Kosta Kartsotis
Analyst · Wells
Hello, everyone, and thank you for joining us today. I'll begin my remarks today with a discussion of Q4 and recap the highlights from 2019. Then, I'll provide our perspective on the current operating environment, how we plan to navigate our challenges, and where we see opportunities to drive growth as we continue to transform Fossil’s business model. Before returning to my formal remarks, I would like to briefly comment on the coronavirus. First and foremost, we want to express the collective concern of our management and board for the well-being of our Fossil team members, partners, and their local communities that are being impacted by the crisis. As it relates to our business, the 2020 outlook that Jeff will take you through reflects our current assumptions based on what we know today. As the situation unfolds, we will continue to monitor events closely and update our guidance if needed. Turning back to last year, while there were a number of strategic and operational accomplishments in 2019, we are disappointed to close the year with a particularly challenging quarter. The underperformance primarily reflects lower than expected sales of our older generation connected product, as well as ongoing softness in traditional wholesale, principally in the United States. Going into the holiday season, we anticipated that our previous generation connected product would be a significant growth driver as a strong value offering with a lower price point. However, consumer response was negatively impacted by the combination of competitive pricing in the marketplace for value-oriented product, and to the strong response to our Gen 5 offering, which has much improved functionality. To that end, Gen 5, our latest generation display product, and our new Hybrid HR product, both performed very well in the quarter. In fact, we are pleased to note that we're seeing a great deal of enthusiasm for our latest technology and fashion designs. Positive consumer reviews and strong response to our offerings in Q4 are further evidence that high performance technology combined with the latest fashion designs will drive consumer interest in purchases. Our business in Asia delivered another quarter of double digit growth, with strong performance in key markets, including China and India, which grew 60% and 10%, respectively. While Asia and Gen 5 were bright spots in the quarter, the softness in older generation smart watches pressured margins due to the promotional intensity, and the $38 million write down of that inventory. These factors drove operating profits significantly below our expectations. Although we faced considerable headwinds in 2019, our teams worked diligently to execute against our strategic priorities throughout the year. First, we completed our first New World Fossil Program, 1.0, which over the last three years delivered $200 million of run rate improvement across gross margin and operating expense. We also launched our New World Fossil 2.0 Transform to Grow Program, which is designed to drive operational efficiency and improve profitability, while also providing us with the ability to invest in top line growth opportunities. In 2019, we achieved our plan to capture total benefits of $50 million, primarily through operating expense reductions. From a product perspective, we delivered world class technology upgrades in connected watches and exciting new innovations across our traditional categories. And our accelerated product drop strategy, combined with a digital first marketing approach, drove more consumer engagement than ever before. We made big strides in Asia. We broadened our reach in key markets, and delivered double digit growth. We advanced our DTC and online marketplace businesses by optimizing our segment and assortment of strategy. We offset significant profit pressure from tariffs through adjustments to our sourcing base and to our product costing, and we ended the year in solid financial condition with $200 million of cash and virtually no net debt. As you know, we have been operating in an extremely challenging environment for a number of years now, as consumer interests and shopping patterns in the watch and accessory categories evolve. From a channel perspective, wholesale in the U.S. and Europe remains difficult, primarily in traditional watches. This is largely reflective of two major dynamics. One, the ongoing consumer transition from brick and mortar to online shopping, and two, the continued momentum behind the fashion cycle that is driving strength and connected watches in place of women's accessories and watches. Historically, Fossil’s largest share of market existed in mid-tier price female fashion watches sold in the traditional department store channel. The factors I just mentioned around channel shift and consumer preference for technology have been disrupted to the mid-price fashion watch segment as a whole, and have certainly had a profound impact on our core female fashion customer. In fact, over the past four years, women's watches sold to the wholesale channel in our Americas and Europe regions have contracted substantially. In contrast, our Fossil brand watch business in Americas and Europe over the same timeframe has remained relatively stable due to three major factors, a healthier mix of men's and women's product, a stronger direct business, including third-party marketplaces, and our robust connected business. Given the structural changes occurring across the industry, and within our business in particular, we've been pivoting our model accordingly. First, we are deploying greater resources to the direct channel for both our owned and licensed businesses. Second, we are accelerating our connected product offerings. And third, we're successfully driving growth in key APAC markets, including China and India, where the developing middle class has an increasing desire for fashion watches. Equally important, we are taking actions to strengthen our operations and build scale, as we evolve our model in tandem with industry dynamics. As I just mentioned, the contraction in the wholesale channel has had a substantial impact on our