Fran Horowitz-Bonadies
Analyst · Citi
Good morning, everyone, and thank you for joining us. We ended 2019 on a strong note, growing top line while delivering a plus 1% comp for the quarter and a plus 1% comp for the year, which was our third consecutive year of positive comps. Importantly, we continue to make great progress against the transformation initiatives that we laid out at our 2018 Investor Day and expect to keep this momentum going.
Over the past 2 years, in real estate, we provided 157 new store experiences, reduced gross square footage by 6%, closed 4 large footprint underperforming flagships and lowered store occupancy costs as a percent of sales by approximately 190 basis points. In digital and omni, we grew DTC revenues by double digits, implemented omnichannel capabilities across key global markets and equipped our store associates with handheld devices to improve shopping and checkout. In concept-to-customer product life cycle, we reduced our product development calendar by 4 weeks, improved lead times in our must-win, must-grow categories, lowered China production exposure from 42% in 2017 to 22% in 2019 and added manufacturing capacity across Southeast Asia.
In customer engagement, we opened regional offices in London and Shanghai, launched personalization, evolved our Hollister and Abercrombie loyalty programs in the U.S. and introduced our loyalty program in China. And finally, outside of our stated transformation initiative, we continue to advance our ESG efforts, most notably with our participation in the UN Global Compact. We are excited about all that we have accomplished while cognizant that there is still work ahead.
Here on campus, everyone knows that one of my favorite sayings is, "Always forward." We are focused on our long-term goals while tirelessly driving near-term results. There will always be some challenges along the way, but our company has shown great resilience. Recently, the coronavirus has presented a new challenge. We would like to express our deepest sympathies to all of those who are affected. Our top priority is the health and safety of our associates, vendor partners and customers. We are closely monitoring the situation, which seems to be changing daily, if not hourly. While this has created a near-term headwind, longer term, we continue to view Europe and Asia as important long-term growth drivers. Scott will provide further detail on the recent estimate impact of the coronavirus.
Now let me turn to our fourth quarter results. We anticipated a very competitive season given retail bankruptcies, 6 fewer shopping days between Thanksgiving and Christmas and heightened inventory levels across the industry. During the quarter, we were strategic with the cadence of our promotions and carefully managed our inventories.
On a total company basis, we delivered a plus 1% comp. We registered strong performance during Black Friday week, which we define as a Tuesday before Thanksgiving through Cyber Monday. We had the highest revenue for this period in the history of our company. In the U.S., Hollister achieved record sales over the week and Abercrombie delivered its strongest top line in over 5 years.
For the holiday season, we had a plan to manage the anticipated traffic peaks and valleys. We started our marketing campaigns earlier and introduced new products and messaging throughout the quarter. Our planning paid off, with record fourth quarter revenues in bottoms, including jeans as well as outerwear and intimates. We also saw a significant improvement in women's tops driven by elevated fashion content and increased adoption of our new bottom silhouette.
By region, the U.S. posted 10th consecutive quarter of positive comps at plus 3%, and our international comp improved sequentially to a minus 3%. International improvements were broad-based across regions and channels and achievements by the late quarter adverse impact to our APAC business from the coronavirus outbreak. By brand, Hollister delivered a minus 2% comp, and Abercrombie delivered a plus 8%.
Turning to Hollister. Recent reported comp trends continued with the U.S. outperforming international, guys outperforming girls, and digital traffic and comps outperforming stores. We saw sequential improvements in conversion and improved average unit retail with customers responding well to units.
On our last call, we discussed a renewed focus on our proven playbook, particularly on the girls side, with an emphasis on assortment architecture, SKU breadth and investments in our top fashion items. For the fourth quarter, we were able to impact a portion of the girls product. As we progress through the first half, we expect to see ongoing improvement in our assortment architecture and inventory investment.
We are especially excited about the opportunity in girls jeans. In the back half of 2019, we continued to see respond to our fashion offerings. While we chased inventory for these updated styles, we could not keep up with demand. In the first quarter, we've continued to flow in more newness and further increased the mix of fashion to basics. While the composition is still not ideal, we're scaling the business, laying the groundwork for potential comp improvement ahead. And looking beyond jeans, we've experienced better performance in tops as she has been buying our new must-have collection as a complement to our high-rise and straight-style fashion bottoms.
