 1:48
  commerce
• 1:49
  for
• 1:49
  almost
• 1:49
  20
• 1:49
  years
• 1:50
  now.
• 1:50
  Oh
• 1:50
  my
• 1:50
  gosh.
• 1:51
  Wow.
• 1:51
  Yep,
• 1:52
  yep.
• 1:52
  Kind
• 1:52
  of
• 1:52
  a
• 1:52
  lifer.
• 1:53
  Where
• 1:53
  did
• 1:53
  you
• 1:53
  start?
• 1:54
  Where
• 1:54
  was
• 1:54
  like
• 1:54
  the
• 1:55
  first
• 1:55
  E
• 1:55
  commerce
• 1:56
  breakthrough?
• 1:56
  I
• 1:57
  started
• 1:57
  at
• 1:58
  an
• 1:58
  E
• 1:58
  commerce
• 1:59
  agency
• 1:59
  that
• 2:00
  is
• 2:00
  called
• 2:00
  Create
• 2:01
  the
• 2:01
  Group.
• 2:01
  It's
• 2:02
  longer,
• 2:02
  but
• 2:02
  they
• 2:03
  are.
• 2:03
  Those
• 2:03
  who
• 2:04
  know
• 2:04
  will
• 2:04
  know.
• 2:04
  There's
• 2:04
  a
• 2:05
  lot
• 2:05
  of
• 2:05
  just
• 2:05
  amazing
• 2:05
  talent
• 2:06
  that
• 2:06
  kind
• 2:06
  of
• 2:06
  started
• 2:06
  in
• 2:07
  the
• 2:07
  early
• 2:07
  days
• 2:07
  there
• 2:08
  when
• 2:08
  we
• 2:08
  were
• 2:09
  building
• 2:10
  websites
• 2:10
  for
• 2:11
  brands
• 2:11
  for
• 2:11
  the
• 2:11
  first
• 2:11
  time
• 2:12
  that
• 2:12
  had
• 2:12
  never
• 2:12
  had
• 2:13
  an
• 2:13
  E
• 2:13
  commerce
• 2:13
  site
• 2:13
  before.
• 2:14
  So
• 2:14
  you
• 2:15
  really
• 2:15
  kind
• 2:15
  of
• 2:15
  saw
• 2:16
  it
• 2:16
  from
• 2:16
  the
• 2:16
  ground
• 2:16
  up.
• 2:17
  Right,
• 2:17
  right.
• 2:18
  I
• 2:18
  bet.
• 2:18
  Yeah.
• 2:19
  And
• 2:19
  then
• 2:19
  I've
• 2:19
  kind
• 2:19
  of
• 2:19
  been
• 2:20
  in
• 2:20
  the
• 2:21
  technology
• 2:21
  space.
• 2:22
  I
• 2:22
  was
• 2:22
  at
• 2:22
  Demandware,
• 2:23
  then
• 2:24
  was
• 2:24
  at
• 2:24
  L2,
• 2:25
  kind
• 2:25
  of
• 2:25
  consulting
• 2:26
  with
• 2:26
  amazing
• 2:26
  retail
• 2:27
  brands.
• 2:28
  That
• 2:28
  led
• 2:28
  me
• 2:29
  to
• 2:29
  J.
• 2:29
  Crew,
• 2:29
  which
• 2:30
  was
• 2:30
  one
• 2:30
  of
• 2:30
  my
• 2:30
  clients
• 2:30
  that
• 2:31
  I
• 2:31
  got
• 2:31
  to
• 2:31
  know
• 2:31
  at
• 2:31
  L2,
• 2:32
  and
• 2:32
  that's
• 2:32
  kind
• 2:32
  of
• 2:32
  when
• 2:32
  I
• 2:32
  made
• 2:33
  the
• 2:33
  jump
• 2:33
  to
• 2:33
  the
• 2:33
  brand
• 2:33
  side.
• 2:34
  And
• 2:35
  then
• 2:35
  here
• 2:35
  I
• 2:35
  am
• 2:36
  at
• 2:36
  Koss,
• 2:36
  which
• 2:36
  was
• 2:37
  one
• 2:37
  of
• 2:37
  my
• 2:37
  favorite
• 2:37
  brands.
• 2:38
  So
• 2:38
  I'm
• 2:38
  really
• 2:38
  excited
• 2:39
  to
• 2:39
  now
• 2:39
  get
• 2:39
  to
• 2:39
  be
• 2:39
  kind
• 2:40
  of
• 2:40
  part
• 2:40
  of
• 2:40
  that
• 2:40
  team.
• 2:40
  And
• 2:41
  I
• 2:41
  know
• 2:41
  Kaas
• 2:42
  well,
• 2:43
  but
• 2:43
  maybe
• 2:43
  just
• 2:43
  tell
• 2:44
  our.
• 2:45
  I
• 2:45
  mentioned
• 2:45
  it's
• 2:45
  part
• 2:46
  of
• 2:46
  the
• 2:46
  H
• 2:46
  and
• 2:46
  M
• 2:46
  group,
• 2:46
  but
• 2:47
  tell
• 2:47
  our
• 2:47
  audience
• 2:48
  just
• 2:48
  about
• 2:49
  the
• 2:49
  cost.
• 2:51
  Totally,
• 2:51
  totally.
• 2:51
  I
• 2:51
  mean,
• 2:51
  it's.
• 2:52
  You
• 2:52
  know,
• 2:52
  we're
• 2:53
  not
• 2:53
  necessarily
• 2:53
  a
• 2:53
  household
• 2:54
  name
• 2:54
  in
• 2:54
  the
• 2:55
  US
• 2:55
  yet,
• 2:55
  but
• 2:55
  we're
• 2:55
  working
• 2:56
  on
• 2:56
  that.
• 2:57
  I
• 2:57
  personally
• 2:57
  am.
• 2:58
  So
• 2:59
  we
• 2:59
  are
• 3:00
  founded
• 3:00
  in
• 3:00
  London
• 3:01
  in
• 3:01
  2007,
• 3:02
  and
• 3:03
  we
• 3:03
  have
• 3:04
  now
• 3:05
  239
• 3:06
  stores
• 3:07
  globally.
• 3:07
  So
• 3:07
  the
• 3:07
  footprint
• 3:08
  is
• 3:08
  really
• 3:08
  big.
• 3:09
  We're
• 3:09
  in
• 3:09
  48
• 3:10
  markets
• 3:11
  worldwide.
• 3:11
  But
• 3:12
  again,
• 3:12
  you
• 3:12
  know,
• 3:12
  the
• 3:12
  US
• 3:13
  is
• 3:13
  still
• 3:13
  one
• 3:13
  of
• 3:13
  our
• 3:14
  kind
• 3:15
  of
• 3:15
  big
• 3:15
  growth
• 3:15
  markets.
