they made a significant strategic move a decade ago
Posted on: August 20, 2025 at 11:54:11 CT
phrejd STL
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to shift away from their high-profile collaborations with legit fashion designers and instead focus more on "local" partnerships (ie not fashion brands but instead just cheaper, industrial products). this caused them to lose a lot of their core customers who would shop for clothing there (high margin) but also grab some dog food and a curling iron (low margin). over time, the low-margin sales became the only sales, and the business suffered.
over the last few years, mainly starting in 2020, they tried to get back to their roots with high-profile collaborations, but instead of legit fashion brands, they went full-speed into virtue signaling and dedicated valuable rack space to the oppressed minority du jour.
turns out suburban white women don't want to buy Swahili-inspired ceremonial robes or swimsuits with a pocket for a penis, and their circling of the drain intensifies.