John P. McCarvel
Analyst · Piper Jaffray
Thanks, Will, and thank you for joining us on our third quarter earnings call. With me today is Jeff Lasher, Crocs' Chief Financial Officer. I'll begin the call today with commentary on the third quarter, followed by Jeff, who will review the financial results for the third quarter and walk through our fourth quarter guidance. I will then add some additional insights on our ongoing business before we take questions. Turning to the quarter. Our results for the third quarter were in line with the updated guidance we provided in early September. While the Crocs brand and business model remains strong, there is no doubt there was a more difficult quarter than we had anticipated at the time of our last earnings call. I want to highlight what went well during Q3 and also discuss factors that impeded our performance and what we're doing about them. Let's start with a regional view. We continue to be pleased with the performance of our Asia Pacific and European segments. Notably, we believe our European business has turned the corner and we are seeing positive signs in all segments of this business: wholesale, retail and Internet. Our performance in Europe continues to improve. Our wholesale business grew nearly 21% in the quarter, our own retail stores recorded a 9% same-store sales growth and we saw a 65% retail revenue growth overall. We also saw strong Internet sales growth in Europe in Q3, with online revenue rising 35%. While our product mix in Europe still skews towards the Classic clogs silhouette, that's changing, and our European consumers increasingly choose other styles with higher ASPs. We've been particularly pleased with the performance of our winter boots and closed-toe silhouette. In Asia Pacific, same-store sales grew 9% as we opened 15 new Crocs retail stores during the quarter. Internet sales rose nearly 26% as we added more local language sites to make it easier for more people in more places to shop Crocs. We also saw continued support from our wholesale partners, although growth in this channel was a more modest 2.3%. Unfortunately, Crocs' strong performance in Asia Pacific and early indications of a turnaround in Europe were offset during the quarter by challenges in the Americas and Japan from both the company-specific perspective and a macro perspective. Beginning with the macro picture in the Americas, we're seeing decreased consumer optimism amongst our consumers. We're also seeing less discretionary spending for footwear, apparel and other consumer goods in the U.S. Although we continue to make progress on establishing Crocs as a 4-season brand, these trends, as noted earlier by Coach, Wolverine and others, are having an outsized effect right now in what is traditionally our most challenging part of the year from a revenue perspective. I wish I could tell you we're expecting a big improvement in consumer confidence in the U.S. throughout the year, but we're not. We've come to the conclusion due to challenging back-to-school season, soft holiday indications, weaker employment growth numbers for the upcoming holiday season and the toll that ongoing battles over U.S. fiscal policy take on our consumers, we expect to see this slower trend continue in the fourth quarter. We're not seeing consistent market data to support improvement in customer confidence and U.S. Retail sales as is evidenced yesterday in the data release from the Conference Board regarding October. In Japan, which represents 15% of our revenue, we continue to be affected by unfavorable exchange rates and decreased wholesale volumes. Revenue in our business in Japan declined nearly 23% during the quarter, or $11.7 million due to the weaker yen. On a constant currency basis, the Japanese business declined a more modest 3%. So to summarize geographically, we're pleased with the performance of 2 of the regions that represent nearly 50% of our business, including our fastest-growing region, Asia Pacific. And we're working hard to improve the performance of the other 2 regions, which represent the balance of our business. Now let's take a look at the business from a channel perspective, starting with wholesale. In the U.S., a challenging short summer, followed by a tepid back-to-school season for many of our partners reduced our at-once orders in the third quarter, the remaining conservative with at-once orders for the upcoming holiday season, too. We have reflected that in our guidance we've given today. We see our key accounts maintaining lighter than historic pull [ph] levels, and in many cases, looking for brands to carry more at-once inventory of their top-selling styles. We are working closely with our wholesale customers to meet their needs, while managing our inventory levels prudently. In the Middle East, we've launched a new line of regional footwear, the Shamaal collection, which has performed very well to date. In other key markets in Europe, in China and Korea, wholesale growth remained strong with double-digit growth in each market. In our retail channel, we have touched on positive results in Asia Pacific and Europe, and growth in Asia Pacific is driven by core products and new collections of products, namely Boat Line, Huarache, the A-Leigh and Leigh product collections. Positive growth in transactions, UTPs and conversion rates are generally in the low double digit. Same-store sales growth in Europe is driven by core products and a wider spectrum of new women's, men's and kids' styles as the European consumer sees a wider portfolio of products from Crocs. Conversion rates in the low double digits where our new outlet stores are performing well in the quarter. We still see European consumers shopping for value products. In the Americas, our retail performance has not met expectations, with a slowdown from late July through September. We experienced choppy traffic and demand in most retail locations throughout the U.S. In comparison to many of our competitors, we were less promotional at retail in the quarter, and thus, did see a nominal lift in gross margin. Conversion rates in the U.S. were in the high teens. Japan remains a highly challenging retail environment. Our information shows that Japanese consumer traffic in malls was 10% to 15% lower in the quarter, but conversion rates remain at the mid-teens and average ASPs were higher. Even with the headwinds and negative same-store sales in Japan, this continues to be the most profitable retail operations for Crocs globally. Now let's turn to the Internet. We continue to see strong online demand and relevance for the brand globally. To grow our online business and to optimize performance, we're continuing to invest and develop our global analytics team, thus, helping us to make better use of the data we have