I have to say that this "miss" stuff is kind of ridiculous.
They have not reported earnings from this quarter. They have reported that they plan on spending a lot more on advertising and on store growth. So earnings will not be what analysts had counted on, based on store and online/direct sales.
Their revenue can very well increase dramatically. Their margins can get better. Their sss numbers can be great (although they won't publish those until their total stores sales are at least 50% of their total sales...whenever that may be). They aren't planning on slowing down, or having poor sales. They are just planning on spending some of their capital on expansion.
That's it. Pure and simple. This is a success story. Longs should be patient.