Charles Bergh
Analyst · Guggenheim Securities.
Okay. So, Hi, Bob. So, the Target test just to take everybody back. We started with the 20-door test early in the calendar year. They actually came to us. They had consumer research with their guest that indicated that the brand that they most wanted to buy in Target but couldn't buy was Levi's, the most searched item on target.com that people couldn't buy was Levi's. And so, we started with a 20-door test just on men's and in those 20 doors, we pulled Denizen. And so, Levi's was purely incremental at really good price point. So it was Levi's men's. It was bottoms, tops and some trucker jackets. The bottoms, we included some of our latest, most contemporary fits like the 502, which was priced around $50. We quickly learned that their guests loved finding Levi's in their stores. We work with Target to have great in-store presentation. The merchandising is really well done. And the test in short it worked. We look very, very carefully at the impact of cannibalization because this was purely a left pocket right pocket, we're just shifting Levi's from one customer to another and not gaining incremental share from this. We weren't interested in pursuing it. And we -- so we drew a five mile radius around every test store, and we'd look at the incrementality of the test, and it was incremental. So we have now -- since now expanded to 50 doors on men's and we have started a 20-door test on women's, which is also off to a very good start. May recall last quarter I said, at full potential, this is we're really focused on the urban doors and the college town doors. And one of the things we're learning is we're converting a younger target consumer who isn't shopping at the malls and they're discovering Levi's at their Target, and we're converting them on some of our premium wholesale product. So feels really, really good. And it does appear to be truly incremental. So, full potential, this is probably somewhere in the range of a couple hundred doors, 200 doors or so, but we're continuing to work with the Target team, but feel really good about the progress that we've made. And this is part of as I said in those prepared remarks. This is part of evolving the structural nature of our U.S. wholesale business and this one seems to be a good one for us.