Katherine Krill said:
Turning to LOFT Outlet. We delivered a sixth consecutive quarter of positive comps in this channel. Same-store sales were up 27%, driven by higher conversion and traffic. We are looking forward to the spring opening of nearly 40 LOFT Outlet stores associated with our accelerated factory outlet strategy, giving the brand a more meaningful presence in this important channel.
In terms of overall marketing, LOFT has continued to achieve strong results from this strategy, which is focused on expanding LOFT client base while strengthening our relationships with existing clients. During the fourth quarter, in-store events, select advertising and PR, direct outreach and online marketing initiatives combine to deliver solid traffic growth and successfully support our ongoing efforts to attract new clients to the brand.
Overall, we are excited about the opportunities ahead for LOFT. The online and outlet channels continue to be on a strong growth trajectory, and the stores channel is showing meaningful improvement. We have applied our 2010 learnings to adjust the mix and better position the offering for our core clients, and those lessons are already showing positive results so far this spring.
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SOURCE: SeakingAlpha.com
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