Corrections In Leading Companies Are for Buying

Key Points

• Corrections & bear markets happen as a normal part of the economic cycle.

• Even the most admired & profitable brands experience big corrections.

• There’s always demand for top assets as they go on sale. Buy these dips.

Corrections & Bear Markets Happen. The Upside? They Offer Investors Opportunities

I’m sure you’ve seen the long-term data on equity markets. Historically, equity markets are positive roughly 80% of the time, or 8 out of 10 years. So far this year, they are negative. In addition, the average annual drawdown peak to trough is ~14% (source: J.P. Morgan Guide to the Markets Report). What’s the good news? The statistics show that every savvy investor gets at least one opportunity to buy great assets on sale during shorter-term periods of volatility. That knowledge is your secret weapon as an investor today. While these volatile and down periods never feel good, they do offer investors the ability to build bigger positions in common sense strategies. Every consumer loves the opportunity of a good sale. But for some reason, when stocks are down, investors freeze. If you invest in companies that have a history of long-term outperformance as we do, you’ll likely be very happy at the end of your investment period. More importantly, if you are willing to add to these positions when great brands go on sale, you’ll likely be even happier.

Great Brands Are Not Immune from Corrections & Bear Markets

Intuitively we all know when markets go down, even great companies tend to fall along with markets. Sometimes there’s a reason for these falls, and sometimes the selling of everything takes businesses down even when they shouldn’t be down. That is the opportunity for the wise investor. To illustrate this point, I’ll post the long-term charts of a few of the most admired and profitable brands and highlight the drawdowns they have experienced over time. I’ll also show what the long-term total return of these great brands looks like. The moral of the story is this: if you can identify a leading brand serving an important and growing market, the stock tends to beat plain vanilla benchmarks while potentially experiencing large drawdowns along the way. Intuitively, an investor that’s willing to add to a position when it’s on sale should achieve even greater outperformance. That’s where we can add some real value. It’s impossible to know when the market bottoms for this bear market cycle but I have complete confidence that being savvy and buying more stock of some of the greatest businesses in the world will lead to attractive returns over time.

Exhibit #1: Nike, NKE

Below I’ve included a chart of iconic footwear and apparel brand Nike which dates back to late 1992. There have been multiple deep drawdowns to take advantage of and comparative outperformance over the long-term. Between 9/19/92 and 9/12/2022, Nike stock compounded at +15.1% annual versus the S&P 500 Index at +10.0% and versus the Consumer Discretionary Index at +10.7%. Nike offered a +6,792% return versus the S&P 500 of +1,663.9%.

Imagine what the return would have been if one added to their Nike position on those big drawdowns!

Exhibit #2: Amazon, AMZN

In Amazon, we see multiple drawdowns, including the Internet bubble popping, with AMZN stock down over 90% from the highs. Poorly run companies never recover from drawdowns. Great companies with visionary management and enormous growth opportunities use tough times to broaden their markets and take market share. Over the period of 5/14/1997 to 9/12/2022, Amazon stock compounded at roughly 34% per year versus the S&P 500 performance of roughly 8.5% per year. The Consumer Discretionary Index compounded at about 10.4% per year.

Imagine what your return would have been if you added to the Amazon position on those big drawdowns! Our team utilizes big sales to buy more of the top brands.

Exhibit #3: Blackstone, BX

One of the biggest, most long-lived mega-trends we know of is still very much alive. A portion of the assets from institutions, insurance companies, and consumers are migrating away from traditional stocks and bonds and moving into “alternatives” like real estate, real assets, infrastructure and private credit. The leading brands benefitting from this migration are Blackstone and KKR, two of the top private equity firms. In fact, these firms get stronger in times of chaos. Collectively, the PE industry has about $3 trillion in dry powder that helps them take advantage of the dislocations happening all around the world. Blackstone is the heaviest hitter in PE. Their real assets category and stock have performed incredibly well since their 2007 IPO. To receive great returns, you had to be willing to endure some gut-wrenching drawdowns. With hindsight, you could get out and then hope to get back in lower, but very few investors have that skill. We prefer to hold a core position in our favorite brands and add to them meaningfully when they go on sale. Blackstone stock has annualized at ~14.4% since the IPO in late June 2007 versus the S&P 500 at 8.9% and the Financial Services Index at 3%. BX offered a 680% return versus the markets 267% return.

Imagine what your return would have been if you added the Blackstone position on those big drawdowns! In 2008, Blackstone assets under management was $94 billion, today AUM is roughly $1 trillion. That’s a lot of stable fee revenue, folks.

Exhibit #4: Chipotle, CMG

Chipotle remains the most dominant fast casual restaurant chain in America. When the company is saturated in America, Chipotle’s great management team will grow internationally. Even with the E. coli issue in 2015-2016, the stock has compounded significantly better than the market or the sector index. To achieve this long-term return, you had to avoid being shaken out during big drawdowns. When the business changes forever, you move on, when the business is simply experiencing short-term issues and a falling stock price, you take advantage and build bigger positions. Annualized returns of 27% versus the markets roughly 11% were well worth the patience, in my opinion.

Exhibit #5: Estee Lauder, EL

I won’t pound this drum anymore; you get the picture! Big drawdowns, strong long-term outperformance. Buy the dips in quality leaders.

SUMMARY:

It’s very easy to sell when markets are struggling, it’s an understandable yet emotional response to sell. What’s difficult, however is getting back into the market. The best buys are often when it feels most scary, that’s just the nature of markets. The Consumer Discretionary, Technology, and Communications sectors have a long history of outperformance versus the S&P 500, but it doesn’t happen every year. These three sectors are generally where the most admired and profitable brands live. Most of the top brands have experienced large pullbacks in their stocks yet very few things have changed from a fundamental perspective. Investors are once again getting a great opportunity to build positions in great brands on sale. History shows you buy these sectors when they have underperformed for 1-2 years. Revenue growth, EPS growth and free cash flow growth rarely happen in a linear fashion. But leaders of industry, aka top brands, take market share and get stronger in times of turmoil. When markets go on sale, leaders with strong track records of outperformance have historically been very savvy decisions. No one knows where markets will go in the short-term but buying great assets when on sale is a prudent, logical, and wise thing to do. That’s exactly what we, at Accuvest Global Advisors, are doing.

