Kering SA (KER) Earnings Call Transcript & Summary
October 20, 2022
Earnings Call Speaker Segments
Operator
operatorGood evening. This is the conference operator. Welcome, and thank you for joining the Kering Third Quarter 2022 Revenue Conference Call and Webcast. [Operator Instructions] At this time, I would like to turn the conference over to Mr. Jean-Marc Duplaix, Chief Financial Officer. Please go ahead, sir.
Jean-Marc Duplaix
executiveGood evening to all of you, and welcome to Kering's third quarter 2022 revenue call. Starting on Slide 4. The group once again achieved a very solid performance. Revenue was EUR 5.1 billion up 23% reported and 14% comparable year-on-year. Scope was not material. The consolidation of Lindberg offsetting the disposal of watches. FX was a 9 percentage point tailwind. We carry out a range of actions to nurture the desirability and exclusivity of our Houses, capitalizing on their heritage and immense creativity. All the fashion shows [ they ] run for the upcoming season were widely acclaimed and extended the reach and influence of our brands. Gucci Parade of 68 sets of identical twins, Balenciaga thought-provoking [indiscernible] installation, Saint Laurent sophisticated Spring/Summer 2023 runway. And the perfectly [ balanced ] Bottega Veneta show, I'll come back to you in a moment, all ranked among the most striking displays on the recent fashion show circuit. We also closed on the acquisition of Maui Jim a few weeks ago, reinforcing the positioning and growth potential of our Eyewear activities, EUR 1 billion business we have built from scratch over just a few years. Turning to Slide 5. You will find our revenue breakdown by business and region. All segments contributed to growth in the quarter, demonstrating the strength and complementarity of our ensemble of Houses. Western Europe and North America together accounted for 55% of revenue at 29% and 26%, respectively. Asia Pacific represented 1/3 of the total. The relative contributions of Japan and Rest of the World were pretty stable. I'll come back on trends by geography in a moment. On Slide 6, we provide more insight both year-on-year and against 2019. In Q3, a 14% comparable growth represents a slight acceleration compared to Q2. This puts us 28% above the pre-pandemic level, a very consistent performance versus Q2 and the first half. Looking into our retail performance alone, Q3 accelerated sequentially. Compared to 2019, Q3 retail is up 35%, above the pace of the first 2 quarters. On Slide 7, let's review our Q3 revenue by channel. Retail accounting for 77% of the total was up 19% in Q3. Our global store network was almost fully open during the period, although operating conditions in Mainland China had not completely returned to normal, as you know. Online sales remained dynamic, up 17% in the quarter with a penetration of 13% of retail. Wholesale and other revenue were down 1%, reflecting an 8% decrease from our Luxury Houses, a 23% rise at Kering Eyewear and 18% growth in royalties and other. Shifting to Slide 8, an analysis of quarterly retail trends by geography. Up 74%, western Europe was the most powerful growth engine. The region enjoyed strong demand both from local clients and from a sharp rebound in sales to tourists, which nearly tripled year-on-year. On top of intra-European Middle Easterners and some Asian travelers, Americans came back massively this summer. Western Europe is now 18% above pre-COVID level, although sales to tourists are still nearly 10% below Q3 2019. Japan pursued its recovery trend, up 31% in the quarter. Revenue in the country is now ahead of pre-pandemic performance, though until very recently, it was generated exclusively by locals. Growth in North America moderated. Revenue was up 1% in Q3, but this represents an impressive 85% increase on a 3-year stack. As mentioned, Americans traveled and purchased abroad, especially in Europe. So overall, the cluster is very much on par with its Q2 trend. Asia Pacific went back to positive territory, up 7% compared to a 15% decline in June. Mainland China improved substantially but was still impacted by rolling lockdowns and mobility restrictions, impairing traffic in some locations. In the Rest of Asia, our Houses delivered very strong performances across both established and more recent markets. And finally, Rest of the World also sustained a good momentum. Let's now look at each of Houses, starting with Gucci on Slide 9. Q3 revenue was up 18% reported and 9% comparable. Retail grew 9% as well. In Western Europe, the trend was sustained both by local clients and by the return of tourists, notably in Paris, Rome and London. Gucci posted strong performances in Japan, where its timeless focus resonates particularly well. Against tough comps, North America also faced the increased spend overseas this quarter. In Asia Pacific, the overall situation improved. Gucci was still disproportionately impacted in Mainland China, while Rest of Asia kept performing strongly. Wholesale, whose rationalization is broadly over, grew 2%. In line with its strategy of elevating client experience and overall brand positioning, Gucci implemented the host of initiatives this quarter. From a product perspective, new collections were very well received. And together with carryovers, contributed to a material increase in AURs. The revitalization of Gucci's luggage offering is a success, particularly well timed as travel resumes in many parts of the world. Gucci is working hard on introducing newness in leather goods to round out its offer on strengthening its men's category as well as on fully implementing its strategy in Mainland China in the coming quarters. This initiative, together with a strong reception given its latest fashion show, are bolstering our confidence in the outlook at Gucci. On Slide 10, Saint Laurent had another stellar quarter. Comparable sales rose 30% year-on-year. The Houses conquest of local clienteles in all markets