Quote:
Originally Posted by chipchip
yeah sorry i meant accounts receivable. And I wondered if bankruptcy of HMV had anything to do with other vendors not taking orders, because their revenue in Q1 2013 is down so much compared to Q1 2012. They went from a profit of 1 million to a loss of 7 million (with t heir cost of revenue also up). It cant all be the loss of HMV? Why are other vendors also buying less skullcandy gear?
And regarding brand quality, there are already various other eyecandy headphones endorsed by famous people. With very similar or better audio quality at that price range. I agree that they look nice, but since its so competative, who says other brands wont be able to do something similar? I kind of fail to see how they set themselves appart from the rest of the (pretty competative) market. Besides some nice colors.
They are also very slowly growing in europe.
But i supose like you said there is very little downside at this point.
edit: i supose tho what the dre beats did for the urban and rb types, skullcandy is now doing for the more alternative types? They seem to offer them for cheaper and relative better sound quality compared to the beats. As skaters and surfers tend to care a bit less about the luxury aspect.
Their revenue in Q1 2013 is down so much versus Q1 2012 for a few reasons:
1. Their initial repackaging strategy was implemented in Q1 2012 and actually had a positive impact for the quarter...after the initial spike the new packaging proved to be less effective than the original packaging, hence the packaging reset that should be fully implemented by Q1 2014
2. They had significantly higher sell-through in Q4 2011, meaning they had much lower inventory in Q1 2012, which in turn means more full price sales and much less discounting/off-price retailer selling which would reduce gross margins
3. They had higher inventory going into Q1 2013 (after the aforementioned repackaging was unsuccessful aside from Q1 2012) which meant more discounting at retail level to improve sell-through in Q1 2013 which led to lower gross margins
4. They had severance pay and bad debt expense from HMV and a few other non-recurring expenses in Q1 2013
5. They actively decided to stop selling at off-price retailers in Q1 2013. Off-price retailers represented 10% of sales in 2012 and they are looking to make this 0% of their sales due to the adverse impact they have on Skullcandy's margins and brand equity. In Q1 2013, they reduced their off-price sales by 66.6% on purpose.
The turnaround, if successful, should fix these issues as I outlined before. Again, the company is becoming customer obsessed (improved products) and is now better leveraging packaging and spokespeople (to improve sell-through). Lower sell-through leads to lower sell-in, which leads to overall lower sales to retail customers. It is all about the point-of-sale and packaging on the retail level to drive sales, and the company now realizes that and is positioning itself to be more effective at it.
Regarding differentiation, they believe they do the best job at capturing youth culture (sports, music, etc.) and appealing to this demographic. This is reflected in the stores they sell their products in (aside from the mainstream retailers, they have a "core" set of retailers such as Zumiez and other skate/snowboard/etc. shops) and the way they position themselves inside the retailers as a brand/product.