• 3:16
  So
• 3:17
  we
• 3:18
  have
• 3:18
  apparel
• 3:18
  and
• 3:18
  accessories
• 3:19
  for
• 3:19
  men
• 3:19
  and
• 3:20
  women
• 3:20
  and
• 3:21
  stores
• 3:22
  and
• 3:22
  E
• 3:22
  comms.
• 3:22
  So,
• 3:23
  you
• 3:23
  know,
• 3:23
  watch
• 3:24
  this
• 3:24
  space.
• 3:24
  I
• 3:24
  think
• 3:25
  we're
• 3:25
  having
• 3:25
  an
• 3:25
  amazing
• 3:25
  year
• 3:26
  so
• 3:26
  far,
• 3:26
  and
• 3:27
  we
• 3:27
  will
• 3:27
  be
• 3:27
  a
• 3:27
  household
• 3:28
  name
• 3:28
  soon.
• 3:28
  Yes,
• 3:29
  absolutely.
• 3:30
  All
• 3:30
  right,
• 3:30
  so
• 3:31
  Ann
• 3:31
  alluded
• 3:31
  to
• 3:31
  it
• 3:32
  before
• 3:32
  you,
• 3:32
  and
• 3:32
  you
• 3:32
  mentioned
• 3:32
  it
• 3:33
  too.
• 3:33
  You're
• 3:33
  on
• 3:33
  stage.
• 3:34
  What
• 3:34
  were
• 3:34
  some
• 3:34
  of
• 3:34
  the
• 3:34
  key
• 3:35
  things
• 3:35
  you
• 3:35
  all
• 3:35
  talked
• 3:36
  about
• 3:36
  today
• 3:36
  this
• 3:36
  morning?
• 3:37
  Yeah,
• 3:37
  I
• 3:38
  mean,
• 3:38
  with
• 3:38
  Gen
• 3:38
  Z,
• 3:39
  I
• 3:39
  think
• 3:39
  there
• 3:39
  was
• 3:39
  a
• 3:39
  lot
• 3:39
  of
• 3:40
  talk
• 3:40
  about
• 3:41
  authenticity
• 3:42
  and
• 3:42
  just
• 3:43
  how
• 3:44
  good
• 3:44
  they
• 3:44
  are,
• 3:44
  kind
• 3:45
  of
• 3:45
  sniffing
• 3:45
  that
• 3:45
  out
• 3:45
  if
• 3:46
  you
• 3:46
  aren't
• 3:46
  kind
• 3:47
  of
• 3:47
  engaging
• 3:47
  with
• 3:47
  them
• 3:48
  in
• 3:48
  an
• 3:48
  authentic
• 3:49
  way.
• 3:50
  I
• 3:50
  mean,
• 3:50
  the
• 3:50
  kind
• 3:50
  of
• 3:51
  anecdote
• 3:51
  I
• 3:51
  shared
• 3:52
  was
• 3:52
  about
• 3:53
  how
• 3:53
  we
• 3:54
  kind
• 3:54
  of
• 3:54
  had
• 3:54
  to
• 3:55
  almost
• 3:55
  like
• 3:55
  push
• 3:55
  ourselves
• 3:56
  away
• 3:56
  from
• 3:56
  just
• 3:56
  this
• 3:57
  more
• 3:57
  sort
• 3:57
  of
• 3:57
  formal
• 3:58
  campaign,
• 3:59
  kind
• 3:59
  of
• 3:59
  brand
• 4:00
  campaign
• 4:00
  approach
• 4:00
  to
• 4:01
  really
• 4:01
  kind
• 4:01
  of
• 4:01
  having
• 4:01
  the
• 4:02
  conversation
• 4:02
  that
• 4:02
  we
• 4:03
  found
• 4:03
  our
• 4:03
  Gen
• 4:03
  Z
• 4:04
  customer
• 4:04
  wants
• 4:04
  to
• 4:05
  have.
• 4:05
  We
• 4:06
  have
• 4:06
  this
• 4:08
  T
• 4:08
  shirt
• 4:08
  that's
• 4:09
  called
• 4:09
  the
• 4:09
  Clean
• 4:09
  Cut
• 4:09
  tee,
• 4:10
  and
• 4:10
  it
• 4:10
  was
• 4:10
  our
• 4:10
  top
• 4:11
  acquisition
• 4:11
  style,
• 4:12
  really,
• 4:12
  for
• 4:12
  the
• 4:13
  last
• 4:13
  year.
• 4:14
  And
• 4:14
  what
• 4:14
  made
• 4:14
  it
• 4:15
  jump
• 4:15
  up
• 4:15
  and
• 4:15
  really
• 4:16
  kind
• 4:16
  of
• 4:16
  become
• 4:16
  this
• 4:16
  big
• 4:16
  hit
• 4:17
  for
• 4:17
  us,
• 4:17
  actually,
• 4:17
  was
• 4:18
  this
• 4:18
  creator
• 4:18
  on
• 4:18
  TikTok,
• 4:19
  and
• 4:19
  she
• 4:20
  did
• 4:20
  this
• 4:21
  whole
• 4:21
  deep
• 4:21
  dive
• 4:22
  comparing
• 4:23
  our
• 4:23
  tee
• 4:23
  to
• 4:24
  a
• 4:24
  Uniqlo
• 4:25
  tee.
• 4:25
  Our
• 4:25
  tee
• 4:26
  was
• 4:26
  quite
• 4:26
  a
• 4:26
  bit
• 4:27
  more
• 4:27
  expensive,
• 4:27
  but
• 4:27
  she
• 4:28
  sort
• 4:28
  of
• 4:28
  broke
• 4:28
  down
• 4:29
  the
• 4:29
  construction
• 4:29
  and
• 4:30
  the
• 4:30
  stitching
• 4:30
  and
• 4:30
  the
• 4:31
  fabric
• 4:31
  and
• 4:31
  why
• 4:31
  this
• 4:31
  was
• 4:32
  such
• 4:32
  great
• 4:33
  quality
• 4:33
  and
• 4:33
  really
• 4:33
  kind
• 4:34
  of
• 4:34
  a
• 4:34
  good.
• 4:34
  A
• 4:34
  good
• 4:34
  buy.
• 4:35
  And.
• 4:37
  And
• 4:37
  so
• 4:37
  that
• 4:37
  really
• 4:38
  took
• 4:38
  off
• 4:38
  and
• 4:38
  kind
• 4:38
  of
• 4:38
  resonated
• 4:39
  with
• 4:39
  this
• 4:39
  younger
• 4:40
  audience.
• 4:40
  And
• 4:40
  then
• 4:41
  other
• 4:41
  creators
• 4:42
  were
• 4:42
  like,
• 4:42
  well,
• 4:43
  let
• 4:43
  me
• 4:43
  get
• 4:43
  the
• 4:43
  tea.
• 4:43
  Let
• 4:43
  me
• 4:43
  share
• 4:44
  my
• 4:44
  take
• 4:44
  on
• 4:44
  it.