yielded sustained growth across the board. Retail was up 38% with strong or even very strong double-digit growth in Western Europe, Asia Pacific and Japan. Progress was also solid in North America, considering the dynamics I mentioned earlier. Saint Laurent posted strong double-digit increases across all product categories. Ready-to-wear led the race, thanks to the success of the summer and fall collections. In leather goods, beyond the success of its key carryover lines, Saint Laurent kept up with strong demand for the [indiscernible] bag launched in Q2, confirming its ability to address higher price points. The 13% increase in our wholesale entirely reflects strong demand for the upcoming seasons. [ Saint Laurent ] [indiscernible] showing this quarter, notably with locals, confirms the Houses' very positive trajectory. On Slide 11, Bottega Veneta posted healthy growth in the quarter, driven by retail. Total revenue was up 14% comparable with an increase of 20% in retail alone, all through the store network that has been stable for several quarters now. Following a much-admired winter collection, [indiscernible] gave a huge standing ovation to the ultra-refined fashion show that Matthieu Blazy and his team put up last month. This marks yet another step in the Houses' effective iconization strategy. The House intensified its communication efforts, reaching new and existing clients now that its ultra-high-end positioning is well established and being deployed across all product categories. Bottega Veneta's focus on timelessness is paying off in higher AURs and initiatives underway should further support this strategy. Rationalization of wholesale is ongoing and resulted in a 5% drop in revenue through this channel. In short, Bottega Veneta is diligently implementing its road map, and we are confident that the house will amplify its successes across all markets. On Slide 12, we have summarized the performance of our Other Houses. Revenue was up 13% comparable. Retail, up 43% drove this increase, and both soft and hard luxury contributed consistently to this trend. At Balenciaga, growth was well balanced across categories. Leather goods continued to gain momentum fueled by novelties as well as the iconic Hour Glass family. Ready-to-wear was strong, especially driven by [indiscernible]. Alexander McQueen also delivered a robust quarter in the retail with good progress in its leather goods offer both newness and [indiscernible] lines and sound growth in ready-to-wear with a renewed appeal of evening wear. Brioni confirmed its rebound in retail, all main regions being nicely positive. In jewelry, Boucheron posted another high-growth quarter showed by the appreciation of its lines in high jewelry and jewelry across Western Europe, Japan, Korea and Mainland China. Pomellato also experienced strong momentum driven by Japan and Western Europe. Finally, despite its heavy exposure to China, Kering proved resilient in the quarter. Wholesale of the Other Houses segment was down 25%, reflecting a combination of phasing of deliveries and enhanced selectivity in third-party distribution. Let's turn to Kering Eyewear & Corporate on Slide 13. The revenue was EUR 253 million, of which EUR 246 million from Eyewear, up 23% comparable over last year. Sales were higher in all regions and channels. Once again, Gucci and Cartier were the largest revenue contributors, but together, all the other brands posted sharp increases. The top line also benefited from the successful integration and development of Lindberg. And we are, of course, looking forward to the contribution of Maui Jim with high potential is undeniable. Let me now conclude with Slide 14. We are pleased with the group's performance this quarter. Solid year-on-year increases, consistent growth quarter after quarter since the beginning of the year under somewhat unsettled macro conditions are a testimony to our strength. Our brands continue to leverage their attractiveness and exclusivity and to benefit from the pursuit of customer excellence and tighter focus on retail distribution, where it has been fully implemented this strategy has paid off according to plan, and we are reinforcing it brand by brand across all markets around the globe. At the same time, we are keeping a very close eye on our environment. Our sector might be less correlated than others to overall economic conditions, but that doesn't mean it is completely weatherproof. So our long-term investment plans in our Houses and growth platforms are unchanged, but we are also ready to rapidly make the right decisions to maintain the group on costs in the near term should the need ever arise. Also, we remain confident in carrying fundamentals in our capacity to meet challenges and in our prospects for the coming quarters. And now, with Claire, we are ready to take your questions. Operator?
Operator
operator[Operator Instructions] The first question is from Antoine Belge with BNP Exane Paribas.
Antoine Belge
analystYes. It's Antoine at BNP Exane. Three questions, if I may. First of all, regarding Gucci in China, is it possible to have the trend for Asia to be slightly negative at 2%? Is it fair to say that China was down double digits? And it seems so that September was probably worse. And some comments about the initial results from [ Laurent Cathala ]. Question #2 is about the fourth quarter at Gucci, if we would [indiscernible] maintain the 3-year stack you'd achieved in Q3, I think it would imply a sort of decline of around 10% year-on-year. Is that the right way of looking at it or 3-year stacks are not that relevant? Or are there any initiatives or factors that could prevent [ sales ] to be down 10% at Gucci? And question #3, regarding the EBIT margin, I think consensus is slightly below 38% or 37.6% according to [ Eagle Alpha ]. Do you think it's the right number? Or I think you had -- as you did in the past, that if need be, you would not refrain to invest in the brand?
