Brand Strategy
COVID-19

Crocs, Skechers Make Adjustments in Wake of COVID-19

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Crocs, despite realizing a 5 percent decline in second quarter revenues to $281.2 million, saw its Americas’ revenues increase 14 percent bolstered by a 23 percent retail comp gain prior to March store shutdown with both wholesale and e-commerce showing strength. E-com sales were up 16 percent in the period ended March 31.

Having lowered both its annual capital expenditures and SG&A budgets, Crocs is expecting its sharpest quarterly sales decline of FY20 in the second quarter as e-commerce outperforms sales in all geographic regions and inventory levels peak.

“We have no liquidity concerns and we have the ability to be profitable under a wide range of revenue scenarios,” Andrew Rees, president and CEO told analysts last week. “Perhaps even more importantly, for the long term, we are well positioned to restore momentum in 2020 and continue a positive growth trajectory.”


At Skechers, the company realized 9 percent growth in U.S. sales in the first quarter bolstered by the brand’s work and street categories. Overall revenues dipped 2.7 percent during the period ended March 31. Sales within Skechers’ direct-to-consumer business fell 4.7 percent. Sales within the company’s own e-commerce platforms grew 70 percent in the first quarter and were up more than 250 percent through the first three weeks of April.

Due to the global pandemic and corresponding retail closures, Skechers has dramatically pared back its television and print advertising for April and May as e-commerce efforts have been ramped up. On the inventory front, the company has already made “dramatic reductions” to its production commitments.

“We certainly want to make sure that we’re poised with clean, appropriate inventory levels when stores re-open, when our customers re-open, so we can continue growing,” CFO John Vandemore told analysts.