Disclosure:
This information was produced by Accuvest and the opinions expressed are those of the author as of the date of writing and are subject to change. Any research is based on the author’s proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however the author does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. There are no material changes to the conditions, objectives or investment strategies of the model portfolios for the period portrayed. Any sectors or allocations referenced may or may not be represented in portfolios managed by the author, and do not represent all of the securities purchased, sold or recommended for client accounts.  The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

A Playbook for Investing in Structurally Higher Inflation

Key Points

• Our playbook for inflation investing comes in two stages.

  • Stage 1 began in early June & should be shorter in duration.

  • Stage 2 could last a year or two and few portfolios are positioned toward winners.

Our Inflation Investing Playbook

The distortions that have been created by COVID and the policies surrounding it continue to create noise across markets and corporate fundamentals. Make no mistake, the current market environment is one of the most unique I have seen in the 30 years I have been investing. I do not remember when so many macro factors had to play into our stock selection process. Supply chains have been disrupted, de-globalization is gaining momentum as countries and companies build new capabilities closer to home, and the price of almost everything is much higher than it was two years ago. Even as certain goods and services fall in price off lofty highs, they are likely to stabilize at higher levels than we are all accustomed to. If you have taken your vacation this summer, you have experienced higher lodging, food and beverage costs, air travel, and rental car pricing. Everywhere we turn, it’s more expensive.

As I listen to corporate earnings calls, the evidence points to companies that are continuing to raise prices to combat higher labor costs even as input costs for their businesses begin to roll over. In the most vital commodities, there continues to be a structural supply/demand imbalance which likely keeps prices higher for longer. Not to mention, from a geopolitical perspective, most countries that produce and sell commodities have a vested interest in keeping prices higher as the sustainable energy movement begins to take hold. Once inflation begins, it often gets entrenched for a period until demand falls and/or supply rises enough to push prices down. The bottom line: we are not going to see the Feds 2% inflation any time soon. That could keep the Fed more hawkish, interest rates well bid and volatile, and inflation higher for longer.

Consumers have already begun making decisions based on higher prices. There will be big winners and losers which makes stock picking a very important portfolio position for the next 12-24 months. Not every company is well suited for the environment we are in, and the most relevant brands will be taking market share. That’s where our team is focused from a stock selection perspective.

Stage 1: Investing in “Peak Inflation”

Just before the beginning of the June rally, positioning to equities was incredibly bearish, sentiment was extreme, and markets were very oversold. That is generally a pretty good set-up for a strong counter-trend rally. Markets rallied incredibly strongly, and the rally was very broad, which is generally very healthy. A few months ago, I noted that the first stage of this rally would likely come from the realization that a peak in the rate of change for inflation was in and inflation would slightly ease going forward. Thus far, we have seen this peak inflation reading and markets have responded favorably. The rally was likely robust simply because the entire market was positioned for max bearishness and increasing inflation versus a peak reading.

In my opinion, the Stage 1 rally has largely happened, and positioning is more appropriate for the market environment we are in. The Stage 2 portion of investing in an inflationary period should prove to be much longer in duration and will likely wear both bulls and bears out if their approach is buy & hold. Our base case is to be more active, trade the big ranges, and tilt heavily toward price makers, market share takers, and brands that sell products and services that are needed and or required. We are much more concentrated than normal because the market requires it.

Stage 2: Investing in “Structurally Higher Inflation”

If I had to guess, inflation is likely to average 4-7% for the next few years. The level is less important than the fact that inflation should stay elevated for longer than people think. In a period when growth is constrained and inflation stays elevated, the traditional 60/40, 70/30 portfolio likely underwhelms advisors and investors. Not every stock performs well, and bonds will likely be much more volatile than any of us are comfortable with.

The Playbook: 1968-1975

During this period, inflation averaged about 6.3% and was not transitory. Because of the structural imbalances across much of the commodity complex, housing stock (rentals in particular), and stubbornly higher labor shortages, it is not difficult to make an inflation call for “higher for longer.” Countries across the world witnessed how vulnerable their supply chains are and the friction between the West and China seems only to get more acute. If we look back at former periods with higher inflation, the 1968-1975 period seems quite similar, although not exactly the same. Here’s a chart and summary of this period as a guidepost:

• S&P 500 annualized return for 8 years was ~3.3% for a negative REAL return.

• Inflation as measured by CPI averaged ~6.2%

• Wild volatility across the interest rate, commodity, and equities complex.

• Big drawdowns: -36%, -14%, -48% mostly tied to up trending CPI & interest rate readings.

• Big rallies: +51%, +33%, +53% mostly tied to stubbornly high but falling CPI & interest rate readings.

• Interest rates as measured by the 10 Year Gov’t bond averaged 6.6%.

Summary:

Investors have been blessed with low and falling rates, cheap access to capital, an accommodative central bank, low inflation, and stable growth since 2009. That environment has favored a basic stocks, bonds, and cash type of portfolio. With rates higher (and likely to be volatile), inflation sticky and higher for longer, a hawkish Fed and higher cost of capital, valuations for most stocks should be lower than the last 13 years and will become much more important, the quality of the balance sheet and business becomes more important and being the price maker and market share taker is vitally important for better forward returns than the indices might offer. Portfolios need more exposure to price makers, leading companies that set prices and have loyal customers and/or that are the go-to brands for the business they are in. Ones that manage their businesses well and can offer attractive pricing to consumers while not suffering from the margin erosion (Costco comes to mind) that second and third tier companies will experience.

One key mega-trend we have been talking about for 6+ months is the massive migration of assets from traditional stocks and bonds to alternative assets like inflation-protected bonds, real assets, commodities, real estate, and other assets that have inflation kickers built into the business models. That’s why our consumer brand focused Fund’s top two holdings are Blackstone and KKR. They have been investing assets into inflation winners for many years and have a combined ~$300 billion of dry powder to take advantage of the distress created by structurally higher inflation, volatile markets, and illiquid credit markets. We also have an overweight position in the leading energy brands – Chevron & Exxon – that should benefit from a poor supply/demand picture and higher and stable commodity prices.

The next few years should be very different than we are accustomed to, and they will require a different asset allocation than we have needed for the better part of 35 years. When the facts change, the allocations also must change. Carpe diem!

Disclosure:
This information was produced by Accuvest and the opinions expressed are those of the author as of the date of writing and are subject to change. Any research is based on the author’s proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however the author does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. There are no material changes to the conditions, objectives or investment strategies of the model portfolios for the period portrayed. Any sectors or allocations referenced may or may not be represented in portfolios managed by the author, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

Thematic Investing: A Look into Key Megatrends Driving Global Economies

Megatrend #1: Trillions of Dollars are Migrating to Alternative Assets

Mega Brand: Blackstone (BX), the Biggest Beneficiary of this Megatrend

Key Points

• Thematic investors focus on megatrends and the brands that stand to benefit most.

