“To thrive in today’s dynamic market, brands must balance cultural relevance, creative ambition, and commercial discipline. I believe it comes down to protecting the core offering while delivering fresh, trend-driven, and value-led differentiation, whether through thought-provoking collaborations or strategic partnerships that fuel incremental growth, innovation, and long-term relevance. Striking that balance not only reinforces loyalty and merchant confidence, but also creates the opportunity to attract and engage new audiences.”