德卢斯控股公司 (DLTH) 首席执行官 Stephanie Pugliese 于 2019年 第一季度业绩 - 收益电话成绩单

[机器翻译] 电话会议 · 2019年06月14日 · 11 次阅读

Duluth Holdings Inc. (NASDAQ:DLTH) Q1 2019 Earnings Conference Call June 13, 2019 9:30 AM ET

德卢斯控股公司(纳斯达克股票代码:[DLTH])2019年第一季度收益电话会议2019年6月13日美国东部时间上午9:30

公司参与者

Stephanie Pugliese - President, Chief Executive Officer
Dave Loretta - Executive Vice President, Chief Financial Officer
Donni Case - Investor Relations

  • Stephanie Pugliese - 总裁兼首席执行官
  • Dave Loretta - 执行副总裁兼首席财务官
  • Donni Case - 投资者关系

电话会议参与者

John Morris - DA Davidson
Jonathan Komp - Robert W. Baird
Jim Duffy - Stifel

  • 约翰莫里斯 - DA戴维森
  • Jonathan Komp - Robert W. Baird
  • Jim Duffy - Stifel

会议主持员

Good morning everyone and welcome to the Duluth Holdings fiscal year 2019 earnings conference call. All participants will be in a listen-only mode. Should you need assistance, please signal a conference specialist by pressing the star key followed by zero. After today’s presentation, there will be an opportunity to ask questions. To ask a question, you may press star and then one on your touchtone telephone. To withdraw your question, you may press star and two. Please also note today’s event is being recorded.
At this time, I’d like to turn the conference over to Donni Case, Investor Relations for Duluth Holdings. Please go ahead.

大家早上好,欢迎来到德卢斯控股2019财年的财报电话会议。 所有参与者都将处于只听模式。 如果您需要帮助,请按星号键然后按零,向会议专家发出信号。 在今天的演讲之后,将有机会提问。 要问一个问题,你可以按下星号,然后按一下你的按键式电话。 要撤回您的问题,您可以按星号和星号。 还请注意今天的活动正在录制中。

在这个时候,我想把会议转到Duluth Holdings的投资者关系部Donni Case。 请继续。

Donni Case

Thank you Jamie, and welcome to today’s call to discuss Duluth Trading’s first quarter fiscal year 2019 financial results. Our earnings release, which we issued this morning, is available on our investor relations website at irduluthtrading.com under Press Releases.
I am here today with Stephanie Pugliese, Chief Executive Officer, and Dave Loretta, Chief Financial Officer. On today’s call, management will provide prepared remarks and then we will open the call to your questions.
Before we begin, I would like to remind you that the comments on today’s call will include forward-looking statements which can be identified by the use of words such as estimate, anticipate, expect, and similar phrases. Forward-looking statements by their nature involve estimates, projections, goals, forecasts and assumptions, and are subject to risks and uncertainties that could cause actual results or outcomes to differ materially from those expressed in the forward-looking statements. Such risks and uncertainties include but are not limited to those that are described in our most recent annual report on Form 10-K and other SEC filings, as applicable. These forward-looking statements speak only as of the date of this conference call and should not be relied upon as predictions of future events.
With that, I would like to turn the call over to Stephanie Pugliese. Stephanie?

谢谢Jamie,欢迎今天致电Duluth Trading的2019财年第一季度财务业绩。我们今天上午发布的盈利报告可在我们的投资者关系网站irduluthtrading.com的新闻稿中找到。

我今天在这里与首席执行官Stephanie Pugliese和首席财务官Dave Loretta在一起。在今天的电话会议上,管理层将提供准备好的评论,然后我们将打开您的问题。

在我们开始之前,我想提醒您,对今天电话会议的评论将包括前瞻性陈述,这些陈述可以通过使用诸如估计,预期,期望和类似短语等词语来识别。前瞻性陈述本质上涉及估计,预测,目标,预测和假设,并受可能导致实际结果或结果与前瞻性陈述中所表达的内容产生重大差异的风险和不确定因素的影响。此类风险和不确定性包括但不限于我们最新的10-K表格年度报告和其他美国证券交易委员会备案文件(如适用)中所述的风险和不确定性。这些前瞻性陈述仅代表本次电话会议召开之日的发言,不应作为对未来事件的预测。

有了这个,我想把电话转给Stephanie Pugliese。斯蒂芬妮?

