Latest / Omni Talk Retail / How Shein’s On-Demand Model is Reshaping Fashion | Live from Shoptalk 2025

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How Shein’s On-Demand Model is Reshaping Fashion | Live from Shoptalk 2025 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:00
  is
• 0:00
  omnitalk
• 0:01
  Retail.
• 0:01
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:02
  And
• 0:02
  I'm
• 0:02
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:03
  we
• 0:03
  are
• 0:04
  kicking
• 0:04
  off
• 0:04
  our
• 0:04
  live
• 0:05
  coverage
• 0:05
  From
• 0:05
  Shop
• 0:06
  Talk
• 0:06
  2025
• 0:07
  from
• 0:07
  the
• 0:07
  Avalara
• 0:08
  booth,
• 0:08
  booth
• 0:10
  1554.
• 0:11
  Come
• 0:11
  on
• 0:11
  by.
• 0:12
  We'll
• 0:12
  be
• 0:12
  here
• 0:12
  all
• 0:13
  day
• 0:13
  interviewing
• 0:13
  fantastic
• 0:14
  executives
• 0:15
  from
• 0:15
  in
• 0:15
  and
• 0:15
  around
• 0:16
  retail.
• 0:16
  And
• 0:16
  up
• 0:16
  first
• 0:17
  to
• 0:17
  kick
• 0:17
  off
• 0:17
  our
• 0:17
  coverage
• 0:18
  today
• 0:18
  is
• 0:18
  Shein's
• 0:19
  head
• 0:19
  of
• 0:19
  strategy
• 0:20
  and
• 0:20
  corporate
• 0:20
  affairs,
• 0:21
  Peter
• 0:21
  Pernod
• 0:22
  Day.
• 0:23
  Peter,
• 0:23
  happy
• 0:23
  first
• 0:24
  day
• 0:24
  of
• 0:24
  Shop
• 0:24
  Talk,
• 0:25
  and
• 0:25
  welcome
• 0:25
  to
• 0:25
  omnitalk
• 0:26
  as
• 0:26
  well.
• 0:27
  It's
• 0:27
  so
• 0:27
  great
• 0:27
  to
• 0:27
  be
• 0:27
  here.
• 0:28
  It's
• 0:28
  always
• 0:28
  a
• 0:29
  fun
• 0:29
  day.
• 0:29
  First
• 0:30
  day
• 0:30
  of
• 0:30
  Shop
• 0:30
  Talk.
• 0:31
  Get
• 0:31
  to
• 0:31
  see
• 0:31
  all
• 0:31
  this
• 0:31
  stuff
• 0:32
  that's
• 0:32
  going
• 0:32
  on.
• 0:32
  It's
• 0:32
  real
• 0:32
  exciting.
• 0:33
  So
• 0:33
  stoked
• 0:33
  to
• 0:34
  be
• 0:34
  here.
• 0:34
  Peter,
• 0:34
  let's
• 0:34
  start
• 0:35
  by
• 0:35
  giving
• 0:35
  our
• 0:36
  audience
• 0:36
  a
• 0:36
  little
• 0:36
  bit
• 0:37
  of
• 0:37
  your
• 0:37
  background
• 0:38
  and
• 0:39
  then
• 0:39
  also
• 0:39
  about
• 0:40
  Shein
• 0:40
  for
• 0:40
  those
• 0:40
  who
• 0:41
  might
• 0:41
  not
• 0:41
  be
• 0:41
  familiar
• 0:42
  or
• 0:42
  who
• 0:42
  are
• 0:43
  new
• 0:43
  to
• 0:43
  Shein.
• 0:44
  Lots
• 0:44
  of
• 0:44
  new
• 0:44
  people
• 0:45
  to
• 0:45
  Shein.
• 0:45
  So
• 0:45
  my
• 0:46
  background
• 0:46
  is
• 0:46
  less
• 0:47
  interesting
• 0:47
  than
• 0:47
  Shein,
• 0:48
  but
• 0:48
  I
• 0:48
  will
• 0:48
  do
• 0:48
  a
• 0:48
  little
• 0:48
  bit.
• 0:49
  I
• 0:49
  actually
• 0:50
  started
• 0:50
  life
• 0:50
  as
• 0:51
  an
• 0:51
  attorney
• 0:52
  and
• 0:52
  joined
• 0:52
  Shen
• 0:52
  as
• 0:53
  our
• 0:53
  Chief
• 0:53
  Privacy
• 0:53
  Officer
• 0:54
  and
• 0:55
  then
• 0:55
  pivoted
• 0:55
  to
• 0:55
  corporate
• 0:56
  strategy
• 0:56
  about
• 0:56
  two
• 0:57
  and
• 0:57
  a
• 0:57
  half
• 0:57
  years
• 0:57
  ago.
• 0:58
  Okay.
• 0:58
  And
• 0:58
  it's
• 0:58
  been
• 0:59
  both
• 0:59
  a
• 1:00
  very
• 1:01
  challenging
• 1:01
  learning
• 1:02
  experience,
• 1:02
  but
• 1:02
  also
• 1:02
  a
• 1:03
  super
• 1:03
  rewarding
• 1:03
  learning
• 1:04
  experience.
• 1:04
  And
• 1:04
  I'm
• 1:05
  just
• 1:05
  grateful
• 1:05
  to
• 1:05
  have
• 1:05
  had
• 1:05
  that
• 1:06
  opportunity.
• 1:07
  So
• 1:07
  what
• 1:07
  is
• 1:07
  Shein?
• 1:08
  Shein
• 1:08
  is
• 1:09
  a
• 1:09
  fashion,
• 1:09
  beauty,
• 1:09
  and
• 1:10
  lifestyle
• 1:10
  retailer.
• 1:11
  Our
• 1:11
  mission
• 1:11
  is
• 1:12
  to
• 1:12
  make
• 1:12
  fashion
• 1:12
  accessible
• 1:13
  to
• 1:13
  everyone.
• 1:14
  And
• 1:14
  we
• 1:15
  do
• 1:15
  that
• 1:15
  through
• 1:15
  a
• 1:15
  unique
• 1:16
  way
• 1:16
  of
• 1:16
  producing
• 1:16
  clothes.
• 1:17
  We
• 1:17
  call
• 1:17
  it
• 1:17
  the
• 1:17
  on
• 1:18
  demand
• 1:18
  business
• 1:18
  model.
