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过度依赖百货商店,拉尔夫?劳伦公司季度表现惨淡

过度依赖百货商店,拉尔夫?劳伦公司季度表现惨淡

By Phil Wahba 2020年08月05日
很大程度上是因为拉尔夫·劳伦与疫情期间的需求模式格格不入亚博App|官方。

拉尔夫?劳伦周二公布的第一季度财报显示,他们将努力把命运掌握在自己手中,以应对像新冠疫情一样的?;?。

这家时装设计公司公布的销售额低于市场预期。其中,北美地区的营收下滑最多,降幅达77%,欧洲地区的收入下降67%亚博App|官方,亚洲下降34%亚博App|官方。

据拉尔夫·劳伦公司财报显示,其营收同比下降65.9%,至4.875亿美元亚博App|官方,远低于华尔街的预期。因此亚博App|官方,该公司的股价早盘暴跌8%。

这家公司的北美自有商店业务下降77%亚博App|官方,批发业务下降93%亚博App|官方。与其他时装设计品牌不同,拉尔夫·劳伦的惨淡营收并没有从线上业务中得到太大缓解,该季度的线上业务仅增长了3%亚博App|官方。

GlobalData零售董事总经理尼尔·桑德斯在一份研究报告中写道,“这在很大程度上是因为拉尔夫·劳伦与疫情期间的需求模式格格不入?!?/p>

对于拉尔夫·劳伦来说亚博App|官方,通过自己的商店和网站来销售商品迫在眉睫亚博App|官方。

受新冠疫情影响,大型婚礼等活动有所减少亚博App|官方亚博App|官方,在家工作的人增多,人们对可自由支配的购物态度更加谨慎亚博App|官方,这不仅使拉尔夫·劳伦公司受损,也伤害了许多高端时尚品牌。

今年,Lord&Taylor、Neiman Marcus百货等都申请了破产毖遣〢pp|官方;?。从拉尔夫?劳伦公司目前的资产负债表来看,排除了其破产的可能性。不过,该公司承认,它需要重塑业务模式亚博App|官方。

拉尔夫?劳伦表示亚博App|官方,接下来的几个月,该公司将评估其“长期运营管理,以契合不断变化的战略重点”。

拉尔夫?劳伦首席执行官Patrice Louvet在接受彭博社采访时表示,“这是一个重新定位的机会,我们正在研究新的消费者行为与零售业格局亚博App|官方?!?/p>

Louvet在电话会议上表示,公司还承诺增强员工的多样性。拉尔夫·劳伦希望到2023年亚博App|官方,公司的领导者中有色人种可以占到20%或更多。(财富中文网)

编译:于佳鑫

拉尔夫?劳伦周二公布的第一季度财报显示,他们将努力把命运掌握在自己手中,以应对像新冠疫情一样的?;?。

这家时装设计公司公布的销售额低于市场预期。其中,北美地区的营收下滑最多,降幅达77%,欧洲地区的收入下降67%,亚洲下降34%。

据拉尔夫·劳伦公司财报显示,其营收同比下降65.9%亚博App|官方,至4.875亿美元,远低于华尔街的预期。因此,该公司的股价早盘暴跌8%亚博App|官方。

这家公司的北美自有商店业务下降77%,批发业务下降93%。与其他时装设计品牌不同,拉尔夫·劳伦的惨淡营收并没有从线上业务中得到太大缓解,该季度的线上业务仅增长了3%。

GlobalData零售董事总经理尼尔·桑德斯在一份研究报告中写道,“这在很大程度上是因为拉尔夫·劳伦与疫情期间的需求模式格格不入?!?/p>

对于拉尔夫·劳伦来说,通过自己的商店和网站来销售商品迫在眉睫。

受新冠疫情影响,大型婚礼等活动有所减少,在家工作的人增多,人们对可自由支配的购物态度更加谨慎,这不仅使拉尔夫·劳伦公司受损亚博App|官方,也伤害了许多高端时尚品牌。

今年,Lord&Taylor、Neiman Marcus百货等都申请了破产毖遣〢pp|官方;?。从拉尔夫?劳伦公司目前的资产负债表来看亚博App|官方,排除了其破产的可能性亚博App|官方。不过,该公司承认,它需要重塑业务模式。

拉尔夫?劳伦表示,接下来的几个月亚博App|官方,该公司将评估其“长期运营管理,以契合不断变化的战略重点”。

拉尔夫?劳伦首席执行官Patrice Louvet在接受彭博社采访时表示,“这是一个重新定位的机会,我们正在研究新的消费者行为与零售业格局?亚博App|官方!?/p>

Louvet在电话会议上表示亚博App|官方,公司还承诺增强员工的多样性亚博App|官方。拉尔夫·劳伦希望到2023年亚博App|官方,公司的领导者中有色人种可以占到20%或更多。(财富中文网)

编译:于佳鑫

Ralph Lauren reported poor first-quarter results on Tuesday that showed it will need to take more of its destiny into its own hands to weather major retail storms like the current COVID-19 crisis.

The fashion company reported weaker than expected sales, with North America revenue seeing the biggest decline, falling 77% to $165 million. In Europe, revenue decreased 67% and in Asia, the furthest market along in terms of recovering from COVID, it was down fell 34%.

Shares plunged 8% in mid-morning trading as Ralph Lauren reported revenue collapsed 65.9% year over year to $487.5 million, well below Wall Street forecasts.

In North America, business at its own stores fell 77%, and dropped 93% in its wholesale business, which includes sales to department stores like Macy's and Nordstrom, clients that slammed the brakes on placing orders as their own sales collapsed. Yet unlike other fashion brands, Ralph Lauren didn't get much relief from its online business, which rose a scant 3% during the quarter. (It fared better overseas.)

"A lot (of that) is simply down to Ralph Lauren being out of tune with patterns of demand during the pandemic and therefore not being a digital destination," Neil Saunders, managing director of GlobalData Retail, wrote in a research note.

This adds urgency to Ralph Lauren's ongoing efforts to sell more of its merchandise via its own stores and its own web site, which was not operating early on in the pandemic, and less through wholesalers.

The company did get dinged by the broader environment for fashion, with a bit of relief from its home goods business. The pandemic has led to fewer occasions like big weddings, more working from home and more caution about discretionary purchases, hurting not just Ralph Lauren, but many higher-end fashion brands.

This year alone, retailers from Lord & Taylor to Tailored Brands to Neiman Marcus have filed for bankruptcy protection. Ralph Lauren has a strong balance sheet which precludes that possibility as of now, but the company acknowledged it needs to reinvent its business, even as it has spent the last few years on a turnaround.

Ralph Lauren said that in the coming months, it will evaluate its "long-term operating structure to align with our evolving strategic priorities." That means rethinking areas such as how it organizes its teams, its corporate office real estate and where it sells its products and its overall portfolio of brands, meaning Ralph Lauren could significantly curb its presence in some markets and increase in others.

"There’s an opportunity to reset in this environment, as we look at new consumer behaviors and the retail landscape," Ralph Lauren CEO Patrice Louvet told Bloomberg News in an interview.

The company also pledged to expand the diversity of its staff, making moves such as interviewing two candidates from underrepresented groups for every leadership position, Louvet said on the company’s conference call. Ralph Lauren wants to have people of color make up 20% of the company’s global leadership or more by 2023.

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