Page 4 - Holiday PK_E

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PRODUCT FOCUSES & KEY MESSAGES

All cross-functional teams are to align towards specific key category drivers
for the season. These are categorized as Hero, Highlight and Must-have
depending on the level of importance and focus to be given to each.

The below gives you a quick overview of these different levels.

Hero

The HERO is the primary focus for the month. The bulk of the investment has been put behind this
program and all of our efforts from Marketing/Ecom, to Visual and Operations should be focused on
supporting this as the most important push of the month.

Highlight

There is one specific highlight of our key commodities or lifestyles. This is the item or program within
that category that needs to be focused on for the month. There is a highlight to support each of the

following: Apparel, Lingerie, Footwear, and a « seasonal » focus.

Must-haves

Must-haves are key supporting commodities or products that should be addressed

within a given month.

Always on

Some product categories are key to the success of our brand. We want to ensure that they are always

top of mind for our customers. These include bras and panties, denim, accessories, swimwear and our
3 key lifestyles (ActiveZone, casual and chic / wear to work).