• 1:19
  So
• 1:19
  instead
• 1:19
  of
• 1:20
  producing
• 1:20
  thousands
• 1:20
  or
• 1:21
  tens
• 1:21
  of
• 1:21
  thousands
• 1:21
  of
• 1:21
  copies
• 1:22
  of
• 1:22
  a
• 1:22
  garment,
• 1:22
  we
• 1:23
  produce
• 1:23
  100
• 1:23
  or
• 1:24
  200.
• 1:24
  We
• 1:24
  use
• 1:25
  our
• 1:25
  technology
• 1:25
  to
• 1:26
  measure
• 1:26
  demand,
• 1:26
  and
• 1:27
  if
• 1:27
  there's
• 1:27
  demand
• 1:27
  for
• 1:28
  that
• 1:28
  product,
• 1:28
  only
• 1:29
  then
• 1:29
  will
• 1:29
  we
• 1:29
  make
• 1:29
  more.
• 1:30
  But
• 1:30
  still
• 1:30
  maybe
• 1:30
  only
• 1:31
  four
• 1:31
  or
• 1:31
  800
• 1:31
  copies
• 1:32
  of
• 1:32
  a
• 1:32
  unit.
• 1:32
  And
• 1:33
  this
• 1:33
  allows
• 1:33
  us
• 1:33
  to
• 1:34
  offer
• 1:34
  a
• 1:34
  wide
• 1:34
  variety
• 1:35
  of
• 1:35
  clothes
• 1:36
  without
• 1:36
  a
• 1:36
  lot
• 1:36
  of
• 1:37
  inventory
• 1:37
  at
• 1:38
  a
• 1:38
  terrific
• 1:38
  price
• 1:39
  that
• 1:39
  our
• 1:39
  customers
• 1:39
  love.
• 1:40
  So,
• 1:40
  Peter,
• 1:42
  I
• 1:42
  can't
• 1:43
  even
• 1:43
  keep
• 1:43
  track
• 1:44
  now
• 1:44
  of
• 1:44
  how
• 1:44
  many
• 1:44
  recovering
• 1:45
  attorneys
• 1:46
  we've
• 1:46
  had
• 1:46
  on
• 1:46
  these
• 1:46
  shows,
• 1:46
  particularly
• 1:47
  at
• 1:47
  conferences.
• 1:47
  It's
• 1:48
  always
• 1:48
  fascinating
• 1:48
  to
• 1:49
  find
• 1:49
  out
• 1:49
  the
• 1:50
  backgrounds
• 1:50
  of
• 1:50
  different
• 1:50
  people.
• 1:51
  But
• 1:51
  I
• 1:51
  want
• 1:51
  to
• 1:51
  double
• 1:52
  click
• 1:52
  into
• 1:52
  more
• 1:52
  about
• 1:52
  what
• 1:53
  you
• 1:53
  just
• 1:53
  said,
• 1:53
  because
• 1:53
  you
• 1:54
  are
• 1:54
  different
• 1:54
  than
• 1:54
  traditional
• 1:55
  retailers.
• 1:56
  So
• 1:56
  what
• 1:56
  are
• 1:56
  some
• 1:56
  of
• 1:56
  the
• 1:56
  key
• 1:57
  elements
• 1:57
  in
• 1:58
  what
• 1:58
  you
• 1:58
  just
• 1:58
  discussed,
• 1:58
  if
• 1:59
  you
• 1:59
  could
• 1:59
  elaborate
• 1:59
  a
• 1:59
  little
• 2:00
  more,
• 2:00
  that
• 2:00
  help
• 2:00
  Shein
• 2:01
  stand
• 2:01
  out
• 2:01
  in
• 2:01
  the
• 2:01
  marketplace?
• 2:02
  Totally.
• 2:03
  I
• 2:03
  think
• 2:03
  one
• 2:03
  of
• 2:04
  our
• 2:04
  biggest
• 2:04
  differences
• 2:05
  is
• 2:05
  that
• 2:05
  on
• 2:05
  demand
• 2:06
  model.
• 2:07
  So
• 2:07
  instead
• 2:07
  of
• 2:07
  trying
• 2:08
  to
• 2:08
  project
• 2:09
  what
• 2:09
  will
• 2:09
  be
• 2:09
  trendy
• 2:10
  and
• 2:10
  make
• 2:11
  a
• 2:11
  massive
• 2:11
  bet
• 2:12
  in
• 2:12
  a
• 2:12
  large
• 2:12
  order,
• 2:13
  we
• 2:13
  make
• 2:13
  these
• 2:13
  very
• 2:14
  small
• 2:14
  Bets.
• 2:15
  And
• 2:15
  it
• 2:15
  does
• 2:15
  a
• 2:16
  couple
• 2:16
  of
• 2:16
  things.
• 2:16
  One,
• 2:17
  it
• 2:17
  allows
• 2:18
  our
• 2:18
  designers
• 2:18
  to
• 2:19
  engage
• 2:19
  our
• 2:20
  customers
• 2:20
  in
• 2:20
  something
• 2:20
  like
• 2:21
  a
• 2:21
  dialogue.
• 2:22
  Will
• 2:22
  this
• 2:22
  work?
• 2:22
  Will
• 2:23
  it
• 2:23
  not?
• 2:23
  It
• 2:23
  also
• 2:24
  frees
• 2:24
  them
• 2:24
  to
• 2:24
  take
• 2:24
  a
• 2:25
  degree
• 2:25
  of
• 2:25
  risk.
• 2:25
  They
• 2:25
  can
• 2:26
  take
• 2:26
  a
• 2:26
  bet
• 2:26
  on
• 2:27
  micro
• 2:27
  trends
• 2:28
  or
• 2:28
  emerging
• 2:29
  looks
• 2:29
  that
• 2:30
  may
• 2:30
  be
• 2:30
  more
• 2:30
  expensive
• 2:31
  for
• 2:31
  traditional
• 2:32
  retailers,
• 2:32
  too.
• 2:32
  So
• 2:33
  that's
• 2:33
  one
• 2:33
  advantage.