• 4:45
  And
• 4:46
  there
• 4:46
  was
• 4:46
  just
• 4:47
  this
• 4:47
  great
• 4:47
  momentum
• 4:47
  that
• 4:48
  came
• 4:48
  from
• 4:48
  that.
• 4:49
  So
• 4:49
  it
• 4:49
  was
• 4:49
  kind
• 4:50
  of
• 4:50
  a
• 4:50
  good
• 4:50
  cue
• 4:50
  to
• 4:50
  us
• 4:50
  that,
• 4:51
  like,
• 4:51
  okay,
• 4:51
  we
• 4:51
  actually
• 4:52
  need
• 4:52
  to
• 4:52
  kind
• 4:53
  of
• 4:53
  participate
• 4:53
  in
• 4:53
  that
• 4:53
  Conversation
• 4:54
  and
• 4:54
  talk
• 4:54
  about
• 4:55
  our
• 4:55
  quality
• 4:56
  and
• 4:56
  our
• 4:56
  attributes.
• 4:56
  And
• 4:57
  actually
• 4:57
  this
• 4:57
  Gen
• 4:57
  Z
• 4:57
  customer
• 4:58
  wants
• 4:58
  to
• 4:58
  have
• 4:58
  this
• 4:59
  really
• 4:59
  sort
• 5:00
  of
• 5:00
  honest
• 5:00
  conversation
• 5:01
  about
• 5:01
  why
• 5:02
  our
• 5:02
  product
• 5:02
  is
• 5:03
  special
• 5:03
  and,
• 5:03
  you
• 5:03
  know,
• 5:03
  why
• 5:04
  it
• 5:04
  costs
• 5:04
  what
• 5:04
  it
• 5:04
  costs.
• 5:05
  So
• 5:06
  that
• 5:06
  was
• 5:06
  kind
• 5:06
  of
• 5:06
  a
• 5:06
  good,
• 5:07
  a
• 5:07
  good
• 5:07
  push
• 5:07
  for
• 5:07
  our
• 5:08
  team.
• 5:08
  Yeah,
• 5:08
  we
• 5:08
  heard
• 5:09
  at
• 5:09
  Shop
• 5:09
  Talk
• 5:10
  Europe
• 5:10
  not
• 5:10
  too
• 5:10
  long
• 5:10
  ago
• 5:11
  about
• 5:11
  the
• 5:11
  concept
• 5:11
  of
• 5:12
  spaving
• 5:12
  where
• 5:13
  you
• 5:13
  spend
• 5:13
  more
• 5:14
  now
• 5:14
  so
• 5:14
  that
• 5:15
  you
• 5:15
  can
• 5:15
  save
• 5:15
  more
• 5:15
  money
• 5:16
  later.
• 5:17
  Yes,
• 5:17
  but,
• 5:18
  but
• 5:18
  I
• 5:18
  mean,
• 5:18
  I
• 5:18
  think
• 5:18
  it
• 5:18
  gets
• 5:19
  to
• 5:19
  what
• 5:19
  you're
• 5:19
  talking
• 5:20
  about
• 5:20
  with,
• 5:20
  you
• 5:20
  know,
• 5:21
  making
• 5:21
  a
• 5:22
  slightly
• 5:22
  larger
• 5:23
  investment
• 5:23
  up
• 5:23
  front
• 5:24
  and
• 5:24
  then
• 5:24
  also
• 5:25
  having
• 5:25
  the
• 5:25
  confidence
• 5:26
  from
• 5:26
  the
• 5:26
  creators
• 5:27
  that
• 5:27
  you
• 5:28
  follow
• 5:28
  and
• 5:28
  trust
• 5:28
  to
• 5:29
  know
• 5:29
  that
• 5:29
  it
• 5:29
  is
• 5:30
  worth
• 5:30
  that,
• 5:31
  that
• 5:31
  additional
• 5:32
  saving.
• 5:32
  Okay,
• 5:33
  I'm
• 5:33
  filing
• 5:33
  that
• 5:33
  one
• 5:33
  away.
• 5:34
  So,
• 5:34
  Lauren,
• 5:34
  I
• 5:34
  want
• 5:34
  to
• 5:34
  make
• 5:35
  sure
• 5:35
  we
• 5:35
  key
• 5:35
  in
• 5:35
  on
• 5:35
  something
• 5:35
  too.
• 5:35
  You
• 5:36
  said
• 5:36
  it
• 5:36
  was
• 5:36
  your
• 5:36
  top
• 5:37
  acquisition
• 5:37
  product.
• 5:38
  Does
• 5:38
  that
• 5:38
  mean
• 5:38
  it's
• 5:38
  the
• 5:39
  top
• 5:39
  product
• 5:39
  that
• 5:39
  brings
• 5:40
  in
• 5:40
  new
• 5:40
  customers
• 5:40
  to
• 5:41
  cause.
• 5:41
  Is
• 5:41
  that
• 5:41
  what
• 5:41
  you
• 5:41
  mean
• 5:41
  when
• 5:41
  you
• 5:42
  say
• 5:42
  that?
• 5:42
  Exactly.
• 5:42
  So
• 5:43
  when
• 5:43
  a
• 5:43
  new
• 5:43
  customer
• 5:44
  makes
• 5:44
  a
• 5:44
  first
• 5:44
  purchase
• 5:45
  with
• 5:45
  us,
• 5:45
  this
• 5:46
  is
• 5:46
  the
• 5:46
  style
• 5:47
  that
• 5:47
  they're
• 5:47
  most
• 5:47
  likely
• 5:48
  to
• 5:48
  buy
• 5:48
  and
• 5:49
  it's
• 5:49
  kind
• 5:50
  of
• 5:50
  perfect.
• 5:50
  Interesting.
• 5:50
  I've
• 5:51
  never
• 5:51
  heard
• 5:51
  anyone
• 5:51
  say
• 5:51
  that
• 5:51
  before.
• 5:52
  We
• 5:53
  talk
• 5:53
  a
• 5:53
  lot
• 5:53
  about
• 5:53
  that
• 5:53
  because,
• 5:54
  you
• 5:54
  know,
• 5:54
  it's
• 5:54
  you
• 5:55
  obviously
• 5:55
  you
• 5:55
  want
• 5:56
  them
• 5:56
  to
• 5:56
  then
• 5:56
  kind
• 5:56
  of
• 5:56
  move
• 5:56
  into
• 5:57
  other
• 5:57
  categories
• 5:57
  and
• 5:58
  sort
• 5:58
  of
• 5:58
  buy
• 5:58
  everything
• 5:59
  you
• 5:59
  put.
• 5:59
  But
• 5:59
  what's
• 6:00
  that
• 6:00
  first
• 6:00
  one?
• 6:00
  That's
• 6:01
  the
• 6:01
  hook
• 6:01
  that
• 6:01
  kind
• 6:01
  of
• 6:01
  gets
• 6:02
  them
• 6:02
  in
• 6:02
  the
• 6:02
  door.