Jean-Marc Duplaix
executiveThank you, Antoine, for your 3 questions because you have the right to ask 3 questions tonight. And in fact, you have 4 questions if I include your comment about the start of [ Laurent Cathala ] in China. So indeed, China, in fact, if we look across the board in the industry or at least in our group, we have a sequential improvement compared to Q2 in APAC, which is of around 20 points or something like this around that 20 to 25, depending on the brand. And clearly, driven by an improvement in China because as we try to explain -- as I tried to explain during the speech, in the other countries in Asia, the demand was very strong, and we posted very good figures across the board and also for Gucci in the other countries of the region. So clearly, there was an improvement in China, but it means that Gucci is among the brands, which is still negative in China. I would not elaborate further in terms of figures, but I think your guess is something which is close to what are the figures, while some other brands in the group are back to positive territory. So as you can imagine, Laurent started last July. The first -- his first mission was to travel in China to meet all the teams to assess what has to be done very short term. So he's working very hard to improve the situation. We know and we have been very candid about the situation we have for Gucci in China. So there is a short-term action plan, which is right now implemented with a boost in terms of energy in the teams and some work done in terms of display, in terms of merchandising in the stores, plus some initiatives going along with the launch of new products with [ pop-in ] activities and [ pop-up ] activities, some -- also more investments in terms of advertising. And of course, you can imagine that also Laurent is presenting in the coming weeks an action plan for the long term with, of course, some more -- or some directions as regards investments, both in OpEx and CapEx, but still in the envelope globally that we have in mind for Gucci and its trajectory. So now coming to the Q4. Obviously, I'm sure that a lot of your questions tonight will be about what we see for Q4 in certain regions and globally. We know globally that our brands have built a strong offer and have a solid pipeline of introductions and initiatives, and that's also true for Gucci, as you can imagine. They are implementing consistently their strategies nurturing their desirability, engaging with a broad base of consumers, focusing also on local clients. But what we know also is clearly that the comparison base is very demanding and in a macro environment, which is clearly unsettled with quite low visibility. So we see that there is still a strong demand for luxury goods so far. So it's very difficult to predict. Clearly, we have a pipeline of a lot of actions and initiatives to support the business in Q4 for Gucci. But of course, I will not take the risk to comment further about the trends we could see for the last quarter. Finally, regarding the EBIT margin. So you are talking about a magic number. So I don't know what's the magic number for the EBIT margin of Gucci for this year. What I know is that, as we mentioned already, we are working as a group, and we are working to improve to sustain the trajectory of the group in terms of profitability. It means, in other words, like we do with CapEx that we have some priorities every year, and we know that today -- this year, this is really a year of investment for Gucci. So we will continue to support Gucci in this effort to recover, to accelerate. And as such, EBIT margin is important, of course, but we will continue to invest in the brand. And what I can tell you is that for sure, I'm not sure that we will deliver an EBIT margin for H2 that would be exactly on par with what we have delivered last year. It would be probably below considering the level of investments we are injecting in the brand.
Operator
operatorThe next question is from Edouard Aubin with Morgan Stanley.
Edouard Aubin
analystSorry, Jean-Marc, I know it's a bit [indiscernible], but as you know, the market cares about the brand. So if you -- on Gucci, during your CMD late June -- sorry, early June or late May, I forgot. You talked about the new structure you were implementing with 2 creative directors, 1 new marketing director is coming from [ Roger Vivier ]. And the objective was obviously to allow you to kind of work on 2 legs, so to speak, keep the fashion forward characteristic of Gucci, but also develop your timeless, your icons -- timelessness and your icons. So where are you in that long-term journey? If you could give us an update, that would be much appreciated. And then on the U.S., so I think in the second quarter call, you talked about, Jean-Marc, about some entry price point being under pressure for Gucci in the U.S., which obviously was offset by higher price points, accelerating. Is that kind of still the case in the third quarter? And to what extent the U.S. cohort globally is accelerating or decelerating on an underlying basis? And obviously, any comment on the [ exit rate ] would be more than welcome. And last one, sorry, on energy costs. There was an article in the Wall Street Journal this week. I don't know if you saw it but talking about some of your suppliers in Italy being under pressure, the profitability being significantly impacted by higher energy costs. How big of an issue is that for you and your suppliers? That would be helpful.
Jean-Marc Duplaix
executiveThank you, Edouard. Your last question was -- the sound was a little bit blurred, but we heard the question. So it's okay. And I regret that you don't remember this memorable Capital Market Day, it was in June. But so what we said during the Capital Market Day, maybe I will elaborate a little bit about the new organization just to clarify. So you're right that there is now Maria Cristina Lomanto in charge of merchandising. She started her new role in April 22. And her attention was really focused on a few key areas. I would mention 3 of them to begin with. First, and it's very important, the Gucci's full return to the fashion calendar as soon as 2023 with 6 collections. It does imply to work very closely with the design teams, the marketing teams and the supply chain to ensure a unified and very coherent go-to-market capability. The second area is about the further expansion of Gucci's in the high-end offer across all categories, which is one of the access or one of the key pillars of the strategy that has been presented by Marco last June. And of course, some opportunities and sweet spots that we have mentioned like the men's category and the travel categories, where we believe that we have not yet reached the full potential. The second part of the organization -- reorganization was about the design office, which is to be very clear, still and fully under [indiscernible] direction. But considering the size, the scale of the brand, the expansion of the brand's collection, the expansion in some categories and the full return to the fashion [indiscernible], there was a need to have someone also in charge of part of the main collection. So a longtime-trusted collaborator from the team has been appointed as a studio director with a reinforced structure to support the scaling of that business. So that's the 2 pillars we had mentioned. And of course, one of the aspects of the strategy is also about timeless, but I will not elaborate too much on that because you will jump on it just to ask for some KPIs. It's not about KPIs, it's a merchandising approach, and you know that the launch of the [indiscernible] is clearly part of that strategy. To be honest, so far, I think that when it comes to timeless and the more high-end offer, we start to see very good results in that direction. We had the launch of all the last pieces of the [indiscernible] with -- and we have also now the travel -- the luggage business with the launch of the Gucci Savoy travel line with a campaign, an advertising campaign featuring with Ryan Gosling. So I think, definitely, the reception is very good, and it's part of the question you had about the U.S. It's true that in the very important customer cluster among the high spenders, we have delivered a very solid growth at Gucci. So very good results so far, but this reorganization has been announced only a few months ago. And as clearly mentioned by Marco Bizzarri during the Capital Market Day, it's a long-term strategy that will continue to bear fruits in the coming months, in 2023 and even going forward. Regarding the U.S., I think if we look now just starting with the U.S. [indiscernible] because I think it's very important to start with that, the growth for Gucci with that cluster in Q3 has been very consistent with the one of Q2. But of course, with the transfer of part of the purchases from America to Europe, principally. We have a growth -- triple-digit growth of the sales to the American clients in Europe. By the way, we have more or less a triple-digit growth with all the different clusters of tourists in Europe, including some Asian tourists. So what we see in the U.S. is that also I heard a lot of things about the decline of the business in the U.S., globally speaking. But what we see is that, first, the traffic is still up for our brands in the U.S., including for Gucci. What is clear also, and I had already mentioned it during the H1 call, that among for certain categories of products, which are maybe more appealing to the -- to a more aspirational clientele, there is some more pressure, more -- less conversion. So the traffic is up, but with an impact on the conversion rate. But globally speaking, the U.S. [indiscernible] is up. And as I was mentioning before, very good results with the high spenders and the top clients. Finally, regarding energy cost. So since I don't read English, I didn't read the news -- the article you are mentioning. But more seriously, I think that, yes, clearly, what is happening is that during several months, not only our suppliers, but we have also been protected by long-term contracts with fixed cost. Now we start to see with some new contracts the impact of the energy increase, not only the gas, but also the electricity. The contracts we are signing now, we have a massive increase of the cost per unit in a way. As such, of course, it does create some more tension for our suppliers. You know, by the way, that in the past few years, we have integrated more the production and the design process, all the process before the production. But clearly, as usual, we will support our network of suppliers. We did it several times, including during the COVID-19 crisis. So of course, we will absorb part of that inflation in the production cost. But you know that we have some more inflationary pressure now for several months, both in terms of transportation costs, [indiscernible] in terms of salary. You know also our capacity to absorb price increases through some more efficiency in the production process. We have some room to find some savings. And of course, we can still also increase the prices [indiscernible]. Of course, there are some other considerations when it comes to price increases. So definitely, yes, there is some increase of the cost of goods sold, but so far, in a proportion that we can manage.
