Today in such a confusing ecosystem of so much competition, we need to find the way to stand out and to really tell our customers again who we are as a brand, not just about our products, but how can we connect our values and our personality with our community.
We decided not to cut our target on gender, social economics or age. We said we are going to cut on attitude. [The brand is] an attitude of being brave, following your instincts and making sure that you listen to yourself.
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