Advertising includes in-store communications, including large images in store-front windows and at the checkout area, promotional messages and images alongside product displays and on other touch points; online and social media marketing; a loyalty rewards program; select external advertising during key selling periods in publications, online, in malls and on the radio on a regional basis; and partnerships with select third parties such as magazines, television shows, social media personalities and musical bands.

20152014201320122011
Net advertising spending (MM)$22.4$26.7$22.4$17.5$11.8
Net advertising spending growth-16.1%19.2%28.0%48.3%21.6%
Net advertising spending % of total revenues1.5%1.5%1.1%0.7%0.5%