Edouard Aubin
analystOne very small clarification. When you say that traffic is still up in the U.S., you're referring to Q3, not Q4, right, so far?
Jean-Marc Duplaix
executiveYes, I'm talking about Q3, yes. I will not comment on Q4.
Operator
operatorThe next question is from Louise Singlehurst from Goldman Sachs.
Louise Singlehurst
analystIf I could just have 2, please. Firstly, just a follow-up on China. Is there any risk of any excess seasonal stock or any clearance activity that will need to take place given where we are towards the end of the year after Autumn/Winter? And then my second question, you must be very pleased with the strong result from Europe, particularly for Saint Laurent. But when we look at Gucci, so the question I have is the performance between or any details you can give us between the domestic- and the tourists-driven demand. Is it fair to assume there's been a slowdown in the domestic consumer? Obviously, it's difficult to read from the numbers, they're big numbers, but obviously just trying to look between the 2 different cohorts.
Jean-Marc Duplaix
executiveYes. Thank you, Louise. As regard the level of inventories or the risk of overstock, obviously, you know that in the past few years, we have made a lot of investments to improve the efficiency of the supply chain and the logistics. So we have strongly -- obviously, strongly improved our processes from manufacturing to sales planning, replenishment and logistics. So we are in a position where we can adapt more to the current situation. On top of that, you should remember that at the end of 2021, we had a quite -- at group level, a quite clean situation in terms of inventories. We had a quite sound start of the year. So in fact, we are very -- let's say, we are comfortable with the fact that we may rebuild inventories in some regions, especially considering the ongoing elevation of our brands, starting with Gucci and the share of carryovers we have in our collection. So of course, China, among the regions where -- will be the region where maybe the situation of inventories will be where we have the highest days of inventory. But considering what I said before about the share of carryover, I think it's a situation that we can manage. Of course, I expect, let's say, compared to the very sound situation we had at the end of 2021, probably an increase of the days of inventory globally speaking at the end of 2022. But so far, it's under control. Claire, do you want to take the question about domestic demand and...?
Claire Roblet
executiveYes, I can take this one. Louise, I'm not sure I will comment specifically on Gucci. But where you're right is that when we look at the European clusters on Q3 year-on-year versus Q2 year-on-year, there is a slight deterioration, and that's true, I would say, for most of the brand, if not all the brands. So still very strong trends, but a little bit of moderation once again sequentially year-on-year. When we look on the 3-year stack, it's pretty consistent, I have to say. So Q3 stack, 3-year stack on European versus Q2 once again at group level is pretty consistent.
Jean-Marc Duplaix
executiveAnd I would just add that domestic demand remained very sustained. And clearly, there was a boost also due to the tourism during the summer. But looking at Gucci and the other brands in the group, the trends with locals were very good along the summer.
Operator
operatorThe next question is from Zuzanna Pusz with UBS.
Zuzanna Pusz
analystI have 3 questions, please, if possible. So the first one on YSL. Can you maybe tell us a little bit more about the drivers of the very nice strong momentum and acceleration sequentially? Is it, let's say, higher exposure to Europe? So any incremental color on that would be very helpful. And secondly, maybe on pricing. Can you share with us any pricing plans you may have short term or perhaps next year? I know it's not necessarily always easy to comment on that because FX is moving a lot. But clearly, given that the U.S. dollar strength, Europe is way cheaper than the U.S. dollar sort of linked region. So I'm just wondering if you're planning to address it by perhaps raising prices in Europe by quite a bit short term or perhaps next year. And finally, sorry to press on that, but to come back on the Gucci margin. Now I understand that you're obviously managing the margin as a group. But also just in June, you provided your long-term plans for the brand, and you said that the margin should return to 41%. And that from current levels, we should be seeing a gradual improvement year-on-year. So maybe if you don't want to comment specifically on H2 margin, at least if you still expect the margin to be improving every year from last year or if this may have a different sort of shape?
