Talk to me about that process because I think a lot of businesses need to do this and continuously just refresh the brand.

yeah so there were two kind of really important decisions one which i was talking about in regards to dropping the other departments and the other brands meant we were just focusing on women's fashion but then everything about our business and our branding did not align with that direction and that product that we were selling because we were left with very on trend fashionable women's product And I'm going to call it very basic vanilla look and feel in regards to our branding.

And that was by design historically, because we wanted a brand that would appeal to all people and therefore not offend anyone.

And we were like, all right, well, this all needs to catch up with where we're positioning ourselves for the future.

So we needed the brand to look good.

fresh, fashionable, appealing, exciting, and really cut through the noise in the market.

So I knew it had to happen, but it also had to be done really well, especially for a legacy brand of 133 years.

What's the biggest leadership lesson that you've learned?