Stephanie Pugliese

Thank you, Donni. We believe that we are well positioned for long term success with our unique brands and the investments that we have made in strengthening our omni-channel model. First quarter results, which were aligned with our expectations coming out of fourth quarter, reflected a continued softness in traffic and customer response. While indicative of some current challenges that we continue to face through the first weeks of the second quarter, they do not reflect the long term potential that this brand has.
We remain fully committed to building the Duluth Trading brand through multiple touch points with our customers and the fundamental architecture for achieving this is to build an omni-channel model that we control and that responds to the expectations of today’s consumer. This will allow us to grow and scale our business well beyond what we would have achieved with a direct model alone.
Before I turn the call over to Dave’s financial review, I want to address the current state of the business, what’s working, and what we will improve go forward.
You’ve all heard the reports that the retail environment continues to be challenging on a number of fronts, and we are not immune to these macro pressures. While we are cautious about consumer spending behavior and the economic outlook, we are focused on those things within our control. We have identified four areas of opportunity that the entire Duluth team is focused on for the remainder of this year. They are improving product selection with deeper inventory and new styles; driving increased traffic to our stores and to our website; refining our investments to improve efficiency and productivity; and testing new ways to expand brand awareness and attract new customers.
Beginning with product, while core product remains the foundation of our sales base, our customers particularly in retail stores are responding positively to new innovative product introductions. The launch of new styles not only widens our audience, it creates more repeat business and improves retention of our existing customer base. We are making progress here. New product sales penetration doubled in first quarter versus last year and we have increased styles in the women’s plus line from 40 last fall to 85 this year. We are also growing Alaskan Hardgear and will launch an expanded line of Duluth men’s woven bottoms in early fall.
But we still have more that we can do. We know that we disappointed some customers when we ran out of inventory too quickly, for example. To that end, we are increasing our penetration of new styles as we go forward into the latter part of the year and have deepened our inventory purchases to ensure a better customer experience.
We also continue to refine and actively test our marketing spend to most effectively reach new customers and heighten engagement with current ones. We launched a local media campaign in specific store markets earlier this month and have seen some positive early indicators. We have also seen strong results on our Buy Online Pick-up in Store, or BOPUS initiative with 24% of our customers who used BOPUS making an additional purchase when they reached the store, effectively doubling their original order.

谢谢你,Donni。我们相信,凭借我们独特的品牌以及我们在加强全渠道模式方面所做的投资,我们为长期成功做好了准备。第一季度业绩符合我们对第四季度的预期,反映出交通和客户响应的持续疲软。虽然表明了我们在第二季度的前几周仍然面临的一些当前挑战,但它们并未反映出该品牌的长期潜力。

我们始终致力于通过与客户的多个接触点建立Duluth Trading品牌,实现这一目标的基本架构是建立一个我们控制并响应当今消费者期望的全渠道模式。这将使我们能够扩展和扩展我们的业务,远远超出我们单独使用直接模型所能实现的目标。

在我将电话转到Dave的财务审核之前,我想解决当前的业务状况,有效的工作以及我们将要改进的内容。

你们都听说过零售环境在许多方面仍然充满挑战的报道,我们也不能免受这些宏观压力的影响。虽然我们对消费者支出行为和经济前景持谨慎态度,但我们专注于我们控制范围内的事情。我们已经确定了整个德卢斯团队在今年剩余时间内关注的四个机会领域。他们正在通过更深入的库存和新款式改进产品选择;推动我们的商店和我们网站的流量增加;完善我们的投资以提高效率和生产力;并测试新方法以扩大品牌知名度并吸引新客户。

从产品开始,虽然核心产品仍然是我们销售基础的基础,但我们的客户,尤其是零售商店的客户对新的创新产品介绍做出积极响应。新款式的推出不仅扩大了我们的受众范围,还创造了更多的重复业务,并提高了我们现有客户群的保留率。我们在这里取得进展。第一季度新产品销售渗透率与去年相比翻了一番,我们将女性加产品的款式从去年秋季的40个增加到今年的85个。我们也在成长阿拉斯加Hardgear,并将在秋季推出扩展的德卢斯男士编织底裤系列。

但我们还有更多可以做的事情。我们知道,例如,当我们的库存过快耗尽时,我们会让一些客户失望。为此,随着我们进入今年下半年,我们正在增加对新款式的渗透,并加深了我们的库存采购,以确保更好的客户体验。

我们还将继续完善并积极测试我们的营销支出,以最有效地吸引新客户,并加强与当前客户的互动。本月早些时候,我们在特定的商店市场推出了本地媒体宣传活动,并看到了一些积极的早期指标我们在商店购买在线提货或BOPUS计划中也看到了强劲的结果,24%的客户在到达商店时使用BOPUS进行额外购买,实际上使他们的原始订单加倍。

On the other hand, we have some work to do on reigniting customer acquisition. A significant number of our new customers are coming from new store openings, but we know that we have opportunity to do more in the direct segment as well as in our established store markets. The good news is that we are seeing improved conversion across channels and increased customer spend, indicating strong brand satisfaction by those that cross our threshold.
Go forward, we have increased our efforts in localized marketing and across high acquisition media such as social platforms. This will take some time to gain traction and we expect improvement in the second half of this year.
The third area of focus is refining the productivity of our investments. Our SG&A this quarter was particularly pressured due to the annualizing of some key infrastructure improvements such as the order management system and ecommerce platform that we launched last year. While these were necessary to enable future growth, it is now imperative for the team to improve productivity. We have made strides already in this area and our variable costs, such as distribution and store labor, showed improvement this quarter year-over-year. Our leadership teams in operations and IT are highly focused on continuing to make progress and we expect that these areas will demonstrate improvement each quarter.
A foundation of our growth has been through innovation and reaching new and existing customers in different ways. As we will announce later today in a separate release, we are opening a concept store in Mall of America. This store will be a smaller footprint at approximately 1,700 square feet and will carry a limited assortment of top selling products. The Mall of America attracts 40 million annual visitors who come from all over the world and is truly one of the major shopping destinations in the U.S. Our store, which will open in early fourth quarter, is located in a heavily trafficked corridor, and we believe there is great potential to expand awareness for the Duluth Trading brand. If this new concept store performs well, we will have other stores like this on the drawing board.
As we have shared, we are always evaluating our omni-channel results and making decisions on where to open stores and how many stores to open in a given period. This will give us additional insights into store format which we will use to inform the type and number of stores that we will open in 2020 and beyond.
The second half of our year is historically the strongest. It’s also when some of the initiatives I just talked about will start to kick in and show results. That said, we are just beginning to implement these improvements and we will be acting on the results throughout the remainder of the year.
While we are reiterating our guidance for 2019 at this time, we know that there is much left to do. What we can guarantee is that our entire organization is focused on executing well on our objectives and preparing for our peak selling season.