On the guys side, we had a new sales record in the fourth quarter, driven by jeans, outerwear and pants, all of which had their highest fourth quarter revenue in brand history. Gilly Hicks, Hollister's intimate sub-brand, also had a record fourth quarter revenue and another quarter of double-digit comp. As a result of its impressive and sustained growth trajectory, we have invested in additional headcount as we prepare for the next stage of growth.
For marketing, throughout the quarter, we focused on speaking to our core Gen Z customer across the platforms that are most meaningful to them, including YouTube, Instagram, Tik Tok, Spotify and Twitch. For the year, we had over 30 million views of The Carpe Challenge, which is our YouTube AwesomenessTV series and achieved double-digit lift in brand affinity, purchase intent and recommendation.
In addition to being on the right platforms, we're also focused on authentically speaking to our teens. On March 2, we introduced the inaugural World Teen Mental Wellness Day, which was created in partnership with National Day calendar and is dedicated to raise awareness of teen mental health issues. In conjunction with this event, we launched the Hollister Confidence Project, a global year-round initiative designed to promote teen confidence.
At Abercrombie brands, 2019 was quite the year, culminating in a plus 8% comp in the fourth quarter, its best comp since 2010. Over the past 2 years, our teams have made great strides in refining adult and kids brand purpose and shifting product, voice and experience more closely aligned with the needs of its target customers to offering relevant fashion at a compelling value. Comps were positive for adults and kids as well as domestic and international. Improvement was broad-based on a sequential basis with higher traffic in stores online and AUR growth.
As a result, we provide our mid-20s target customers items that were perfect for a much anticipated long weekend and all of the associated social events. We elevated fit, fabric and design, helping to drive reduced promotions on comparable products. Women's continued to outperform men's, although both delivered positive comps. In women's, we had our best fourth quarter comp in over 8 years, with mid-top dresses and outerwear leading the way. Jeans was another highlight as momentum from our recent Curve Love launch continued with the introduction of new washes and the expansion of mom and ankle straight to the collection. On the men's side, pants, sweaters, jeans in place were all stand out.
Our Fierce franchise has fourth consecutive quarter of positive comps, building momentum seen throughout the year. For the holiday, we offered customizable and large-sized Fierce bottles as well as gift sets, which were both well received. Fierce is a great example of our marketing team's focus on consistent storytelling that ties directly to our brand purpose. Over the year, we built on that with the introduction of our Curve Love, softAF and Do 96 Hours In campaigns, which we believe benefited traffic and conversion.
Our marketing momentum has continued into the first quarter with the introduction of our 2020 Fierce campaign, which features 24 individuals who we believe embody Facing Your Fierce. The Fierce Family, which includes professional athletes, Megan Rapinoe and Kyle Kuzma, will share their personal experience from self-empowerment, body positivity and overcoming obstacles.
At abercrombie kids, momentum continued with our target customer and their parents responding to age-appropriate products that was fashionable, functional and, most importantly, soft and comfortable. Boys and girls both contributed to the positive comp results. Looking ahead, we continue to view kids as an important growth vehicle.
We're excited about the future of our brands. As we move into spring, inventory is current, carryover is limited and customers responding well to product and messaging.
Shifting gears to our transformation initiatives. Global store network optimization is a critical component to our operating margin expansion plans. The regional environment is incredibly dynamic and the lines between shopping channels have blurred. Our goal is to be there for our customer whenever, wherever and however they choose to engage. Our digital business grew in the double-digit range, exceeding $1 billion in annual revenue. However, roughly 2/3 of transactions still occur in store, which is why stores matter. We're committed to providing our customers the best and most seamless omnichannel shopping experience.
For stores, we do not take a "one size fits all" approach. They need to be the right size in the right locations and the right economics. We've been updating our fleet through a combination of reductions in square footage, remodels of existing footprints and store closures. We've been selective in opening new stores, with roughly 1/3 of our 2019 openings in underpenetrated international markets. With every new experience, we strive to improve the health and productivity of our store fleet.
