as it relates to the performance across the regions um brooke uh i'll just put some context around first of all around the first quarter and then um sort of echo the comment that some of the comments that we made the prepared remarks um you know we exit the exit the first quarter with basically flat performance in asia negative one in the us and um you know much more um significant decline in europe which is probably not not unexpected um that's pretty consistent with what we're looking at uh in the very early days of q2 and as a reminder um we're in the build phase and so july relative to august august relative to september are just it's just much much smaller and so i'm not drawing any conclusions from that um aside from uh the actions that carry out line and and um you know i think we're really trying to focus on where we see definite positives and so what were those in the first quarter first um increase in basket size people buying more stuff from us second, the pricing that we implemented at the beginning of the year flowing through. And so we're getting more dollars on a per consumer basis. We love the acquisition rates of new customers, whether that's e-commerce or in stores. And so while we're kind of navigating lower traffic, we love what we're seeing in terms of conversion up everywhere. And in the early days here of the second quarter, those trends continue.

Great. Thanks so much.

I'll pass it on. your next question comes from the line of rick patel from raymond james please go ahead uh hi this is josh reese on for rick thanks so much for taking the questions um is there any way that we can parse out the shift in timing of wholesale orders uh for q1 just trying to understand what that contributed to q1 growth and what we should expect like should we expect to give that back in q2 or later in the year thank you yeah sure um so uh q1 was 65 percent growth

in wholesale a lot of that is real order book increased year over year uh certainly early adoption of uh or broad adoption of spring we got some of that in um kind of in the early part of our quarter and then we started as given the inventory position um the real quality work done by the supply chain uh team here canada goose we got product in the hands of um wholesale consumers earlier than expected and so that's good um i i think our view is less than half the growth is really timing related and that will balance out over the year um but our you know are we are really encouraged about about what the um about the response the product obviously we

knew what the order book was coming in but in season reordering um demand in some pockets as we heard heinan island um korea um you know really you know some nice underlying growth um you know that is obviously more than just timing uh thank you and if i could one more is can you talk about how much of the growth in Q1 was driven by pricing versus units and what was the pricing and was that pricing benefit more uniform across geographies or was it more centered in certain regions?

Yeah, I mean, we implemented the pricing at the beginning of the quarter. You know, I think the sort of assumption and the effect was about a mid-single digits increase.

Obviously, there's a lot of newness difference year over year and so it's not quite a pure um you know mid single digits you know growth coming from um from product we had you know good unit good healthy unit sales some benefit from pricing but um really not a not a meaningful mover uh on the revenue i can just add chime in just not from a consumer response perspective so to me it's like when a brand is desired there isn't price resistance and we're not seeing that customers see the value they see the newness they see the style it's much cooler it's a different candidate use and so we're just not seeing seeing any uh resistance to that which is a great sign from a consumer experience uh yeah so much for the color i'll pass it on gosh your next question comes from

the line of oliver chen from td cohen please go ahead hi thank you regarding china what are you seeing with traffic relative to conversion? You had some nice momentum there and brand desirability. It looks solid. And then as you think about traffic, would love your thoughts on the traffic trends in Europe relative to the U.S. And as you look forward with the marketing spend and marketing techniques, can those be catalysts to help traffic?

How are you thinking about regionally perhaps marketing spend and or you know top of funnel versus more transactional marketing thank you hey all okay i'm going to take them one at a time um traffic in china so we're feeling really good about the chinese consumer both at home and when they travel so inside mainland china momentum stayed encouraging you know obviously supported by improving brand awareness and desirability against some of our competitive set which is great we'd love to see that um and a lot of that demand obviously travels with the customer and we you heard neil talk about markets like korea hong kong healthy driven travel demand across apac um as well as really strong wholesale order books so whether they're shopping at home whether they're shopping abroad the through line is the same that it's resonating with the consumer they love the product and that gives us a lot of confidence in our trajectory outside of um apac i would say tourism levels continue to a little softer at the macro level so of course we're monitoring but as i said earlier the brand signals are strong and so we feel really encouraged by that when you look at emea um it's different than north america right each region is quite distinct picture um that we saw in q2 or q1 um north america a little traffic issue in emea the operating environment itself is just more challenging and i think that's pretty consistent with what you're hearing from other companies across the industry um so it's a cautious consumer store dynamic store traffic dynamic is still there um but again the underlying brand signals to us it feels strong the conversion is improving client telling the progress that we've made with that they um improved uh brand desirability against our competitive set in continental europe those are all reasons that we feel very good that this is not a brand issue this is just a traffic and so you heard us talk but all the mitigating effects that we will put into place in Q2.

When you think about marketing, can it be a catalyst for traffic?

Sorry, I'm just going to address marketing specifically. Of course. So, you know, we had a deliberate lower spend in Q1. That's aligning just, you know, making sure every dollar works for us. We saw improved ROAS this quarter. So, to me, that says we can spend more efficiently while still driving a customer acquisition and really strong brand engagement. So, yes, it will be a factor in how do we drive more store traffic, and as we step up that marketing in Q2 and Q3, we think they will have positive results.

Thank you for that. A follow-up on the non-heavyweight down progress, what are your latest thoughts or parameters around pricing? Because there have been moments when you've calibrating are priced too low in some cases in the past. And finally, as we look at model AI's impact across the industry, just highlights on where AI will have the earlier impact in what you're testing. Thanks a lot.

So pricing on, I mean, we look at pricing kind of the same way, whether it's newness, whether it's carryover in our icons, whatever category it is. It's making sure that it's the right price for the right product. And I know it could sound a little trite, but it's looking at the value that it offers. So I love that you think maybe our prices are too low. We monitor it carefully. We monitor our consumer response. And that's not just globally, but it's also by category. So we know exactly where we want to be positioned against the competitive set and what the value that we are offering. And so it's something we continue to monitor. As I said, we have not seen any price resistance in those categories, which we feel really And Oliver, it's Beth.

I'll take your question on AI. We are experimenting with AI in a number of different places across the business. I'll share a few highlights. Certainly, there's a lot of opportunity in customer-facing ways. So the way we engage with consumers through our call center, through warranty, the way we analyze consumer data to identify opportunities to speak to consumers differently in a more relevant way, there's a tremendous amount of opportunity in those customer-facing ways that we're experimenting with, seeing really great traction, scaling, and we're really excited about the momentum they're continuing. We're also seeing plenty of ways it's enabling our business behind the scenes, so the way we create products.