Jean-Marc Duplaix
executiveThank you, Zuzanna, for your 3 questions. As I mentioned, you have the right to ask 3 questions. And there is no good or bad question, so you can push all the button you want. Starting with Saint Laurent, I think that it's a very sound development of the brand. It's very balanced across geographies and very balanced across categories. I think we see an acceleration at Saint Laurent because also, Saint Laurent has been very strong to reconfigure to restructure its ready-to-wear offer. You may remember it happened a few years ago already with some work -- hard work done in terms of structure, architecture of the collections, both in terms of product, but also in terms of prices. The same with the Shoes. So at the end of the day, definitely, this work starts to pay off now for a few quarters, and now this growth is very well balanced across all the categories. I would mention also this capacity of Saint Laurent to have very strong iconic lines of that, but also to introduce strong newness. I mentioned in my speech, the [indiscernible] bag, which is definitely a success, a very nice bag, helping also Saint Laurent in its target to have a balanced structure also in terms of prices. So also, it's true that it's a brand with very good penetration with locals in some key markets like Japan and Europe and the U.S. and the brand is still benefiting from a lot of traction in this market. It's also a well-balanced growth if we split between volumes, price increase, product mix and with a favorable impact on the average selling price, plus a small contribution of store openings. But you may remember that we have started to moderate the growth in terms of store footprint, so it's not the key driver of the growth. It's just an element among other and quite a small one. Yes, you're right. When it comes to pricing, it's not easy to answer because we -- as we mentioned before, the environment is quite unsettled. You have a risk of high volatility in terms of currencies. I think that we had explained during H1 call what we did as regards the prices for Gucci and for the other brands. We have not increased the prices during Q3, and I will not comment about what would happen in Q4 and in 2023. You may -- you know perfectly that each time we are introducing a new collection and newness, this is an occasion to work on the average selling price and to play with the mix. We are very pleased with the development of the average selling price at Gucci during Q3. That does demonstrate that we are going in the right direction. We had a very substantial contribution of the average selling price. So I will not comment further on the pricing. You're right to say that we have a situation in terms of pricing and price gaps between the region, which is not necessarily sustainable in the very long term. But short term, we don't feel the need to make something, and we will see going forward what will be the decisions of our brand. EBIT margin. I think that I partly -- I think I've been quite clear about what we could expect for H2 saying that we will not be at the level of EBIT margin of the second semester of last year, considering the investment we are making in the brand. When it comes to the potential of the brand, of course, I will not change a word to the slide that has been presented by Marco Bizzarri during the Capital Market Day. To say that the brand can reach 41% margin at EUR 15 billion of sales is something which does look, I think, quite reasonable and sensible and quite logical if you make your math, and considering also the expansion of the retail contribution, you may have noticed that we have now 91% of our business at Gucci in retail, completely exclusive. And in fact -- and I'm sorry to insist, it may be weird, but I'm sorry, we are managing a group. And sometimes, I would like to look at the performance at group level. And still, I think the trajectory we have in mind for our group is to continue to improve the profitability, whatever the level of investment we have to make in our brands. So we would be very comfortable if Gucci will plateau a little bit in terms of EBIT margin going forward considering the investments we have to make. And then to see an acceleration later in the trajectory, considering not the lending point, but at least the milestone of 41% at EUR 15 million of sales is something we believe we will reach in any case.
Operator
operatorThe next question is from Chiara Battistini with JPMorgan.
Chiara Battistini
analystI actually have just a follow-up. One is on your wholesale strategy. If you could give us an update by Amazon on how to think about wholesale, especially into next year. And notably for Saint Laurent, that keeps on growing while we were expecting at the beginning of the year a decline there? And then maybe just to touch on the other division. If you could give us any color by brand, and notably within the brands, by category. And within jewelry, if you could comment on sort of what kind of performance you are seeing by price point, are you seeing an outperformance in the higher price points within jewelry? Or is it broad based across all the different price points?
Claire Roblet
executiveYes, Chiara, this is Claire. I mean going into next year for wholesale, it's a bit maybe a bit too early, so we'll probably be happy to update a bit later. Now I can maybe comment on the shorter-term views for the end of the year. Yes, you're right. We were expecting Saint Laurent to turn negative under the impact of rationalization probably a bit earlier. The brand is effectively implementing the strategy, but with strong demand, I would say, with the accounts that we keep. So that turns out to be still a positive in Q3 at some point, and maybe Q4 will be the starting point. The wholesale at Saint Laurent should really moderate and turn slightly negative. BV, I think it's pretty clear. I mean you have seen the moderation coming gradually. And I mean nothing to change on the message now for bottega. For Gucci, as you've seen, wholesale rationalization is completed. So it's a channel that should grow very modestly, I would say, at least in Q4. And then for other houses, and then that will make the link with the question that Jean-Marc will take on other houses, I mean this minus 25% in Q3 is a combination of pretty different impacts. So you had a bit of phasing impact, so difficult to extrapolate that on the Q4. You had clearly some rationalization and conversion to retail, which is going to continue, for sure. And then you had other, I would say, smaller impact from Hainan, et cetera, Russia for Brioni. So that's a mix of smaller impacts. So I would say, going forward, as the strategy is also for over luxury houses to get more and more control over distribution, that's probably also where you should expect wholesale to moderate or to, I mean, still be negative at least Q4.