business. Looking back to just four years ago, our U.S. and European wholesale channels represented over half of our worldwide net sales. In 2019, this segment of wholesale made up roughly one-third of the sales mix. Over time, we anticipate that will shift even further, with the U.S. and European wholesale channels ultimately representing less than 20% of worldwide sales. Because we expect these secular trends will persist, our mandate is to maximize top line growth opportunities outside of the traditional wholesale, while at the same time, transforming our financial model to improve profitability over the long term. We expect to accomplish this by pulling levers across product channel and geography, and capturing efficiency through New World Fossil 2.0. Let me provide some color. This year, we are focusing on four strategic priorities that are expected to improve operational efficiency in 2020 and position the company to begin reversing our top line trend and building scale in 2021. Priority number one is delivering exceptional storytelling and innovation. The path forward to change in our sales trajectory will come first and foremost from great product and unmatched creativity. Although we'll have fewer product stories in the market in 2020, we're going to tell them in bolder ways through focused digital marketing programs. We've expanded our use of data and analytics, which is improving our ability to understand consumer trends and preferences, and how to more effectively interact with the customer digitally. We have significant opportunities in our traditional and connected watch categories, and we're also refocusing our efforts on the jewelry category. In 2020, we'll be refining our assortment levels and distribution strategy in connected watches to more closely reflect consumer preferences across channel and assortment. Consumers are telling us that the shopping experience for connected product in traditional wholesale channels is not compelling. To address this, we will be launching connected LTE product this year, and aggressively expanding in the CE and telecom channels, while reducing our connected presence and select wholesale accounts and brands. We anticipate that the reduced assortment and distribution will be partially offset by expanded CE and telecom channels in 2020, with growth in 2021 and beyond. Priority number two is driving commercial transformation. The consumer is increasingly gravitating to all things digital, and we're moving quickly to improve our digital capabilities across the company. This encompasses everything from multi-brand omnichannel capabilities, digital marketing and CRM, to analysis, targeting, and retention. The implementation of our new e-commerce platform is in process now, and brings us a robust set of tools to support a larger direct to consumer business in the coming years. Importantly, the nature of our high-dollar value, small cube proposition will enable us to increase our DTC business without pressuring margins, as often happens in other categories. Our third strategic priority is to expand on our opportunity in China and India, which as I mentioned earlier, both grew double digits in 2019. The emerging middle class in these countries loves our categories and brands. We've had great success with our localized marketing, and segment and assortment approach, and we see even more runway to accelerate growth in these markets going forward. In China, specifically, our ability to combine great brands and marketing content, while partnering closely with the largest online marketplaces, has proved to be a winning strategy with select brands. We expect to see continued momentum and growth as we bring this formula to an increasing number of our brands going forward. Our fourth priority is continuing to implement New World Fossil 2.0. In 2019, we conducted a comprehensive review of our operating model, and our leadership team has been working with a sense of urgency to drive greater efficiency in our processes and work streams throughout the organization. Notably, we see a significant opportunity to reengineer our supply chain. We plan to drive improvement in our end-to-end manufacturing and distribution capabilities, which will allow us to reduce lead times, lower costs, and enhance our overall competitiveness. Major initiatives in 2020 include implementing an advanced demand planning, and a more sophisticated open to buy process. Cost reduction is also a critical component of New World Fossil 2.0. In 2020, we expect to capture benefits totaling $65 million, with $15 million coming from gross margin improvement, and $50 million coming from operating expense reduction. There's no question that the headwinds in traditional wholesale will continue for some time. Our direct to consumer business is stable, and with our expanded digital capabilities, we expect to see solid growth in this channel in 2020. Our work on segmented assortments is paying off, with growth expected to significantly accelerate globally in third-party marketplaces. And we anticipate that Asia will continue growing at double digits. Given this backdrop, we are working urgently to optimize and right size our cost structure. These actions are important not only to improving profitability, but they will also provide more capacity to invest in our biggest areas of growth going forward. As I close, I want to thank our teams for their hard work and strong commitment to the company. The entire organization is working diligently on the priorities I outlined earlier. We believe the innovation we're bringing to market across our categories, and our increasing focus on digital, will generate improvements and sales trends over time. We know that transformation does not happen overnight. We are fortunate to have great brands, products, and people to help us accomplish our goal of stabilizing the top line as quickly as possible. Additionally, our strong balance sheet and cash flow provides us with the financial flexibility and runway we need to pivot our business model and work towards restoring growth and profitability. Now, I'll turn the call over to Jeff to discuss our Q4 financials and our 2020 outlook.