Michael Jeffries
Analyst · Telsey Advisory Group
Good morning, everyone. The second quarter proved to be more difficult than expected, due to weaker traffic, particularly in July, and continued softness in the female business. The reasons for the weak traffic we've seen in the U.S. are not entirely clear. Our best theory is that while consumers in general are feeling better about the overall economic environment, it is less the case for the young consumer. In addition, we believe youth spending has likely diverted to other categories. We assume that these effects will abate at some point, but until we have seen clear evidence of that, we are planning sales, inventory and expense levels on a conservative basis.
Despite the challenging environment, we were very pleased by strong growth in our direct-to-consumer business for the quarter, which was up in all regions, with particularly strong growth in Asia. We now have a big, fast-growing and highly profitable international direct-to-consumer business, reflecting the benefits of investments we have made over the past few years. We are also pleased by our continued strong comp store sales growth in China, up around 60% for the quarter. We now have 6 Hollister stores in mainland China running at an annualized volume of around $40 million. From a margin standpoint, we generated healthy year-over-year gross margin rate improvement despite a very promotional environment, and we ended the quarter with inventory in good shape.
While we believe that much of the weakness during the second quarter was due to macro conditions, we are not satisfied with our results and are working hard to improve the trend for the third quarter and beyond. As a part of this, we have expanded our assortment in accessories, where we are starting to get good traction, and we continue to look for new opportunities to expand our assortment, both owned and through third-party collaboration.
For example, we recently announced a partnership with Keds and began offering an exclusive line that features Keds' iconic sneakers with signature Hollister patterns. While only available online, fans can check out the display inside our Hollister stores. Also, in late July, we tested a select assortment of Gilly Hicks intimates in about 225 Hollister stores, both U.S. and international. We are pleased with the results of this test and believe that sales were largely incremental.
From a marketing standpoint, we are working on some new programs that we expect to begin testing in the next few months. We are also excited to be able to use our A&F store windows to help support traffic-driving marketing initiatives once we've completed the removal of the louvers from our U.S. chain stores.
We remain very encouraged by our profit-improvement initiative.
As a reminder, this initiative is focused on profit improvement through a detailed review of our existing operational processes and is primarily focused on areas covering general non-merchandise expense, marketing, supply chain, store operations and home office. We made excellent progress during the quarter, and we now expect savings from this initiative to exceed $100 million on an annualized basis.
We will be conducting some significant pilot studies in our stores over the next few months, which will give us insight into whether there is further opportunity beyond that. We expect the overall implementation phase to take another 6 to 9 months to complete, with the majority of the expected benefit to be realized in 2014. We are working hard to be able to realize a portion of the benefit in the latter part of this year.
We are also nearing completion of our long-term strategic review. Based on extensive work over the past few months, the plan emerging from this review will map out clear strategies covering our assortment, our real estate plans, direct-to-consumer, omni channel, technology, marketing and CRM and sourcing. We are confident that these plans will give us a clear roadmap for sustainable growth in sales, profitability and return on invested capital. The next key milestone would be a review with our board in mid-September, and we will look to share more details in the future.
Before handing over to Jonathan, I would like to say a word about our team. We operate in a business that has ups and downs, and we have certainly seen both over the years. But it is an incredible feeling to come to work every day with a team that always has an optimistic, can-do approach and is constantly focused on the opportunities we see ahead of us, both near term and long term. I would like to say a very big "thank you" to everyone on the A&F team for their hard work and dedication.
With that, I'll hand the call over to Jonathan, but will be available to take your questions later in the call.