Steve Rendle
Analyst · Evercore ISI. Your line is now live
Thank you, Joe, and good morning, everyone. Welcome to our second quarter call. As always, I hope my comments this morning find you and your loved ones healthy and safe. For those of you that have stayed close to the VF story, you’re familiar with our now and next approach in navigating the most challenging days of the pandemic, while also preparing ourselves to emerge stronger within what we believe will be a new normal environment. While the global pandemic continues and certain geopolitical uncertainties persist, I believe we’re officially entering the next. That isn’t to say the challenges brought about by the global pandemic are behind us. In fact, we expect the impact of this crisis to be prolonged, requiring us to remain agile and adaptable to whatever may come our way. We should accept that uncertainty, change and the need to operate in an increasingly volatile world is what the next is all about, and it presents great opportunity for our company and our strong portfolio of brands. Fortunately, because of the continued dedication, commitment and perseverance of our associates across the enterprise, we are entering the next from a position of strength. Throughout today’s call, I hope you can sense that we were pleased with the stabilization and early recovery we’re beginning to see across the entirety of our business and with this confidence, we’ve decided to increase our dividend for the 48 consecutive year. We are increasingly confident with our positioning as we head into the next year and the opportunity to drive our portfolio against our long-term vision and commitment to top quartile value creation. Our success is anchored in our strong financial underpinnings, evident in how we’ve managed to heightened uncertainty of the past 10 months. VF has always been known for its industry leading operational rigor and financial discipline. Our proactive measures to protect our people, strengthen liquidity, manage inventories and prudently control discretionary spending have allowed us to continue investing in what matters most in this environment. The capabilities required to ensure that our consumers not only transact with directly with us, but that we can maintain ongoing direct relationships with them, further strengthening the affinity they have for our brands. We’re using our position of strength to continue playing offense to ensure we’re able to regain the strong momentum we had heading into the crisis. We are focusing our investments behind our transformation to become more consumer minded, retail centric and hyper digital in everything we do. Our investment priorities for this year, balanced near-term brand specific initiatives with longer term enterprise wide platform investments to create leveraged capabilities to deliver greater value. These priorities were pressure tested during the early days of the pandemic and we quickly aligned on the right mix of priorities to maintain strong near-term momentum, while we execute our plan for long-term value creation. The long-term strategic vision guiding our actions is not new. It was set in motion nearly four years ago with the launch of our strategy and I’m pleased with how far we’ve come on our transformation journey. Through thoughtful and disciplined investments in talent, digital infrastructure and ongoing strategic repositioning over the past four years, we have evolved VF from a wholesale dominated business with only 5% digital revenue to a streamlined portfolio with over 40% D2C and more than 25% total digital penetration. The evolution of our business has been accelerated through active portfolio management, which will continue to be our first strategic priority. Following the divestiture of our occupational workwear portfolio, our operating model simplifies further to 12 brands with the greatest capacity to thrive in our hyper digital retail centric enterprise, yet another milestone in VF strategic and disciplined portfolio transformation. Scott will cover our Q2 results and full year outlook in more detail, but I’d like to share a few highlights around two of our most critical strategic pillars, digital and China. Looking back at the building blocks of our 2024 plan, over half of VF’s planned revenue and earnings growth over the five-year period came from these two growth drivers. We knew entering this crisis, the digital and China would help us weather the storm and drive accelerated growth on the other side. As the year has progressed, we continue to gain confidence from the momentum of these key growth engines. Our digital businesses grew 42% in the quarter, with strength across regions and brands. We also continue to see strength in key digital wholesale accounts, particularly internationally. Together with digital pure-play wholesale, our total digital penetration was nearly 25% in the quarter. I’d like to spend a few minutes unpacking their digital momentum across our largest brands. Vans digital business grew 49% as the brand continues to engage with consumers by providing new content and activities to deepen consumer connectivity through purpose and creativity. The brand’s deep connection is reflected in continued improvements in loyalty and member engagement. The portion of Vans family members transacting on vans.com has doubled relative to Q2 last year, with loyalty members accounting for nearly half of U.S. D2C sales. Continued advancement in the customs platform also remains a differentiator to the brand, enabling more unique creative journeys of co-creation with our consumers, driving significant increases in dwell time and engagement. Coming next month, Vans will be the first major global brand to offer customization on Tmall, a testament to the scale and sophistication of the customs platform and the strength of Vans relationship with one of our most valued digital partners. The North Face also saw strong digital growth across regions up 40% globally. The brand continued to connect with consumers through engaging purpose led marketing activations, including The North Face Summer Base Camp, Walls Are Meant for Climbing and The North Face Girl Scouts Partnership. Recent high profile collabs including the announcement of our first ever collaboration with Gucci also contributed to brand heat and engagement. Digital loyalty key members increased over 20% as the brand continues to attract new female and younger consumer cohorts. Timberland’s digital business increased 62% in the quarter. In the Americas recent high profile influencer adoption and the Jimmy Choo collaboration contributed to strong brand interest over the quarter, driving 90% consumer acquisition growth with our data platform. We’re encouraged by the brand’s recent momentum including the brand heat outside of just core classics. The brand delivered a successful non-classics digital launch in China called My First Eco Kicks Madberry Campaign, which drove nearly 270% increase in traffic on Tmall during the event. And finally, Dickies generated 34% digital growth momentum from both core Work and Work inspired categories. Brand interest accelerated in the quarter to multiyear highs, supported by engaging online maker workshops and the launch of the brand’s first ever global campaign United by Dickies. Collectively, our big four brands achieved digital growth of nearly 50% this quarter. The brand’s continued momentum and addition to ongoing improvements in digital consumer engagement give us confidence in our fiscal 2021 target of greater than 40% digital growth and 25% digital penetration for the year. Moving on to China, which we continue to view as the leading indicator for the recovery path of our other regions. Our business returned to positive growth in Mainland China last quarter and is accelerated to 19% in Q2, driving our Asia-Pacific region to overall positive growth. Consumer resilience and confidence remained strong, particularly with brands able to engage in new and effective ways through digital channels and to an elevated brick-and-mortar shopping experience. Our performance in China was led by 25% growth at Vans and nearly 60% growth at Dickies. We’re also excited about the appointment of Winnie Ma as our first President of Greater China. Winnie’s deep experience in the region and understanding of the Chinese consumer will help us accelerate our growth strategy in this fast paced digitally-driven marketplace. China presents a tremendous opportunity for VF and our brands and Winnie is an ideal leader to drive this growth. Moving on to the global consumer. It is evident that secular trends in fitness, health and wellness, casualization and the desire to get outdoors and live an active lifestyle are accelerating. Our portfolio brands sit at the epicenter of these fundamental tailwinds, which will be a meaningful contributor to growth in the years to come. Our consumer insights are also increasingly pointing to another fundamental change, which may be less apparent to those outside of our sector. Consumers are increasingly expecting brands to use their business as a force for good. Consumers are prioritizing purchases that align with their values. Our research shows that over two-thirds of millennials and Gen Z have changed their purchasing habits due to climate change and by 2027 we believe this generation will account for two-thirds of apparel and footwear revenue in the U.S. The combination of our exposure to large, growing, addressable markets, as well as our brand’s purpose led positioning gives the VF portfolio a unique opportunity to thrive in this evolving consumer environment. VF and our brands continues to take a leadership position within our industry on matters related to inclusion, diversity and racial equity. We recently published our second annual inclusion and diversity annual profile, which I encourage you to review on our website. Additionally, our brands are stepping up and activating their own programs to address racism and engage their consumers in the process. The Vans brand recently announced their specific commitments and the Timberland brand just began communicating their own initiative, Operation Purpose, which focuses on four pillars to fight systemic racism inside the workplace and the community at large, people, community, design education and entrepreneurship. I’m incredibly proud of the way VF and our brand teams have responded to the racial and social issues that plague our world. I look forward to providing continued updates on the progress and positive impact we make. Before concluding my prepared remarks, I want to provide some additional context to the organizational structure announcement made earlier this week. Given our continued focus on our transformation, we’re taking steps to further refine our operating model to become an integrated brand building company. As we do this, we know that our brand success requires differentiated approaches based on the unique profiles and opportunities. To support this work, we’re evolving our organizational framework and we have begun to map our leadership to the structure of core brands and emerging brands. Core brand traditionally referred to as our global brands, our large brands that are significant financial drivers for VF. Vans, The North Face and Timberland are VF’s core brands today. Emerging brands are brands that present strong potential to become a core brand by accelerating consumer acquisition and loyalty through differentiated growth strategies and capabilities, geographies and new categories. It has become evident over time that emerging brands require a more agile operating model than our largest brands. They require a different playbook, driven by an emphasis on continuous learning and testing. We see our emerging brands as being the ideal proving ground for VF in terms of consumer, product and talent strategies. These organizational actions are an important beginning to what we’re calling Project Enable, a multiyear initiative designed to enable our ability to accelerate and advance our business model transformation and position ourselves to drive long-term growth for all of our brands. We’ll do this by evolving the organizational designs for our enterprise-led functions, and core and emerging brands to ensure we have the right structures, capabilities, resources and talent in the right place to propel us forward. One of the key objectives of Enable is to deliver a global cost savings of about $125 million over three-year period. These savings will be used to fuel our transformation agenda and highest priority growth drivers. We’re highly confident that these changes and our strong group of leaders will help us move forward toward this vision. And now, I will turn it over to Scott.