• There is no bigger megatrend in financial services than the migration of assets to Alts.

• Blackstone, the Apple of the Private Equity Business, benefits most from this pivot.

“There is an undeniable secular pivot in asset management allocations …non-correlating assets are being added to retail and institutional portfolios and this is a multi-decade secular opportunity”
- Stephen Schwarzman, Founder, Chairman and CEO of The Blackstone Group

Thematic Investing

As you know, our team at Accuvest created the Dynamic Brands Strategy to invest in the global consumption primary thematic. Consumers and institutions spending >$40 trillion per year is the largest addressable market opportunity there is. Within the primary thematic, there are a few mega-trends that offer investors significant investment opportunities. There are not many global consumption-focused investors and there are even fewer dedicated mega-trends investors. We think that’s a big mistake and in the next few posts I’ll highlight a few of the multi-decade megatrends we see for investors. To be clear, a megatrend is a secular shift in a current industry or sector that will alter the landscape and usher in a massive opportunity for the leading brands serving the megatrend. The Dynamic Brands Strategy is very unique because the portfolio contains leading brands serving multiple megatrends within a general theme of global consumption.

Megatrend #1: The global pivot in asset allocations to non-correlating assets.

If you have not added any non-correlating and alternative assets to your portfolios, you will eventually. Why? Because they can add a significant amount of value, return and risk mitigation to the overall portfolio mix. The current traditional fixed income market offers more risk than ever because rates are more volatile and returns and yields have never been this unattractive. The partial shift away from traditional fixed income is early in its infancy and the fixed income market globally is greater than $120 trillion in size. Equities have always been volatile at times and with valuations higher than normal, future returns broadly could be less than average over time. Cash earns nothing and there is over $5 trillion sitting in cash being eaten away by inflation. Now compound that globally and you will uncover a solid opportunity for the alternative asset managers around the world.

Why will assets continue to shift? Let’s use one of the top Endowments as a guide. The Yale University portfolio holds about $43 billion in assets and is consistently a top performing Endowment in a very competitive peer group. Generally, if the smartest firms around the world are doing something consistently, we should all endeavor to emulate their approach. Here’s a few statements from the Yale Investments site:

Over the past 30 years, relative to the median endowment, Yale’s asset allocation has contributed 1.9% per annum of outperformance and Yale’s superior manager selection contributed an additional 2.4% per annum.  The heavy allocation to non-traditional asset classes stems from their return potential and diversifying power. Alternative assets, by their very nature, tend to be less efficiently priced than traditional marketable securities, providing an opportunity to exploit market inefficiencies through active management.

If virtually every institutional investor, the most sophisticated ultra-high net worth investors, and major insurance companies have made the decisions to pivot away from the traditional, stocks, bonds, and cash approach to asset management, shouldn’t every investor consider it? This megatrend is in its infancy which is why Blackstone is raising assets and fee revenue at a scale I have never seen in my career.
We think this will continue for many decades and the assets these PE firms will raise over the next few decades will truly be astonishing. Just to drive home the total opportunity, below is a look at Blackstone’s market share in the U.S., and you’ll see there’s so much room for market share gains here:

New strategies are continuously being created and this will continue as the world evolves. When an attractive thematic presents itself, the savvy PE firms often create funds so investors can gain access to what they see as an opportunity. The more credibility a firm has, the more repeat business they get when they create new funds. This creates a wonderful network effect and a recurring revenue, cash flow machine. These factors often drive a stock to be a superior outperformer.

Generally, these PE firms employ some of the smartest, most connected professionals around the globe. These super-smart investors see future trends before most others and they have epic amounts of capital to capitalize on these opportunities. In fact, these firms benefit most during every period of turmoil because they are often the buyers of last resort and get the best prices for assets in distress. They capitalize most on the concept of “buying when there’s blood in the streets” even when some of the blood is their own. Because these firms currently have staggering amounts of dry powder at their disposal, they stand to benefit most, over the long-term, from every single worry that we all currently have. Example: are you worried about inflation? Why not invest in the areas of the global economy that benefit from rising rents and inflationary pressures. See the opportunity in climate change innovation? Invest in a fund that holds the significant beneficiaries of the global flows into climate change including being the private credit provider for these technologies. I cannot think of a better allocation today than turning some of your hard-earned money over to the smartest investors in the world. These firms now manage hundreds of billions in permanent capital. They benefit greatly from management fees, incentive fee’s, follow-on investment decisions, and the compounding of the assets via strong performance over time. I’m not sure most investors understand how powerful this flywheel is and I’m very confident most investors do not own the stocks of these great PE firms in their portfolios.

Blackstone: BX

This 36-year-old investment firm now manages $881 billion and has stated it is confident in hitting the $1 trillion mark in assets by year end. In our opinion, Blackstone has an unprecedented amount of runway for additional AUM growth given the sheer size of the global assets market. Case in point: there’s about $125 trillion invested in global equities and about $128 trillion in the global bond markets (sifma.org). Additionally, if Blackrock can manage >$7 trillion, Vanguard >$6 trillion, J.P. Morgan Asset Management >$2.5 trillion, Goldman Sachs >$2 trillion and they are largely focused on the markets that are net losers of assets to the alternatives market, why can’t the 800lb gorilla in the PE business, BX, eventually manage $2-$5+ trillion? This impressive brand is already generating significant amounts of management and advisory fee’s (FRE)

At $881 billion as of 12/31/21, the business has scaled to the point where recurring revenue and earnings predictability will be high and stable. Businesses with high recurring revenues and strong earnings stability are awarded with higher earnings multiples. Blackstone currently trades at a 15 p/e, yields 3.5%, is growing that dividend handily, has incredible profitability with unprecedented growth opportunities, and currently has over $135 billion in dry powder to take advantage of future dislocations and secular opportunities. The business is simply too cheap when compared to the secular opportunities they are benefitting from and the stability of the earnings that will be generated over time. That’s why BX is the top holding in the Dynamic Brands strategy. To be clear, BX is still a stock and given the nature of their business, it can be volatile at times when economic growth is in question. But when you see a secular growth opportunity like the migration of trillions in assets, you use volatility to your advantage, and you continue to accumulate shares like an opportunist should.

Blackstone stock has been a monster outperformer since the 2007 ipo.

