Sharon Otterman emphasized, "From a consumer standpoint, these beginnings of the seasons represent so much hope and excitement, but they're also pretty stressful." This reflects the retailer's aim to connect with the emotional experience of shoppers during the holidays.
Otterman also noted, "The excitement that Allison Brie represents in terms of the Gift Guide, but also the relatability, was very important for us." This highlights the importance of choosing a relatable brand ambassador to resonate with consumers.
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