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Aeropostale’s $10 Sweatshirts Land Retailer in Winner’s Circle
2009-12-30 05:00:01.8 GMT
By Allison Abell Schwartz and Matthew Boyle
Dec. 30 (Bloomberg) -- In a holiday season when retailers
crawled back from last year’s record decline, three U.S.
clothing chains stood out as winners.
Aeropostale Inc., Nordstrom Inc. and Kohl’s Corp. promoted
lower prices on specific merchandise and managed inventory to
outpace industry sales in November. They will probably say next
week those gains continued in December, according to Liz Dunn,
an analyst at Thomas Weisel Partners LLC in New York.
“They all did execute pretty well in response to the
slowing consumer,” said David Abella, a portfolio manager with
Rochdale Investment Management LLC in New York who holds shares
of Aeropostale and Nordstrom. “If retail sales pick up broadly,
they should get outsized gains at the expense of competitors.”
Teen retailer Aeropostale boosted sales by offering $10
hooded sweatshirts for two hours on Black Friday, the biggest
shopping day of the year. By contrast, Abercrombie & Fitch
Co.’s main holiday promotion was a $25 gift card on $100 in
purchases, more than customers were willing to spend, said
Thomas Weisel’s Dunn. Nordstrom made fewer cuts to inventory to
capture more revenue than Saks Inc., the luxury retailer that
reported a 26 percent drop in November same-store sales.
Consumer confidence improved for a second month in
December, from a record low in February after unemployment and
cratering home values led to a freeze in spending. Retailers’
sales may increase as much as 3.5 percent next year, the
International Council of Shopping Centers forecast yesterday.
Balancing Act
Aeropostale’s sales for the day of the sweatshirt promotion
and the following Saturday rose 10 percent from a year earlier
at comparable stores and gross margins, a measure of
profitability, also increased, the New York-based company said.
“Our success this year has come from focusing on the right
gift items and balancing fashion and value,” President Mindy
Meads, 57, who will become co-chief executive officer next
month, said in a telephone interview.
Abercrombie & Fitch’s gift-card offer, which started Nov.
24, is the promotion on which Abercrombie has focused the most,
said Eric Cerny, a spokesman for the New Albany, Ohio-based
company. He declined to comment on its results.
Aeropostale, Nordstrom and Kohl’s sell basic clothes like
sweaters, coats, boots and pajamas that have topped consumers’
gift lists in the economic slowdown, according to retail
analysts. Shoppers planned to purchase those items because they
are practical, according to a survey conducted last month by the
ICSC, a New York-based trade group.
“They are rewriting the playbook a bit,” Dunn at Thomas
Weisel said. “The emphasis on value is certainly something new
and something we have not seen in the last 10 years.”
No Leftovers
Wal-Mart Stores Inc., the world’s biggest retailer, was
among retailers to come out early with discounts. The
Bentonville, Arkansas-based company said on Sept. 30 it cut
prices on more than 100 toys to $10 or less to “kick off
holiday shopping.” The company doesn’t report monthly same-
store sales and has forecast sales may rise as much as 1 percent
for the 13 weeks ending Jan. 29.
While retailers focused on promotions, they also reduced
inventory to avoid the markdowns of as much as 80 percent they
had to make on leftover merchandise last year. Saks may have cut
too deeply and missed out on sales, said Craig Johnson,
president of New Canaan, Connecticut-based consulting firm
Customer Growth Partners LLC.
“Nordstrom is doing better because they cut inventory back
just a little bit,” Johnson said. “They are not taking a meat
cleaver to it.”
Trimming Inventory
Nordstrom’s inventory fell 6.7 percent as of Oct. 31,
compared with a 21 percent drop at Saks. Nordstrom may also
report an increase in fourth-quarter gross margin, Barbara
Wyckoff, an analyst at Jesup & Lamont in New York, said in a
Dec. 18 note. She recommends buying Nordstrom shares.
“We’ve been encouraged by our sales results,” said Colin
Johnson, a spokesman at Seattle-based Nordstrom.
Saks is comfortable with its inventory levels, said Julia
Bentley, a spokeswoman. The cuts helped the company post a
profit in the third quarter, compared with a year-earlier loss.
The 30-member Standard & Poor’s 500 Retailing Index has
gained 50 percent this year as improving consumer sentiment
helped chains. Nordstrom’s stock almost tripled, outpacing
Saks’s 58 percent rise this year. Aeropostale more than doubled,
compared with Abercrombie & Fitch’s 54 percent gain. Kohl’s,
based in Menomonee Falls, Wisconsin, increased 53 percent.
Kohl’s Strategy
Kohl’s has taken market share from department-store chains
including J.C. Penney Co. by offering a range of apparel,
housewares, electronics and jewelry at better prices, said
Abella, the investor at Rochdale Investment Management.
J.C. Penney was encouraged by stronger shopper traffic
trends at the malls over the holidays, particularly in response
to its promotions, said Darcie Brossart, a company spokeswoman.
December same-same sales at Kohl’s may rise 2 percent,
compared with a 4 percent drop by Plano, Texas-based J.C.
Penney, according to estimates from Thomas Weisel’s Dunn. In
November, Kohl’s sales advanced 3.3 percent, topping analysts’
estimates, while J.C. Penney reported a 5.9 percent decline.
“Smart companies build market share during tough times,”
said Johnson, the Customer Growth consultant. “The winners this
season are those who are investing in their business.”
For Related News and Information:
Aeropostale peer comparison: ARO US <Equity> PPC <GO>
Surprise analysis: ARO US <Equity> SURP <GO>
Retail sales figures: RTSL <GO>
Same-Store Sales Figures: IFS <GO>
Top Consumer Stories: RTOP <GO>
U.S. Economic Snapshot: ESNP US <GO>
--Editors: Jennifer Sondag, Cécile Daurat
To contact the reporters on this story:
Allison Abell Schwartz in New York at +1-212-617-6670 or
[email protected];
Matthew Boyle at +1-212-617-2031 or
[email protected].
To contact the editor responsible for this story:
Jennifer Sondag at +1-212-617-2716 or
[email protected].