Question · Q3 2025
Corey Tarlowe inquired about the Average Unit Retail (AUR) lift in the business, its impact on sales and comparable store sales, and how current fashion trends might influence future AUR. He also asked about the shift in wholesale commentary from order cancellations to ramping up, seeking to understand if this reflects channel improvement or market share gains. Finally, Mr. Tarlowe questioned the implications of strong product resonance for promotional activity and the company's promotional outlook.
Answer
Chairman and CEO Ed Rosenfeld attributed the significant AUR increase to both price increases and a favorable mix from higher-priced categories like boots, noting high-single-digit AUR growth in Q3 DTC and mid-teens in Q4. He explained the improved wholesale outlook is due to both the abatement of tariff-related external noise and stronger underlying demand/sell-through, leading to more aggressive plans from wholesale customers. Mr. Rosenfeld also stated that strong product resonance has allowed for a meaningful reduction in promotional days in Q4 DTC, with efforts to remain less promotional where possible.