Tom La Vecchia

The one observation that I have, and I tell people this all the time, I still believe there's a purchase funnel, even if it's a cycle or whatever.

This is where playing branding still matters and playing the brand game.

We still have this short-termism that goes on, and I understand it.

Everybody needs to make money, and everybody needs to literally make sales today with the marketing they're doing.

I understand it.

I own multiple businesses.

I get it.

You do have to play the brand game, and I think for AP especially...

And I know they made a lot of sales, but they still were willing to play the long term game because not everyone is buying today.

Correct.

And everybody wants to scoop up the low hanging fruit.

But AP played the young guys and girls, young people that will buy us 30 years from now.

And because we're planting the seed, we're keeping our brand relevant.

And they played the long game and it actually ended up winning the short game.

Just to buttress your point, right now, the 54-year-old guy had a good year, maybe an exit, has a few bucks, discretionary bucks, more than a few bucks if they want a Royal Oak.

They have the money, and this, if anything, raises cachet, short game.

But then the young guy who's 27 years old, who can't nearly afford it, but wants in on the game, now has that.

purchased now or able to get maybe for 1200 bucks on StockX now, but now gets that affiliation with the brand.

So when he's ready to buy, when he's 54, not only does he have the money, but he now has the nostalgic connection.

And the funny part is about is not only will he have the connection from a nostalgic perspective, he's going to be brand loyalist even before.