另一方面,我们在重新启动客户获取方面还有一些工作要做。我们的大量新客户来自新店开张,但我们知道我们有机会在直接细分市场以及我们已建立的商店市场中做更多的事情。好消息是,我们看到渠道转换率提高,客户支出增加,表明那些超出我们门槛的人对品牌的满意度很高。

展望未来,我们加大了本地化营销的力度,并加强了社交平台等高收购媒体的投入。这将花费一些时间来获得牵引力,我们预计今年下半年会有所改善。

第三个重点领域是提高投资的生产率。由于我们去年推出的订单管理系统和电子商务平台等一些关键基础设施改进的年度化,本季度我们的SG&A尤其受到压力。虽然这些是实现未来增长所必需的,但现在团队必须提高生产力。我们已经在这一领域取得了长足进步,我们的可变成本,如分销和商店劳动力,本季度同比有所改善。我们的运营和IT领导团队非常注重继续取得进步,我们希望这些领域每个季度都会有所改进。

我们成长的基础是通过创新,以不同的方式接触新老客户。正如我们今天晚些时候将在另一个版本中宣布的那样,我们将在美国购物中心开设一家概念店。这家商店占地面积较小,面积约1,700平方英尺,将提供有限的各种畅销产品。美国购物中心每年吸引来自世界各地的4000万游客,是真正的美国主要购物目的地之一。我们的商店将于第四季度初开业,位于交通繁忙的走廊,我们相信有很大的潜力来扩大德卢斯贸易品牌的知名度。如果这个新的概念店表现良好,我们将在绘图板上有这样的其他商店。

正如我们所分享的那样,我们一直在评估我们的全渠道结果,并决定在何处开设商店以及在特定时期内开设多少商店。这将为我们提供关于商店格式的更多见解,我们将用它来告知我们将在2020年及以后开设的商店的类型和数量。

今年下半年是历史上最强劲的。当我刚刚谈到的一些举措将开始启动并显示结果时。也就是说,我们刚刚开始实施这些改进,我们将在今年剩余时间内对结果采取行动。

虽然我们现在重申我们对2019年的指导,但我们知道还有很多工作要做。我们可以保证的是,我们整个组织都专注于执行我们的目标并为我们的销售旺季做好准备。

Now I will turn the call over to Dave.

现在我将把电话转给戴夫。

Dave Loretta

Thank you Stephanie, and good morning. For the first quarter, we reported net sales of $114 million, up 14% compared to $100 million last year. Our direct segment sales were essentially flat to last year at $65.7 million and our retail segment sales grew 43% to $48.5 million. For the quarter, shipping revenues were down 32% compared to last year at $1.7 million.
The growth in retail was primarily driven by our new stores opened up in 2018 and in the first quarter of 2019. During the quarter, we added five new stores and almost 80,000 gross square feet, with three of them being our first stores in the State of Kansas, Washington and Florida. We ended the quarter with a total of 51 stores compared to the prior year of 33.
As we mentioned on the last call, our sales trends in the direct channel and existing store markets were soft heading into the first quarter. The opportunities to drive stronger year-over-year sales came at the expense of gross margin, which declined 250 basis points to 53.3% for a gross profit of $60.9 million in the quarter. The decline in margin rate was primarily due to heavier clearance activity in early March and deeper discounts on core product at the end of April. While these events helped mitigate headwinds from a slow start to warmer spring weather, the month of May did not trend better.
We continue to see year-over-year sales declines in the direct channel and expect the second quarter’s results will be impacted by these trends. Many of the product and inventory initiatives that Stephanie articulated won’t become fully annualized or realized until the third and fourth quarters.
Selling, general and administrative expenses increased 26% to $70.6 million compared to $56.2 million last year. This included an increase of $2.5 million in advertising and marketing expenses, $2.9 million in selling expenses, and $9 million in general and administrative expenses. As a percentage of net sales, SG&A expense increased 570 basis points to 61.8% compared to 56.1% last year. As a percentage of net sales, advertising and marketing costs decreased 50 basis points to 21.1% compared to 21.6% in the first quarter of last year. The 50 basis point decrease was primarily due to a greater mix of retail net sales partially offset by an increase in catalog expense due to a shift in our women’s and men’s catalogs from late January of Q4 into the first quarter.
Selling expenses as a percentage of net sales increased 50 basis points to 16.6% compared to 16.1% last year. This slight increase is a result of the variable fee structure of our new ecommerce platform that began when we launched the new website last year and will be fully annualized in our third quarter. General and administrative expenses as a percentage of net sales increased 570 basis points to 24.1% compared to 18.4% last year, largely due to the expenses related to new stores and the depreciation and support costs related to the investments in technology and logistics infrastructure.

