Consumers trust us and have a high degree of faith in Eaton's as a fashion authority. Part of our job as merchants is to reduce customer stress. We must provide customers with a feeling of confidence that they are making the right decisions. The Eaton family still owns the business, and they instill in all of us the need to be very sensitive to the customers and to maintain the vital taste level. If the customer buys an item today, it will be the same price six months later.
Fashion is no longer confined to apparel, it is the way one lives, the whole lifestyle.
This is conveyed throughout each individual store nationally. For example, Ralph Lauren began as a men's wear designer, then women's wear and now home furnishings as well. Calvin Klein did the same thing. Now, here in Canada, fashion designer Simon Chang has created five collections for Cooper Brothers, a custom upholstery company, so we'll have a consistent taste level in fashion fabrics, in women's apparel, in bedding and in home furnishings. The overlap carries the customer from one level to the next.