It really resonated with women, and that's something we wanted. We're really trying to appeal to her. She is wielding a lot of power in the retail world.
We're starting to make a statement.
Midyear last year, we really woke up to this and shifted our strategy. For years, we were quite focused on ourselves. The ads were set in the store environment and featured our associates. For a certain segment of the population, that was effective advertising.