谢谢斯蒂芬妮,早上好。第一季度,我们报告的净销售额为1.14亿美元,比去年的1亿美元增长14%。我们的直接分部销售额与去年基本持平,为6570万美元,而我们的零售分部销售额增长43%至4850万美元。本季度,航运收入与去年同期相比下降了32%,为170万美元。

零售业的增长主要是由于我们在2018年和2019年第一季度开设的新店铺。在本季度,我们增加了五家新店和近80,000平方英尺,其中三家是我们在该州的第一家店铺。堪萨斯州,华盛顿州和佛罗里达州。我们在本季度结束时共有51家门店,而去年同期为33家。

正如我们在上次电话会议中提到的那样,我们直接渠道和现有商店市场的销售趋势在第一季度走软。推动销售额同比增长的机会是以毛利率为代价,毛利率下降250个基点至53.3%,本季度毛利润为6090万美元。保证金率的下降主要是由于3月初较大的清仓活动以及4月底核心产品的较大折扣。虽然这些事件有助于缓解从缓慢开始到温暖的春季天气的逆风,但5月份并没有更好的趋势。

我们继续看到直接渠道的销售额同比下降,并预计第二季度的业绩将受到这些趋势的影响。 Stephanie阐述的许多产品和库存计划在第三和第四季度之前不会完全年化或实现。

销售,一般和管理费用增加26%至7060万美元,而去年为5620万美元。其中包括增加250万美元的广告和营销费用,290万美元的销售费用以及900万美元的一般和管理费用。作为净销售额的百分比,SG&A费用增加570个基点至61.8%,而去年为56.1%。作为净销售额的百分比,广告和营销成本下降50个基点至21.1%,而去年第一季度为21.6%。 50个基点的下降主要是由于零售净销售额的更大组合部分抵消了由于我们的女性和男性目录从第四季度末到第一季度的转变而导致的目录费用增加。

销售费用占净销售额的百分比增加50个基点至16.6%,而去年为16.1%。这种轻微的增长是我们新电子商务平台的可变费用结构的结果,该平台于去年推出新网站时开始,并将在第三季度完全年化。一般和管理费用占净销售额的百分比增加570个基点至24.1%,而去年为18.4%,主要是由于与新店相关的费用以及与技术和物流基础设施投资相关的折旧和支持费用。

I’d like to remind everyone that as of the beginning of the fiscal year, we adopted the new lease accounting standard using the optional transition method. Upon adoption of the new lease standard, we recorded right-of-use assets of $121.8 million and lease liabilities of $115.5 million. During the first quarter, the new lease standard had a pre-tax expense impact of $200,000 and we expect the full-year pre-tax impact to be approximately $1 million, or $0.02 per diluted share.
For the quarter, we reported a net loss of $7.6 million or $0.23 per diluted share compared to a net loss of $700,000 or $0.02 per diluted share last year. Our adjusted EBITDA was negative $4.7 million compared to $2.6 million last year.
Turning to the balance sheet and liquidity, we ended the first quarter with net working capital of $63 million and $39 million outstanding on our line of credit. Inventories increased 6.4% to $104 million compared to $98 million of the comparable period last year. The increase in inventory is due to having 18 additional stores partially offset by lower outlet and clearance inventory.
Coming out of 2018, we have made improvements in the alignment of our inventory and use of the new systems to optimize in-stock positions across the stores and distribution centers. Our inventory plans for the second and third quarters reflect a higher year-over-year growth rate ahead of the peak selling period.
Capital expenditures for the first quarter were $9.8 million compared to $14 million last year, and were primarily for the new store openings.
Looking forward, we are reaffirming our 2019 full year financial guidance. We expect 2019 net sales to be between $645 million and $655 million with mid-single digit growth in direct and the retail channel accounting for up to 45% of total 2019 net sales. We plan to open 15 new stores in 2019. We expect full-year gross margins to remain flat compared to 2018 and selling, general and administrative expenses as a percentage of net sales to be 50 to 100 basis points over last year primarily from the lease adoption as previous noted, which shifts some lease expense from the interest line item to SG&A. There will also be increased depreciation expense from investments in stores and related technology and infrastructure projects placed into service during 2018 and 2019.
We expect 2019 earnings per diluted share to be between $0.74 and $0.80. This assumes a full year weighted average diluted share count of 32.5 million shares and a tax rate of 27%. We expect adjusted EBITDA to be between $60 million and $64 million, capital expenditures in the range of $40 million to $45 million, and free cash flow to be positive.
With that, I’ll open the line for questions. Operator?

