Roger Markfield
Analyst · Mizuho Securities
Thanks, Jay. Good morning to all of you. The first quarter reflected micro headwinds, unseasonable weather and our own execution challenges. Product assortment isn't quite what it needs to be, and inventory was planned above trend, pressuring our results. However, we did see healthy demand for certain categories, including our Heritage bottom business, denim and pants. We're also pleased with our fashion capsules and how we are successfully adopting new styles into our mainline assortments.
We saw the weakest results in men's shorts, mid tees and women's bare looks. Within Aerie, bras, undies and swimwear performed well.
During the quarter, we needed to clear through excess inventory. And clearly, markdowns were not where we'd like them, yet we were able to selectively reduce broad wall box promotions. For example, we did not anniversary promotions during holiday periods. And in some cases, we excluded core businesses from the events.
As we get inventories down in the second half, our goal is to continue to selectively reduce promotions. Improved product and more relevant marketing events will also support a better overall pricing strategy.
The challenges we faced in the quarter underscore the importance of continuing to evolve as the retail industry changes. We are relying on the initiatives Jay outlined, including fleet rationalization and continuing to build our omni-channel capabilities.
At the same time, we are also working hard to manage the business well this year against the backdrop of the current microenvironment.
As we move forward, here is what the creative team is focused on. First, we are building upon and maximizing a leading Heritage bottoms businesses. This is our core strength, where we are driving innovation and delivering against exciting new emerging trends. We are known for the architecture of our fit systems and it's critical that we maintain outstanding innovation, quality and value. Across the assortment, the teams are bringing greater focus on trend styles and adding newness to our Heritage categories.
Upcoming marketing will be aligned with product lines, ensuring customers know what we stand for during any given season. We're excited about our new marketing campaign in which we partnered with an agency on a creative, diverse, 360-degree customer outreach across social media, in-store, digital, magazines, online video and TV.
Our next major area of focus, we have streamlined and are simplifying our design and merchandising process. We've removed layers. And within the teams, we're creating a clear reporting structure and more direct accountability. We are cutting unnecessary expense and more effectively using our speed sourcing capability.
This year, we will reduce the number of design styles and our goal is to drive higher adoption percentages and reduce sample costs.
I want to be clear, this will set us up for a better process, less clutter and more quality assortments. We've had good success with our fast-track fashion capsules, where we are getting product from design to in-store within 60 days. This is an exciting feature within our women's assortment and will appropriately balance our core Heritage lines.
Third, we are reducing inventory levels for the back half, leveraging speed sourcing capabilities and keeping more open to buy. In addition, as Jay mentioned, our omni-channel projects, especially buy-online, ship-from-store, will enable us to have better utilization of inventory, driving sales and reducing markdowns.
Aerie and AE are extremely well-positioned in the marketplace today. With Aerie, we see enormous potential to go after an underdeveloped, useful intimates business.
During the quarter, we opened 6 new store designs, both shop-in-shop and side-by-side locations. We've included a few photos in our supplemental presentation. It's an updated, more modern look for Aerie, with better product displays. Though it's early, we're very encouraged by the performance of these stores as they look to be driving incremental sales both to AE and, obviously, Aerie. This goes back to our heritage, as Aerie was always built for the AE customer and we continue to believe that's where it belongs.
Lastly, I want to mention how pleased we are with the customer response to our new global markets. Over the past several weeks, we opened new stores in Mexico, and licensed stores in Columbia and Japan to a tremendous response.
Before I turn the call over to Mary, I would like to underscore my confidence in the team and our ability to drive much better performance. Our company is strong, our brands are extremely well-positioned and AE will stay true to its heritage as the democratic American lifestyle brand. We expect to see the early results of our plan begin to gain traction later in the year and set us up for a strong performance in 2015.
With that, I'll turn the call over to Mary.