Jean-Marc Duplaix
executiveBouncing back on the enter of Claire, clearly, this was a quarter of rationalization among some of the brands, I think about Balenciaga and Alexander McQueen. As mentioned by clear, it's not only about rationalization, but we have been very clear about the group strategy aiming at focusing on exclusivity in terms of distribution. And conversely, retail did extremely well during the quarter. Some of our brands are benefiting compared to the 3 big ones of some space expansion, both from opening in '21 and '22 with the full year impact for the ones of '21. But it's true also that we are very pleased to see that starting with Balenciaga, the brand is growing very nicely in all categories. It's a great success of the leather goods collections and products, and we are very pleased to start to reach this balance across categories both in terms of growth, in terms of sales in absolute terms and also the rebalancing to also more formal pieces in all categories, shoes and ready-to-wear. So very good traction still at Balenciaga definitely. McQueen also is doing very well in its network with also a very encouraging improvement in the leather goods category, which was so far quite small category in terms of contribution at McQueen. And still a very good performance in ready-to-wear, which is really a strength of McQueen. So of course, Brioni was impacted by wholesale, especially by the lack of the Russian business. But in retail, very positive trends across all geographies following also a simplification and rationalization of the offer turning back to basics and fundamentals, Wardrobe at Brioni. So when it comes to jewelry, it's very difficult to say because our brands are especially Boucheron, which is a brand with the most comprehensive offer, meaning from jewelry pieces to high jewelry pieces, they are penetrating very successfully many markets. And in fact, when they are entering some markets like we did recently in China or in some other Asian markets, the success is across all categories. So it's very difficult to -- I know that there are some debates about what's the health of each category or each price point in the jewelry segment. But I think that considering the investments we have made in our brands, especially launching also the high jewelry collection at Pomellato, all the different price clusters are achieving great results in our brands, which is due to the expansion of our brands. By the way, also, Boucheron very strong in Europe historically. And thanks to the return of many tourists in Europe, we have been able to sell quite expensive pieces, especially in our boutique plaza dome that I invite you, by the way, to visit if you have the occasion. And so very difficult to say. And of course, there was something specific situation for Kering in China. But as we mentioned, Kering proved to be very resilient despite the situation in China, but the offer of Kering is more concentrated on certain price clusters.
Operator
operatorThe next question is from Luca Solca with Bernstein.
Luca Solca
analystOne question about the organization development. You announced that the most recent Capital Market Day, major changes at the top of the Gucci organization, both headquarters include [ DBT ] and in China. Sometimes, those changes at the top involve an impact on lower ranks. I wonder, how buttoned up you feel that the Gucci organization is deeper down the company and if that is done and so you have the power of this organization on the ground? Maybe a question on the impact of COVID in China and how this has created a headwind. The impression we have looking at traffic and talking to some of your peers is that this impact was significantly smaller in the third quarter than in the second quarter, but I wonder if you would confirm that. And then maybe a third question on Russia. We've seen that most luxury goods groups were keeping their stores and their staff there continuing to pay rent and continuing to pay salaries. If that's what you're also doing? And would you be prepared to continue to do that if the situation doesn't improve for the medium term, which is a big question, I wonder?
Jean-Marc Duplaix
executiveThank you, Luca, for your questions. The first one is not an easy one. You know that I'm just a poor CFO, and I'm not a guy from a consulting firm able to tackle all the dimensions of your question. However, I think that we have been very candid in the past few months to say that, of course, when you have such a magnitude of change, this is a change in the long run. And of course, there will be further changes in the different layers of the organization. And of course, it would not happen overnight. So definitely -- and maybe to mitigate a little bit your comments, Gucci is not just a small company. So you have already in place a very strong and solid organization with a lot of talent in the different regions with people who are able to relay quite rapidly and efficiently the directions given at the headquarter. So on one hand, I think that the organization of Gucci is more mature today than it was a few years ago. As a reminder, we have multiplied by the size of Gucci since 2016, and we have clearly put in place a lot of strong organizations. On the other hand, of course, you're right. When you have a change, of course, it can take some time. And we have already mentioned, and I was answering to that question before that, the changes will bear fruit not only in 2023, but it will go further. And of course, in the road map of Laurent Catella, there will be some additions of positions and changes to be made in China. As regards to COVID in China, I think it's obvious that we had an improvement compared to Q2. I made my math, and I was looking at the trends we saw in APAC and more specifically in China, comparing to some other peers. At the end of the day, if you look at the sequential improvement in terms of trends, it's very similar across the board. So it does demonstrate that the situation has improved, principally through higher traffic. But still, compared to last year, we are negative in terms of traffic with higher conversion still. And of course, some other improvements in terms of retail KPIs, including the average selling price and all the other different KPIs. Also, I would like to mention that beyond traffic, you have more and more client-selling activities with different ways to sell the products in China that have been put in place now since COVID, and that does pay off also. But clearly, despite there was an improvement, as I was mentioning before, we don't believe that we are back to a totally normal situation considering the disruption we have still in the country. And lastly, concerning Russia. You can imagine that it's not a very simple question. What happened is that since the beginning of the crisis, we have decided -- of course, we have applied strictly the rules. So we have closed our stores even if, as you know, we are not we had not a huge exposure to Russia and especially not through direct operations. So we had a few stores at Gucci and one store of Boucheron. So we have closed the stores early March. We are taking the time to assess the situation. We continue to pay the rent because we apply the contract, by the way. We continue to pay our people. But going forward, we will continue to monitor the situation, and we will take in due time the right decision if needed, considering also that we need to continue to protect also our brand and trademark in the country. And to protect the trademark, it does imply at least some presence in the country. So we will measure what's the best balance in terms of business decisions, but we don't expect that we'll be able to operate again in the country short term or midterm. So we are prepared to take some decisions.
Operator
operatorThe next question is from Thierry Cota with Societe Generale.
Thierry Cota
analystYes. I have 3 follow-up questions, 2 wide and then one more narrow. First, you mentioned the uncertain environment from a macro perspective. We're all wondering what's going to happen next year with the big clusters, U.S., European and Chinese obviously. My question would be not to ask what you think is going to happen. But which of the 3 populations concerns you the most and why? And what action or plans are you putting in place in preparation of that for next year? My second question would be on inflation. Do you expect Kering or the sector as a whole to behave differently from the overall mid- to high single-digit price inflation that we see in the western world? I mean is there any reason why the sector should be widely different in terms of its price action, retail price action, different from the overall retail price inflation? And lastly, much more precise on Saint Laurent. I'm not sure if we understood. So they did 38% retail growth in Q3. Did you say that the growth was pretty balanced between price, mix and volume? So did you imply that we have over 10 points of price, over 10 points of mix and over 10 points of volume, contributing to that almost 40% of retail sales growth?
