Target #1: women, who represent only 25% of sales, but are actually 80% of their clients.
The strategy: first, hire designer Felipe Oliveira Baptista (previously at Max Mara) to change up the style. Next, fashion show at New York fashion week.
The brand is also redesigning its 1100 store locations by making them more friendly to women, and expanding their childrens section in order to attract mothers. Only time will tell if this strategy will bring back some ROI.
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