我想提醒大家的是,截至本财政年度开始,我们采用了新的租赁会计准则,采用了可选的过渡方法。采用新的租赁标准后,我们​​记录的使用权资产为1.218亿美元,租赁负债为1.155亿美元。在第一季度,新租赁标准的税前费用影响为200,000美元,我们预计全年税前影响约为100万美元,或每股摊薄收益0.02美元。

本季度,我们报告的净亏损为760万美元或每股摊薄收益0.23美元,而去年净亏损为700,000美元或每股摊薄收益0.02美元。我们的调整后EBITDA为负470万美元,而去年为260万美元。

谈到资产负债表和流动性,我们在第一季度结束时的净营运资本为6300万美元,我们的信贷额度为3900万美元。库存增加6.4%至1.04亿美元,而去年同期为9800万美元。库存增加是由于有18个额外的商店被较低的出口和清关库存部分抵消。

从2018年开始,我们改进了库存调整和新系统的使用,以优化商店和配送中心的库存位置。我们的第二和第三季度库存计划反映出在销售高峰期之前的同比增长率较高。

第一季度的资本支出为980万美元,而去年为1400万美元,主要用于新店开业。

展望未来,我们重申2019年的全年财务指导。我们预计2019年净销售额将在6.45亿美元至6.55亿美元之间,直接中间单位数增长,零售渠道占2019年净销售额的45%。我们计划在2019年开设15家新店。我们预计全年毛利率将与2018年持平,销售,一般和管理费用占净销售额的百分比比去年增加50至100个基点,主要来自租赁如前所述采用,将一些租赁费用从利息项目转移到SG&A。 2018年和2019年投入使用的商店和相关技术及基础设施项目的折旧费用也将增加。

我们预计2019年每股摊薄收益在0.74美元至0.80美元之间。假设全年加权平均摊薄股数为3250万股,税率为27%。我们预计调整后的EBITDA将在6000万美元至6400万美元之间,资本支出在4000万美元至4500万美元之间,自由现金流为正。

有了这个,我会打开问题的界限。操作?

问答环节

[Operator instructions]
Our first question today comes from John Morris from DA Davidson. Please go ahead with your question.

[操作说明]

我们今天的第一个问题来自DA Davidson的John Morris。 请继续你的问题。

约翰莫里斯

Hi everybody, good work on the progress here moving forward. I know it’s been a tough climate. Dave, I think a question for you on directional on gross margin into Q2, if you can give us how to be thinking about it. I think given the weakness that you’ve cited so far into Q2 on the top line, that would obviously be potentially weighing against gross margin; but on the other hand, I see that inventory looks like it’s actually in really good shape relative to sales growth, and being down in the outlets the context--maybe a little bit about the context of that inventory, but really with an eye towards if you can comment on gross margin direction in Q2. Would we still expect to see pressure on gross margin contraction, or could it be beginning to level out a little bit vis-à-vis how we did in Q1? That’d be my first question.

各位大家好,在这里取得进展的好工作。 我知道这是一个艰难的气候。 戴夫,如果你能告诉我们如何思考它,我认为你在第二季度的毛利方向问题。 我认为鉴于你到目前为止引用的第二季度的弱点,这显然可能会对毛利率产生影响; 但另一方面,我看到库存看起来实际上相对于销售增长实际上处于良好的状态,并且在销售环境中下降 - 可能有点关于库存的背景,但实际上是关注 如果你能评论第二季度的毛利率方向。 我们是否仍然期望看到毛利率收缩的压力,或者是否会开始相对于我们在第一季度的表现略微提升? 那是我的第一个问题。

Dave Loretta

Sure John. Yes, certainly the clearance activity in the first quarter helped clean some of the inventory levels and overall outlet and inventory was down almost 30% to last year at the end of the first quarter, so we’re not going into the second quarter with a lot of inventory that’s not fresh and new, and that’s what gives us confidence that we won’t have additional pressure. Certainly we don’t have anticipated the kind of clearance activity that we did have in the first quarter, so we’re expecting gross margin to have some pressure but not nearly the degree that we saw in the first quarter. As we move through the year, that will improve with the expectation that on a full year basis, we’ll get to flat to last year on our gross margin rate.

当然约翰。 是的,当然第一季度的清关活动有助于清理部分库存水平,整体出口和库存在去年第一季度末下降了近30%,因此我们不会进入第二季度 大量的库存不是新鲜的,而且这让我们相信我们不会有额外的压力。 当然,我们没有预料到我们在第一季度所做的那种清算活动,所以我们预计毛利率会有一些压力,但不会达到我们在第一季度看到的程度。 随着我们度过这一年,这将会改善,因为我们预计在全年的基础上,我们的毛利率会持平至去年。

约翰莫里斯

Okay, good. A quick question for Stephanie on product and product performance. Maybe if you can drill down a little bit about product performance by category or what the call-outs might be, I think more so with an eye towards what seems to be improving or surprising--or, I guess, improving, we know Q1 had its pressures, so now I’m kind of interested from a product category perspective on what you see improving thus far in the current quarter and really where you think the opportunity also will be for the fall season, in the back half.