Since June 2007, Blackstone stock generated a total return of ~950% as of 3/1/2022 versus the SandP 500 return of roughly 294%. That’s an annualized gain over the SandP 500 of just over 800bps per year that could have been generated if an investor simply understood the secular trends under way. That is why we focus on megatrends and own the Mega-Brands that dominate these industries.

We think the future is very bright for the industry and leaders like Blackstone.

Disclosure: This information was produced by and the opinions expressed are those of Accuvest as of the date of writing and are subject to change. Any research is based on Accuvest proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however Accuvest does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. Any sectors or allocations referenced may or may not be represented in portfolios of clients of Accuvest, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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The Most Important Theme of 2022: Historic Consumption Capacity

Key Points

• Human beings are very predictable. Predictability offers strong investment opportunities.

• In aggregate, U.S. households have never had more consumption capacity.

• >$4 trillion in consumption capacity is so large that it offers a multi-year consumption tailwind.

This has never happened in history.

Investors have a seemingly endless number of macro and micro datapoints to evaluate in the hopes of gaining an investment edge. We track the health of the U.S. economy through the lens of its primary driver, the consumer, and the chart above from Hedgeye Research highlights one of the most bullish datapoints we have ever seen. The consumer has a $4 trillion consumption cushion. The sheer size of this cash pile indicates that there will be a slow and steady trickle into our consumption economy for years to come. This is not to say there won’t be periodic bouts of volatility, especially as the Fed begins to taper their asset purchases and interest rates normalize. Nevertheless, investors need a dedicated allocation to the global consumption theme. Consumption drives the economy and due to COVID-lockdowns, fiscal stimulus, monetary stimulus, and deferred spending by consumers all over the world, there is now more money reserved for future consumption than ever before. Additionally, the wealth effect has never been more robust. Home equity levels and stock market wealth have never been higher. Finally, an estimated $30+ trillion is just beginning to pass from older Americans (baby boomers and the silent generation) to their Gen-X and Millennial children.

The vast majority of consumers are very predictable. When we have excess cash we save a little, invest a little, and spend a lot.

It is not just the consumer that is sitting on cash. Many of strongest corporations are currently flush with $2 trillion in cash on their balance sheets. Goldman Sachs predicts the level will rise to $3.1 trillion by the end of 2022. This offers an enormous buffer for the inevitable clouds that will emerge in the future. There will be continued buybacks, massive cap-ex cycles, R&D spending, dividend increases and a continuation of strong M&A trends. In fact, if politicians decide to tax buybacks, more money will likely flow to M&A than ever before. M&A deal value YTD by U.S. firms is already over $1.1 trillion, the highest level on record. We expect it to continue.

We have invested in the brands that are primed to benefit from these phenomena. They are still cheap, have fortress balance sheets, and are incredibly well positioned for what’s to come.

Consumption Booster Shot in 2022: Rising Wages

Source: Bloomberg, Hedgeye Risk Management

One of the biggest boosts to overall consumption capacity is rising wages. This important factor has largely been absent for as long as I can remember. But times have changed and employees now have massive leverage. Wage pressure is a blessing to consumers.

As the economy gets closer to full employment wage pressure should subside which can keep a lid on interest rates. But the rising wages of the “already employed” is much stickier than other inflation metrics. We favor businesses that will not experience significant drag from labor inflation.

Our team spends enormous amounts of time understanding and identifying the brands that sell high demand products and services with an ability to raise prices without crimping demand (pricing power). Many of 2022’s best performers will be the leading brands in key consumption industries that have pricing power and the ability to attract the most qualified workers. We suspect “wage pressure” and “an inability to find enough workers” will be key buzz words referenced on quarterly conference calls for at least another year. For consumers, however, a higher wage is a very positive development for consumer sentiment, which ultimately drives purchase intent. Higher wages for lower income consumers tends to get spent more quickly, adding to the consumption component of GDP and the revenue lines of the most relevant brands serving this cohort.

In 2022 total consumption should be broad-based given the large the savings glut. But our analysis has found that consumer services in particular are poised to revert back to the mean.

GDP Booster Shot in 2022: Inventory Rebuild

Source: Bloomberg, Hedgeye Risk Management

Supply chain bottlenecks (shipping delays, port delays, lack of trucking capacity, etc) have contributed to rising prices and to a reduction in inventories across most industries. While this is a source of frustration for consumers, it is great news for corporate margins and revenues. Revenue and cash flow feed directly into corporate earnings, which ultimately drives stock prices.

A historic inventory rebuild cycle will begin once supply is available again. When demand has been satiated and inventory has been re-built, prices (inflation) will normalize to lower levels. That will in-turn allow consumer sentiment to normalize back to more attractive levels. Inventory rebuilding and better job gains should allow GDP growth to stay “above trend”. The Covid normalization process will take time and the re-boot process has created distortions. While prices for every good and service are high, remember that there can be no better hedge to our spending then the capital gains we can generate from investing in the brands we know, trust and love. Embrace this epic consumption opportunity, it has a very long tail.

Summary:

·         Consumers have a record amount of cash that can be used for future consumption.

·         Consumers have significant leverage for higher wages which flows to higher spending.

·         A historic inventory rebuild cycle should allow GDP growth to stay above-trend.

·         Stability of earnings and strong pricing power ultimately flow through to better earnings and higher stock prices.

Disclosure: This information and the opinions expressed are those of the author as of the date of writing and are subject to change. Any research is based on the author’s proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however the author does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. There are no material changes to the conditions, objectives or investment strategies of the model portfolios for the period portrayed. Any sectors or allocations referenced may or may not be represented in portfolios managed by the author, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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The Consumer Services Rebound

• The Consumer Services segment of the economy continues to heal from very depressed levels

• The leading Consumer Services brands have tremendous tailwinds

• Most investors do not own a dedicated allocation to Consumer Services stocks. Now is the time to add to this exposure

As the chart above shows, the Consumer Goods category (blue) has been the driver of U.S. GDP over the last year. Many of the best brands that dominate these industries have shown incredible resilience during difficult times and their stocks have performed very well. At this point though, tailwinds are likely turning into headwinds from valuation and year-over-year comparison perspectives.

In my opinion, this group has carried the consumption component of GDP as far as it can, and the real opportunity continues to be in the recovery of the Consumer Services segment (yellow) of the economy. Services fell off a cliff in Q2 of 2020 for obvious reasons and with vaccinations and boosters continuing to be adopted, lockdown fatigue and a move towards ultimate herd immunity, the mean reversion in the services sector should accelerate even faster.

The desire for normalcy should keep consumers focused on services after they have binged on goods consumption for the last 18 months. My team and I are focused on finding the best potential winners for 2022 and many of them will likely come from the services sector.