• 2:34
  I
• 2:34
  think
• 2:34
  the
• 2:34
  second
• 2:35
  is
• 2:35
  that
• 2:35
  we
• 2:35
  leverage
• 2:36
  our
• 2:36
  mobile
• 2:36
  app
• 2:37
  to
• 2:37
  feed
• 2:38
  technology
• 2:38
  or
• 2:39
  information
• 2:39
  back
• 2:40
  to
• 2:40
  our
• 2:40
  digital
• 2:40
  merchant
• 2:41
  system
• 2:42
  in
• 2:42
  a
• 2:42
  way
• 2:42
  that
• 2:42
  I
• 2:42
  think
• 2:43
  is
• 2:43
  somewhat
• 2:43
  unique
• 2:43
  and
• 2:44
  gives
• 2:44
  us
• 2:44
  some
• 2:44
  other
• 2:44
  advantages
• 2:46
  about
• 2:46
  what's
• 2:46
  coming
• 2:47
  down
• 2:47
  the
• 2:47
  pipe.
• 2:47
  It
• 2:47
  helps
• 2:48
  our
• 2:49
  manufacturing
• 2:49
  partners
• 2:50
  be
• 2:50
  more
• 2:50
  involved
• 2:51
  in
• 2:51
  the
• 2:51
  process.
• 2:52
  I
• 2:52
  think,
• 2:53
  finally,
• 2:53
  that
• 2:54
  digital
• 2:54
  merchant
• 2:55
  system
• 2:55
  itself
• 2:55
  is
• 2:56
  really
• 2:56
  key
• 2:56
  because
• 2:57
  it
• 2:57
  allows
• 2:57
  us
• 2:57
  to
• 2:58
  achieve
• 2:58
  huge
• 2:59
  pricing
• 2:59
  advantages
• 3:00
  on
• 3:00
  materials.
• 3:01
  Things
• 3:01
  like
• 3:01
  zippers,
• 3:02
  buttons,
• 3:02
  fabric.
• 3:03
  And
• 3:04
  our
• 3:04
  suppliers
• 3:05
  can
• 3:05
  get
• 3:05
  that
• 3:06
  very
• 3:06
  quickly
• 3:06
  when
• 3:06
  they're
• 3:07
  making
• 3:07
  clothes
• 3:07
  because
• 3:08
  of
• 3:08
  that
• 3:08
  access
• 3:08
  to
• 3:08
  that
• 3:08
  platform.
• 3:09
  Yeah,
• 3:09
  I
• 3:09
  was
• 3:09
  surprised
• 3:10
  when
• 3:10
  you
• 3:10
  said
• 3:10
  200
• 3:11
  garments
• 3:11
  at
• 3:11
  a
• 3:11
  time.
• 3:12
  Like,
• 3:12
  I
• 3:12
  guess
• 3:12
  I
• 3:12
  just
• 3:12
  assumed
• 3:13
  that
• 3:13
  it
• 3:13
  was
• 3:14
  thousands.
• 3:15
  Was
• 3:15
  still
• 3:16
  a
• 3:16
  small
• 3:16
  volume.
• 3:17
  But
• 3:17
  it's
• 3:18
  pretty
• 3:19
  impressive
• 3:19
  that
• 3:19
  it's
• 3:20
  just
• 3:20
  a
• 3:20
  couple
• 3:20
  hundred
• 3:21
  at
• 3:21
  a
• 3:21
  time.
• 3:21
  Totally.
• 3:22
  Yeah.
• 3:23
  You're
• 3:23
  gonna
• 3:23
  be
• 3:23
  on
• 3:23
  stage.
• 3:24
  I
• 3:25
  assume
• 3:25
  you're
• 3:25
  gonna
• 3:25
  be
• 3:25
  sharing
• 3:26
  some
• 3:26
  of
• 3:26
  this
• 3:26
  information.
• 3:26
  But
• 3:27
  what
• 3:27
  else
• 3:27
  do
• 3:27
  you.
• 3:28
  Do
• 3:28
  you
• 3:28
  plan
• 3:28
  to
• 3:28
  talk
• 3:28
  about?
• 3:29
  What
• 3:29
  do
• 3:29
  you
• 3:29
  hope
• 3:29
  the
• 3:29
  audience
• 3:30
  takes
• 3:30
  away
• 3:30
  from
• 3:30
  your
• 3:31
  session?
• 3:31
  You
• 3:31
  know,
• 3:31
  one
• 3:31
  thing
• 3:32
  that
• 3:32
  we've
• 3:32
  been
• 3:32
  talking
• 3:32
  a
• 3:33
  lot
• 3:33
  about
• 3:33
  is
• 3:34
  the
• 3:34
  affordability
• 3:35
  crisis.
• 3:36
  Yeah.
• 3:36
  I
• 3:36
  think
• 3:36
  people
• 3:37
  are
• 3:37
  still
• 3:38
  really
• 3:39
  concerned
• 3:39
  about
• 3:39
  the
• 3:40
  cost,
• 3:40
  cost
• 3:40
  of
• 3:40
  goods
• 3:40
  and
• 3:41
  the
• 3:41
  ability
• 3:41
  to
• 3:41
  buy
• 3:41
  goods
• 3:42
  and
• 3:42
  services.
• 3:42
  We
• 3:42
  did
• 3:43
  some
• 3:43
  surveys.
• 3:44
  We
• 3:44
  did
• 3:44
  some
• 3:44
  surveys
• 3:45
  in
• 3:45
  February
• 3:45
  and
• 3:45
  found
• 3:45
  that
• 3:46
  67%
• 3:47
  of
• 3:47
  US
• 3:48
  consumers,
• 3:48
  not
• 3:48
  just
• 3:48
  Shein
• 3:49
  customers,
• 3:50
  were
• 3:50
  really
• 3:51
  interested
• 3:51
  in
• 3:52
  finding
• 3:52
  lower
• 3:52
  cost
• 3:53
  and
• 3:53
  ways
• 3:53
  to
• 3:53
  lower
• 3:54
  the
• 3:54
  cost
• 3:54
  of
• 3:54
  their
• 3:55
  lifestyles.
• 3:55
  And
• 3:56
  I
• 3:56
  think
• 3:56
  that's
• 3:56
  something
• 3:56
  that
• 3:56
  Shein
• 3:57
  wants
• 3:57
  to
• 3:57
  be
• 3:57
  a
• 3:57
  partner
• 3:58
  with.
