Question-and-Answer Session
Operator
(Operator Instructions). Your first question comes from Benjamin Rowbotham – Goldman Sachs
Benjamin Rowbotham – Goldman Sachs
I was hoping you might be able to provide a little bit of color around that shift up in the direct brands same store sales run rate in October. How much of that was traffic versus units and pricing?
William L. McComb
It's very mixed across each of the brands or each of the companies. I don't have in front of me right now what the traffic numbers where there in the month of October. We're off cadence. We're giving you guys a peak under the hood and breaking up September and October so that you can see some trend data since we're approaching the middle of this quarter.
But what I'll tell you is this, at Juicy traffic has been down and conversion has been way up. We're seeing in all of the businesses. Let me first say Lucky and Juicy, tremendous increase in unit as the AURs are down - as a strategy we've brought our AURs down.
If you recall we said that we were going to be entering the quarter with a much stronger presence of opening price points. At Lucky, that's manifested itself with a tremendous focus on denim, where 50% of the assortment is at or below $99. And by the way, the turn on that and the lift is tremendous.
In the month of September we didn't see, as we introduced the low price denim we didn't see the increase in units outweigh the loss in dollars. In the month of October we did. So that's how I would characterize it. At Kate Spade it's a very – the phenomenon is it doesn't look like that, we've introduced apparel and that's taken AURs up in the store, and you're seeing sort of an organic explosion if you will in terms of the right product mix and higher AURs.
And as I said I believe we're now at Store 5 on this management team's vision ran - rolled out into a store. We see a huge swing in revenue and profit when we roll that out. So as a result we're going to roll that out to all of our stores by the end of first quarter. The Kate Spade team is probably shrieking, I think that technically it's by the end of April, but we're really excited by it. Hope that answers your question.
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