Opportunity in Recreation, Travel, Experiences and Personal Services

The chart above spells out a wonderful investment opportunity for astute investors: Services such as live entertainment, sporting events, concerts, air travel, lodging, amusement parks, gyms and ground transport are still depressed relative to long-term norms.

However, in order to identify specific opportunities, one must do some additional work. Because of massive fiscal and monetary stimulus, many of these stocks are already trading well above their 2020 peaks. Additionally, some companies (travel stocks in particular) have had to raise tons of debt just to survive the pandemic. Significant levels of debt often act like an anchor to a company’s potential growth and add risk to the business if they cannot grow their way out. My team and I have been doing rigorous research to identify the brands that have the best snap-back opportunities. We are particularly interested in those that do not have excessive debt that may curtail forward growth.

It’s important to remember that some great businesses will use any lift in their stock prices to raise capital to pay off near-term debt. Short-term, that could be dilutive to shareholders, but it will ultimately help these companies reduce debt and re-invest back into the business to re-build their workforce and offer consumers better experiences. We couldn’t be more excited to be investing in some very relevant brands across the services and experiences segment of the economy.

The Tailwinds are Clear

We must keep in mind how the consumer behaves in normal times. In so doing, we are able to jump on short-term anomalies as mean reversion opportunities. As the chart above shows, the services component of personal consumption remains below January 2020 levels. We have no doubt that the services sector will continue to heal.

This reversion to normalcy presents a wonderful opportunity for investors.

Disclosure: This information was produced by and the opinions expressed are those of Accuvest as of the date of writing and are subject to change. Any research is based on Accuvest proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however Accuvest does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. Any sectors or allocations referenced may or may not be represented in portfolios of clients of Accuvest, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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July Retail Sales: Focus on the Story Behind the Headlines

• The July Retail Sales headline was incredibly misleading – the reaction offered an opportunity.

• The U.S. consumer continues to be healthy and very particular about where spending happens.

• Overall Retail Sales will continue to mean revert but spending is expected to stay elevated.

Source: lao.ca.gov for the retail sales chart, Accuvest for the channel lines and notations.

Retail Sales

Drawing conclusions about the state of mind of consumers from one month to the next can be dangerous to your wealth. Our spending can be episodic in the near term, but when you look back over one year, it’s highly predictable. Yesterday’s report of July Retail Sales falling 1.1% from June to July is noise. It was to be expected yet the market used this and other geopolitical factors to push down everything, including retail stocks across the board. Why? Because algorithms trade off of headlines and do not read data or trends very well. As the chart above shows, consumers have been “revenge-spending” after months of forced savings and lockdowns. This has pushed the overall Retail Sales numbers to unsustainably high levels, and we should expect mean reversion to occur. Data is beginning to revert back into the long-term up channel. For investors in the consumption space, the most important factor is the trend, and consumption has continued to grind higher for decades.

When COVID-19 shut down the economy, Retail Sales fell off a cliff for a short period of time. Again, it was to be expected. As the world gets back to normal, a normalization of Retail Sales trends will occur. Bottom line: the month-to-month changes in spending trends are just noise and do not offer much in the way of investment edges. What does offer a significant opportunity is fading or aggressively adding to great brands when the market gets irrational about frequently reported economic data. The consumer is still healthy and has excess savings that will be drawn down over the next 12 months. With the rolling correction that’s already occurred in markets, there’s a lot to like about the markets even though the conventional wisdom focuses only on the index-level results. I will continue to add to my favorite retail brands on sell-offs.

Source: Bloomberg

Consumer Balance Sheets Remain Healthy

Last I checked, there is still well over $4 trillion in money market funds, home values are at all-time highs, wages are increasing, and job growth is accelerating. Not to mention, consumer savings rates are still elevated at 9% vs a normal 7% level. That’s still about $2 trillion in savings that will continue to trickle into the economy over the next year or two.  That, my friends, is a nice tailwind for the overall consumption thematic.

Prices for goods and services are elevated currently. The latest consumer sentiment readings reflect this. High prices force people to prioritize purchase decisions. Which spending categories make the most sense today? Which brands are the most relevant in each of these categories to me? How much money am I willing to spend on items I need? People start deferring purchases in one area to focus on others. This presents an excellent opportunity for active stock pickers.

When consumers’ stop revenge spending and get more price sensitive, competition will start heating up for the consumer wallet and lowered prices will be the net result. Some brands have great pricing power because their products and services have high demand, we try to find these stocks for the portfolio. For most industries and categories though, it takes just a few big brands getting more focused on cutting prices before most peers start following along. Overall, that’s great for spending trends and better consumer sentiment readings looking forward.

Elevated Consumer Spending: The Trend is Your Friend

The most important take-away from the first chart in this blog: The long term Retail Sales trend will remain stable while being volatile month to month. Predictability is a key item people want in a portfolio and I know of nothing more predictable than a consumers’ propensity to spend.

Let’s look at the big picture in Retail Sales:

Overall, we saw spending +13% year over year even if the data decelerated off unsustainably high levels. People love to only focus on the rate of change but let’s also realize the absolute numbers were very robust. Restaurants and bars were up 38% YOY and clothing & clothing accessories were up 43% YOY. Autos were soft likely because of difficult to find inventory, there’s clear demand across conventional and electric vehicles currently but supply is challenged. E-commerce was also a bit soft which should be expected given we are all out and about and focused on vacations.

~70% of GDP is consumer spending so no one should be surprised to see an easing of retail spending and GDP, it’s at unsustainable levels and needs to normalize. Here’s the fun part, when GDP and consumer spending falls off a cliff, there’s a high correlation of strong consumer stock returns as the normalization occurs off very depressed levels but I have found zero correlation to the direction of consumer stocks when the data is very robust and set to normalize lower. This makes these silly narratives and sell-offs a great opportunity for long-term consumer investors.

With prices high across most spending categories, we should expect consumers to be more price conscious and discriminating about what they buy, where they buy and what price they are willing to pay. With high prices, we shouldn’t be surprised by how robust the buy now-pay later business trends are. This added purchase option really helps people keep buying while helping them manage their checking balances. Eventually, supply chain disruptions will ease, shipping rates will normalize and prices of goods will fall back to normal levels. Because the disruptions have been so severe as demand returned with a vengeance, it could take a number of months longer to a return to a normal pricing environment. The brands that have the most relevancy with consumers will maintain pricing power with little change in demand. That ultimately spells better financial metrics in future quarters.