• 3:58
  And
• 3:58
  so
• 3:58
  because
• 3:59
  we're
• 3:59
  very
• 4:00
  different
• 4:00
  and
• 4:00
  because
• 4:00
  we
• 4:01
  aren't
• 4:01
  really
• 4:01
  the
• 4:01
  traditional
• 4:02
  fast
• 4:02
  fashion
• 4:03
  model,
• 4:03
  but
• 4:03
  more
• 4:03
  of
• 4:04
  an
• 4:04
  innovative
• 4:05
  player,
• 4:06
  I
• 4:06
  think
• 4:06
  we
• 4:06
  can
• 4:07
  offer
• 4:07
  a
• 4:07
  way
• 4:07
  forward
• 4:08
  for
• 4:08
  customers
• 4:09
  to
• 4:09
  feel
• 4:09
  good
• 4:09
  about
• 4:09
  what
• 4:09
  they're
• 4:10
  buying,
• 4:10
  but
• 4:10
  to
• 4:10
  do
• 4:10
  it
• 4:10
  at
• 4:11
  a
• 4:11
  lower
• 4:11
  price
• 4:11
  point.
• 4:12
  And
• 4:12
  how.
• 4:12
  Because
• 4:13
  Shein
• 4:13
  is
• 4:13
  very
• 4:14
  unique
• 4:14
  in
• 4:14
  being
• 4:15
  able
• 4:15
  to
• 4:15
  do
• 4:15
  that.
• 4:15
  You
• 4:15
  just
• 4:16
  talked
• 4:16
  about
• 4:16
  that.
• 4:16
  How
• 4:17
  do
• 4:17
  you.
• 4:18
  What
• 4:18
  do
• 4:18
  you
• 4:18
  recommend
• 4:19
  that
• 4:19
  the
• 4:19
  people
• 4:20
  in
• 4:20
  the
• 4:20
  audience
• 4:20
  listening,
• 4:21
  how
• 4:21
  can
• 4:22
  they
• 4:22
  adjust
• 4:22
  their
• 4:23
  businesses
• 4:23
  to
• 4:23
  kind
• 4:23
  of
• 4:24
  adapt
• 4:24
  some
• 4:24
  of
• 4:24
  those
• 4:24
  practices?
• 4:25
  Do
• 4:25
  you
• 4:25
  think
• 4:26
  so?
• 4:26
  I
• 4:26
  think
• 4:26
  one
• 4:27
  of
• 4:27
  the
• 4:27
  early
• 4:28
  wins
• 4:28
  for
• 4:29
  companies
• 4:29
  is
• 4:29
  to
• 4:29
  really
• 4:30
  embrace
• 4:31
  different
• 4:31
  data
• 4:32
  engineering.
• 4:32
  And
• 4:32
  you're
• 4:32
  like,
• 4:33
  that
• 4:33
  sounds
• 4:33
  super
• 4:33
  boring.
• 4:34
  No,
• 4:34
  not
• 4:34
  to
• 4:34
  us.
• 4:35
  But
• 4:35
  the
• 4:35
  idea
• 4:36
  is
• 4:36
  to,
• 4:36
  if
• 4:36
  you
• 4:36
  have
• 4:36
  a
• 4:37
  harmonized
• 4:37
  set
• 4:37
  of
• 4:38
  information,
• 4:38
  you
• 4:39
  can
• 4:39
  leverage
• 4:39
  some
• 4:39
  of
• 4:39
  these
• 4:40
  tools.
• 4:40
  To
• 4:40
  get
• 4:41
  these
• 4:41
  pricing
• 4:41
  advantages,
• 4:42
  these
• 4:42
  technology
• 4:43
  advantages,
• 4:44
  and
• 4:44
  this
• 4:44
  way
• 4:45
  to
• 4:45
  really
• 4:45
  interact
• 4:45
  with
• 4:45
  your
• 4:46
  customers.
• 4:46
  And
• 4:47
  so
• 4:47
  I
• 4:47
  think
• 4:47
  it's
• 4:47
  starting
• 4:48
  with
• 4:48
  that
• 4:48
  small
• 4:48
  work,
• 4:49
  that
• 4:49
  kind
• 4:50
  of
• 4:50
  foundational
• 4:50
  work.
• 4:51
  A
• 4:51
  lot
• 4:51
  of
• 4:51
  the
• 4:51
  brands
• 4:52
  that
• 4:52
  I
• 4:52
  talk
• 4:52
  to,
• 4:53
  that
• 4:53
  would
• 4:53
  be
• 4:54
  a
• 4:54
  real
• 4:54
  game
• 4:54
  changer
• 4:54
  for
• 4:55
  them.
• 4:56
  So,
• 4:56
  Peter,
• 4:56
  I'm
• 4:56
  curious
• 4:57
  too,
• 4:57
  because
• 4:57
  one
• 4:57
  of
• 4:57
  the
• 4:57
  things
• 4:57
  that
• 4:58
  you
• 4:58
  get
• 4:58
  my
• 4:58
  mind
• 4:58
  thinking
• 4:58
  about
• 4:59
  particularly
• 4:59
  is
• 4:59
  around
• 5:00
  kind
• 5:00
  of
• 5:00
  the
• 5:00
  personalization
• 5:01
  element.
• 5:01
  This
• 5:01
  is
• 5:01
  kind
• 5:01
  of
• 5:02
  a
• 5:02
  new
• 5:02
  personalized
• 5:03
  way
• 5:03
  to
• 5:03
  think
• 5:03
  about
• 5:03
  retail
• 5:05
  for
• 5:05
  small
• 5:06
  batch
• 5:06
  quantities
• 5:06
  or
• 5:07
  design
• 5:07
  to
• 5:07
  what
• 5:07
  you
• 5:08
  want.
• 5:08
  How
• 5:08
  do
• 5:08
  you
• 5:09
  see
• 5:09
  personalization
• 5:09
  continuing
• 5:10
  to
• 5:10
  evolve
• 5:10
  here
• 5:11
  over
• 5:11
  the
• 5:11
  next
• 5:11
  five
• 5:11
  to
• 5:12
  10
• 5:12
  years
• 5:12
  in
• 5:12
  retail,
• 5:13
  potentially
• 5:13
  led
• 5:13
  by
• 5:14
  Sheehan
• 5:14
  and
• 5:14
  others?
• 5:16
  I
• 5:16
  think
• 5:16
  it's
• 5:16
  one
• 5:16
  of
• 5:16
  the
• 5:17
  key
• 5:17
  drivers
• 5:17
  of
• 5:18
  growth.