Jean-Marc Duplaix
executiveThank you not for asking about my vision for the future because I would be unable to tell you something very serious. I'm not a Chief Economist. And to be honest, we should have maybe a longer-term view on the potential of this region. Clearly, as we mentioned before, U.S. has been -- or America has been the engine of the growth for the industry or at least for the group in the past quarters. And we believe that if there would be some hiccup in terms of growth profile for the country, if you look now at what is the penetration of luxury in terms of spending -- luxury good spending, if you look at the number of stores per inhabitant, I think that, definitely, I think the U.S. market has changed for the luxury industry. So short term, I don't know what will happen, but we have clearly no short-term plans to reduce or to review our ambition for the long run in the U.S. and in America, which is still a very promising market. And beyond the percentage of evolution, if we look at the conversion rate, the sales density and so on, the business is still flying in the U.S. obviously and if you look at the U.S. closer. So I think that the long-term potential of the region in the U.S. is very strong, very promising. And let's forget what will happen in the meantime because, of course, we know that this is an industry which could be exposed to -- a certain extent to some macroeconomic hiccups, stock exchange evolution and so on. China, for different reasons, as you can imagine, that's also the same. I think the potential is clearly unchanged for the region. We see that there is a lot of -- still trial for luxury goods in China. Of course, we could argue that because of COVID, because of maybe a slowdown of the economy, unemployment among the young generations. There will be some impact in a way or in another on the sector. But I don't see why overnight, the potential of the region would have changed. So I think that we should keep down and carry on in the country to continue to implement our strategy and our action plans. In Europe, clearly, I think that this is probably -- well, this is a region where we have more question marks, of course, considering the economy's inflation and the geopolitical situation. However, we see that during the summer and during the quarter, we have been able to grow both with locals and tourists. And in a normalized environment, tourism will resume in Europe with the addition of Chinese up fully in the coming years. So at the end of the day, I think we have been right because you may remember that after the COVID, you had a lot of questions about should we downsize the network in Europe, should we stop opening in Europe, and we were right to continue to implement our action plan and our road map. So I think, definitely, I think Europe, maybe short term, is where we have some maybe more question marks. But in the long run, I think the 3 regions for different reasons and with different profiles of growth are still very promising for the industry.
Claire Roblet
executiveYes. When it comes to the composition of the breakdown of growth at Saint Laurent volume, price, I mean I'm not -- we're not going to elaborate further, Thierry. So Jean-Marc mentioned its balance. Yes, there is good traffic at Saint Laurent. There is also a good conversion. So there is a volume component. But then there is a mix component, and the ICA is the most obvious component in increasing the mix. And then the RPO price increase. So I think that's a sufficient answer.
Jean-Marc Duplaix
executiveAnd you had a question about inflation and what type of impact it could have on the pricing. I think as I mentioned before, it's too early to say that, to say what we're going to do. I think, of course, historically, our industry, our brands have been able through the introduction of newness or through pure price increases to absorb the impact of inflation. It's even more needed in a context where the -- you have such a price gap. But you can imagine that here, the question is if we increase the prices, it would imply to increase more of the prices in Europe to reduce the gap, which is currently the region which is the most exposed to inflation. So it's an equation which is not easy to solve, and you could imagine that that's not the right place to address further that question that will be treated in the coming months by our brands.
Operator
operatorThe next question is from Thomas Chauvet with Citi.
Thomas Chauvet
analystMy first question is on China and Gucci. You mentioned, Jean-Marc, that the new CEO was going to think about a long-term plan. On this long-term plan, are you expecting that the brand elevation will take more time and might be a bit more challenging in China than in other markets? Secondly, on wholesale and the rationalization for Bottega Veneta and Saint Laurent, could you say what the overall percentage of those being eliminated from the start to finish? And when would you expect that program to end? And finally, on beauty at the Capital Markets Day last June, you've explained the different options for potential internalization of beauty of the license managed equity. Has the deterioration of the macro environment potentially impacted your thinking on maybe the timing of such a move might not be right? And could you confirm that the expiry of the Gucci license is beyond 5 years?
Jean-Marc Duplaix
executiveThank you, Thomas. But your first question about the speed or the pace of adoption in China of some more sophisticated or, let's say, more elevated products, that's not easy to answer because there is no magical recipe there. First of all, it's not as if we were starting from scratch. We have historically, in China, a broad base of clients, which are already buying, which are already top spenders, high spenders and buying, let's say, more timeless products. So the elevation strategy, it's not something which is completely new for us in China. However, as we mentioned during the Capital Market Day, and that's normally the purpose of the Capital Market Day is to explain what we're going to do and at the time it will take, we have been -- and Marco has been very clear about the fact that it's a long-term objective and that it will take some time. And we don't expect that Laurent, despite all the efforts he's making will fix situation overnight. So I think let's be very realistic. It's a long-term objective with some, let's say, clearly quick wins that we will get and also some, let's say, more long-term actions. What we can say typically is that the Blondie bag, which is obviously, when you look at the design and the quality of the leather, quite timeless product and a more elevated product. It has been very successfully received in China. It was where, clearly, it was where clearly, we had a great success. So I think definitely, it will take time, but we are very confident that we have the team in place. We have the products, the offer to be successful in the country in the long run. The question was about wholesale, I think, at BV and Saint Laurent.
Claire Roblet
executiveYes, I think, I mean, Thomas, we already provide some good indication, I would say, short term by the trajectory of wholesale. So I don't know really what it will bring to give you indication about the number of doors. Yes, we are reducing the number of doors, and that will be reflected in the wholesale trends.