• 6:03
  And
• 6:03
  I
• 6:03
  mean,
• 6:03
  oftentimes
• 6:04
  it
• 6:04
  is
• 6:05
  a
• 6:05
  kind
• 6:05
  of
• 6:06
  classic
• 6:06
  product,
• 6:06
  a
• 6:06
  lower
• 6:07
  priced
• 6:07
  product
• 6:07
  if
• 6:08
  you
• 6:08
  think
• 6:08
  about
• 6:08
  taking
• 6:09
  a
• 6:09
  chance
• 6:09
  on
• 6:09
  a
• 6:09
  new
• 6:09
  brand.
• 6:11
  But
• 6:11
  I
• 6:11
  think
• 6:11
  what's
• 6:12
  so
• 6:12
  great
• 6:12
  about
• 6:12
  this
• 6:12
  is
• 6:13
  it
• 6:13
  also
• 6:13
  really
• 6:13
  represents
• 6:14
  who
• 6:14
  we
• 6:14
  are
• 6:14
  as
• 6:15
  a
• 6:15
  brand.
• 6:17
  It's
• 6:17
  just
• 6:17
  great
• 6:18
  quality,
• 6:18
  great
• 6:19
  construction,
• 6:19
  a
• 6:19
  very
• 6:20
  sort
• 6:20
  of
• 6:20
  versatile
• 6:21
  piece,
• 6:21
  kind
• 6:21
  of
• 6:21
  a
• 6:22
  wardrobe
• 6:22
  builder
• 6:22
  piece.
• 6:23
  So
• 6:23
  if
• 6:23
  that's
• 6:24
  what
• 6:25
  kind
• 6:25
  of
• 6:25
  structure,
• 6:25
  that's
• 6:26
  what
• 6:26
  made
• 6:26
  you
• 6:26
  want
• 6:26
  to
• 6:26
  shop
• 6:26
  with
• 6:27
  us,
• 6:27
  then,
• 6:28
  you
• 6:28
  know,
• 6:28
  we
• 6:28
  have
• 6:28
  a
• 6:29
  pant
• 6:29
  that
• 6:29
  kind
• 6:29
  of
• 6:29
  fits
• 6:29
  the
• 6:30
  same
• 6:30
  bill.
• 6:31
  We
• 6:31
  have,
• 6:31
  you
• 6:31
  know,
• 6:32
  a
• 6:32
  cashmere
• 6:32
  sweater
• 6:32
  that
• 6:33
  will
• 6:33
  be
• 6:33
  your
• 6:33
  perfect
• 6:34
  kind
• 6:34
  of
• 6:34
  staple.
• 6:35
  So
• 6:35
  it's,
• 6:36
  you
• 6:36
  know,
• 6:36
  if
• 6:36
  I
• 6:36
  could
• 6:36
  pick
• 6:37
  a
• 6:37
  product
• 6:37
  to
• 6:37
  kind
• 6:37
  of
• 6:38
  be
• 6:38
  the
• 6:38
  entry
• 6:38
  point,
• 6:38
  this
• 6:38
  one
• 6:39
  really
• 6:39
  makes
• 6:39
  a
• 6:39
  lot
• 6:39
  of
• 6:39
  sense
• 6:40
  for
• 6:40
  us.
• 6:40
  Is
• 6:40
  there
• 6:40
  like
• 6:40
  a
• 6:41
  second
• 6:41
  product
• 6:41
  that
• 6:42
  people
• 6:42
  typically
• 6:42
  buy
• 6:42
  too?
• 6:43
  Like,
• 6:43
  I'm
• 6:43
  curious,
• 6:43
  like,
• 6:44
  is
• 6:44
  that
• 6:44
  the
• 6:44
  entry
• 6:44
  point
• 6:45
  and
• 6:45
  then
• 6:45
  people,
• 6:45
  you
• 6:45
  know,
• 6:46
  typically
• 6:46
  go
• 6:46
  one
• 6:46
  of
• 6:46
  two
• 6:47
  places
• 6:47
  next
• 6:47
  or
• 6:47
  how
• 6:48
  does
• 6:48
  it
• 6:48
  work?
• 6:48
  I
• 6:48
  mean,
• 6:48
  I
• 6:48
  guess
• 6:49
  depending
• 6:49
  a
• 6:49
  little
• 6:49
  bit
• 6:50
  on
• 6:50
  the
• 6:50
  season.
• 6:51
  It
• 6:51
  was
• 6:51
  funny.
• 6:52
  Shanna
• 6:52
  Hausman,
• 6:53
  who
• 6:53
  hosted
• 6:53
  the
• 6:53
  picture
• 6:53
  panel,
• 6:54
  I
• 6:54
  did
• 6:54
  not
• 6:54
  plant
• 6:54
  the
• 6:54
  seed
• 6:54
  at
• 6:55
  all.
• 6:55
  But
• 6:55
  she
• 6:55
  said,
• 6:56
  well,
• 6:56
  if
• 6:56
  you
• 6:56
  like
• 6:56
  the
• 6:56
  tea
• 6:57
  they
• 6:57
  have
• 6:57
  this
• 6:58
  amazing
• 6:58
  tank.
• 7:00
  It's
• 7:00
  this
• 7:00
  rib
• 7:01
  tank.
• 7:01
  It's
• 7:01
  a
• 7:01
  dust
• 7:02
  tank.
• 7:02
  So
• 7:02
  I
• 7:02
  was
• 7:02
  like,
• 7:02
  thank
• 7:02
  you,
• 7:03
  Shauna.
• 7:04
  But
• 7:05
  I
• 7:05
  mean,
• 7:05
  I
• 7:05
  think
• 7:05
  for
• 7:05
  us,
• 7:05
  I
• 7:06
  mean,
• 7:06
  we
• 7:06
  always
• 7:06
  say
• 7:06
  fall
• 7:06
  is
• 7:07
  our
• 7:07
  season
• 7:07
  and
• 7:08
  our
• 7:09
  cashmere
• 7:09
  is
• 7:10
  above
• 7:10
  and
• 7:11
  beyond.
• 7:11
  And
• 7:11
  I
• 7:12
  say
• 7:12
  that
• 7:12
  as
• 7:12
  someone
• 7:12
  who
• 7:13
  has
• 7:13
  been
• 7:14
  a
• 7:14
  big
• 7:14
  cashmere
• 7:15
  consumer
• 7:15
  for
• 7:15
  a
• 7:15
  while.
• 7:16
  It's
• 7:16
  truly
• 7:17
  the
• 7:17
  best
• 7:18
  texture,
• 7:18
  quality,
• 7:19
  construction.
• 7:20
  So
• 7:21
  that
• 7:21
  is
• 7:21
  what
• 7:21
  we're
• 7:21
  really
• 7:21
  focused
• 7:22
  on,
• 7:22
  kind
• 7:22
  of
• 7:22
  moving
• 7:22
  our
• 7:23
  customers
• 7:23
  to.
• 7:23
  Moving
• 7:24
  them
• 7:24
  to.
• 7:24
  Nice.
