Brendan Hoffman
Analyst · Telsey Advisory Group
Thank you, Amy, and good afternoon, everyone. 2018 marked a year of great progress for the Vince brand. We streamlined our wholesale business to focus on key partners where we achieved strong growth and market share gain. We opened 6 new stores and closed 2 stores as we optimized and expanded our store base; drove double-digit growth in our e-commerce sales in every quarter; and successfully launched the subscription program Vince UNFOLD. Importantly, our women's collections have met with a highly favorable response in every season of 2018 across both our direct-to-consumer and wholesale channels.
We have worked diligently to rejuvenate and stabilize the Vince brand and built a strong foundation to support long-term profitable growth. With this solid platform in place, we have recently engaged a strategic consulting firm to help us develop a multiyear growth strategy, which I look forward to sharing in the coming quarters.
That said, we will continue to execute a number of growth initiatives in 2019, which I will discuss following some highlights on our financial results.
Looking back to our fourth quarter financial performance, we delivered on our expectations, which enabled us to achieve our annual guidance excluding impairment charges. We grew sales 4.2%. Fiscal 2017 included $1.6 million in incremental sales associated with the 14th week of Q4. Comparable store sales for the 13-week period grew 3.1%, driven by continued strength in our e-commerce business. Adjusted operating income was $3.6 million in the fourth quarter of fiscal 2018 as compared to adjusted operating loss of $1.5 million in the fourth quarter of fiscal 2017.
For the year, sales grew 2.3%, including the extra week last year, and adjusted operating income grew $19 million and reached $5.8 million as compared to adjusted operating loss of $13.2 million in fiscal 2017.
Similar to other retailers, we had a slow start to our first quarter in February, but we have seen business improved, with favorable response to our spring deliveries, and we are excited about our growth prospects for fiscal 2019. Dave will provide more details on our guidance. Looking ahead for 2019, we are focused on growing our direct-to-consumer business, increasing our international presence, testing new product categories and elevating our marketing efforts.
Beginning with our direct-to-consumer business, we continue to expand our presence by opening new retail stories and leveraging our e-commerce channel. I am excited about the opening of our new home store in Malibu. This pop-up store will enable us to test this new store concept in a location that represents the essence of the Vince brand.
Last week, we opened a new full-line location at the upscale Aventura Mall, and we are on track to open our 609 Fifth Avenue store this fall. In addition, we have signed a lease for a Santana Row store in San Jose, California and expect to sign leases for an additional 1 to 2 locations for the balance of the year. We will also be expanding our Prince Street store in NoHo this summer, which will allow us to better showcase our assortment and elevate the customer experience.
In e-commerce, we will continue to evolve our website as our online flagship store. Our initiatives are designed to reinforce the brand as well as drive sales across all channels. We are making enhancements to our website to enable higher conversion rates with optimization programs. In addition, we are creating a more pronounced point of view in our merchandising with increased editorial content, while maintaining a focus on buy-now wear items that create more immediacy in purchasing behavior.
We are also upgrading our mobile app for better response rate and usability. We launched our app in Q3 of 2017, and it has already reached approximately 5% of our online sales in 2018. As we make further enhancements and as customers are increasingly shopping on their smartphones, we expect sales in our mobile app to continue to generate strong growth.
Turning to international. We have been extremely pleased with the strong acceptance of the Vince brand as we continue to gain traction in both Europe and Asia. Our sophisticated, easy-to-wear style resonates with the European consumer, who appreciates luxurious quality and comfortable style. We recently opened a 500 square-foot shop-in-shop in London with Selfridges, which has resulted in a 4x increase in weekly sales. We are also finalizing plans to open our own retail store in London as we invite customers to interact directly with the brand and enable us to fully showcase the essence of our California roots.
Turning to Asia, the Vince brand has performed well across numerous regions, including Japan and South Korea. Longer term, we will look to meaningfully expand our footprint to capitalize on the significant growth potential given the strong acceptance of luxury brands in this market. Our global e-commerce platform will further help us to expand internationally, and we will be ramping up investment in paid social and search in key international markets. As part of this, we are creating influencer strategies in key regions to increase visibility with a focus on the U.K. and Paris.
Turning to our product assortment. We are further exploring new categories that are appropriate for the Vince brand and represent a natural extension that addresses the lifestyle needs of our customers. As I mentioned earlier, we are currently testing our home retail concept with a pop-up store in Malibu, which opened in February. We also introduced our licensed fragrance business, which debuted with 3 signature scents inspired by our California roots. Our relaunched capsule handbag collection is brand-appropriate in terms of style and price points, and we will continue to refine our assortments based on our learnings.
Turning to marketing. We will continue to build upon effective marketing strategies, targeting priority walkaway markets to increase brand awareness and drive traffic to Vince stores. We look to achieve high visibility in priority walkaway markets, combining impactful digital marketing with more traditional campaigns, including bus shelters and exterior ads and billboards in gateway markets.
We will communicate our cohesive California strategy, which is sensed in stores, expressed in imagery and presented online so we have a consistent brand message across all touch points. We created our first short brand film to support spring 2019, and we'll identify strategic partners to create custom content for online and offline channels and in advertising to ensure we are communicating our brand voice.
We added a number of new engaging programs and events with a focus on Pacific Palisades that communicate our California lifestyle, including yoga and meditation and hosting conversations and experiential moments. We plan to partner with relevant brands, media outlets, influencers, artists to create buzzworthy experiences, keeping Vince top of mind across fashion, lifestyle, home and travel.
While Vince has historically been a quiet brand, I'm excited to see the exposure we are getting with celebrity spottings, and we are expanding our influencer presence at both the macro and micro level to help spread the Vince story.
In terms of direct engagement, we will continue to maximize the level of digital marketing across all seasons and all channels to increase the level of qualified traffic. As we continue to grow our e-mail distribution list and increase segmentation, we'll provide more meaningful and relevant messaging to the various segments. We are in the process of building out our CRM/CEM capabilities, and we'll focus on acquisition and retention goals through becoming a customer-focused, direct-to-consumer, omnichannel organization. This will tie into our efforts to build behaviorally triggered e-mail communication.
Overall, our marketing strategy is focused on driving brand awareness to draw new customers to the Vince brand and deepening the engagement with our existing customers.
Our most recent endeavor, Vince UNFOLD, has been an exciting opportunity for us to expand our brand awareness and address the millennial market that was adapted to the subscription-based model. We are very pleased with the initial membership sign-ups and the extensive press coverage it has received. We are enthusiastic about the potential of this business as it provides an opportunity to reach new customers. We will continue to monitor this channel and evaluate additional opportunities.
In conclusion, we believe we have successfully stabilized and revamped the business, and we are now focused on exploring multiple growth opportunities. In collaboration with our strategic consultants, we are evaluating these opportunities as we develop our long-term plan. I'm extremely excited to be entering this next phase to fully capitalize on our long-term potential.
With that, I'll turn it to Dave to review our financial results.