Advertising
The company considers the in-store experience (especially flagship stores) to be its primary marketing vehicle, as well as engaging customers through ecommerce, email and digital marketing (the internet, social media and mobile commerce).
| 2016 | 2015 | 2014 | 2013 | 2012 | |
|---|---|---|---|---|---|
| Net advertising spending (MM) | $110.1 | $80.7 | $84.6 | $68.1 | $59.0 |
| Net advertising spending growth | 36.4% | -4.6% | 24.2% | 15.4% | 26.4% |
| Net advertising spending % of total revenues | 3.3% | 2.3% | 2.3% | 1.7% | 1.3% |