Domestically, roughly half of our store base is up for renewal on a rolling 2-year basis with the majority of negotiations occurring in the fourth quarter. We view our landlords as key partners, and we continue to modernize, evolve and invest in our stores. Our U.S. fleet is healthy with roughly 90% of mall stores located in A and B centers, approximately 95% of the base profitable on a 4-wall basis and an average remaining lease life of about 3 years. This, coupled with our strong balance sheet, gives us flexibility to be nimble and to take advantage of previously unavailable opportunities.
Our Abercrombie Fifth Avenue flagship is a great example of this. On our third quarter call, we announced that we will be closing store in fiscal 2020 due to a natural lease expiration and moving to our smaller-footprint Hollister location a few blocks away. After the announcement, we remained engaged with the Abercrombie & Fitch landlord and we were able to agree on a mutually beneficial short-term lease extension. The economics now makes sense to operate Abercrombie and Hollister Fifth Avenue in the near term in addition to Hollister 34th Street, which remains one of our top-performing stores. This announcement does not change our long-term commitment to close the majority of our flagships and repositioning within markets to more intimate shopping experiences that cater to our local customers.
We entered 2019 with 19 global flagships and exited with 15. During the year, we closed A&F Copenhagen, A&F Milan, A&F London Kids on Savile Row and Hollister SoHo in New York City, removing 107,000 gross square feet from our base. The remaining 15 flagships, which collectively account for an additional 415,000 gross square feet, had a negative 50 points impact to comp and a negative 60 basis points impact to operating margins in fiscal 2019. In fiscal 2020, 3 additional flagships will be available for closure, including the previously announced Abercrombie Fukuoka kick-out.
Flagships are an important piece of our square footage rationalization story and so is the rightsizing of large-format Abercrombie stores in favor of smaller, more productive omni-enabled spaces. For context, stores that were rightsized over the past 2 years had roughly 30% to 40% lower gross square feet than their older formats. At year-end, 20% of the combined Abercrombie and kids fleet were an updated format.
In addition to Abercrombie, Hollister has also been active. At year-end, roughly 53% of its fleet was in the newer format. These remodels have consistently delivered a high single-digit lift in sales versus control stores. In total, we provided our customers with 90 new experiences during 2019, ending the year with 41% of our base with updated formats as compared to roughly 30% in the previous year.
For 2020, we are planning for another 75 new experiences, including 30 Abercrombie and kids and 45 Hollisters, some of which will include Gilly Hicks carve-outs and side-by-sides. Since early 2018, we have taken about 6% of our gross square footage out of the base and reduced store occupancy as a percent of sales by roughly 190 basis points. Our plan is to continue to lower store occupancy by reducing gross square footage in the low single-digit range annually, primarily through Abercrombie rightsizes and flagship closures. We are pleased with the progress we've made against our global store network optimization initiatives, bring us closer to achieving the long-term targets introduced at our April 2018 Investor Day.
At that time, we laid out the goal of doubling our adjusted non-GAAP operating margin from 2017 levels to 5.8%. This path relies on the successful execution of our transformation initiative. Over the past 2 years, we have made great progress but have also been impacted by some unanticipated external factors, including a strong dollar, China tariffs and protests in key markets across Europe and Asia. FX has had the greatest impact on operating margin at 80 basis points. On a constant currency basis, this brings our 5.8% target to 5.0% before factoring in the estimated impact of the coronavirus.
We are managing through these challenges by remaining focused on meeting and ultimately surpassing our 5.8% operating margin target albeit on a slightly different time line than initially expected. The foundation for future growth is in place. And based on our fourth quarter and full year results, customers are responding to our updated product, voice and omnichannel brand experience.
Looking ahead, we are confident that we have a clear path to achieve our goals, including: total sales growth through ongoing U.S. comp growth and increased market penetration in Europe and Asia, benefiting from our local teams in these markets; gross margin expansion on lower AUC, reflecting strategic sourcing efforts and improved assortment architecture and slightly higher AUR from data analytics and data analytics tools, including markdown and size optimization; and operating expense leverage through ongoing reductions in square footage which, coupled with expected sales growth, will further improve store occupancy and fund ongoing investments in customer-facing efforts. As always, we remain focused on controlling what we can control and mitigating what we cannot.
And with that, I'm going to turn the call over to Scott to discuss our recent results in more detail as well as our outlook for 2020.