Puma Failed To Achieve A Full Reversal Of Fourth Quarter Profits Still Under Pressure

In the first year of the year, Rihanna, the most eye-catching man, was the first creative director of Puma.

In 90s, the revival of the old style of the game was very popular. However, Puma, which released its four quarter earnings, is still out of the predicament of the industry.

According to the data, the fourth quarter Puma achieved 878 million 900 thousand euros in sales.

The Reuters expected 839 million euros and Bloomberg forecast of 847 million 900 thousand euros, a significant increase, compared with the same period in the previous year, a 17.1% increase.

And the group points out that this is good for Rihanna.

"Creeper" and "Eskiva" led the sports shoes sales, which ignited a substantial increase in women's clothing business.

In response to the rise of sports in women's consumers, Puma has spent heavily on signing Rihanna as creative director, which is widely regarded by industry analysts as an important measure to save the market.

But in order to further strengthen the impact on the millennial generation, Puma has also confirmed that the Kardashian family member Kylie Jenner has been the spokesperson for the latest season with the heavy gold of 7 digit dollar. Meanwhile, its advertising hard film will be launched in April.

However, in terms of annual earnings, Puma sales totaled 3 billion 387 million 600 thousand euros, an increase of 14% over the same period of 2014cia. However, due to the influence of the US dollar exchange rate, the purchasing cost has been raised, the operating profit will decline by 24.8% to 96 million 300 thousand euros per year, and net profit is down 42.1% to 37 million 100 thousand euros.

In the four quarter, due to the negative impact of exchange rate fluctuations, despite the sustained efforts to save operating expenses, the gross profit margin of the group was reduced to 42.7 from 45% in the same period of the previous year, and the net loss narrowed to 4 million 300 thousand euros, due to savings in operating expenses and operating profit rose 2.6% to 10 million 900 thousand euros compared to the same period last year.

The Group expects to achieve high single digit sales growth in the current fiscal year 2016.

But whether the celebrity effect brought by Rihanna can make greater strides with the group's market initiatives remains to be seen.