每经记者｜温雅兰 每经编辑｜张凌霄 品牌故事，是传递品牌价值观的重要载体，也是品牌深入人心的关键。 耐克前全球首席营销官（CMO）格雷格·霍夫曼（Greg Hoffman）在2025马德里南方峰会（South Summit）的演讲中谈到："品牌所能提供的功能价值是有限的，但情感价值却是无限的。一个品牌可以 通过讲故事来构建品牌世界和品牌体验，为产品注入情感，赋予产品地位和价值。" 在格雷格看来，品牌建设既是一门艺术也是一门科学，需要平衡理性价值和感性价值。在耐克，他们通 过讲述产品的独特故事，使其超越了功能层面，成为消费者情感的一部分。 图片来源：德雷克大学官网 讲好品牌故事 格雷格强调，创意点能够赋予品牌亲和力，激发消费者的情感共鸣，从而转化为业务增长。 创意驱动品牌增长的理念在现代市场竞争中具有重要意义。在这个信息爆炸的时代，消费者的注意力被 大量内容所分散，品牌必须依靠独特而深刻的创意来吸引消费者的注意力。 而在大模型飞速发展的时代，输入一个创意需求，AI就能生成100个点子。 谈及人工智能技术可能会对创意领域产生的影响，格雷格说："人工智能技术是我们的好队友、好工 具。但在围绕我们的产品和品牌讲述故事 ...

Financial Data and Key Metrics Changes - The company reported a consolidated revenue of $1.1 billion, a decline of 5% compared to the previous year, with comparable sales decreasing by 3% [19][20] - Adjusted operating loss for the quarter was $68 million, with an adjusted loss per share of $0.29 [4][22] - Gross profit dollars were $322 million, with a gross margin of 29.6%, impacted by approximately $75 million in inventory write-downs [20][21] Business Line Data and Key Metrics Changes - American Eagle brand comparable sales were down 2%, while Aerie brand comparable sales declined by 4% [4][19] - Aerie faced challenges in soft apparel, particularly in fleece tops and shorts, while certain categories like intimates showed improvement [12][14] - American Eagle saw growth in women's business, particularly in social casual dressing and achieved its best quarter ever in fleece [15][16] Market Data and Key Metrics Changes - Traffic was reported to be up across brands and channels, although the overall performance was constrained by lower average unit retails (AURs) and conversion rates [19][30] - The company is focusing on diversifying its supply chain and reducing sourcing exposure to China to under 10% this year [23] Company Strategy and Development Direction - The company is committed to optimizing operations and strengthening its supply chain, including closing two Edge fulfillment centers, which is expected to generate annualized savings of approximately $5 million [6][22] - Capital allocation priorities include investments for long-term growth while returning capital to shareholders, including a $200 million accelerated share repurchase program [8][9] - The company is focused on improving product performance and preparing for the back-to-school season with fresh merchandise [24][36] Management's Comments on Operating Environment and Future Outlook - Management expressed disappointment with the first quarter performance but remains optimistic about the second half of the year, hoping for improvement as the macro environment stabilizes [4][28] - The company has paused full-year guidance until greater visibility is achieved but expects to see improvement in growth and profitability as the year progresses [22][24] Other Important Information - The company recorded a non-GAAP charge of $17 million related to the closure of fulfillment centers [6][22] - SG&A expenses increased by 2% due to higher advertising investments, with a focus on customer-facing spend [21][63] Q&A Session Summary Question: What is the view of the consumer today and its impact on the retail landscape? - Management remains optimistic about the consumer outlook, hoping for positive economic stimulation from potential tax plans [28] Question: Can you break down the assumptions for gross margin and promotional activity in Q2? - The company expects to maintain a similar comp expectation as Q1, embedding promotional activity to clean inventory for back-to-school [30][31] Question: What are the merchandising issues and how quickly can improvements be made? - Management acknowledged product misses but is working swiftly to address these issues and prepare for back-to-school [35][36] Question: How is the capital allocation and CapEx expenditure being approached? - The company has reduced CapEx guidance to $275 million, recadencing projects to preserve cash [44] Question: How are both brands trending relative to the Q2 comp guide? - Both brands are trending similarly to the guidance of down 3% for Q2 [82] Question: What is the outlook for promotions and SG&A expenses? - Promotions are expected to continue in the near term to clean inventory, with SG&A projected to be flat for the year [59][63] Question: How did digital performance compare to stores during the quarter? - There was an uptick in digital performance, with the company leaning into this channel during the quarter [67] Question: What are the plans for inventory for the remainder of the year? - The company is planning inventory in line with sales expectations and maintaining flexibility in buying [88]

作为欧莱雅高端品牌部当家花旦的兰蔻传出更换总裁的消息，而这一消息的传出被认为是欧莱雅面对近两年高端品牌部增长放缓局面作出的调整。根据公开 信息，此次兰蔻新继任者为现任欧莱雅集团首席创新官Vania Lacascade，其此前主导了欧莱雅旗下另一护肤品牌薇姿的快速增长。在整体业绩增长放缓、主 要营收贡献部门高端化妆品部门增长乏力的当下，欧莱雅需要增长。而作为高端化妆品部门主要品牌之一的兰蔻则多少承载了这种增长希望。 美妆资深评论人、美云空间电商创始人白云虎告诉北京商报记者，"兰蔻换帅的核心原因是出于'业绩压力'，欧莱雅正面临持续增长的压力，寻求新的增长 是其首要任务，而品牌的增长与否，管理者的调整是第一步"。 根据公开资料，Vania Lacascade有着丰富的美妆从业经验。在Vania Lacascade入职欧莱雅之前，其曾于2002年入职LVMH集团，担任纪梵希品牌国际经理等 职位。2019年11月至2022年12月，Vania Lacascade出任欧莱雅旗下皮肤护理品牌薇姿全球品牌总裁一职，在执掌薇姿期间，Vania Lacascade通过强化薇姿"皮 肤健康"定位等推动品牌转型，在不到两年的时间内助 ...

