It just takes a long time to get people to accept that and make the investment and then of course there is a lead time involved in the product to begin with. It is not a small task so we have to do it area, by area, by area and brand, by brand, by brand.
Deborah Weinswig (Citigroup); What happened with regards to the fourth quarter earnings guidance?
R. Lawrence Montgomery: The margin was a little better than what we thought and as we were closing the books expenses were much better than we thought.
We have to write all that stuff on the Wednesday and we do not close the books for a couple of days after that so trying to be conservative.
Deborah Weinswig (Citigroup): What did you learn from the holiday marketing campaign?
Kevin Mansell: The consumer is going to have to be very highly motivated to spend. They have in their minds a budget and that budget is smaller than it used to be.
They are not going to open up that budget beyond the total that they have and the decisions they make about where they are going to get merchandise is certainly about multiple things.
Through the fourth quarter and even more so as we go in to spring we are coming to the party on all four of those pillars and delivering on each one of those four things in our stores.
|
More:
