Trish Donnelly
Analyst · Brian Tunick with Royal Bank of Canada. Please go ahead. Your line is open
Thank you, Frank and good afternoon everyone. This is the difficult quarter for the Urban Outfitters brands, it would be very easy to blame outside factors or disruptors, but frankly we made some mistakes and we own the results. I will spend the next few minutes talking to where we went wrong, what we learned and how we refine these learnings very quickly to get back to growth. And despite the negative 8 global comp, we did have some notable successes particularly in our international business that I will highlight at the end of my commentary. First what went wrong, at the end of last year the North America business started to see a slowdown in trends in our all important dress category which has previously been driving double digit comparable sales at high average unit retails and historically fast turns. Given the sudden softness in this category, we over-corrected in spring, planning the dress offering and the quantification down too dramatically. We focused too heavily on the separates trend, at the expense of dresses and our sales in separates didn’t make up for our loss in dresses. In addition, within separates, our product focus was too one-dimensional; it skewed too tomboy in sensibility and carried lower average unit retails. Although tomboy was definitely a trend in spring, we distorted its importance too much and the customer started to miss the well-balanced and the broader assortments we have been so successful at curating. In addition, our women’s apparel brand marketing and styling started to veer off-brand and we saw softer customer response. While we are course-correcting our mistakes, it became very apparent that our product lead times were significantly inhibiting our ability to make changes as quickly as we wanted, particularly in the women’s categories. Although URBN has never been known as a long lead-time business, customers want and expect even more newness. Therefore, the North America business has spent this past quarter re-architecting and re-calendarizing our product lifecycle to customer process for women’s apparel. Instead of buying the majority of our assortment earlier and chasing a smaller percent late in the season, the team worked on flipping the architecture, buying the smaller percent upfront and then chasing the majority on an historically fast turnaround basis. From concept to design, to planning and merchandising as well as brand marketing, logistics and store operations, every divisional leader at UO re-thought and re-worked their process to fit into our new speed-to-customer model. Some of the softness in sales this quarter undoubtedly stemmed from this entirely new business model. However, the brand leaders are acutely aware that we could have done better from a women’s product selection assortment and marketing standpoint. As we look forward, we believe this new business architecture sets us up with a more sustainable, competitive and relevant business method of getting right product in the right place at the right time. And although it’s very early days and we are just getting results from short lead receipts, we are seeing a notable change in the women’s apparel trend. Women’s regular price sales for Q3 to-date are very encouraging at both channels. While the introduction and adoption of the new business methodology is never perfect and this new way of working is still a work in progress, our adoption of a process for making product-related decisions closer to delivery date is a very meaningful step and we believe it will set us up for future success. Turning to some of the positives in the quarter in the North America business, I am happy to report that men’s apparel, once again, delivered a strong performance, posting positive, regular price comp sales. Strength in both the tops and the bottoms categories drove the increase, with own brand BDG denim showing impressive results. The men’s team delivered a well-balanced, relevant, trend-right product assortment, which not only resonated with our current customers, but also drove a 44% increase in new men’s customers for the quarter. Product exclusives continued to drive engagement and top line sales. This past quarter, the men’s merchants collaborated on only at UO product with well-known brands such as Champion, Adidas and Fila, as well as a number of emerging independent brands. To capture some of the late 80’s early 90’s trends, the merchants worked the archives at select brands and launched exclusive, only at UO capsules. And knowing how important music is to our customers, the team collaborated with Lady Gaga, Logic, and Amine on tour merch available only at Urban Outfitters. In addition to the men’s business in North America, women’s loungewear, beauty, home furnishings and Urban Renewal, all saw meaningful comparable sales successes. We continue to see nice results in these businesses in the current quarter as well. Social Engagement was another highlight this past quarter, with all social media platforms showing increases in both followers and engagement over last year. UO’s Instagram account grew 31% and now has over 7.2 million followers. Our UO Rewards loyalty program, which we launched globally this quarter, saw over 700,000 new customer sign-ups and omni-channel engagement continues to grow. Finally, one of the most exciting quarterly highlights was the results produced by our European group. They registered an impressive increase in comparable sales on top of a strong prior year comp. The DTC business in Europe delivered remarkable demand comps in the quarter, showing increased sessions and higher conversion. New customers increased almost 30% over last year and all international social channels saw year-over-year growth in followers and in engagement. On the retail front, we opened 3 new stores in July, Stockholm, Düsseldorf and Vienna, with Vienna seeing record sales on its opening day. In terms of products, women’s apparel have the strongest gains across multiple categories and drove the top line business in both channels and all geographies. Emma and her team in Europe already operate on the speed-to-customer model I referenced earlier. This very disciplined and nimble approach to buying and planning has enabled the team in Europe to make product decisions as quickly as 4 weeks before the in-store delivery and has helped to drive women’s own brand product successes and strong comparable sales. I would like to thank Emma and the EU Leadership, home office and field teams for all of the tremendous work this quarter. We are very proud of what you have accomplished. In closing, despite some of the notable successes in the quarter, the global Urban Outfitters brand delivered disappointing overall results. Our biggest issue came in the women’s categories in North America, but Meg and I are feeling much better about the current women’s apparel assortment. We believe in the talent and we are proud of the team’s ability to very quickly course-correct. We will continue to drive the new speed-to-customer process across the UO organization in North America by leveraging best practices from the UK team and adapting them accordingly, with the help and the support of URBN’s shared services organization. As stated earlier, we believe this structural reset provides the foundation for a more relevant and critical business model, which positions us more efficiently for future growth. And given some of the early sales results we have seen with the short lead product in women’s apparel quarter-to-date, we are excited and are optimistic as we head into the back half of the year. Thank you. I will now turn the call over to David.