Kosta N. Kartsotis - Fossil Group, Inc.
Analyst
Sure, Christine. First of all, the watch business has changed a lot over the last four years and a large part of that has been the shift from retail to e-commerce and the pandemic has actually accelerated that process. For us, this has been a shift from wholesale towards e-commerce. Four years ago, our wholesale was about 60% of our sales and now it's less 40% and it's on its way to 20% pretty short order. So, we've been increasingly investing in our digital capabilities and have seen that pay off over the past several quarters, and of course, more recently as a result of the pandemic. Since March, our owned e-commerce business has been consistently trending at a triple digit growth level. And for the full-year of 2020, we anticipate that our total digital business, which includes our owned e-commerce and third-party marketplaces, it will be about a third of our total sales. It was 50% in Q2. So, the economics on e-commerce are very attractive for us and our business, in particular. First of all, the gross margin is higher than the company average, but also keep in mind, there a number of advantages for watches and accessories in e-commerce. First of all, the small cube size, which we mentioned earlier, which causes low freight costs, but also there's fewer SKUs online than in wholesale. So imagine we have 30% at least fewer SKUs and just imagine the inventory efficiency of that. So we have fewer points of sale, fewer – not as many as locations at retail, it's easier to stay in stock, it's much easier to align supply and demand and it's got a much better cash conversion cycle since we get paid immediately. There's also, there's no sizes for accessories and watches like there's in apparel and footwear. So our return rates are running 8% to 12%, which is a big advantage for us. In addition, we already have infrastructure in place in terms of systems, our new platform and our automated warehouses around the world. So, the flow-through to the bottom line is highly accretive and should get more so over time. To take advantage of this, we've accelerated our investments in e-commerce over the last 18 months and we just implemented our new state-of-the-art platform that is very scalable. The system is very robust and highly automated and significantly increases our ability to build larger and more engaged communities through personalization, automation and the use of data. One example is the fact that our email file is up 40% year-to-date. So, overall, we're on a mission to build a global e-commerce and marketing platform for watches and accessories. It really is a combination of art and science, great product, innovation and storytelling, combined with a digitized data-driven automated platform.