• 7:25
  Love
• 7:25
  me
• 7:26
  some
• 7:26
  cashmere.
• 7:26
  Yeah,
• 7:27
  we
• 7:29
  just
• 7:29
  had
• 7:29
  this
• 7:30
  KAAS
• 7:30
  product
• 7:31
  and
• 7:32
  looked
• 7:32
  at
• 7:32
  some
• 7:32
  other
• 7:33
  KAS
• 7:33
  products
• 7:33
  and
• 7:33
  tried
• 7:34
  them
• 7:34
  for
• 7:34
  our
• 7:35
  platform
• 7:35
  as
• 7:35
  well.
• 7:36
  And
• 7:36
  the
• 7:36
  thing
• 7:37
  that
• 7:37
  I
• 7:37
  think
• 7:37
  best
• 7:38
  describes
• 7:38
  KAS
• 7:39
  is
• 7:39
  quiet
• 7:39
  luxury
• 7:40
  for
• 7:40
  the
• 7:40
  masses.
• 7:41
  Like
• 7:41
  it
• 7:41
  allows
• 7:42
  you
• 7:42
  to
• 7:42
  have
• 7:42
  these
• 7:43
  really
• 7:43
  high
• 7:43
  quality
• 7:44
  products
• 7:44
  but
• 7:45
  not
• 7:46
  spending
• 7:47
  overspending.
• 7:48
  You
• 7:48
  still
• 7:48
  get
• 7:48
  the
• 7:48
  look
• 7:49
  and
• 7:49
  the
• 7:49
  design,
• 7:50
  but
• 7:50
  not
• 7:50
  having
• 7:51
  to
• 7:51
  spend
• 7:51
  that
• 7:51
  much.
• 7:52
  Well,
• 7:53
  I'm
• 7:53
  curious
• 7:53
  now,
• 7:54
  you
• 7:54
  know
• 7:54
  you've
• 7:54
  been
• 7:55
  in
• 7:55
  the
• 7:55
  industry,
• 7:55
  in
• 7:55
  the
• 7:56
  E
• 7:56
  commerce
• 7:56
  industry
• 7:56
  for
• 7:56
  a
• 7:57
  while.
• 7:57
  Lauren,
• 7:58
  as
• 7:58
  you're
• 7:58
  at
• 7:58
  a
• 7:59
  show
• 7:59
  like
• 7:59
  Commerce
• 7:59
  Next,
• 8:00
  outside
• 8:00
  of
• 8:00
  participating
• 8:01
  in
• 8:01
  the
• 8:01
  panels
• 8:02
  and
• 8:02
  sharing
• 8:03
  your
• 8:03
  expertise,
• 8:04
  what
• 8:04
  kind
• 8:04
  of
• 8:04
  technology
• 8:05
  right
• 8:05
  now
• 8:06
  or
• 8:07
  topics
• 8:08
  here
• 8:08
  at
• 8:08
  the
• 8:08
  show
• 8:09
  are
• 8:09
  of
• 8:09
  great
• 8:10
  importance
• 8:10
  to
• 8:10
  you
• 8:10
  when
• 8:11
  you're
• 8:11
  kind
• 8:11
  of
• 8:11
  planning
• 8:11
  out
• 8:12
  your
• 8:12
  time
• 8:12
  here?
• 8:13
  Yeah,
• 8:13
  I
• 8:13
  mean,
• 8:14
  on
• 8:14
  one
• 8:14
  hand,
• 8:15
  kind
• 8:15
  of
• 8:16
  particular
• 8:16
  to
• 8:16
  us,
• 8:16
  but
• 8:17
  we
• 8:17
  just
• 8:17
  launched
• 8:18
  a
• 8:18
  full
• 8:19
  kind
• 8:19
  of
• 8:19
  tech
• 8:19
  stack
• 8:20
  overhaul,
• 8:21
  re
• 8:21
  platformed
• 8:22
  the
• 8:22
  site
• 8:23
  and
• 8:24
  new
• 8:24
  CRM
• 8:25
  and
• 8:26
  kind
• 8:26
  of
• 8:26
  every.
• 8:27
  And
• 8:27
  you're
• 8:27
  still
• 8:28
  standing.
• 8:28
  I
• 8:28
  know.
• 8:29
  Oh
• 8:29
  my
• 8:29
  God.
• 8:29
  This
• 8:29
  was
• 8:29
  a
• 8:30
  couple
• 8:30
  weeks
• 8:30
  ago.
• 8:30
  More
• 8:30
  power
• 8:30
  to
• 8:30
  you.
• 8:31
  Oh
• 8:31
  my
• 8:31
  God.
• 8:32
  I've
• 8:33
  just
• 8:33
  kind
• 8:33
  of
• 8:33
  come
• 8:33
  up
• 8:33
  for
• 8:33
  air.
• 8:35
  But
• 8:35
  you
• 8:35
  know,
• 8:35
  I
• 8:36
  started
• 8:36
  a
• 8:36
  year
• 8:36
  and
• 8:36
  a
• 8:36
  half
• 8:36
  ago
• 8:37
  and
• 8:37
  this
• 8:38
  kind
• 8:38
  of
• 8:38
  transformation
• 8:39
  project
• 8:39
  was
• 8:39
  sort
• 8:40
  of
• 8:40
  in
• 8:40
  the
• 8:40
  early
• 8:40
  stages
• 8:40
  then.
• 8:41
  So
• 8:41
  in
• 8:41
  a
• 8:42
  sense
• 8:42
  I
• 8:42
  kind
• 8:42
  of
• 8:42
  had
• 8:42
  to
• 8:43
  wait
• 8:44
  and
• 8:44
  be
• 8:44
  a
• 8:44
  little
• 8:44
  hands
• 8:44
  off
• 8:44
  on
• 8:45
  what
• 8:45
  I
• 8:45
  could
• 8:45
  do
• 8:45
  to
• 8:45
  the
• 8:46
  site
• 8:46
  itself.
• 8:46
  Really
• 8:46
  focus
• 8:47
  on
• 8:47
  the
• 8:47
  marketing
• 8:47
  side
• 8:48
  of
• 8:48
  my
• 8:48
  role.
• 8:49
  But
• 8:50
  now
• 8:50
  that
• 8:50
  we
• 8:50
  have
• 8:50
  this
• 8:50
  site
• 8:51
  live,
• 8:51
  we
• 8:52
  get
• 8:52
  to
• 8:52
  kind
• 8:52
  of
• 8:52
  layer
• 8:53
  on
• 8:53
  all
• 8:53
  the
• 8:53
  bells
• 8:54
  and
• 8:54
  whistles.
• 8:54
  And
• 8:54
  so
• 8:55
  it's
• 8:55
  actually
• 8:55
  really
• 8:55
  good
• 8:56
  timing
• 8:56
  for
• 8:56
  me
• 8:56
  to
• 8:57
  just
• 8:57
  get
• 8:58
  kind
• 8:58
  of
• 8:58
  a
• 8:58
  good
• 8:59
  sense
• 8:59
  of
• 9:00
  what's
• 9:00
  going
• 9:01
  to
• 9:01
  really
• 9:01
  help
• 9:01
  me
• 9:01
  with
• 9:02
  my
• 9:03
  conversion
• 9:03
  rate.
