Gérald Marolf

I think that can go a long way in your relationship with the customer, even these days, even the very young ones.

I think there is something to building a brand who has a bit of shape and form where consumers understand who you are as a personality.

Does that create loyalty always?

Probably not.

But it goes beyond just trying to be everything to everyone.

Which competitor's brand personality do you most respect?

In the sportswear space?

Yeah.

I have a lot of love for brands that have created clarity sort of in consumer mindsets.

If you think about Alo Yoga, for example, it is obviously now with growth, it's becoming tough and all the supplements and all of that.

I think that is really, really good.

And I don't know if that's working commercially, but they're doing their thing.

And not all product is great.

That's fine.

But they have a mission.

And they even left yoga in their name, which I find quite bold.

Do you think that's the right decision?

I am happy for them that they're still independent and can do probably whatever they want.

And yes, they probably should get rid of it.

Then there are brands that are fascinating to watch because not everything makes sense, but the product is really good.