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Good afternoon everybody welcome back -- about -- dot com live behind I and if they don't it's time for our small business spotlight and this -- in the spotlight we're putting me when Mitt.
Hello hello them even my president in North American operations remain well welcome Stephen thanks -- -- me tell.
Basically you guys are a collection of Sheikh effortless -- that's the sort of what you guys -- going unless you tell me a little bit more about what's that.
S -- apart from other equivalents protect -- I think the biggest difference in terms of what we do is own.
And wearable clothing that I don't think is generally.
Associated with products in this in this in this price point in in this category.
There's at the surface there's some excellent you know qualities that it's you know talk to pursue machine watchable.
Which He wants a last Sunday had a business suit that you didn't have to take to -- -- -- Okay it's wrinkle resistant so therefore you know it's excellent for career woman to travel -- what I think when you get to the fundamentals of it it's really about fifty.
OK and what we try to do is we try to make sure that our product.
-- it's -- our core customer base and we have a very loyal customer base and we feel that you know they rely on -- to offer them a product that.
They can't find anywhere else.
But she still gets into resistance up to get it -- -- -- I don't have to -- -- -- now -- I think we're to work.
Actually that's -- look reasonable.
Yeah like that in all I think.
I think I think at the end of the day the the focuses.
You know you know to quote like you know Coco Chanel you know trends come and go but style last forever -- we truly try to emphasis emphasize.
A woman's personal style OK you know I think our core customer.
You know she wants something that is it's easy to where you know our customers she's not the person.
That has all day to to shop she doesn't shop every week okay -- -- shops once a month.
-- once every two months she's got groceries and I suspect exceptional.
That's -- job to do yes and they so for for Hearst now she's not the woman that's gonna be going into the to them look he's in the install magazines every day.
To find out what's the what what's the hottest new trend.
You know she doesn't wanna work for her -- -- wants or close to work for her.
And I think I think I'm sorry about what I but I think what.
What we try to do is to try to simplify OK we do try to to bring in current trends -- current styles that we feel that they would appreciate we try to make it easy and -- home you know.
Not to over generalize or customer base but that the target costs from that we're targeting right now is really the baby boomer -- okay.
-- for her when she goes.
To a store.
Of departments for women that are in their twenties and may be a size two.
OK and she's quite frustrated that no there's not enough product for her.
And I think where we're different is you know we say that you know she is our customer in if we happen to get a younger customer that's fine.
And woo -- we're not seeing that whole our target customers going to be that 2030 year old end of the baby -- where where's our product then it's fine you know we we really try to.
Take into account like her needs and what she's looking for in terms serviceable in.
Useful new clothing like.
Of course the big question is what does it look like elephants have a few models anymore either sporting event -- -- love so let's take a look at some of the growth that is standing by right now.
We've seen a fifth.
Our day so let me describe puzzle that is -- what -- -- -- aggregate.
So to essentially to the left with Patricia you know and then she's worrying so -- that's that's very easy to where.
Do notice and on both both silhouettes you know we we do pay -- open cardigan.
So because it's you know for.
If -- woman happens to be size 141618.
Which is today what the average of American woman what we're sizes.
You know this is something that they she's she's gonna feel slim and she's gonna feel are comfortable went.
And -- and a full.
Well we we do look a very various.
Types of true treatments in this case this is -- adding okay which is a heat transfer.
Detail on to the office it is almost like reading from far away with us what's told me exactly exactly but because -- He transferred is -- -- -- -- -- You know and then -- -- the product itself here we focus on having you know bright vibrant colors and I think that's something that you know.
We really try to give our customers what they want and what they need and what they've communicated back to us is -- you know they want something that.
That is -- that is bright that's that's gonna make him look and feel good.
And then talk to the right we have joint and then this is a classic example of something that we're trying to do to to to bring current trends and make it.
You know wearable an easy for customer base.
-- bucket that's a huge trend that's going on right now what we should treat registered strategically try to do in this case.
Is that you know we we select.
The appropriate colors and we try to put the colors in a way that is not gonna make her look wider than what she really is okay so you know the -- take into account the female former -- -- Absolutely absolutely in and I think that's that's really think that the biggest difference you know like are are not so all once again not to over generalize.
-- our core customer is not going to be a size two -- not going to be assessed for OK you know when a woman is a size two and a -- four -- 510.
She's going Wear whatever she wants okay let me how many women are are built that way you know so what we really tried to take into account is you know when you're when you're not.
For a size two and a size four and 510 you -- where you know where you know what he's in and what do you know look.
To feel good.
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