and allowing us to improve our online customer experience. In the Americas, the online environment remains challenging. Business with many of Crocs e-tail partners continues to grow, thus taking some traffic and business from Crocs. We are certainly pleased to see that on Amazon.com in July, 23 of the top 100 styles sold were Crocs. However, we believe we're seeing some of the same showrooming challenges experienced by retailers in electronics and other categories that is impacting Crocs' direct growth of our own already significant e-commerce business. Some positive takeaways for our U.S. e-commerce business in the quarter were: ASPs were up $4.66 or nearly 20%. Tablet acquisition was up 20% and mobile purchases were up nearly 10%. Users are truly acquiring our products, how and when they want. New products are driving ASP growth where our new A-Leigh closed-toe wedge, our cap toe flats, Men's Suede Santa Cruz and the new Retro Sneaker collection we launched this fall. Conversion increased 37% in Europe, and revenue increased 20% per transaction, this is excluding Russia. This is a broad-based growth across many European countries. A few additional callouts I'd like to have today. Having covered our regions and channels, I'd like to call your attention to a few things, starting with product, which is the heart of our business. We're continuing to innovate to drive product diversity and become a 4-season brand. This year's line was the most diverse in terms of silhouette but also the most focused by building assortment -- minute to specific channels. This effort has been led by the Busy Day collection, developed for the active woman on the go. We also have infused our core collections with the refresh to our Fuzz collection, Blitzen II and Blitzen II Convertible. To expand wearing occasions, for our female consumer, we also launched the Fall/Winter version of our A-Leigh product line, which has performed well to date. For our male consumer, we continue to see the strength in our casual loafer business, highlighted by our Walu and Santa Cruz franchises. Heading into 2014, we will continue to build on our franchise around core clogs, translucent, canvas, our boating line and now Busy Day and wedges, including Leigh and A-Leigh. The innovation engine that we have built continues to generate results. For 2014, we'll be launching a stretch sole product, which allows the sole to stretch to articulate with the foot, creating unmatched comfort, building opportunities to open new accounts, attract new consumers and raise price points. Additionally, in 2014, we will introduce Colorlite [ph], a leather-like product made from a proprietary Croslite material. Colorlite [ph] will have an immediate impact on enhancing our product line and long-term drive down to cost savings as we expand into more styles. With our Spring/Summer '14 campaign, we'll be building on a brand position in the casual lifestyle space of "Find Your Fun." The "Find Your Fun" campaign will engage consumers with a global message that Crocs love color, creativity, individuality, passion for positivity that drives us to deliver fun and different footwear experience for people around the world. Find Your Fun will serve as a true brand platform for our customer experience interactions and will be integrated into all of our marketing activities. In other brand-building news, much of 2013 has been dedicated to laying the foundation for a global CRM platform and loyalty program that will roll out starting in early 2014. To date, we have been successfully leveraging our global newsletter database with millions of consumers to communicate our greatly expanded product offering across 4 seasons and effectively drive them to visit and purchase from our global e-commerce sites, as well as our retail stores. Our new CRM platform and loyalty program provides us with an exciting new opportunity to enrich consumer brand engagement and recognition to the sizable newsletter base and extend participation to our global fleet of retail stores that attract millions of consumers annually. We are bullish that this program will bolster loyalty from the more than 70% of our global consumers who have purchased more than 2 pairs of shoes over the past year from our retail locations and e-commerce site, respectively. We remain focused on retail excellence. While overall retail performance is mixed, we're investing significant time in this area to improve future performance. Some of the key initiatives are store site selection, our store footprints and buildout costs, the rollout of our Oracle Retek planning systems globally, our Kronos labor management software that we deployed this year also globally, to name a few. We engaged earlier this year with the AlixPartners on best retail practices and are implementing some of these programs today globally. Our new Bluewater and Bluewater Lite [ph] concept stores allow us better showcase of our casual lifestyle range of products, and it elevates the brand perception with new and existing customers. During 2013, we worked hard on identifying segmentation and distribution opportunities. Our market analysis says that we are 33% of our total distribution of the total available market identified. We believe we have a diverse product line that provides significant growth opportunities for the future properly segmented and sold. We also continue to build strength in our own retail management capability. In Asia Pacific, Steve Castledine, our VP for Direct-to-Consumer channels in the region, joined us earlier this year and is bringing the benefit of his 2 decade of experience with Levi Strauss and adidas. In Europe, Tim Lyons recently joined our team as the Head of retail operation after prior stints with Nike, Marks & Spencer and the Gap. These 2 hires are examples of the last thing that I want to call out and that's leadership. We've been working hard to find the right people on the bus by building a world-class Crocs management team. The recent addition of Greg Sullivan as General Manager for our Americas business after a distinguished management career at Walmart, will bring a new focus and energy to our efforts and improve the performance in this critical region. Terence Reilly, formerly the Vice President of Marketing for Famous Footwear, is now leading our Americas Marketing team. Lastly, Florent Bailly, formerly our Vice President for the Middle East and Africa, has been named our General Manager for our Asia Pacific Region, and we're confident that this region will continue to prosper under his leadership. Crocs continues to attract high-caliber brand business and retail leaders to help shape and implement our plans for a profitable growth. I'll be back with some closing comments. But for now, I'll turn the call over to Jeff.