As a long term Buy and Hold on CHKE I have enjoyed the dividend but also lost almost 40% in the stock price. The recent strength led me to sell even though I feel they have some positive news going forward, but I really fear the dividend support. With a drop in dividend I think the stock will retract again to a point beyond reasonable recovery. I figure I better wait the next two quarters to decide if I get back in. Since Margolis owns so much stock I think he is very sensitive to shareholders and will try hard to swing the .50 div for as long as possible, and hope the NK WalMart brand work gets the revenue to support the dividend. However, I got scared after the earnings release, and figure a wait is better. I really hope to get back in. I love the business model (I still don't understand WHY they get branding, but they do). In the NYT article on this board, I notice NK says she thinks they need to rethink branding. That seems to make sense to me, and could further stress CHKE.

If Cherokee had a name like Nike and advertised the name (at their expense) I could understand all this. But a middle management company to file papers and manage the logistics of a brand seems strange to me. But TGT, WMart and others do it, so it is real and has a value. I just can't understand why they don't do it themselves.