• 5:18
  And
• 5:18
  I
• 5:19
  think
• 5:19
  that
• 5:19
  something
• 5:20
  that
• 5:20
  has
• 5:20
  been
• 5:20
  a
• 5:20
  challenge
• 5:21
  for
• 5:21
  E
• 5:21
  Commerce
• 5:22
  for
• 5:22
  a
• 5:22
  long
• 5:23
  time
• 5:23
  is
• 5:23
  something
• 5:23
  I
• 5:23
  call
• 5:24
  the
• 5:24
  experience
• 5:24
  gap.
• 5:25
  Okay.
• 5:25
  When
• 5:25
  you
• 5:25
  go
• 5:26
  to
• 5:26
  the
• 5:26
  best
• 5:26
  physical
• 5:27
  retail
• 5:27
  stores,
• 5:27
  you
• 5:27
  have
• 5:28
  an
• 5:28
  experience.
• 5:28
  You
• 5:28
  can
• 5:29
  be
• 5:29
  with
• 5:29
  your
• 5:29
  family,
• 5:29
  your
• 5:30
  friends.
• 5:30
  There's
• 5:31
  maybe
• 5:31
  a
• 5:31
  really
• 5:31
  talented
• 5:32
  salesperson
• 5:33
  or
• 5:33
  a
• 5:33
  great
• 5:33
  display
• 5:34
  that
• 5:34
  allows
• 5:34
  you
• 5:35
  to
• 5:35
  engage
• 5:35
  with
• 5:36
  the
• 5:36
  products.
• 5:37
  And
• 5:37
  I
• 5:37
  think
• 5:37
  E
• 5:37
  Commerce
• 5:38
  has
• 5:38
  lagged
• 5:38
  in
• 5:38
  that.
• 5:39
  And
• 5:39
  so
• 5:40
  part
• 5:40
  of
• 5:40
  our
• 5:40
  approach
• 5:41
  to
• 5:41
  that
• 5:41
  is
• 5:41
  using
• 5:42
  recommender
• 5:42
  systems
• 5:43
  to
• 5:43
  tailor
• 5:43
  offerings.
• 5:44
  It's
• 5:45
  to
• 5:45
  have
• 5:45
  more
• 5:45
  engaging
• 5:46
  content
• 5:46
  on
• 5:46
  the
• 5:47
  site,
• 5:47
  a
• 5:47
  more
• 5:48
  shopping
• 5:48
  focused
• 5:48
  or
• 5:49
  browsing
• 5:49
  focused
• 5:50
  experience.
• 5:50
  And
• 5:51
  I
• 5:51
  think
• 5:51
  those
• 5:51
  are
• 5:51
  things
• 5:52
  that
• 5:52
  are
• 5:52
  continuing
• 5:53
  to.
• 5:53
  Will
• 5:53
  continue
• 5:53
  to
• 5:54
  drive
• 5:54
  successful
• 5:54
  E
• 5:55
  commerce
• 5:55
  forward.
• 5:55
  Yeah,
• 5:55
  because
• 5:55
  you
• 5:56
  mentioned
• 5:56
  it
• 5:56
  at
• 5:56
  the
• 5:56
  outset
• 5:56
  too.
• 5:57
  You,
• 5:57
  you
• 5:58
  all
• 5:58
  spend
• 5:58
  a
• 5:58
  lot
• 5:58
  of
• 5:59
  time
• 5:59
  thinking
• 5:59
  about
• 5:59
  the
• 5:59
  front
• 6:00
  end
• 6:00
  of
• 6:00
  that
• 6:00
  experience.
• 6:01
  What
• 6:02
  are
• 6:02
  some
• 6:02
  of
• 6:02
  the
• 6:02
  unique
• 6:02
  elements
• 6:03
  of
• 6:03
  the
• 6:03
  front
• 6:03
  end
• 6:04
  that
• 6:05
  come
• 6:05
  to
• 6:05
  mind
• 6:05
  for
• 6:05
  you
• 6:05
  that
• 6:06
  create
• 6:07
  what
• 6:07
  you're
• 6:07
  talking
• 6:07
  about?
• 6:08
  So
• 6:09
  I
• 6:09
  think
• 6:09
  the
• 6:09
  key
• 6:10
  differentiators
• 6:10
  that
• 6:11
  we
• 6:11
  have
• 6:11
  is
• 6:11
  that
• 6:12
  recommender
• 6:12
  system.
• 6:13
  The
• 6:13
  recommender,
• 6:13
  yeah.
• 6:14
  If
• 6:14
  you're
• 6:14
  interested
• 6:14
  in
• 6:15
  blouses,
• 6:16
  maybe
• 6:16
  you
• 6:16
  didn't
• 6:16
  consider
• 6:17
  pants,
• 6:17
  footwear,
• 6:18
  accessories,
• 6:19
  but
• 6:20
  our
• 6:20
  recommender
• 6:20
  system
• 6:21
  can
• 6:21
  help
• 6:21
  you
• 6:21
  find
• 6:21
  those
• 6:21
  and
• 6:22
  surface
• 6:22
  those
• 6:22
  to
• 6:22
  the
• 6:22
  shopper.
• 6:23
  Right.
• 6:23
  I
• 6:23
  think
• 6:24
  the
• 6:24
  second
• 6:24
  one
• 6:24
  is
• 6:25
  using
• 6:25
  a
• 6:25
  browsing
• 6:26
  like
• 6:26
  experience.
• 6:27
  So
• 6:27
  instead
• 6:28
  of
• 6:28
  having
• 6:28
  to
• 6:29
  curate
• 6:29
  through
• 6:29
  multiple
• 6:30
  menus
• 6:30
  to
• 6:30
  find
• 6:31
  your
• 6:31
  look,
• 6:31
  you
• 6:32
  can
• 6:32
  just
• 6:32
  scroll
• 6:32
  through
• 6:32
  our
• 6:32
  product
• 6:33
  catalog.
• 6:33
  And
• 6:33
  I
• 6:33
  think
• 6:34
  that's
• 6:34
  a
• 6:34
  major
• 6:34
  advantage.
• 6:35
  Got
• 6:35
  it.
• 6:35
  But
• 6:35
  I
• 6:35
  think
• 6:36
  we
• 6:36
  haven't
• 6:36
  fully
• 6:37
  abandoned
• 6:37
  search.
• 6:37
  One
• 6:38
  area
• 6:38
  we're
• 6:38
  really
• 6:38
  excited
• 6:39
  about
• 6:39
  is
• 6:39
  photo
• 6:39
  search.
