I don't know how you can separate the investment in the brand from the company or from any one of us. People buy Canada Goose because it's an authentic, iconic brand.
We created the premium outerwear segment in the industry. There are all kinds of brands—or faux brands—that are trailing on our coattails, manufacturing in the same half-dozen factories in China, calling themselves a brand, and trying to take market share.
That's okay, but I think that without our brand, without the authenticity of Canada Goose, without protecting our name and what we stand for—being made in Canada and being authentic and everything that we put behind that—we may as well be one of the others. If we don't protect that brand, we're just another jacket—arguably the warmest jacket on the planet, but just another jacket.