Gary Friedman
Analyst · Robert Baird
Yes, this is Gary. Let me try to take that. I think that the way we think about the business is, every quarter, especially Q4, always requires some level of recalibration versus our plan. That's because the environment is forever changing. The economic environment, the competitive environment, consumer trends, preferences, so many things. We believe our success is based in our ability to improvise, adapt and win. And winning to us, if you stand back, and as we've articulated I think in past conference calls and past quarters, it's about two things. It's about gaining share, and optimizing earnings. It's about two lines in the P&L, the top and bottom ones. And as we've said, every other line is a lever and creates optionality and opportunities to win. So when we look at recent data and said, what's different, what are we seeing and what are we learning, and how are we improvising and how are we adapting, and how are we going to win, there's a few things that are different, and there's some new data that's affecting our thinking. Some of the things that are created inside the company, that we have more control over shorter-term and then longer term, some outside the company that we're evaluating and figuring out how to adapt our plans accordingly. So there's a few things that are different from last year. I think Karen alluded to some in her script but in the video, but it includes - we mentioned our circulated pages in the spring books are down year-over-year, and pretty meaningfully so. And I don't think we've communicated this before, but if you just stacked the spring books last year versus the spring books this year, you will notice that the pages are significantly lower and the circulation was slightly lower this year. Our data indicated that we could significantly reduce our pages circulated, without meaningfully impacting our top line so we had in the spring, versus a year ago, 60% less circulated pages. That's a meaningful move. And as we have watched it throughout the quarter, our sense is that the new data would suggest that as the books from last year are built, our ability to comp that build the way we thought, we were a little off in those projections. So we've got a bit of pressure that you saw at the end of Q3, and some projected pressure into Q4, depending on how the newness comes in with modern and so on and so forth. And that's the next I'd make is, the majority of our newness this year is tied to modern and teen, versus a year ago. So you've got significantly more newness building earlier in the year, a lot less circulated pages, and less circulation, in our attempt to optimize our model. And we are always, as you guys know, testing and evolving our source book strategy and our marketing strategies here, and trying to find the most optimal rate to go to market with our business. And so we have a difference in the newness cadence year-over-year. And then our modern book, I think if you - I think we started the year telling you we are going to launch a modern book that was going to be in about the 300 page range, and then I think we told you it was going to get to the 400 or 500 page range, and it ended at 544 pages, 540 pages. And because the book came together and many good ideas came together somewhat late, but we thought they were very important. We delayed the book a few weeks against our forecast internally, and then, because the book was significantly bigger, it took a couple of weeks to get through the printer and get through the mail system. So we lost about a month in general from where we thought the books are going to be. That was different, and that affected our top line trends, especially coming out of Q3 and early in Q4. And then there's a few, what I call macro regional factors, that I think are important ones. And I don't think you've ever heard us talk about the weather before, and I'm not going to talk about the weather, but there's some meaningful things that I think everybody has to have on their radar today, because they're the kind of things that could shift your business and change economic conditions, and you could place stuff incorrectly if you're not careful. And here's some things that we're seeing, and the data that has changed from path one to, and we see the trends in Q4. In the areas where the economy is more dependent on oil and natural resources, such as Texas, such as Canada, and you can even throw in there Miami and parts of Florida, because they're affected by South America. I don't know if we have communicated this before, but we ship - a third of our business in Miami is shipped to South America, and I'd say an even greater monomer business in Miami and in parts of Florida is influenced by South America, because not all the product we sell to South America leaves the country. A lot of it is people buying homes in Miami, and condos and so on and so forth, and we're furnishing those homes. So when we look at this the areas that are affected by oil, and then also doubly so with Canada and South America, you're affected by exchange rates, right? If you're looking at your spending power if you're Canadian, if you're South American versus US in exchange rates, you're meaningfully less wealthy. You're getting a lot less value for your dollar year-over-year. So when you take just those three areas, when you take the Texas markets specifically, Houston, which is being impacted the most, when you take the Miami market, and you take the Canadian market which are all very important markets for us. In the first half of the year, they were pulling down total Company sales a little under 2 points. And at that point, we knew it was a drag, and it doesn't mean those markets were 2 points lower, those markets were meaningfully lower. They were pulling the whole Company down a little under 2 points. In Q3, that accelerated to 4 points, and that's meaningful, right? It's not just meaningful to us, I'd say it's meaningful to anybody who's thinking about what the US economy ought to look like, and how we ought to think about it. It makes me think hey, should we be calling Yellen, and the department, and saying, let us tell you what we are seeing, because those