• 9:03
  My
• 9:04
  AOV
• 9:05
  being
• 9:05
  kind
• 9:05
  of
• 9:05
  of
• 9:05
  really
• 9:06
  specific
• 9:06
  about
• 9:07
  the
• 9:07
  kind
• 9:08
  of
• 9:08
  areas
• 9:08
  that
• 9:08
  we
• 9:09
  think
• 9:09
  have
• 9:09
  the
• 9:09
  most
• 9:09
  opportunity
• 9:10
  after
• 9:10
  seeing
• 9:10
  that
• 9:11
  first
• 9:11
  month
• 9:11
  kind
• 9:11
  of
• 9:12
  live
• 9:12
  on
• 9:12
  our
• 9:12
  new
• 9:12
  tech
• 9:13
  stack.
• 9:13
  So
• 9:14
  I'm
• 9:15
  kind
• 9:15
  of
• 9:15
  excited
• 9:15
  to
• 9:15
  get
• 9:15
  to
• 9:16
  this
• 9:16
  more
• 9:16
  sort
• 9:16
  of
• 9:16
  innovation
• 9:17
  step
• 9:17
  now
• 9:17
  that
• 9:18
  we've
• 9:18
  reset
• 9:18
  the
• 9:18
  foundation.
• 9:19
  Is
• 9:19
  there
• 9:19
  anything
• 9:20
  you're
• 9:20
  excited
• 9:20
  to
• 9:21
  experiment
• 9:21
  with
• 9:22
  or
• 9:22
  that
• 9:22
  you
• 9:22
  think,
• 9:23
  especially
• 9:23
  as
• 9:23
  you're
• 9:23
  trying
• 9:24
  to
• 9:24
  bring
• 9:24
  in
• 9:25
  these
• 9:25
  Gen
• 9:25
  Z
• 9:26
  consumers,
• 9:26
  you're
• 9:27
  working
• 9:27
  more
• 9:27
  with
• 9:27
  creators.
• 9:29
  Anything
• 9:29
  that
• 9:29
  you're
• 9:29
  like,
• 9:30
  I
• 9:30
  want
• 9:30
  to
• 9:31
  know
• 9:31
  more
• 9:31
  about
• 9:31
  that
• 9:31
  or
• 9:32
  I'd
• 9:32
  like
• 9:32
  to
• 9:32
  check
• 9:32
  it
• 9:32
  out.
• 9:33
  We
• 9:33
  sort
• 9:34
  of
• 9:34
  a
• 9:34
  joke
• 9:34
  internally,
• 9:34
  but
• 9:35
  everything
• 9:35
  is
• 9:35
  an
• 9:35
  experiment.
• 9:36
  If
• 9:36
  we
• 9:36
  position
• 9:36
  it
• 9:37
  that
• 9:37
  way,
• 9:37
  then
• 9:37
  we
• 9:38
  can
• 9:38
  kind
• 9:38
  of
• 9:38
  like
• 9:39
  gives
• 9:39
  you.
• 9:39
  A
• 9:39
  lot
• 9:39
  of
• 9:39
  license.
• 9:40
  Yeah,
• 9:40
  exactly,
• 9:41
  exactly.
• 9:42
  So
• 9:43
  it's
• 9:43
  all.
• 9:43
  It's
• 9:43
  all
• 9:43
  an
• 9:43
  experiment.
• 9:44
  But
• 9:44
  I
• 9:45
  mean,
• 9:45
  I
• 9:45
  think
• 9:45
  to
• 9:45
  this
• 9:45
  point
• 9:46
  about
• 9:46
  creators
• 9:47
  and
• 9:47
  the
• 9:47
  Gen
• 9:48
  Z
• 9:48
  conversation,
• 9:49
  there's
• 9:50
  so
• 9:50
  much
• 9:50
  more
• 9:50
  room
• 9:50
  for
• 9:51
  us
• 9:51
  to
• 9:52
  go
• 9:52
  there.
• 9:52
  And
• 9:53
  it's
• 9:53
  obviously
• 9:53
  not.
• 9:54
  It's
• 9:54
  not
• 9:54
  a
• 9:54
  flash
• 9:55
  in
• 9:55
  the
• 9:55
  pan.
• 9:55
  I
• 9:56
  mean,
• 9:56
  this
• 9:56
  is
• 9:56
  literally
• 9:56
  just
• 9:57
  how
• 9:57
  you
• 9:58
  market
• 9:58
  now
• 9:58
  and
• 9:59
  where
• 9:59
  a
• 9:59
  big
• 9:59
  portion
• 10:00
  of
• 10:00
  our
• 10:00
  kind
• 10:00
  of
• 10:01
  attention
• 10:01
  and
• 10:01
  our
• 10:01
  budget
• 10:02
  has
• 10:02
  shifted.
• 10:03
  And
• 10:03
  so,
• 10:04
  you
• 10:04
  know,
• 10:04
  we
• 10:05
  just
• 10:05
  really
• 10:05
  want
• 10:05
  to
• 10:05
  kind
• 10:05
  of
• 10:06
  accelerate
• 10:06
  this
• 10:06
  even
• 10:07
  more
• 10:07
  quickly
• 10:08
  and
• 10:09
  really
• 10:10
  build
• 10:10
  out
• 10:10
  more
• 10:11
  of
• 10:11
  this
• 10:11
  kind
• 10:11
  of
• 10:11
  sense
• 10:11
  of
• 10:12
  community.
• 10:12
  And
• 10:13
  through
• 10:14
  our
• 10:14
  creators,
• 10:15
  it's
• 10:15
  hard
• 10:15
  to
• 10:16
  kind
• 10:16
  of
• 10:16
  say
• 10:16
  who
• 10:16
  your
• 10:17
  brand
• 10:17
  is
• 10:18
  directly
• 10:18
  yourself
• 10:19
  in
• 10:19
  a
• 10:19
  way
• 10:19
  that
• 10:19
  feels
• 10:19
  authentic.