Summary:

• Current Retail Sales are in the process of normalizing from unsustainable levels.

• Overall, consumer spending should stay strong for longer given high savings rates.

• Consumers are starting to discriminate across their spending categories. Brand relevancy is critical to sustaining the current revenue and margin structure of companies.

Disclosure: This information was produced by and the opinions expressed are those of Accuvest as of the date of writing and are subject to change. Any research is based on Accuvest proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however Accuvest does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. Any sectors or allocations referenced may or may not be represented in portfolios of clients of Accuvest, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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Dynamic Brands: Mid-Year 2021 Market Outlook

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Growth Opportunity: Peloton, the Connected Fitness Leader

Key Points

• The Connected Fitness category has significant opportunities for growth going forward.

• Peloton has emerged as the technology and content leader across multiple verticals.

• The hub & spoke opportunity for Peloton is greatly under-appreciated.

Source: Ycharts. Period assessed: PTON vs S&P 500 and Nasdaq 100 since 9/26/2019 to 8/2/2021

The most relevant brands serving key consumption markets are often top perming stocks. Peloton is a great example since the IPO in September 2019.

Connected Fitness

Big picture, the fitness category is enormous and generally under-stated. As an example, Peloton cites the estimated 180 million global gym member as a starting point for the fitness opportunity. Fitness, though, is much bigger than gym memberships. I’m a fitness junky and I don’t have a gym membership anymore, so the addressable market is really only limited by age and disposable income.  I’m a GenX and my generation is the first to have fitness even remotely part of our everyday lives. Millennials and GenZ have wellness integrated into their minds in a much bigger way overall. These consumers also have technology at the center of their lives so it makes sense that a connected fitness focus offers tremendous long-term opportunities for investor’s & consumers.

If the Connected Fitness category has major tailwinds from a secular trend perspective and brand loyalty is at the center of purchase intent, the most relevant brands serving this category should have wonderful opportunities to capture a bigger piece of the total market opportunity.

Peloton sits at the forefront of this opportunity.

Peloton is the leading interactive fitness platform in the world with a loyal community of more than 5.4 million members. The company pioneered connected, technology-enabled fitness, and the streaming of immersive, instructor-led boutique classes for its members anytime, anywhere. The brand’s immersive content is accessible through the Peloton Bike, Peloton Tread, Peloton Bike+, Peloton Tread+, and Peloton App, which allows access to a full slate of fitness classes across disciplines, on any iOS or Android device, Apple TV, Fire TV, Roku TVs, and Chromecast and Android TV.

Because of Covid-19, millions of consumers left the gym and began working out at home and in the great outdoors. A funny thing happened over the last 16 months, many people actually enjoyed the experience better, saved money and joined a more robust community. That alone is a powerful moat for the top connected fitness brands as well as having a very sticky customer base that, thus far, has been unwilling to give up their new workout practices. In fact, Peloton management states that the 12-month retention rate for their digital subscribers is currently 92%.  Peloton and the Mirror (owned by Lululemon) are on to something very big but I’m not sure the bulk of stock market participants are paying attention. Connected Fitness is not a fad, it’s becoming a lifestyle. Ask the management teams at Nike, Adidas, and Lululemon what happens when wellness and fitness becomes a lifestyle. All of these stocks have been terrific performers over the last 5+ years. And the future still looks very bright.

But this is just the beginning of the opportunities in Connected Fitness, particularly for Peloton.

Connected Fitness: A Wicked Hub & Spoke Opportunity

Think of Peloton as the hub in a bike wheel.  The foundation of the wheel is loyal customers. The stronger the loyalty, the more durable the wheel. To keep customers happy, engaged, loyal, and being the best marketing partners in the world, every brand needs a growing flywheel of in-demand products and services that ride the cutting edge of innovation. These are the spokes of the wheel across the Peloton business.

For Peloton and their Connected Fitness opportunity, the spokes hold some very interesting and robust opportunities. From my perspective, the opportunities to build and enhance this one-of-a-kind hub and spoke flywheel make the stock of Peloton look much cheaper than it appears on the surface. To be sure, understanding these opportunities and executing on them will ultimately decide if Peloton can achieve greatness but Peloton certainly has an immense opportunity right now to change the course of fitness forever.

Peloton serves 2 markets generally:

1. Direct to consumer (DTC) and

2. Business-to-business-to -consumer (B2B2C)

When your business is digital and centered around software and technology, you have a much better opportunity to build direct relationships with your customers and to continuously deliver them new and updated services & experiences. In today’s world, that’s imperative to keep strong customer loyalty and low subscription churn. In addition, Peloton has just scratched the surface with B2B2C opportunities as well. Peloton equipment will eventually be located in corporate fitness centers and across the global travel & leisure sector. When I travel to Hawaii or New York, the Brand-Power will demand hotels and even Airbnb’s have these high-demand fitness products so we can log-in and not miss our classes & store our data.

The revenue opportunities are robust and come from a diverse set of services and products. Here are the spokes of the Peloton wheel as I see them:

1. Hardware – bikes, treads, watches, and other new fitness products that focus on core strength & cardio. With their acquisition of Precor, they have the manufacturing & design capabilities to create an entire suite of fitness products.

2. Software – one digital app that drives all our experiences and keeps track of all our health data. Imagine the possibilities to link our current health metrics to build a profile score that we could use to get discounts on our managed healthcare. Stay in good health standing=keep your discounts. How’s that for real-time motivation. Smart device innovation is everywhere.

3. Apparel & merchandise – the Peloton brand means something today. When people have the freedom to express themselves, the brand message spreads and the userbase expands. The opportunity here is with general apparel as well as with sport-specific apparel and add-ons. Bike shoes, jump ropes, hats, water bottles, sweat clothes, foam rollers, dumbbells, mats, etc. There’s so much opportunity here for wonderful marketing.

4. General nutrition and activity-specific nutrition – imagine an app that asked you some questions and pulled in your ongoing fitness data then delivered a potential opportunity for a nutritional supplement. Why not do a JV with a sport-nutrition brand like Nuun and offer a Peloton tab for your water bottle? The opportunities here are endless.

5. Community connections – Peloton has a like-minded, captive community. These are people that have lots in common and when you have something in common you tend to want to connect. There are social commerce opportunities through a Peloton Marketplace, dating opportunities to connect with that future potential mate, etc.

6. Lifestyle club memberships – a like-minded community could be connected to a marketplace of like-minded merchants and brands. Imagine having an instant connection to all of the important wellness and fitness brands inside the Peloton app complete with discounts and buy-now-pay-later options.