好的。 Stephanie关于产品和产品性能的快速问题。 也许如果您可以按类别深入了解产品性能或者可能会出现什么样的问题,我认为更多的是关注似乎正在改进或令人惊讶的事情 - 或者,我想,改进,我们知道Q1 有压力,所以现在我对产品类别的看法感兴趣,从目前的季度到目前为止你看到的改善程度,以及你认为秋季的机会也将在后半部分。

Stephanie Pugliese

Sure. Let me just start with an overall division perspective, because it’s something that we didn’t actually add to our comments, and that is our women’s business continues to be the stronger growth area. Alaskan Hardgear continues to be a stronger year-over-year growth area for us, very similar to what we’ve been reporting for the past several quarters, where our men’s business has some pockets of strength, which I’ll talk about in just a second, that is the area where we see the opportunity for most improvement overall as we go forward.
As we look at new product across the board, we are seeing more and more strength in terms of the percent of the sales that our new product lines are giving us, things like Breezeshooter knits in women’s, like additional silhouettes in Sol Survivor, and some of our base layer programs are doing quite well.
When we look at men’s, John, as we go forward, while it is the softer division overall in terms of its trends, we have some pockets of strength there, and those are the areas that we are playing into as we go forward. An example of that would be that we’re launching a new men’s bottoms fit campaign in just about a month or two, and as we go into early fall that’s an area that we’ve seen some strong results of in men’s, and women’s for that matter. That’s a place that we’re playing into with heavier assortments, heavier inventory as we go forward, so we think we’re going to see some positive--more positive results there.
Again though, I would reiterate that what we talked about in our last call is still very true. It’s about pushing hard on women’s, Alaskan Hardgear, select categories in men’s, and newness overall. We continue to see those trends.

当然。让我先从整体划分的角度来看,因为我们并没有真正添加到我们的评论中,这就是我们女性的业务继续成为更强劲的增长领域。阿拉斯加Hardgear对我们来说仍然是一个比去年同期更强劲的增长领域,与我们过去几个季度的报告非常相似,我们的男士业务有一些实力,我将在其中谈论第二,这是我们前进的整体改善机会。

当我们全面看待新产品时,我们看到越来越多的力量在我们的新产品系列给我们的销售百分比方面,比如女性的Breezeshooter针织品,如Sol Survivor中的其他款式,以及一些我们的基础层程序做得很好。

当我们向前看时,我们看看男人,约翰,虽然从整体趋势来看整体上是较软的部分,但我们在那里有一些力量,这些是我们前进的领域。这方面的一个例子是,我们将在短短一个月或两个月内推出一项新的男士运动裤适应性活动,当我们进入早期秋季时,我们已经看到了男性和女性的强烈结果。那件事。在我们前进的过程中,这是一个我们正在玩更重的品种,更重的库存的地方,所以我们认为我们会看到一些积极的 - 那里更积极的结果。

但是,我再次重申,我们在上次电话会议中谈到的内容仍然是正确的。这是关于女性,阿拉斯加Hardgear,男性和女性的选择,以及整体的新颖性。我们继续看到这些趋势。

约翰莫里斯

Great, thanks.

十分感谢。

Stephanie Pugliese

Sure, thank you.

好的,谢谢。

会议主持员

Our next question comes from Jonathan Komp from Robert W. Baird. Please go ahead with your question.

我们的下一个问题来自Robert W. Baird的Jonathan Komp。 请继续你的问题。

Jonathan Komp

Yes, hi. Thanks everyone. First question I wanted to ask, more of a shorter term oriented question, but just given the softness that’s continued and then into the first five weeks of Q2 here, just curious how you’re thinking about the decision to hold the full-year guidance given the softer start. I know first quarter was in line with what you expected, but any thoughts on the confidence level and the progression in the performance that you need to hit the maintained guidance?

是的,嗨。 感谢大家。 第一个问题我想问一下,更多的是一个短期的问题,但只是考虑到持续的柔和性,然后进入第二季度的前五周,只是好奇你是如何考虑决定举行全年的指导 鉴于开始较软。 我知道第一季度符合您的预期,但是对于您需要达到保持指导所需的信心水平和表现进展的任何想法?

Stephanie Pugliese

Yes Jon, I think the biggest thing for us that we know that we’ve had a softer trend than we would like in the first part of the year. We also know that the second half of the year is by far the bigger and the more important in terms of driving through the top and bottom line in the business. The measures that we’ve put in place as we go forward are really just beginning to take hold and will come to fruition as we get into third and then of course into fourth quarters. Right now, our focus is on improving that top line, managing the expenses so that we’re gaining the productivity that we need that are in line with our guidance.
The one other thing that I would add is over the past several years, whether the business has been slightly ahead of trend or slightly behind trend at this point in time, we know that because so much important business is yet to come, we haven’t adjusted guidance at this point in time for that very reason. It’s very similar to what we’ve done in the past in terms of how we’re looking at the importance of the second half of the year.

是乔恩,我认为对我们来说最重要的是我们知道我们的趋势比我们在今年上半年所希望的更为温和。我们也知道,在推动业务的顶线和底线方面,今年下半年是更大,更重要的。我们在前进的过程中采取的措施实际上刚刚开始实施,随着我们进入第三季度,然后进入第四季度,这些措施将会取得成果。目前,我们的重点是提高收入,管理费用,以便我们获得符合我们指导的生产力。

我要补充的另一件事是过去几年,无论业务是否略微领先于趋势,还是略微落后于趋势,我们都知道,因为这么重要的业务还未到来,我们还没有'由于这个原因,在这个时间点调整了指导。就我们如何看待今年下半年的重要性而言,这与我们过去所做的非常相似。

Jonathan Komp

Okay, great. Then maybe a couple of bigger picture questions. First Stephanie, just given all that you’ve highlighted in terms of initiatives you’re working on, maybe stepping back, is it too simplistic to think in the last couple of years, maybe you’ve been so focused internally around implementing a lot of systems that now, once you’re past a lot of that, you’re able to shift focus back towards sales, marketing, product, a lot of the drivers you discussed in that, going forward, you should have more capacity to really get back to driving the business versus implementing systems? I’m just curious to hear your thoughts there.