• 10:20
  And
• 10:20
  so
• 10:20
  the
• 10:20
  more
• 10:20
  that
• 10:21
  we're
• 10:22
  kind
• 10:22
  of
• 10:23
  taking
• 10:23
  on
• 10:24
  the
• 10:25
  community
• 10:25
  around
• 10:25
  us
• 10:26
  to
• 10:26
  kind
• 10:26
  of
• 10:27
  of
• 10:27
  help
• 10:27
  introduce
• 10:27
  us
• 10:27
  to
• 10:28
  the
• 10:28
  market
• 10:28
  here,
• 10:29
  I
• 10:29
  think
• 10:29
  it
• 10:29
  helps
• 10:30
  us
• 10:30
  feel
• 10:30
  even
• 10:30
  more
• 10:30
  relevant
• 10:31
  and
• 10:31
  not
• 10:31
  just
• 10:31
  kind
• 10:32
  of
• 10:32
  like
• 10:32
  this
• 10:32
  European
• 10:33
  brand
• 10:33
  that
• 10:33
  I've
• 10:34
  seen
• 10:34
  when
• 10:34
  I
• 10:34
  was
• 10:34
  in
• 10:34
  Europe,
• 10:35
  but
• 10:35
  really
• 10:36
  kind
• 10:37
  of
• 10:37
  localize
• 10:37
  our
• 10:38
  approach
• 10:38
  a
• 10:38
  little
• 10:38
  bit
• 10:38
  more.
• 10:39
  Yeah,
• 10:39
  interesting.
• 10:40
  Creators
• 10:40
  are
• 10:40
  going
• 10:40
  to
• 10:40
  be
• 10:40
  a
• 10:41
  great
• 10:41
  way
• 10:41
  for
• 10:41
  us
• 10:41
  to
• 10:41
  do
• 10:41
  that.
• 10:42
  Yeah,
• 10:42
  absolutely.
• 10:43
  So
• 10:43
  to
• 10:43
  that
• 10:43
  point,
• 10:43
  you
• 10:44
  know,
• 10:44
  you
• 10:44
  mentioned
• 10:44
  fall
• 10:45
  being
• 10:45
  the
• 10:45
  key
• 10:45
  season,
• 10:45
  so
• 10:46
  you're
• 10:46
  gearing
• 10:46
  up
• 10:46
  for
• 10:46
  that.
• 10:47
  And
• 10:47
  E
• 10:47
  commerce,
• 10:47
  you're
• 10:48
  always
• 10:48
  a
• 10:48
  little
• 10:48
  bit
• 10:48
  more
• 10:48
  close.
• 10:49
  More
• 10:49
  close
• 10:49
  to
• 10:49
  the
• 10:49
  consumer
• 10:50
  than
• 10:50
  you
• 10:50
  say
• 10:50
  I
• 10:50
  would
• 10:50
  be
• 10:51
  in
• 10:51
  the
• 10:51
  stores.
• 10:51
  Although,
• 10:51
  you
• 10:52
  know,
• 10:52
  you're
• 10:52
  always
• 10:52
  thinking
• 10:52
  about
• 10:53
  the
• 10:53
  season
• 10:53
  seasons
• 10:53
  at
• 10:53
  the
• 10:53
  same
• 10:54
  time.
• 10:55
  And
• 10:55
  you
• 10:56
  talked
• 10:56
  about
• 10:56
  foundations
• 10:57
  and
• 10:57
  experiments.
• 10:57
  But
• 10:58
  if
• 10:58
  you
• 10:58
  look
• 10:58
  at
• 10:58
  your
• 10:58
  job
• 10:58
  for
• 10:59
  the
• 10:59
  next
• 10:59
  six
• 10:59
  months,
• 11:00
  what
• 11:00
  are
• 11:00
  you
• 11:00
  really
• 11:00
  hoping
• 11:01
  to
• 11:01
  drive
• 11:01
  or
• 11:01
  accomplish?
• 11:04
  I
• 11:04
  mean,
• 11:05
  it's.
• 11:05
  I
• 11:06
  think
• 11:06
  we've
• 11:06
  felt
• 11:08
  really
• 11:09
  good
• 11:09
  about
• 11:09
  where
• 11:10
  the
• 11:10
  last
• 11:10
  couple
• 11:11
  months
• 11:11
  of
• 11:11
  the
• 11:11
  business
• 11:11
  has
• 11:11
  been.
• 11:12
  And
• 11:12
  there's
• 11:12
  a
• 11:12
  little
• 11:12
  bit
• 11:12
  of
• 11:13
  this
• 11:13
  sense
• 11:13
  of
• 11:14
  just
• 11:14
  with
• 11:14
  the
• 11:14
  macro,
• 11:15
  like,
• 11:16
  is
• 11:16
  the
• 11:16
  other
• 11:16
  shoe
• 11:17
  gonna
• 11:17
  drop?
• 11:17
  You
• 11:18
  know,
• 11:18
  can
• 11:18
  we
• 11:18
  kind
• 11:18
  of
• 11:18
  keep
• 11:18
  this
• 11:19
  momentum
• 11:19
  going?
• 11:21
  I
• 11:21
  mean,
• 11:21
  this
• 11:21
  isn't
• 11:21
  the
• 11:22
  most
• 11:22
  exciting
• 11:23
  answer,
• 11:23
  but
• 11:24
  kind
• 11:24
  of
• 11:24
  honest
• 11:24
  in
• 11:25
  a
• 11:25
  way
• 11:25
  of
• 11:25
  just
• 11:25
  like
• 11:25
  really
• 11:26
  shoring
• 11:27
  up
• 11:27
  and
• 11:27
  kind
• 11:27
  of
• 11:27
  securing
• 11:29
  our
• 11:30
  execution
• 11:31
  and
• 11:31
  our
• 11:32
  foundation.
• 11:33
  We,
• 11:34
  as
• 11:34
  much
• 11:34
  as
• 11:34
  I
• 11:34
  think
• 11:35
  the
• 11:35
  decisions
• 11:35
  I
• 11:36
  make
• 11:36
  are
• 11:36
  important
• 11:36
  from
• 11:36
  a
• 11:37
  marketing
• 11:37
  e.
• 11:37
  Comm
• 11:37
  perspective.
• 11:38
  I
• 11:38
  mean,
• 11:38
  we're
• 11:38
  a
• 11:38
  fashion
• 11:39
  brand
• 11:39
  and
• 11:39
  we
• 11:39
  live
• 11:39
  and
• 11:39
  die
• 11:40
  on
• 11:40
  how
• 11:40
  good
• 11:40
  the
• 11:40
  collection
• 11:41
  is.
• 11:41
  So,
• 11:42
  you
• 11:42
  know,
• 11:42
  we
• 11:43
  really
• 11:43
  believe
• 11:43
  in
• 11:44
  our
• 11:44
  fall
• 11:44
  collection,
• 11:44
  and
• 11:45
  it's
• 11:45
  going
• 11:45
  to
• 11:45
  be
• 11:45
  really
• 11:45
  strong.
