The German activewear firm, which is controlled by French group Kering, reported a fourth-quarter net loss of 115.2 million euros, or $156.8 million, down 170.3 percent versus the same prior-year period.
Impacted by negative currency effects and high comparables, the company said sales in the three months ended Dec. 31 slumped 13.2 percent to 698.3 million euros, or $950.31 million, versus 804.7 million euros, or $1.04 billion, in fourth-quarter 2013.
Dollar figures are converted from the euro at average exchange rates for the periods to which they refer.
Broken down by product segment, only accessories sales grew, by 10.6 percent, while footwear and apparel fell by 12.9 percent and 1.1 percent, respectively.
All regions registered single-digit declines. “Strong growth” was noted in Russia and Turkey, but that was not enough to offset business in Western and southern Europe.
In full-year 2013, company net earnings dropped 92.4 percent to 5.3 million euros, or $7 million.
Speaking at a press conference on Thursday at headquarters in Herzogenaurach, Germany, company chief executive officer Björn Gulden said that “2013 [was] a challenging year for Puma, and there is no doubt that we have issues in terms of lack of brand heat, commercial products and desirable distribution.”
Gulden presented a long list of changes he envisaged for the current year and beyond.
“This is not a quick fix, but 2014 marks the start of the turnaround,” he said. Gulden explained this turnaround would be “fueled by Puma’s biggest media investment in the last decade,” a large-scale advertising campaign thought up by New York-based JWT, scheduled to launch in August.
Although the executive would not reveal how much the company spent on the new marketing strategy, he said it was cutting back in other areas to balance spending. For instance, the firm has decided to exit European rugby and sailing. Instead, it will concentrate on soccer, running, training, motorsport and golf — the latter of which has grown especially.
Continuing with last year’s strategy, Gulden said there would be more streamlining. Eighteen Puma stores deemed unprofitable are to be closed in 2014, while new units will open in emerging markets. Also this year five European warehouses are set to close. And by 2015 the objective is to reduce article count by 30 percent.
But Gulden said what the company most needed was “time.” For this year, he projects flat sales.
“Net sales will be a little down in the first half and a little up in the second half,” while gross margin is expected to “improve slightly,” he said. “Obviously these numbers are not our end game. We should start growing again in 2015.”
For more visibility, Puma intends to rely on what it terms its “great assets,” which are ongoing partnerships with top athletes, including the world’s fastest man, Usain Bolt, and star soccer striker Mario Balotelli, as well as Puma’s most recent coup — a deal with Arsenal AC, which it snapped up from Nike.
Yet wholesale remains key to Puma, given it generates 80 percent of its business, according to Gulden, who referred to “a whole package” of product launches slated for the first week in March.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews