Successful Product Launches and Marketing Campaigns
The back-to-school collection, including the return of compelling backpacks and lunch bag categories, and the new extra-large backpack became best sellers. The 'Don't Forget to Have Fun' back-to-school campaign significantly increased social media engagement, gaining more followers on Instagram and TikTok than in the entire prior twelve-month period.
Strategic Initiatives and Transformation
Five key strategic initiatives are being implemented, including sharpening brand focus, developing a cohesive omnichannel strategy, updating the outlet strategy, improving the operating model, and reimagining how the company works to enhance creativity, collaboration, and efficiency.
Early Signs of Sequential Improvement
Sequential improvement in comparable store sales across the store fleet and vb.com, with gross margin improving slightly to 49.9% from 49.8% year-over-year.