The document discusses expanding a retailer's U.S. presence by adding 500 new retail locations and boosting online advertising. The target audience is broadly males and females ages 3 months to 50 years, but concentrated on males and females ages 17 to 28 years as well as young adults and parents. The retailer has seen sales increase from $9.4 billion to $13.4 billion over the past 5 years, allowing flexibility to take risks such as expanding into new locations and customizing content across social media platforms and a mobile app. Success will be measured by increased sales and retail expansion.