Richard A. Hayne
Analyst · Morgan Stanley
Thank you, Frank, and good afternoon, everyone. First, my congratulations to each of our brand teams for delivering an excellent fourth quarter. It was a great finale to a very exciting year. Our focus during the year centered on accelerating top line growth and increasing profitability. That focus paid off. Each quarter saw sequential improvement in the rate of sales growth capped by a 17% sales gain and a 104% increase in operating income in Q4. Our quarterly sales growth acceleration came from opening new stores, maintaining and then improving the productivity of our comp stores, expanding our wholesale division, and most significantly, growing our direct-to-consumer channel. We began the year with a clear plan to invest in initiatives that were helping ignite growth in the direct-to-consumer channel. Specifically, we invested in expanded product offerings, fulfillment capabilities, creative execution, technology advancements and marketing expertise. The return on those investments has been excellent. During the fourth quarter, they helped to drive a DTC sales increase of 44% versus the comparable period last year. Customer visits jumped by 26%, while the conversion rate improved by over 40 basis points. In addition, the new customer acquisition rate rose by 45% in the quarter and the reactivation rate jumped by 53%. Overall direct-to-consumer sales penetration, as a percent of total retail sales, spiked to nearly 30% from 24% in last year's fourth quarter. This is our highest quarterly penetration to date. Within the direct-to-consumer channel, the fastest growth came from mobile interfaces. Mobile sessions at all brands exceeded 25 million in the quarter. This drove a 100% increase in mobile sales transacted over smartphones and tablets. Our fulfillment capabilities improved as well. Due to the opening of our West Coast fulfillment center and our pick, pack and ship initiative that allows us to fill an order from any domestic inventory location, including each of our stores, we have increased the number of 2-day ground shipments from 13% of total shipments in the fourth quarter of FY 2012 to 43% this past quarter. Our goal over the next 2 years is to fill over 80% of our DTC orders within 2 days using ground carriers. The pick, pack and ship initiative also helped us to achieve our sales goals. Orders filled from stores that would have otherwise been canceled due to out-of-stock positions in the fulfillment centers, drove $12 million in incremental sales during the quarter. In addition to accelerating sales growth, we have also made steady improvement in our gross profit margins, and that in turn has led to higher operating margins. For the year, gross margins climbed by more than 200 basis points, almost all of which flowed directly through our operating income. In the fourth quarter, margin improvement was even more pronounced. Both gross and operating margins improved by more than 650 basis points. Better product execution at each of our 3 larger brands resulted in an 18% increase in regular price comp sales, while better sell-throughs and better inventory management resulted in a significant decrease in markdown comp sales. While we are pleased with this progress, we are not satisfied. We believe there is room to further improve our IMU and decrease our markdown rate. Boosting gross margins by at least 50 basis points is one of our goals. Turning to the current year. Our brand teams are fully engaged in achieving their #1 objective. Each has identified multiple avenues to drive top line growth and do so in ways that are accretive to the bottom line. This will require investments across all of our channels of distribution with a focus on expanding and enhancing the direct-to-consumer channel. I believe we are still in the very early stages of unlocking the potential that the Internet and mobile technologies bring to the consumer industry. The extraordinary rate of change these disruptive forces create brings both significant risks and opportunity. We intend to make the investments necessary to secure our position as an innovative leader in the world of lifestyle brand-building across all channels. Our approach to brand-building is omni-channel and global. Regardless if the channel is online, mobile, bricks-and-mortar retail or wholesale, our goal is for each brand to have a common, seamless voice across all of these channels. In addition to investments in DTC, we will continue to build additional stores in under-penetrated domestic markets and expand internationally using all of our channels of distribution, including wholesale. Finally, and very importantly, within our lifestyle brands, we will continue to expand product choices and categories and enter adjacent businesses. This will be accomplished through a combination of internally developed concepts and external relationships, which include licensing agreements, partnerships, joint ventures and acquisitions. The recently signed agreement between Free People and World Co. Ltd., in which World will distribute Free People wholesale product in Japan, is one such relationship. Of all the investments we plan to make this year, talent is our highest priority. We expect to expand our headcount in 3 primary areas: The first is in merchandising and design. This investment relates to the opportunities we see to better execute products in existing categories and to provide an expanded product offering in each brand. The second is in marketing, both soft and hard. Additional investments in image makers, stylists and marketers will allow the brands to create more compelling brand experiences like those in the recently launched FP Me by the Free People brand. On the hard marketing side, augmenting the data analytics team will enable the brands to find and communicate with more customers and to send all of the customers more personalized messages. Over the next few years, we plan to further reduce our printed catalog circulation in favor of more digital and web-based communications. The third is in technology. Additional development talent will allow the brands to conceive and launch new web and mobile initiatives more quickly. Examples of initiatives we plan to launch this year are the Anthropologie mobile application, site redesigns for both Urban and Anthropologie and the new Urban loyalty program. In summary, we are pleased with our performance for the quarter and the year. It reflects the steady progress we set out to deliver when I first spoke to you upon my return as CEO 1 year ago, but there is much more to be done and so much opportunity for growth. The brand leaders and their teams have embraced this opportunity with enormous energy, enthusiasm and creativity. And for that, I thank them. Strong brand leadership, highly talented and motivated brand teams and a shared service group second to none; this is why I am confident that our brands will continue to resonate with their customers across all channels and that Urban will remain a premier consumer lifestyle company. Now before I pass the call back to Frank for his closing comments, I would like to recognize and thank one of Urban's finest, Freeman Zausner, our Chief Operating Officer. Freeman has announced his plans to retire on June 30 of this year. He has been an invaluable partner to me over many, many years, and we at Urban will miss his leadership and keen analytic abilities. During his time with the company, Freeman has held many different positions and excelled at every one. As COO, he has been instrumental in building our world-class shared service organization. Fortunately for Urban, one of Freeman's protégés, Calvin Hollinger, will be assuming many of Freeman's duties and responsibilities. Calvin is one of the top information technology and logistic executives in the retail world, so his promotion to Chief Administrative Officer is both natural and well-deserved. So thank you, Freeman, and congratulations to you, Calvin. Frank, your closing comments, please.