They want their "affordable" line to fall into a couture category?
I get that they want a fashionable and sophisticated line and they are not trying to market to tweens at this point. There isn't much difference between The Row and EJ in my opinion and there is a great scale of difference between The Row and their Walmart line. I thought by their own descriptions this line was going to be an inbetween and actually be affordable. My point is is that they would have had more success marketing to not neccessarily "kids" (I think the majority of their fans have grown up with them now) but youth with some sort of dispensable income. Dualstar (Walmart) has made these girls billionaires I'm sure Ej & The Row will not even come close.