好,太棒了。 那么也许还有几个更大的图片问题。 第一个斯蒂芬妮,刚刚给出了你正在努力的所有举措,可能会退后一步,在过去的几年里思考过于简单化,也许你已经在内部专注于实施很多 现在,一旦你经历了很多这样的系统,你就能够将注意力转移到销售,营销,产品,你所讨论的很多驱动因素,未来,你应该有更多的能力去实现 回到推动业务与实施系统? 我很想知道你的想法。

Stephanie Pugliese

Yes Jon, I think that you said it very well. We knew that the infrastructure improvements were critical to be able to enable the growth for the future, and the truth is that they do put pressure on the focus of the business and ensuring that we executed well those particular programs. Now there is a renewed strength of how we are going to market, the product, that we’re bringing in new product faster to market, trying new things like additional marketing activities, testing localized marketing, etc. that’s bringing us back to some of the core foundational ways that this brand has grown over the years, and we’re excited to see those things start to come to fruition and build for the future for us.

是乔恩,我想你说的很好。 我们知道,基础设施的改进对于实现未来增长至关重要,事实上,他们确实对业务重点施加压力,并确保我们能够很好地执行这些特定计划。 现在我们重新推向市场的方式,产品,我们将新产品更快地推向市场,尝试新的东西,如额外的营销活动,测试本地化的营销等,这些都将我们带回到 这个品牌多年来发展的核心基础方式,我们很高兴看到这些事情开始实现,为我们的未来而建立。

Jonathan Komp

Okay, great. Maybe one more on the retail side, it seemed like, Stephanie, maybe previously the perception was you’re more locked into the strategy of adding 15 standard retail boxes a year, but given some of your opening remarks, it seemed like maybe signaling a little different approach into 2020 and beyond, with different formats and more flexibility. I’m curious if you can maybe just expand on your thinking behind the test there, and then also how much flexibility you do or do not have in the plans going forward.

好,太棒了。 也许在零售方面还有一个,看起来,斯蒂芬妮,也许以前认为你更倾向于每年增加15个标准零售盒的策略,但鉴于你的一些开场白,似乎可能发出信号 2020年及以后的不同方法,具有不同的格式和更大的灵活性。 我很好奇你是否可以扩展你在测试背后的想法,然后你在未来的计划中做了多少灵活性。

Stephanie Pugliese

Sure. One of the things that when we embarked on the retail expansion was that we knew that the importance of retail was multifold: improving brand awareness, bringing new customers into the brand, and then of course creating a physical environment for customers to experience our brand, experience our product. The format that we started with was a downtown kind of historical environment, whether that was Duluth, Minnesota, our first store in Mt. Horeb, Wisconsin. We evolved that to stores like Bloomington, Minnesota that were renovated existing retail, and then as we went forward beyond that, we realized that there were certain markets that the available real estate might not be the best particular position for our store to be in, and that’s when we opened the opportunity around build-to-suit stores.
So for the past seven or eight years, we have been continuing to explore new types of formats, explore new ways to go to different markets where our customers live, and this is an evolution of that, how do we continue to reach customers in new and different ways, and opening up that flexibility and those opportunities and markets as we go forward.
We will continue to evaluate those formats. We have several of them today. We’ll have a new one in fourth quarter with Mall of America. We have been opening 15 stores a year for the past couple of years, but we’ve also said that we will continue to evaluate that as we go forward and make sure that we’re making the right decision overall for the omni-channel expansion, and that’s what we’re doing.
In terms of flexibility as we go forward, we have obviously announced the stores that we are moving forward with in 2019. We have not yet signed leases on any 2020 locations, so that is all flexible at this point.

当然。我们开始零售扩张时的一个原因是,我们知道零售的重要性是多方面的:提高品牌知名度,将新客户带入品牌,然后为客户创造物理环境以体验我们的品牌,体验我们的产品。我们开始的格式是一个市中心的历史环境,无论是明尼苏达州德卢斯,我们在山的第一家商店。威斯康星州霍雷布。我们将这些商店发展到明尼苏达州布卢明顿的商店,这些商店对现有的零售进行了翻新,然后我们向前推进,我们意识到某些市场可用的房地产可能不是我们商店的最佳位置,就在那时我们打开了围绕成衣店的机会。

因此,在过去七八年中,我们一直在不断探索新型格式,探索进入客户所在的不同市场的新方式,这是一种演变,我们如何继续以新的方式吸引客户以及不同的方式,并在我们前进的过程中开放灵活性和机会与市场。

我们将继续评估这些格式。我们今天有几个。我们将在第四季度与Mall of America合作推出一款新产品。过去几年我们每年开设15家门店,但我们也表示,我们将继续评估这些门店,并确保我们为全渠道扩展做出正确的决定这就是我们正在做的事情。

在我们前进的灵活性方面,我们已经明确宣布了我们在2019年推进的商店。我们还没有签署任何2020地点的租约,所以这一点都很灵活。

Jonathan Komp

Understood, thanks for all the color.

