Marketing efforts are focused on the Friendship Rewards Loyalty Program, email and direct mail, and is supplemented by grass roots marketing efforts, such as in-store fashion shows and calling campaigns.

20162015201420132012
Net advertising spending (MM)$8.5$7.3$7.9$7.4$4.8
Net advertising spending growth16.4%-7.6%6.8%54.2%-23.8%
Net advertising spending % of total revenues2.2%1.9%1.9%1.7%1.1%