The company said that merchants will be more focused on customer data and insights, and that it has formed a marketing strategy and customer analytics team.
“In this new operating model, we are going to pivot to buying for the right audience—the customers who are loyal to us or have potential to have a high customer lifetime value,” CEO Geoffroy van Raemdonck said in an interview with Women’s Wear Daily.
“Historically, we bought the product that we thought was the most attractive in the market,” van Raemdonck told WWD. “Historically, merchants have looked at what brands are growing and that gives you one answer. Now they’re really looking at the most attractive customers and what they are buying. So it’s really applying this customer-centricity.”