7. If I just purchased a Peloton bike, why shouldn’t I be able to browse and buy some non-Peloton connected merchandise too? Things like Shimano shoes, a Nike jump-rope, a Garmin Fenix6 smart-watch, could be cool.

Summary:

• Connected Fitness is early in days and enormous in size, which makes it very investable.

• Peloton has an early lead and it’s significant. This is their game to lose.

• Think of Peloton like Shopify or Amazon Prime, they build a core business and then connect their members to an ever-growing roster of important products and services that keep them engaged, loyal spending more inside the network every year. The compounding effect can be incredibly profitable for the business and for investors.

Disclosure: This information was produced by and the opinions expressed are those of Accuvest as of the date of writing and are subject to change. Any research is based on Accuvest proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however Accuvest does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof.  Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein.   Any sectors or allocations referenced may or may not be represented in portfolios of clients of Accuvest, and do not represent all of the securities purchased, sold or recommended for client accounts.  The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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Top Performing Consumer Stock of the Past Decade

Key Points

• The luxury home furnishings industry is highly fragmented & without a dominant brand.

• Creative thinkers and visionaries are always under-estimated, which offers opportunities.

• RH is the most exciting luxury brand in the current market and very few investors own the stock.

The luxury home furnishings industry is highly fragmented but there’s a Mega Brand coming

As a follow-up to my last post on the massive investment opportunity in leading luxury goods brands, I wanted to drill down into a particular category within the luxury goods industry.  If you have ever been interested in upgrading your home or second home with luxury home furnishings, you likely have experienced frustration & a customer shopping experience filled with friction. Here’s what I mean. Let’s say you have a mountain house in Tahoe. You may or may not have strong design acumen, you may not know what your personal style is, and you absolutely don’t have a store in Tahoe that can help you solve these problems.  It’s certainly not easy to find a store that will allow you to touch and feel all the pieces you may need or that has experienced designers willing to spend time with you to create the amazing space you have in your head.  Now compound this problem across the globe and you have a real opportunity to delight global consumers.  How big is the opportunity to serve global wealth? Boston Consulting Group (BCG) highlights in a recent report that total wealth – financial assets and real assets minus liabilities – rose by 7.2% in North America to $136 trillion; by 9.5% to nearly $117 trillion in Asia ex-Japan; and by 4.1% in Western Europe to $103 trillion in 2020. BCG estimates total global wealth to be roughly $431 trillion in 2020. That’s a massive amount of wealth looking for the most relevant brands across important spending categories.

One would think there would be at least one global brand serving every important spending category that included luxury home furnishings.  Sadly, the home furnishings industry is filled with small, local boutiques and mostly mass-market brands like Pottery Barn & Williams Sonoma in the U.S.  Something else needed to be created to fill a major void in the industry. Enter RH (Restoration Hardware).  If you think of RH as you did about the old Restoration Hardware, you’re completely missing the opportunity as a consumer and an investor.

Visionaries are always under-estimated

Human beings tend to cluster together, there’s perceived safety in numbers. True visionaries, however, are happier standing alone, are courageous and willing to make bold decisions. As an investor, I always look for companies that have differentiated products and services, a large and global addressable market opportunity and management teams that are willing to think differently than their peers.  I’ve been investing for over 28-years, and I can tell you, finding true visionaries serving enormous & untapped opportunities is harder than it sounds. When you find these wonderfully rare opportunities, you seize them as an investor, and you don’t let the market shake you out of the positions just because there’s some short-term noise. If you do the work and stay committed as long as the thesis stays intact, some wildly attractive gains can accrue to your bottom line.

Fun fact: RH is one of the top performing consumer stocks of the past decade and most investors don’t even have this company on their radar yet. Since the IPO on November 2, 2012, at $24 per share, RH’s stock price appreciation has outperformed a majority of the most relevant brands through the end of their fiscal 2020. Those names include Apple, Amazon, Google, Facebook, Nike, Starbucks, LVMH, Home Depot, Hermès to name a few. Even more impressive is the company’s acumen at buying back stock at severely discounted prices. In likely the greatest capital allocation decision in history, RH bought back almost 50% of their stock under the $50 level by mid 2017. The stock is currently $681 as I write this post on Monday, June 21st.

RH is just getting started and the world is starting to notice

If you have never visited an RH Gallery, I urge you to do so quickly if you are an investor and/or in the market for an entirely updated luxury home goods experience. These galleries instantly become the centerpiece of each community, and many have rooftop decks and restaurants. RH is not just a luxury home furnishings brand, they are blurring the lines between luxury retail, hospitality and leisure. That’s never been done before, certainly not at scale. Even after multiple blow-out quarters, most of the analyst community still under-estimates the future potential and estimates and target prices are absurdly low.  When the CEO says RH has the potential to become a $20 to $25 billion global brand, I suggest people take him at his word. Global expansions take time and always have some short-term hiccups, but I have no doubt the brand will achieve its stated goals. If you want more evidence of a strong fundamental story, Berkshire Hathaway owns about 8% of the company the last time I checked their filings.

The galleries are quite possibly the most effective marketing symbols for any brand I’ve ever seen. When you walk by, you can’t help but go inside and do some dreaming. RH is much more than a walk-through gallery, however. It’s a full-service interior design center where designers will help you create your dream home room by room. To help remove the friction with your spending, RH created a membership program which is enormously valuable to consumers. For a $100 annual fee, members get 25% off on all full-priced items, an additional 20% off on all sale items, complementary services with RH Interior Design, preferred financing with great terms and early access to clearance events.  Below is a picture of RH Nashville, it’s truly the talk of the town.

RH products are presented across multiple collections, categories, and channels and their desirability and exclusivity has enabled RH to achieve industry leading revenues and margins. There’s RH Interiors, RH Modern, RH Beach House, RH Ski House, RH Outdoor, RH Rugs, RH Lighting, RH Linens, RH Baby & Child, RH Teen, and Waterworks. They currently have museum-like galleries in NY, Chicago, Boston, West Palm Beach, Greenwich, Tampa, West Hollywood, Los Angeles, Marin (Bay Area), Yountville (Napa Valley), Nashville, and Dallas with more to come in San Francisco, Oak Brook (suburb of Chicago), and Jacksonville. In total they have 70+ galleries in the U.S. and Canada with more coming across the globe starting next year with the opening of RH England, The Gallery at Aynhoe Park, a 73-acre historic estate designed in 1615 by Sir John Soane, arguably one of the most respected and celebrated architects of his time. RH even has private planes via RH1 and RH2 and RH3, a luxury yacht, is currently available in the Mediterranean and Caribbean. The RH Bath House & Spa in Aspen is also scheduled to open in the second half of 2022. RH is no ordinary luxury furnishings brand; they are constantly moving the goalposts and thinking much bigger. As a dedicated global brands investor, I can’t help but get swept up in the story & vision Gary Friedman and his team has.

