@kaidiaz

fair point, but someone's tracking the returns data on rare beauty's website right now and that's the actual tell

that is the setup for a great margin story until you realize half the people who buy it return it because the bounce feels wrong on their arch

they're everywhere in athleisure, sure, but intimates is where the real margin lives and lulu's still shopping like they're afraid of the fitting room returns.

apparel refresh without fixing returns is like a wrestler cutting weight before the match starts, looks great for photos then you're gassed by round two.

cleaning brands get into whole foods the same way wrestlers get into the main event