• 6:40
  Okay.
• 6:40
  So
• 6:40
  you
• 6:41
  see
• 6:41
  that
• 6:41
  fit,
• 6:41
  it's
• 6:42
  really
• 6:42
  tight.
• 6:42
  You
• 6:42
  want
• 6:42
  to
• 6:42
  take
• 6:43
  a
• 6:43
  photo
• 6:43
  of
• 6:43
  it,
• 6:43
  you
• 6:44
  can
• 6:44
  use
• 6:44
  the
• 6:44
  Shein
• 6:44
  app
• 6:45
  to
• 6:45
  photo
• 6:45
  it
• 6:46
  or
• 6:46
  take
• 6:46
  a
• 6:46
  photo
• 6:46
  of
• 6:46
  it
• 6:47
  and
• 6:47
  it'll
• 6:47
  surface
• 6:47
  our
• 6:48
  catalog.
• 6:48
  And
• 6:49
  that's
• 6:49
  something
• 6:49
  that
• 6:49
  I
• 6:49
  think
• 6:49
  is
• 6:49
  another
• 6:50
  great
• 6:50
  use
• 6:50
  of
• 6:50
  technology
• 6:51
  to
• 6:51
  help
• 6:52
  customers
• 6:52
  find
• 6:52
  the
• 6:53
  looks
• 6:53
  they
• 6:53
  love.
• 6:53
  That's
• 6:53
  gotta
• 6:54
  be
• 6:54
  great
• 6:54
  data.
• 6:54
  Sorry.
• 6:54
  And
• 6:55
  that's
• 6:55
  gotta
• 6:55
  be
• 6:55
  great
• 6:55
  data
• 6:55
  for
• 6:56
  your
• 6:56
  designers,
• 6:56
  too,
• 6:57
  to
• 6:57
  understand
• 6:58
  what
• 6:58
  they
• 6:58
  need
• 6:58
  to
• 6:58
  make
• 6:59
  based
• 6:59
  on
• 6:59
  what
• 6:59
  people
• 6:59
  are
• 6:59
  submitting
• 7:00
  photographs
• 7:00
  of.
• 7:01
  Absolutely.
• 7:01
  And
• 7:01
  I
• 7:02
  think
• 7:02
  if
• 7:02
  you
• 7:02
  use
• 7:02
  technology
• 7:03
  as
• 7:03
  a
• 7:03
  way
• 7:03
  to
• 7:03
  augment
• 7:04
  the
• 7:04
  design
• 7:04
  process,
• 7:05
  to
• 7:06
  augment
• 7:06
  the
• 7:06
  customer
• 7:06
  experience,
• 7:07
  those
• 7:08
  are
• 7:08
  really
• 7:08
  fantastic
• 7:09
  results
• 7:10
  or
• 7:10
  can
• 7:10
  lead
• 7:10
  to
• 7:11
  fantastic
• 7:11
  results.
• 7:11
  It's
• 7:11
  what
• 7:12
  I
• 7:12
  think
• 7:12
  makes
• 7:12
  Shein
• 7:13
  such
• 7:14
  a
• 7:14
  competitive
• 7:15
  player
• 7:16
  in
• 7:16
  the
• 7:16
  apparel
• 7:17
  space
• 7:17
  right
• 7:17
  now,
• 7:17
  too,
• 7:18
  is
• 7:18
  not
• 7:18
  just
• 7:18
  the
• 7:19
  fact
• 7:19
  that
• 7:20
  you're
• 7:20
  trying
• 7:20
  to
• 7:20
  make
• 7:20
  affordable
• 7:21
  clothing,
• 7:21
  but
• 7:22
  just
• 7:22
  all
• 7:22
  of
• 7:22
  the
• 7:22
  technology
• 7:23
  and
• 7:23
  the
• 7:23
  data
• 7:24
  to
• 7:24
  your
• 7:24
  earlier
• 7:24
  point
• 7:24
  that
• 7:25
  you're
• 7:25
  leveraging
• 7:25
  to
• 7:26
  really
• 7:26
  customize
• 7:27
  that
• 7:27
  shopping
• 7:27
  experience
• 7:28
  for
• 7:28
  your
• 7:28
  consumers.
• 7:30
  One
• 7:30
  thing
• 7:30
  I
• 7:30
  have
• 7:31
  to
• 7:31
  ask
• 7:31
  you
• 7:31
  about,
• 7:32
  though,
• 7:32
  is
• 7:33
  tariffs
• 7:34
  and
• 7:34
  de
• 7:34
  minimis
• 7:35
  exceptions.
• 7:36
  How
• 7:36
  do
• 7:37
  you
• 7:37
  think
• 7:37
  about
• 7:37
  that,
• 7:37
  Peter?
• 7:38
  And
• 7:38
  what
• 7:38
  do
• 7:38
  you
• 7:38
  think
• 7:38
  that
• 7:38
  means
• 7:39
  for
• 7:39
  Sheehan
• 7:39
  and
• 7:40
  how
• 7:40
  you
• 7:40
  prepare
• 7:41
  kind
• 7:41
  of
• 7:41
  going
• 7:42
  forward
• 7:42
  here?
• 7:43
  Just
• 7:43
  in
• 7:43
  2025
• 7:44
  alone,
• 7:44
  let's
• 7:44
  not
• 7:45
  even
• 7:45
  go
• 7:45
  beyond
• 7:45
  this
• 7:46
  year.
• 7:46
  But,
• 7:46
  like,
• 7:46
  how
• 7:46
  do
• 7:46
  you
• 7:47
  think
• 7:47
  about
• 7:47
  that
• 7:47
  and
• 7:47
  how.
• 7:48
  How
• 7:48
  do
• 7:48
  you
• 7:48
  recommend
• 7:49
  that
• 7:49
  retailers
• 7:50
  think
• 7:50
  about
• 7:51
  that?
• 7:51
  So
• 7:52
  I
• 7:52
  think
• 7:52
  Shein
• 7:53
  has.
• 7:53
  Has
• 7:53
  long
• 7:53
  called
• 7:54
  for
• 7:54
  reforming
• 7:54
  the
• 7:55
  de
• 7:55
  minimis
• 7:55
  exception.
• 7:56
  Right.
• 7:56
  And
• 7:56
  I
• 7:56
  think
• 7:56
  it's
• 7:57
  something
• 7:57
  that
• 7:57
  we
• 7:57
  continue
• 7:58
  to
• 7:58
  be
• 7:58
  interested
• 7:58
  in.
• 7:59
  Yeah.
• 7:59
  And
• 7:59
  we're
• 7:59
  happy
• 8:00
  to
• 8:00
  work
• 8:00
  with
• 8:00
  partners
• 8:01
  in
• 8:01
  government
• 8:01
  and,
• 8:02
  you
• 8:03
  know,
• 8:03
  civil
• 8:03
  society
• 8:03
  groups
• 8:04
  to
• 8:04
  try
• 8:04
  to
• 8:04
  drive
• 8:05
  meaningful
• 8:05
  change.
• 8:06
  I
• 8:06
  think
• 8:06
  our
• 8:07
  position
• 8:07
  is
• 8:08
  whatever
• 8:08
  changes
• 8:09
  come
• 8:09
  and
• 8:09
  change
• 8:10
  is
• 8:10
  needed,
• 8:11
  it
• 8:11
  has
• 8:11
  to
• 8:11
  be
• 8:11
  customer
• 8:12
  focused.
• 8:12
  Okay.
• 8:13
  And
• 8:13
  I
• 8:13
  think
• 8:13
  if
• 8:13
  you
• 8:14
  can
• 8:14
  continue
• 8:14
  to
• 8:14
  use
• 8:15
  customers
• 8:15
  as
• 8:15
  the
• 8:15
  North
• 8:16
  Star,
• 8:16
  the
• 8:16
  customer
• 8:17
  experience,
• 8:17
  particularly
• 8:18
  as
• 8:18
  they're
• 8:19
  grappling
• 8:19
  with
• 8:19
  the
• 8:19
  cost
• 8:20
  of
• 8:20
  living
• 8:20
  crisis.
• 8:21
  Right.
• 8:21
  I
• 8:21
  think
• 8:22
  that
• 8:22
  those
• 8:22
  will
• 8:22
  lead
• 8:23
  to
• 8:23
  a
• 8:23
  better
• 8:23
  policy
• 8:23
  outcome.
• 8:24
  But
• 8:24
  in
• 8:25
  terms
• 8:25
  of
• 8:25
  what's
• 8:25
  going
• 8:25
  to
• 8:25
  happen,
• 8:26
  I
• 8:26
  don't
• 8:26
  have
• 8:27
  any
• 8:27
  crystal
• 8:27
  ball.
• 8:29
  Yeah.
• 8:29
  How
• 8:29
  is
• 8:30
  that
• 8:30
  impacting
• 8:30
  your
• 8:31
  job
• 8:31
  specifically?
• 8:32
  Like,
• 8:32
  what
• 8:32
  kind
• 8:32
  of
• 8:32
  things
• 8:32
  are
• 8:33
  you
• 8:33
  dealing
• 8:33
  with
• 8:34
  day
• 8:34
  to
• 8:34
  day
• 8:35
  that
• 8:35
  are
• 8:36
  trying
• 8:36
  to
• 8:36
  prepare
• 8:37
  for
• 8:37
  this
• 8:37
  and
• 8:37
  trying
• 8:37
  to
• 8:37
  keep
• 8:38
  that
• 8:38
  customer
• 8:38
  first?
• 8:39
  So
• 8:39
  I
• 8:40
  think
• 8:40
  it
• 8:40
  really
• 8:40
  is
• 8:41
  the
• 8:41
  last
• 8:41
  part
• 8:41
  of
• 8:41
  your
• 8:41
  question.
• 8:42
  It's
• 8:42
  maintaining
• 8:43
  that
• 8:43
  customer
• 8:44
  centricity,
• 8:45
  understanding
• 8:45
  what
• 8:45
  customers
• 8:46
  want,
• 8:46
  and
• 8:47
  then
• 8:47
  translating
• 8:47
  that
• 8:48
  into
• 8:48
  solutions,
• 8:49
  both
• 8:49
  from
• 8:49
  a
• 8:49
  business
• 8:49
  perspective,
• 8:50
  but
• 8:50
  also
• 8:51
  from
• 8:51
  a
• 8:51
  policy
• 8:51
  perspective.
• 8:52
  So
• 8:52
  that's
• 8:53
  really
• 8:53
  what
• 8:53
  drives
• 8:54
  my.
• 8:54
  That's
• 8:54
  what
• 8:54
  you're
• 8:54
  spending
• 8:55
  time
• 8:55
  doing.
• 8:55
  Yeah,
• 8:56
  I
• 8:56
  spend
• 8:56
  a
• 8:56
  good
• 8:57
  deal
• 8:57
  of
• 8:57
  time
• 8:57
  doing
• 8:57
  that.
• 8:57
  Yeah,
• 8:57
  I
• 8:58
  bet
• 8:58
  you
• 8:58
  do.
• 8:58
  I
• 8:58
  bet
• 8:58
  you
• 8:58
  do.
• 8:59
  I
• 8:59
  bet.
• 8:59
  I'm
• 8:59
  curious,
• 8:59
  too.
• 9:00
  Like,
• 9:00
  I'm
• 9:00
  curious,
• 9:00
  are
• 9:00
  there
• 9:00
  particular
• 9:01
  reforms
• 9:01
  you'd
• 9:01
  like
• 9:02
  to
• 9:02
  see
• 9:02
  in
• 9:02
  regards
• 9:02
  to
• 9:03
  diminishing
• 9:03
  de
• 9:03
  minimis
• 9:04
  exception?
• 9:05
  You
• 9:05
  know,
• 9:05
  I
• 9:05
  think
• 9:05
  we
• 9:06
  just
• 9:06
  want
• 9:06
  to
• 9:06
  make
• 9:06
  sure
• 9:06
  that
• 9:07
  the
• 9:07
  process
• 9:07
  is
• 9:08
  fair,
• 9:09
  creates
• 9:09
  an
• 9:09
  equal
• 9:10
  playing
• 9:10
  field.
• 9:11
  That
• 9:11
  it
• 9:11
  protects
• 9:12
  customers
• 9:12
  and
• 9:13
  advances
• 9:13
  product
• 9:13
  safety,
• 9:14
  and
• 9:15
  that
• 9:15
  it's
• 9:15
  also
• 9:15
  something
• 9:16
  that
• 9:16
  allows
• 9:16
  customers
• 9:17
  to
• 9:17
  engage
• 9:17
  with
• 9:17
  a
• 9:18
  wide
• 9:18
  variety
• 9:18
  of
• 9:18
  brands
• 9:18
  and
• 9:19
  products.