• 11:46
  So
• 11:46
  it's
• 11:46
  just
• 11:47
  my
• 11:47
  job
• 11:47
  to
• 11:47
  kind
• 11:48
  of
• 11:48
  make
• 11:48
  sure
• 11:48
  that
• 11:48
  I'm
• 11:49
  bringing
• 11:50
  that
• 11:50
  to
• 11:50
  market
• 11:50
  as
• 11:50
  effectively
• 11:51
  as
• 11:51
  I
• 11:51
  can
• 11:52
  and
• 11:53
  doing
• 11:53
  that
• 11:54
  in
• 11:54
  a
• 11:54
  way
• 11:54
  that's
• 11:54
  really
• 11:54
  nimble
• 11:55
  and
• 11:55
  really
• 11:55
  kind
• 11:56
  of
• 11:56
  cautiously
• 11:57
  optimistic
• 11:58
  as
• 11:58
  we're
• 11:58
  trying
• 11:58
  to
• 11:58
  kind
• 11:59
  of
• 11:59
  get
• 11:59
  a
• 11:59
  sense
• 11:59
  of
• 11:59
  where
• 11:59
  the
• 12:00
  consumer
• 12:00
  is
• 12:00
  going
• 12:01
  to
• 12:01
  be,
• 12:01
  you
• 12:01
  know,
• 12:01
  where
• 12:01
  their
• 12:01
  head's
• 12:01
  going
• 12:02
  to
• 12:02
  be
• 12:02
  in
• 12:02
  the
• 12:02
  next
• 12:02
  couple
• 12:02
  months.
• 12:03
  Yeah.
• 12:03
  Retail
• 12:03
  is
• 12:04
  detail,
• 12:04
  right.
• 12:04
  At
• 12:04
  the
• 12:04
  end
• 12:04
  of
• 12:05
  the
• 12:05
  day,
• 12:05
  and
• 12:05
  particularly
• 12:05
  in
• 12:05
  E
• 12:06
  commerce,
• 12:06
  so
• 12:06
  the
• 12:06
  foundational
• 12:07
  work
• 12:07
  kind
• 12:07
  of
• 12:07
  never
• 12:08
  goes
• 12:08
  away.
• 12:08
  Right.
• 12:09
  I
• 12:09
  mean,
• 12:09
  you
• 12:09
  will
• 12:09
  fight
• 12:10
  tooth
• 12:10
  and
• 12:10
  nail
• 12:10
  for
• 12:11
  that
• 12:11
  half
• 12:11
  a
• 12:11
  percentage
• 12:12
  point
• 12:12
  and
• 12:12
  convert
• 12:13
  all
• 12:13
  day
• 12:13
  long.
• 12:14
  And,
• 12:14
  I
• 12:14
  mean,
• 12:14
  I
• 12:15
  think
• 12:15
  that's
• 12:15
  one
• 12:15
  of
• 12:15
  the
• 12:15
  best
• 12:15
  things
• 12:16
  about
• 12:16
  my
• 12:16
  team
• 12:16
  is
• 12:16
  they're
• 12:17
  just
• 12:17
  so
• 12:18
  scrappy
• 12:19
  and,
• 12:19
  you
• 12:19
  know,
• 12:19
  if
• 12:19
  we
• 12:19
  have
• 12:20
  a
• 12:20
  couple
• 12:21
  days
• 12:21
  that
• 12:21
  are
• 12:21
  soft,
• 12:22
  I
• 12:22
  mean,
• 12:22
  they
• 12:22
  come
• 12:22
  together
• 12:23
  with
• 12:23
  a
• 12:23
  plethora
• 12:24
  of
• 12:24
  ideas
• 12:24
  and
• 12:25
  they
• 12:25
  sort
• 12:25
  of
• 12:25
  never
• 12:26
  cease
• 12:27
  to
• 12:27
  amaze
• 12:27
  me
• 12:27
  with
• 12:28
  a
• 12:28
  little.
• 12:28
  That's
• 12:29
  impressive.
• 12:29
  Yeah,
• 12:29
  chip
• 12:30
  away,
• 12:30
  chip
• 12:30
  away.
• 12:31
  And
• 12:31
  you
• 12:31
  kind
• 12:31
  of
• 12:31
  get
• 12:31
  that.
• 12:32
  That
• 12:32
  half
• 12:32
  a
• 12:32
  percent
• 12:33
  back.
• 12:33
  Right.
• 12:34
  Wow,
• 12:34
  that's
• 12:34
  so
• 12:35
  impressive.
• 12:35
  Well,
• 12:36
  thank
• 12:36
  you,
• 12:36
  Lauren.
• 12:37
  Yes,
• 12:37
  thank
• 12:37
  you.
• 12:37
  It
• 12:38
  was
• 12:38
  great
• 12:38
  meeting
• 12:38
  you.
• 12:38
  Yeah,
• 12:39
  thanks
• 12:39
  for
• 12:39
  stopping
• 12:40
  by.
• 12:41
  All
• 12:41
  right,
• 12:41
  well,
• 12:41
  thanks
• 12:42
  to
• 12:42
  Loren
• 12:42
  Price
• 12:42
  of
• 12:43
  COS
• 12:43
  for
• 12:43
  sitting
• 12:43
  down
• 12:44
  with
• 12:44
  us
• 12:44
  and
• 12:44
  here
• 12:45
  at
• 12:45
  Commerce
• 12:45
  Next.
• 12:46
  And
• 12:46
  thanks
• 12:46
  to
• 12:46
  Gray
• 12:47
  Orange
• 12:47
  for
• 12:47
  sponsoring
• 12:48
  and
• 12:48
  partnering
• 12:48
  with
• 12:48
  us
• 12:49
  on
• 12:49
  all
• 12:49
  of
• 12:49
  our
• 12:49
  content
• 12:49
  from
• 12:50
  the
• 12:50
  show.
• 12:50
  Again,
• 12:50
  you
• 12:51
  can
• 12:51
  check
• 12:51
  out
• 12:51
  their
• 12:51
  store
• 12:52
  live
• 12:52
  at
• 12:53
  H
• 12:53
  and
• 12:53
  M
• 12:53
  in
• 12:54
  SoHo
• 12:54
  at
• 12:54
  591
• 12:55
  Broadway.
• 12:56
  That's
• 12:56
  great.
• 12:56
  That's
• 12:56
  the
• 12:56
  address,
• 12:57
  if
• 12:57
  I
• 12:57
  remember
• 12:57
  correctly.
• 12:58
  And
• 12:58
  also
• 12:58
  you
• 12:59
  can
• 12:59
  check
• 12:59
  out
• 12:59
  our
• 12:59
  video
• 12:59
  too,
• 13:00
  if
• 13:00
  you
• 13:00
  want
• 13:00
  to
• 13:00
  see
• 13:00
  it
• 13:00
  firsthand
• 13:01
  from
• 13:01
  our
• 13:01
  point
• 13:02
  of
• 13:02
  view.
• 13:02
  But
• 13:02
  again,
• 13:02
  thank
• 13:02
  you
• 13:03
  to
• 13:03
  Lauren
• 13:03
  Price
• 13:04
  of
• 13:04
  Cause,
• 13:04
  and
• 13:05
  for
• 13:05
  all
• 13:05
  of
• 13:05
  you
• 13:06
  out
• 13:06
  there,
• 13:06
  we'll
• 13:06
  be
• 13:06
  back
• 13:07
  soon.
• 13:07
  And
• 13:08
  Ann,
• 13:09
  be
• 13:09
  careful
• 13:09
  out
• 13:09
  there.