things, from my point of view and I don't mean to make anybody panic, but it's important how we look at those. These are important markets, and markets that are connected to other markets. Miami's connected to New York, so on and so forth, a lot of the investment that is happening in Miami is connected to New York. So we sit here and we say, wow. One, it was trading down the Company 2 points, now it's dragging down the Company 4 points. So what do you do about that? Right? Do you just wallow, do just say, just button down the hatches, or do you say, how do you play the game differently? And how do you win in changing conditions, because you can either be a spectator and be on the sidelines and just report that's happening, or you can decide to get in the game and be a participator and do something about it. And we have a bias for action in this Company. We are not good spectators, but we are really good participators. And so, we think that's a dynamic that has to be watched, and that's a dynamic that has to be reacted to, assessed and reacted to. And so we changed our game plan because of some of the things. And the other thing that we've seen, and I think we all today, the great thing about email is we all have access to customers, and we can promote much more flexibly and much more cheaply than ever before. The other thing is, you can really see what your competitor is doing you don't have to walk every mall to see what posters they put up in their windows or what they're doing, right? And all the analyst on the call and investors on the call, I'm sure you all have some sort of tracking this as what are people doing this year, what are people doing last year, and are promotions up year-over-year and so on and so forth? And look, any of you guys all pointed out last week that RH ran a big promotion. Got it. We weren't trying to be shy about that, by the way. But one of the things that's happening is we track all the competitors' promotions, and we know what everybody's doing, just like you do. And we've noticed that there's been an uptick in competitive emails year-over-year. And you have to look at the details to really get it sometimes, because you're just counting emails, you're going to miss it. If you're just looking at the generalities in the emails, you're going to miss it. And many of the people in our industry today are sending multiple emails, and there's multiple messages, and there's multiple promotions being stacked on promotions. And when we look at the data internally, it is the most promotional environment we've seen, meaningfully so. And it doesn't matter if you're looking at - and by the way, and then there's new players that are bringing a whole new dynamic to the marketplace. I tell the team look, I don't care if it's - who it is, whoever selling goods in our case, right, that's coming in, whether it's an online player, you can't ignore someone like Wayfair today. They're doing big volume, they're not making money, but they have cash flow, and the last thing you want to do is let yourself get Amazoned by somebody. We're not going to allow that to happen. We're going to figure out how to play the game to win. If you look at the promotions from everybody from Ethan Allen to Our House to the Pottery Barn to West Elm, and you can say are they all - who is the direct competitors, who is not. At holiday time, if you've got stores in retail districts or retail malls, and there's thousands of people in those malls, and you're not doing something to maximize share, then you're a spectator. So we've noticed a more aggressive promotional stance from all of the people I have mentioned, and we've stood back and said, the combination of all these factors I've articulated, whether it's we pulled back and circulated pages and so on and so forth. By the way, a lot of good things have happened here. I'd start with the headlines, operating margins in RH in the third quarter were up 180 basis points over last year. Find me another person or sector that can say that. So there's a lot of good news here. But if you want to know the details of how we are playing the game, and how we are playing to win, there's a lot of moving parts. And I'm just giving you some headlines. There's many other things. There's 1,000 moving parts in the Company like ours, and you're always looking at every piece of it and every line and every lever and every opportunity. But when we step back and we take it all into context, and we say, how do we want to play the game? That during Q4 when mall traffic is seasonally high, and our home furnishings peers are aggressively promoting their business, we are making moves to optimize both our top and bottom lines, and to take share. Period, right? And to optimize earnings, period. Right? How it landscapes, and Karen alluded to the landscape maybe differently, quite frankly as the CEO of this Company, I'm indifferent to how it landscapes. What I care about is what is the outcome, and what's going to create the most value? And our belief is taking share. Our competitors can't get it back. Taking share is important. There's a reason why Amazon launched Black Friday before everybody else in the world, right? There's a reason why we launched the promotion we did last weekend. It was to take share. There's consumers, there's shoppers, and we're going to try to take share. And so in the sense of that, that's the way it summarizes, it's maybe a long piece, but I feel like look, we knew it was going to be the big question. The landscape is different. The numbers may not all add up if you look at it in a traditional way. I think this is not a traditional time. I think this is a very unique and different time. I think it's time where you've got to pay attention to all the details, and you've got to worry about everything. So because these are the times when you don't, quite frankly, something could change in the economy, something changes in the competitive landscape, and you wind up on the short end of the results. So we think our results are going to be the winning results in the industry. We think our results in Q3 were we need the results in the industry, and we think our results in Q4 will be the winning results in the industry.