• 9:19
  But
• 9:20
  beyond
• 9:20
  that,
• 9:20
  I
• 9:20
  can't
• 9:20
  get
• 9:21
  into
• 9:21
  specifics.
• 9:21
  Yeah,
• 9:21
  right.
• 9:21
  No,
• 9:22
  that
• 9:22
  makes
• 9:22
  sense.
• 9:22
  Okay,
• 9:22
  great.
• 9:23
  De
• 9:24
  minimis.
• 9:24
  The
• 9:24
  hardest
• 9:25
  word
• 9:25
  to
• 9:25
  say
• 9:25
  in
• 9:25
  retail,
• 9:26
  everyone.
• 9:26
  All
• 9:26
  right,
• 9:26
  so
• 9:26
  let's
• 9:27
  get
• 9:27
  you
• 9:27
  out
• 9:27
  of
• 9:27
  here
• 9:27
  on
• 9:27
  this.
• 9:28
  What
• 9:28
  is
• 9:28
  your
• 9:28
  favorite
• 9:29
  thing
• 9:29
  about
• 9:29
  shop
• 9:29
  talk?
• 9:30
  You
• 9:30
  know
• 9:30
  what
• 9:30
  I
• 9:30
  love
• 9:30
  about
• 9:31
  shop
• 9:31
  talk
• 9:31
  is
• 9:32
  meeting
• 9:32
  interesting
• 9:32
  people.
• 9:33
  You
• 9:33
  come
• 9:33
  in
• 9:34
  and
• 9:34
  you're
• 9:34
  like,
• 9:34
  okay,
• 9:34
  I
• 9:34
  have
• 9:34
  an
• 9:35
  agenda.
• 9:35
  I
• 9:35
  have
• 9:35
  a
• 9:35
  plan.
• 9:36
  Sure.
• 9:36
  You
• 9:36
  know,
• 9:36
  a
• 9:37
  company
• 9:37
  like
• 9:37
  ours,
• 9:37
  we
• 9:37
  have
• 9:38
  a
• 9:38
  very
• 9:38
  well
• 9:38
  thought
• 9:38
  out
• 9:39
  plan
• 9:39
  on
• 9:39
  how
• 9:39
  to
• 9:39
  engage.
• 9:40
  But
• 9:40
  just
• 9:41
  walking
• 9:41
  around
• 9:41
  the
• 9:42
  exhibit
• 9:43
  booth
• 9:43
  and
• 9:43
  like,
• 9:43
  meeting
• 9:44
  other
• 9:44
  companies
• 9:44
  and
• 9:45
  you
• 9:45
  just
• 9:45
  hear
• 9:45
  ideas,
• 9:45
  and
• 9:46
  you're
• 9:46
  just
• 9:46
  like,
• 9:46
  I
• 9:46
  never
• 9:46
  thought
• 9:47
  of
• 9:47
  that.
• 9:47
  And
• 9:48
  to
• 9:48
  me,
• 9:48
  that
• 9:48
  sort
• 9:48
  of
• 9:49
  serendipity,
• 9:50
  almost,
• 9:50
  that
• 9:51
  is
• 9:51
  the
• 9:51
  best
• 9:51
  part.
• 9:51
  It's
• 9:51
  the
• 9:52
  number
• 9:52
  one
• 9:52
  word
• 9:52
  we
• 9:52
  always
• 9:52
  hear.
• 9:53
  Serendipity.
• 9:53
  Serendipity,
• 9:54
  Yep.
• 9:54
  Nice.
• 9:54
  You
• 9:54
  ask
• 9:55
  that
• 9:55
  question
• 9:55
  of
• 9:55
  a
• 9:55
  lot
• 9:55
  of
• 9:55
  people.
• 9:55
  They
• 9:56
  always
• 9:56
  say
• 9:56
  serendipity.
• 9:57
  Absolutely.
• 9:57
  All
• 9:58
  right.
• 9:58
  All
• 9:58
  right,
• 9:59
  well,
• 9:59
  thank
• 9:59
  you
• 10:00
  so
• 10:00
  much,
• 10:00
  Peter.
• 10:01
  Oh,
• 10:01
  go
• 10:01
  ahead.
• 10:01
  No,
• 10:02
  no,
• 10:02
  I
• 10:02
  cut
• 10:02
  you
• 10:03
  off.
• 10:03
  I'm
• 10:03
  sorry.
• 10:04
  No,
• 10:04
  I
• 10:04
  want
• 10:04
  to
• 10:05
  hear
• 10:05
  what
• 10:05
  you
• 10:05
  had
• 10:05
  to
• 10:05
  say.
• 10:05
  I
• 10:06
  was
• 10:06
  going
• 10:06
  to
• 10:06
  say
• 10:06
  thank
• 10:06
  you.
• 10:07
  Oh,
• 10:07
  well,
• 10:08
  you're
• 10:08
  welcome.
• 10:09
  Thank
• 10:09
  you
• 10:09
  so
• 10:10
  much
• 10:10
  for
• 10:10
  joining
• 10:10
  us.
• 10:11
  Thanks
• 10:12
  for
• 10:12
  getting
• 10:12
  us
• 10:12
  warmed
• 10:12
  up
• 10:13
  today.
• 10:13
  We
• 10:13
  got
• 10:13
  a
• 10:13
  big
• 10:14
  day
• 10:14
  ahead
• 10:14
  here.
• 10:14
  We'll
• 10:14
  be
• 10:15
  at
• 10:15
  Avalara's
• 10:15
  booth,
• 10:16
  1554
• 10:17
  all
• 10:17
  day
• 10:17
  today.
• 10:17
  Thank
• 10:18
  you
• 10:18
  to
• 10:18
  them
• 10:18
  for
• 10:18
  helping
• 10:19
  make
• 10:19
  all
• 10:19
  of
• 10:19
  our
• 10:19
  coverage
• 10:20
  here
• 10:20
  possible.
• 10:21
  And
• 10:21
  until
• 10:22
  the
• 10:22
  next
• 10:22
  interview,
• 10:23
  Chris,
• 10:23
  as.
• 10:24
  Always,
• 10:24
  be
• 10:24
  careful
• 10:25
  out
• 10:25
  there.