理解,感谢所有的颜色。

Stephanie Pugliese

Sure.

当然。

会议主持员

Our next question comes from Jim Duffy from Stifel. Please go ahead with your question.

我们的下一个问题来自Stifel的Jim Duffy。 请继续你的问题。

吉姆达菲

Good morning, thanks for taking my questions.

早上好,谢谢你回答我的问题。

Stephanie Pugliese

Good morning, Jim.

吉姆,早上好。

吉姆达菲

Just starting on the near term trends, you mentioned the direct business challenges continued through May. As the weather’s turned, have you seen any bounce in June?

从近期趋势开始,您提到直到5月份的直接业务挑战。 随着天气的转变,你有没有看到六月份的反弹?

Stephanie Pugliese

We’ve really seen the softness, Jim, continue through the first week of June. The one area that has improved more recently, in the past couple of weeks, is our women’s business has gotten stronger; but overall, the softness we’ve seen continue into the first week of June.

我们真的看到了这种柔软,吉姆,在六月的第一周继续。 在过去的几个星期里,最近有所改善的一个领域是我们女性的事业变得更强大; 但总的来说,我们看到的柔软度持续到6月的第一周。

吉姆达菲

Thanks. Then on the men’s business challenges, I’m curious - is the difficult trend a function of revenue from existing customers, or is it more a challenge of new customer acquisition?

谢谢。 然后就男性的商业挑战而言,我很好奇 - 难的趋势是来自现有客户的收入的一个功能,还是更像是新客户获取的挑战?

Stephanie Pugliese

It’s more a challenge around new customers, but the customers that we are bringing in, whether that’s crossing the threshold of our stores or coming into our website, we are seeing improvements of conversion and the average spend per customer, so there are some good indicators there. It’s really a traffic problem overall for us.

这对新客户来说更具挑战性,但是我们带来的客户,无论是超过我们商店的门槛还是进入我们的网站,我们都看到转换率的提高和每位客户的平均支出,因此有一些好的指标 那里。 这对我们来说真的是一个交通问题。

吉姆达菲

Okay. Then with respect to direct traffic and conversion trends, are you seeing any benefit to conversion with the new website, and I’m also curious if you can comment on what you’re seeing with respect to the advertising costs for direct. Is there inflationary pressure there?

好的。 那么关于直接流量和转换趋势,您是否看到使用新网站转换的任何好处,我也很好奇您是否可以评论您所看到的与直接广告费用相关的内容。 那里有通胀压力吗?

Stephanie Pugliese

Sure, so the first question around the website, I think the biggest benefit that we have seen so far is specific to our mobile site, and that was one of the key areas that we focused on as we went in and built the new ecommerce platform to be able to capitalize on that traffic that we knew our customers were gravitating to. You wouldn’t be surprised, it’s pretty common, more than 50% of our traffic is coming through our mobile site, and we have seen conversion improvements there which is very positive thing and a good indicator for us for the future.
In terms of the cost of advertising, we definitely have seen inflation around some specific areas of advertising costs, most specifically in television advertising, and we’re looking at how we blend the mix of networks, how we blend in live sports, etc. to make sure that we’re being most effective with the use of that money, even considering the inflation.

当然,关于网站的第一个问题,我认为到目前为止我们看到的最大好处是针对我们的移动网站,这是我们进入并构建新电子商务平台时关注的重点领域之一 能够利用我们知道客户所倾向的流量。 您不会感到惊讶,这是非常常见的,超过50%的流量来自我们的移动网站,我们已经看到转换改进,这是非常积极的事情,是我们未来的良好指标。

就广告成本而言,我们肯定已经看到了一些特定广告成本领域的通货膨胀,尤其是电视广告,我们正在研究如何融合网络组合,我们如何融入现场体育等。 即使考虑到通货膨胀,也要确保我们使用这笔钱最有效。

吉姆达菲

Okay, thanks. Then Dave, last one from me, for you. Just looking at the consensus numbers, which are showing earnings improvement year to year in all the remaining quarters of the year, is that consistent with internal expectations?

好的谢谢。 戴夫,最后一个来自我,为你。 仅仅看一下在今年所有剩余季度中每年都会显示盈利改善的共识数字是否符合内部预期?

Dave Loretta

Well, that’s consistent when we get to the full year basis. Quarter to quarter, where we’re going to see the biggest improvement is going to be in the third and fourth quarters.

那么,当我们达到全年的基础时,这是一致的。 季度到季度,我们将看到最大的改善将在第三和第四季度。

吉姆达菲

Okay, very helpful. Thank you.

好的,非常有帮助。 谢谢。

会议主持员

Ladies and gentlemen, that will conclude today’s question and answer session and today’s conference call. We do thank you for attending today’s presentation. You may now disconnect your lines.

女士们,先生们,将结束今天的问答环节和今天的电话会议。 我们非常感谢您参加今天的演讲。 您现在可以断开线路。

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