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Francesca's (FRAN) is a specialty retailer of women's apparel and accessories. The company, headquartered in Houston, sells women's dresses, tops, sweaters, outerwear, shoes, jewelry, accessories, and more all geared toward its core customer. Speaking of its core customer, Francesca's targets 18 to 35 year old women it describes as 'fashion conscious' and enjoys the differentiated shopping experience and value that Francesca's provides. The company has grown by leaps and bounds in recent years but shares are well off of their 52 week highs on concerns about slowing comparable store sales growth and general softening in Francesca's ability to monetize its customers. I will argue in this article that the concerns over Francesca's comp sales are overblown and that...

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