Brendan Hoffman
Analyst · Telsey Advisory Group. Your line is open
Thank you, Amy. Good afternoon everyone and thank you for joining us today. Overall, sales in the first quarter came in largely as expected. While we did see topline pressure in direct-to-consumer business, performance has improved in the second quarter-to-date. Overall, stores that we've opened near department stores we exited continued to perform better than the company average. In the wholesale channel, sales were below last year as a result of timing of shipments, but came in better than expected. Our product continues to perform at the register despite the overall challenges within the department store space and we believe we are gaining further market share with our women's collections. Importantly, our consistent performance has enabled us to gain both premium placement and expanded space in the selling floor. Looking at the first quarter, net sales grew 1%, gross margin expanded 450 basis points to 51.3%. Our operating loss was essentially flat to last year excluding the $1.4 million in strategic consulting fees. Looking at our direct-to-consumer segment, revenue increased 6.7% attributable to the four new store openings since the end of the first quarter last year as well as growth in our e-commerce channel which includes our Vince UNFOLD business. While the overall comp performance was below our expectations, we are encouraged with the recent performance reflecting higher full-price sell-through of our spring/summer collection as we saw warmer weather. We also continue to benefit from targeted marketing efforts across mobile, e-commerce, and social channels focused on customers who had shopped us at exited partner stores. Turning to the wholesale channel, revenue was down 4% related to the shift in timing of shipments as we said last quarter. As stated earlier, our brand is performing well at both Neiman Marcus and Nordstrom as well as across our specialty retail and third-party e-commerce partners globally. While we believe we are continuing to gain market share, the department store channel and broader retail environment has been challenged which could potentially impact our reorder business as our wholesale partners tighten inventory levels. We will remain focused on delivering collections that capture our California roots honoring the casual luxury and relaxed spirit of Vince brand which we believe will position us to gain further market share in the wholesale channel. Looking ahead, we will continue to advance on our strategic initiatives which include driving growth to our direct-to-consumer business, building our international presence, testing new product categories, and refining our marketing efforts to drive traffic in our stores and conversion on our website. Looking at our direct-to-consumer business, we will continue to strategically expand our retail presence as well as grow our e-commerce channel. We have done a lot of work to enhance our stores and website to optimally capture the essence of the brand and create an exceptional shopping experience. As we mentioned last quarter in April, we opened a new full-line location at the premier Aventura Mall in Miami. We are on track to open our Santana Row store in San Jose, California in mid-July and our 609 Fifth Avenue store this fall. This is a premium location in the heart of Midtown Manhattan where we expect to benefit from high foot traffic. In addition, we are opening an outlet store in the National Harbor Center in Washington D.C. at the end of this month. This is consistent with our strategy to seek opportunistic shorter term leases. We expect to announce one additional full-price store opening before year's end. The expansion of our Prince Street store in NoHo is also on track to be completed this summer and will enable us to optimally showcase our full assortment. Our U.S. retail expansion plan was launched 12 months ago and we've been very pleased with the sales and profitability performance of these stores. We have already extended two of our short-term leases and are in the process of negotiating extensions and others that are delivering expected cash-on-cash returns. We plan to open our first European store in the South Kensington area of London where other luxury brands have been building a presence. We expect timing to be late August or early September. This will provide an opportunity for customers to experience the easy luxury of Vince brand firsthand and contribute to build brand awareness in this region. In terms of our e-commerce site, we continue to experience high demand evidenced by double-digit growth in order shipments. We will continue to leverage those channel as an online flagship store, driving sales across all channels and reinforcing the brand. This will continue to take on more significance in light of the DTC first strategy. We are implementing site changes focused on conversion opportunities based on learnings from our data analytics. In terms of products, we continue to focus on buy now, wear now product supplemented with higher AUR items in fall to drive AOV. We are also beginning to utilize customer segmentation and tailor interaction with our customers based on past behavior. In terms of new product categories, we are pleased with the performance of our relaunched handbag collection particularly with the strong response to our small leather good categories. We will continue to explore expanding our assortment as well as introducing other brand-appropriate categories both in-house and through licensing agreements. Turning to our marketing initiatives. We are shifting our focus from traditional seasonal campaigns to create a robust and diverse pool of content that is uniquely suited for our site, e-mail, digital and social marketing as well as telling a story that is compelling for PR and media. We've focused on growing our network of influencers partnering to create authentic content at the micro, mid and macro level. We've also benefited from positive celebrity and influencer organically generated content. We have also expanded our influencer outreach to markets outside the U.S. with a focus in Paris and London. We have identified key moments in product categories such as the launch of our summer beach capsule, a new handbag collection to create excitement and engagement while always keeping the brand visible and top of mind. We recently launched Vince stories, our editorial blog, which will serve as a gathering place for conversations, inspirations, collections and event announcements where the reader can immerse themselves in the Vince brand. We continue to invest in proven media partners including Goop and Do Re, expanding on creative impactful custom content experiential moments such as exclusive events. We are also testing new partners including GQ in support of the men's business. As we continue to grow our e-mail distribution list and increase segmentation, we will provide more meaningful and relevant messaging to the various segments such as testing promotions on select groups. We've started the process of building out our CRM, CEM capabilities and are currently defining the future customer journey. We will focus on acquisition and retention goals towards becoming a customer focused direct-to-consumer omni-channel organization. This will tie into our efforts to build behaviorally triggered e-mail communication. We are focused on driving brand awareness with some of the higher level initiatives as mentioned social media, advertising, brand partnerships, non-branded search to draw new customers to the Vince brand while deepening the engagement with our existing customers by leading with customer centricity to create a more positive, engaging experience that creates loyal repeat customers. Vince UNFOLD, the subscription model we launched in mid-November is building momentum. We continue to see new customers sign up to receive unlimited access to a broad selection of our women's apparel. We believe this model aligns with customer shopping patterns and our retention rates provide further confidence that this creates another growth opportunity for our brand as well as access to new customers. We are extremely excited to share that Microsoft will be doing a test featuring Vince UNFOLD in select windows this summer along with other innovative brands. We will continue to monitor this channel and evaluate additional opportunities. As it relates to our strategic consultant, we have recently completed the first phase of our evaluation and look forward to sharing more details as we develop our longer term strategy. As part of this plan, we may explore potential acquisitions that we believe are complementary to the Vince brand where we can diversify our portfolio and gain strategic and operational synergies. As we continue to monitor for updates on pending tariffs related to List 4, we are exploring mitigation efforts for both List 3 and 4. Near-term efforts include, accelerating shipments, negotiating pricing with our vendors and strategically raising prices. At the same time, we are looking at longer-term strategies including sourcing opportunities. That said, we believe that the superior craftsmanship in luxury products in China will be challenging to duplicate elsewhere and we would not sacrifice quality for price. We will update you on these initiatives as we progress. In conclusion, we see multiple growth strategies for the Vince brand as we continue to grow our retail presence, gain traction in the wholesale channel and expand brand awareness globally. We look forward to building on this momentum to drive long-term sustainable growth for our shareholders. Now, I'll turn it over to Dave Stefko.