2016 year ahead: Luxury sector embedded with earnings & valuation risk
* Sub-market earnings growth to drive sector de-rating
We lower our sector earnings & PO’s again, see table 1. We are now 15% below
consensus 2017. We believe the slowdown in sector earnings growth is structural and
returns have peaked. Our forecasts imply 4% earnings CAGR in the next 3-years, below
the European market, as a result we argue for a sector de-rating from its current 30%
P/E rel. In our view the catalyst for a de-rating will be [1] increased visibility over submarket
earnings growth; and [2] a muted recovery in Chinese luxury consumption.
* Six key themes to drive luxury sector (under)performance
[1] Revenue slowdown structural, not cyclical. BofAMLe 4% rev growth for 2016
White space retail penetration into Asia drove 2/3rds of sector revenue in last 5 years.
Rev now reliant on same-store-sales for growth, difficult given limited pricing power.
[2] Retail store consolidation likely.
We see the potential for store closures in Greater China, given over capacity in Tier 2-3
cities. LVMH has started, expect others to follow suit. Limited cost savings
[3] Margin pressure to persist: retail deleverage & negative geography mix.
Ongoing rent inflation in premium real estate (6-9% pa) would result in retail
deleverage. Historic EBIT margins are now largely irrelevant as they included significant
over-earning in HK, unlikely to return.
[4] RMB devaluation poses significant risk.
Our Global Rates team has high conviction the RMB will decline by as much as 10% vs the
USD in 2016. This would reduce sector EBIT by 7%, and more significantly impact
Chinese sentiment & offshore luxury consumption. UHR, CFR & Burberry most at risk.
[5] Tourism support to fade, particularly in Europe.
Lead indicators suggest tourism would slow into Q4 & 2016. In our view, Europe is the
region with most to lose, LVMH the company.
[6] Digital & Japan the only standout’s.
Consumers increasingly shifting luxury spend online, YNAP only pure-play exposure. Japan
will likely continue to benefit from inbound tourism at the expense of HK (and margins).
* Bearish sector view reflected in U/P on LVMH, CFR & UHR
Our U/P rating on LVMH reflects its expensive P/E rel given sub-market earnings
growth, tough comps from weak EUR & tourism and bullish positioning. Swatch: weak
end demand, inventory build & smart watch threat. Richemont: exposed to weakest
categories in luxury (HK & watches) and margin pressure, vs cons expecting expansion.
* Buy YNAP & Pandora for growth, Kering self-help
Our Buy rating on YNAP reflects its pure play on digital luxury, which continues to take
share. Our high conviction emphasised by its BofAML Europe1 inclusion. Pandora:
above sector EPS growth & returns. Kering: while not immune to macro headwinds KER
has a self-help story, with a turnaround at Gucci & potential divestment of Puma. We
upgrade adidas to Neutral given ongoing strength in the category, supported by
“athleasuire”.