Jean-Marc Duplaix
executiveYes. And lastly, so just maybe we are running a little bit out of time, so we will take 2 last questions, but if you can maybe stick to 1, 2 maximum questions for the next ones. So now regarding beauty, as you perfectly know, in this industry, the beauty business is a natural extension of the brand's territory. We have been very encouraged by the success we have demonstrated in the [ Ready to wear ] segment. I think we have demonstrated that we could create a lot of value for the group and our brands. So currently, we are building a team to assess the opportunities and different options that I think Jean-Francois Palus mentioned during the Capital Market Day. You know all what are the different options, so we will take a few months to decide what's the best solutions. We had mentioned that we had some short-term termination as regards certain licenses operated. While for Gucci, it's a more longer-term expiration time. So as you know, and considering the confidentiality of the agreement, I cannot say more, but it's more a long term or mid- to long-term termination debt for Gucci.
Operator
operatorThe next question is from Liwei Hou with CICC.
Liwei Hou
analystPlease. Yes. Could you hear me now? Francois Jean-Marc and Claire, the first one, I think you have been modest about secure recipe because when I look at some on in APAC has been doing quite well. It's actually more than around 70% higher than 3Q '19 numbers when I look at Q3, and it's also a remarkable sequential acceleration. So just wondering without revealing any business secrets, what are the things that we have done right for Saint Laurent in APAC? And can we apply that recipes to other Maisons in the group? That's my first question. And the second one is about Gucci's crossover with Palace. Some compare it to our competitors' crossover with Supreme a few years ago. So just wondering what does that crossover tell us about Gucci's future strategy as well as its targeted clientele. I mean change in that or any directional strategies would be very helpful.
Claire Roblet
executiveLiwei, so I think Saint Laurent will recipes -- to some extent, then Saint Laurent, as you know, is a little bit less penetrated in APAC and especially in Mainland China compared to some of our other brands. That being said, the brand is -- now I mean perform extremely well, and that's not since only this quarter, but the brand is really performing extremely well in Mainland China with very strong growth. And then, yes, you're right, the bond is also now resonating very -- I mean not only now, but resonating very well in many of our regions and countries in the region. I would mention maybe Korea, well, clearly some -- lots of I mean this sophisticated approach, et cetera, of Saint Laurent is really not working. And what is a bit -- maybe a bit new to some extent is that it's not only resonating on leather goods, but clearly on all the product category, too. So I think there is a mix of penetration, which is different. And then the -- clearly, the sophistication of the product offer and the very, I mean, high desirability of the brand clearly participate.
Jean-Marc Duplaix
executiveLet's say that one of -- I would say that 1 of Gucci's unique attributes is clearly it's a strong generational appeal. It's also this capacity to have some collaboration, which are developed, positioned very carefully, and they are highly let's say, elevated positioning with a strong fashion hedge at the same time and a price point that reflects the quality. Because of the products, whatever the collaboration, are entirely made in Italy. I think we are talking here about capsule collections. It's a way to animate our stores to clearly entertain our clients. Any time we have a collaboration, you have pros and cons among the people. But at the end of the day, they are all generally completely sold out and are very well received by our clients. By the way, the Palace-Gucci collaboration is available only on Vault, which is a very innovative approach. We have to sell products and to showcase some collaborations and very edgy ways of play with -- of playing with the brand. So the distribution is very concentrated. It's only on Vault, but I think it's a good way to create some sort of animation around the brand.
Operator
operatorThe last question is from Rogerio Fujimori with Stifel.
Rogerio Fujimori
analystI've 2 quick ones, and first on Gucci. Could you talk a little bit about the balance between volume, price and mix contribution for Gucci's comparable growth in Q3. And in terms of product category performance, any highlights, anything to call out in terms of leather goods relative to shoes and ready to wear in retail?
Jean-Marc Duplaix
executiveYes. Thank you, Rogerio. Yes. In fact, as you could guess, of course, this answer, the question is not an easy one to answer in the sense that, of course, you have a lot of contract situation depending on the countries. So traffic, as I was mentioning before, was up in almost all the regions, with the exception of China, as you can imagine. Conversion was good in some countries. But in some countries, deteriorated a little bit. So as a result, globally speaking, the contribution of volume was very, very minimal at Gucci, and the bulk of the growth was driven by the price. And when we think about the price, it was probably -- and of course, you can imagine it's quite a rough estimate, but something around 2/3, let's say, the mix and partly due to the price increases we have passed during the first semester. So it's really due to the work which is done by the brand in terms of mix with -- and it's very important to remind this. In all regions, all regions, the AUR has increased, and across all categories, by the way. It's not one category driving the growth of the AUR. It's across the board. When it comes to the sales by category, you can imagine that 2 situations that have impacted a little bit one category. It's about the situation in China, which is a market which is more skewed towards leather goods, of course, and also maybe somehow sort of slowdown with some more aspirational customers buying some small leather goods or belts. So at the end of the day, even though all the categories were growing during the quarter, leather goods segment grew a little bit below the average. However, within that segment that category, you have also some contrasted situation because we start to see some traction on the travel luggage category. We had a very successful reception of some newness in handbags. But definitely, leather goods was developing well but below the average and below the ready-to-wear and the shoe category. I will mention also that all the categories we have mentioned historically has pillars to develop the brand in some high-end segment like the high jewelry, which is not a big one in terms of contribution but very important in the strategy of Gucci, did extremely well also. So very pleased with the sales by category. So it will end that Q&A session. Thank you all for being on our call, for all your questions and your interest for Kering. As always, with Claire and the team, we are available to answer any questions you still have after that very comprehensive call and continue this conversation until our next scheduled meeting in February to discuss our full year results. But we wish you a very nice evening. Thank you very much.
Operator
operatorLadies and joining, thank you for joining. The conference is now over. You may disconnect.
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