“Upholding brand integrity in the ever-changing digital landscape is a constant challenge. While many apps, tools, and ‘gimmicky’ features are always being marketed, we remain true to our core DNA. If a feature isn’t fully customizable to align with our brand identity, we simply won’t use it. This clear stance, though sometimes difficult, also simplifies our decision-making by setting clear boundaries for partner selection. For instance, even if data suggests increased spending on retargeting ads or more emails, we prioritize long-term brand protection over immediate revenue. We refuse to be a brand that constantly spams or bombards consumers with promotional messaging. Our commitment to non-promotional growth has led to significant investment in loyalty, engagement, and best-in-class digital storytelling, ensuring steady growth and strong results without compromising our brand.”