Christopher Hufnagel
Analyst · UBS.
Yes. So thanks for the question. I'll let Mike take the last 2. I'll just talk about DTC inflection and -- when we talk about proof points, and we talk about what we're trying to go do, certainly, we look at the DTC business every hour as we get reads and how we're performing day-to-day, week-to-week.
I would say, first and foremost, we're trying to tell better stories online and trying to present our brands better and be less promotional. And we have seen us be less promotional at dot-com, which is important for the health of our brands and how our brands are received and consumers' perceptions of our brands and marketplace perceptions of our brand.
So we work to be less promotional, which is paying off in the margin piece. And then from an improvement standpoint, we were down mid-teens in the fourth quarter and down, I think, around 6% in the first quarter, and we've actually sort of inflected the growth -- turned to growth in March and then that continued into April.
So we're encouraged by that. Obviously, newness drives the business and then really compelling engagement with our consumers. And when we drop new products in Saucony, it's the Endorphin 4, the Triumph 22. Merrell, it's either -- it's work around the Moab Speed 2 or the Agility Peak 5 or the Wrapt Collection or even some of the 1TRL stuff continues to have momentum.
And then Sweaty Betty, which we haven't talked about yet today, really good continued innovation now that Sweaty Betty team, and really telling amazing stories with Wear the Damn Shorts campaign, which I personally love and it's just so on brand for who Sweaty Betty is and the consumers that they talk to.
So I would say we're encouraged by the progress we made in DTC. We're encouraged by how we have sort of stemmed those, stemmed that contraction and now we're beginning to see growth. I'm also proud of how we've done it. Again, less promotional, telling better stories, but really dropping new and innovative products at a consistent drumbeat, which is what we know what works in the marketplace. So again, not declaring victory by any stretch of the imagination, but I do think we are seeing early proof points that our strategy and execution are gaining traction.