Financial Data and Key Metrics Changes - For fiscal year 2025, the company reported a revenue growth of 16% year-over-year, reaching nearly $5 billion [7] - Gross margin expanded by 230 basis points to 57.9%, while operating margins improved by 200 basis points to 23.6% [7][36] - Earnings per share increased by 30% to $6.33 compared to the previous year [7][38] Business Line Data and Key Metrics Changes - HOKA brand revenue increased by 24% to $2.2 billion, with wholesale revenue growing 24% and DTC revenue rising 23% [11][36] - UGG brand revenue grew by 13% to $2.5 billion, with wholesale revenue increasing 15% and DTC revenue rising 11% [24][36] Market Data and Key Metrics Changes - International revenue for HOKA expanded by 39%, now representing 34% of global revenue, up from 30% last year [11] - UGG's international revenue increased by 20%, now accounting for 39% of global sales, up from 37% last year [24] Company Strategy and Development Direction - The company aims for a balanced channel mix of 50% DTC and 50% wholesale, focusing on brand-led growth and expanding international presence [9][10] - HOKA is positioned as a leading performance brand with plans to enhance product innovation and expand into lifestyle and fitness categories [19][23] - UGG is focusing on increasing adoption among male consumers and developing year-round products to capture a broader market [26][27] Management's Comments on Operating Environment and Future Outlook - Management acknowledged uncertainty due to shifting U.S. trade policy but expressed confidence in the company's ability to adapt [8] - The company expects fiscal year 2026 to face challenges, including potential tariff impacts of up to $150 million on cost of goods sold [39][41] - Despite these challenges, management remains optimistic about long-term growth prospects for both HOKA and UGG [49] Other Important Information - The company repurchased approximately $567 million worth of shares during fiscal year 2025, reflecting strong cash flow and confidence in its strategic plan [38][47] - A new board chair, Cindy Davis, was announced, succeeding Mike Devine, who retired after 14 years of service [51] Q&A Session Summary Question: What factors contributed to the slowdown in HOKA U.S. DTC? - Management noted that the slowdown was due to unique factors in the U.S. market, including model changeovers and increased promotions, but expressed confidence in international performance [55][56] Question: Is mid-teens growth for HOKA still possible? - Management indicated that while they are not providing formal guidance, they remain optimistic about mid-teens growth based on strong international performance and brand awareness [60][64] Question: Can you elaborate on the impact of tariff costs? - The $150 million tariff cost is a gross estimate, and management is exploring pricing adjustments and cost-sharing strategies to mitigate the impact [75][76] Question: How will HOKA's growth be split between DTC and wholesale? - Management emphasized that the growth framework includes strategic expansion of wholesale distribution, which is expected to drive consumer engagement and brand awareness [81][82]

Financial Data and Key Metrics Changes - The company reported net sales of $630 million in Q1 2025, down 5% from the previous year [17] - Adjusted operating income was $35 million, representing an adjusted operating margin of 5.6%, with adjusted EPS at $0.66 compared to $1.40 in Q1 2024 [18][21] - Gross margin declined to 46.2%, a decrease of 140 basis points year-over-year, primarily due to pricing investments in U.S. Retail and negative foreign exchange impacts [18][19] Business Segment Data and Key Metrics Changes - U.S. Retail net sales declined 4%, with comparable sales down about 5%, although March showed significant improvement [23][27] - U.S. Wholesale sales also decreased by 5%, with operating margin at 22.1%, down from 24% a year ago [28] - International segment sales fell 5%, impacted by unfavorable foreign currency exchange rates, but showed strong comparable sales growth in Canada and Mexico [30] Market Data and Key Metrics Changes - The company faced a tumultuous market backdrop due to proposed record tariffs, leading to concerns about inflation and consumer confidence [12][13] - The pricing investments in U.S. Retail were approximately $12 million for Q1, with plans to maintain a total of $20 million for the first half of the year [24] Company Strategy and Development Direction - The new CEO emphasized a focus on sustainable, long-term growth rather than short-term sales boosts through discounts [5][6] - The company is suspending forward-looking guidance due to leadership transition and economic uncertainty related to tariffs [8][41] - A clear strategy is being developed to return the brand to accretive growth, with a focus on financial efficiency and product quality [9][11] Management's Comments on Operating Environment and Future Outlook - Management acknowledged the challenges posed by the current tariff situation and its impact on financial forecasting [9][41] - The leadership team is optimistic about the company's long-term prospects despite current market challenges [41] Other Important Information - The company has a solid balance sheet with total liquidity exceeding $1 billion and cash on hand of over $300 million [31] - Capital expenditures were $10 million, primarily for new stores and distribution network improvements [32] Q&A Session Summary Question: Initial thoughts on the business and opportunities for financial performance improvement - The new CEO expressed optimism about the brand's strength and market distribution, looking forward to sharing a revised strategy [44] Question: Clarification on estimated annual effective tariff rates - Management clarified that the tariff rates presented were hypothetical and based on proposed reciprocal tariffs, which would significantly increase product costs if implemented [46] Question: Potential for reducing reliance on China for production - Management indicated that while reliance on China has decreased significantly, some production, particularly for accessories, remains [52] Question: Timing of tariff-impacted goods hitting shelves and mitigation efforts - The first imports subject to tariffs are expected around May, but existing inventory provides some buffer [56] Question: Visibility on other costs such as cotton, freight, and labor - Cotton prices are favorable, while labor costs are expected to see some inflation, and transportation costs are manageable due to successful renegotiations [80][83]