Summary:

• The luxury home furnishings industry needs a dominant global brand.

• Dominating any category requires true vision and an outside the box approach.

• RH has the visionary CEO, the differentiated strategy and the global opportunity to dominate the luxury home category. Blending retail, hospitality and leisure offers an economic moat worthy of the premium valuation RH is destined to achieve.

Disclosure:
This information was produced by and the opinions expressed are those of the author as of the date of writing and are subject to change. Any research is based on the author’s proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however the author does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. There are no material changes to the conditions, objectives or investment strategies of the model portfolios for the period portrayed. Any sectors or allocations referenced may or may not be represented in portfolios managed by the author, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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The Current Global Luxury Goods Investment Opportunity

Key Points

• Total household wealth as of 2020 has grown at a blistering pace to roughly $399​​ trillion1.

• Luxury goods consumption grew at a stable CAGR of 5.9% from 1996-2019.

• The most relevant luxury goods brands have significant track records of outperformance

The wealth effect is real

 Wealth around the world has never been higher. Between​​ strong home price appreciation globally and a decade long equity market bull market, total household wealth is approximately $400 trillion. Yes, you heard that right, $400 trillion. ​​ Human beings are very predictable in many ways and their interest in consuming luxury goods and services has never been higher. With so much wealth around the globe, there are significant tailwinds present for the most relevant brands across all spending categories. No matter what income status a consumer has, the interest in spending a portion of​​ one’s​​ savings is always present. ​​ In the U.S. alone, the personal savings rate is now roughly 27%.​​ 

 As a reminder, roughly 7% savings rates are normal over a long period of time so savings rates here are significantly elevated and likely to mean revert lower over the next 12-24 months. ​​ Given this savings data, I’m not sure if there’s any​​ phenomenon with better tailwinds than​​ the​​ future​​ of​​ consumer spending.​​ If nothing else, it will be a​​ stable thematic and stable is something that we all enjoy when we are talking about our investments.

Luxury goods consumption is stable and predictable

With the new buy now, pay later finance category, consumers from all income levels can now access a broad category of luxury goods.​​ The stable, long term growth rate of the luxury goods industry could be ready to accelerate.​​ Normally, the most expensive luxury goods brands were available only to a sub segment of the population so this innovation in specialty finance has broad implications for consumer spending trends. Most consumers have aspirations outside of the normal spending they do​​ and many of these luxury brands are where consumers tend to focus. The leading luxury goods brands should benefit disproportionately as consumers around the world reach for their favorite products​​ from their favorite luxury brands. China, in particular, has shown a voracious appetite for luxury brands as the growing middle class across China and Asia continue to consume​​ products across all spending categories.​​ Chinese consumption of luxury goods is set to grow by 60% between 2018 and 2025 (McKinsey estimate), well above the growth rate of broad consumer spending generally.

Data source: Emles Advisors LLC.

The most relevant brands serving the luxury category have strong investment track records

 If a spending category grows in a stable, predictable fashion it’s only logical the most relevant brands serving this theme should offer​​ attractive​​ investment returns, particularly when a brand is serving a global audience of consumers. ​​​​  

If a brand and its luxury goods appeals to kids through older adults, you get a perfect storm of revenue opportunities. That’s what I see currently for many of the leading luxury brands. Some might not seem like “luxury” products but luxury just means higher price points, higher quality merchandise and strong pricing power due to high brand love and loyalty. The image below highlights some of the most popular luxury goods​​ brands and their 5-year returns versus the S&P 500 as of May 19, 2021 via Ycharts. 

Source: Y Charts

For my​​ current opinion on 3 of these great​​ luxury brands, click the names of​​ LVMH, Tesla or RH:

Louis Vuitton​​ (LVMH): operates five luxury segments: fashion & leather goods, watches and jewelry, wines and spirits, perfumes and cosmetics, and selective retailing (Sephora & duty-free stores).

Hermes:​​ a​​ 180-year-old​​ luxury company best known for its Birkin & Kelly bags. Also leather goods, clothes & accessories, silk & textiles, perfumes, watches and jewelry and home furnishings.

Tesla:​​ as you know is the leading EV auto manufacturer by far. Their tech lead is enormous.

RH:​​ if you haven’t been to a RH (Restoration Hardware) gallery or restaurant, I urge you to visit. They are building a global empire and becoming the LVMH of luxury home furnishings.

Ferrari:​​ who doesn’t dream about owning a $350k luxury sports car! The company has software company margins in a low margin auto industry. Wealthy consumers all over the world beg to get on the waiting list for these amazing vehicles.

Apple:​​ iPhone,​​ iPad, Mac, earbuds,​​ Apple TV,​​ MacBook’s, their product lineup is endless and demand is insatiable.

Estee Lauder: the world leader in global prestige beauty with dominant market share​​ in key categories like: skincare, makeup, fragrance, haircare with brands like Clinique, MAC, & Aveda.

Williams Sonoma: the pandemic has been very kind to all things home-related and they have become a very popular house of brands like: Williams Sonoma, Pottery Barn, Pottery Barn Kids & teens, and West Elm.

Kering: not a well-known brand in the U.S. but I’ll bet you are very familiar with many of the brands under their umbrella: Gucci, YSL, Bottega Veneta. A very popular brand in high-end apparel, particularly in Europe.

Lululemon: the heavily popular yoga and athleisure brand that’s become a global sensation. Last year in the middle of the pandemic they spent $500 million to buy home fitness company, Mirror so there’s a new way to connect fitness and apparel purchases.

Reality

Most investors have very little exposure to the important luxury goods​​ brands. I​​ think I have proven the opportunity is attractive and the performance history of the most relevant brands is robust. ​​ An investor can certainly gain exposure through a brands-dedicated investment and now, there’s an ETF that offers access in a very laser focused way. Our view has always been that every investor needs a consumer core equity holding and should consider satellite positions around the core that are tied to other large, predictable themes with strong growth characteristics.​​ My personal goal is​​ to educate, inform,​​ entertain,​​and hopefully add value to your day by showing you ideas and investments you may not know exist.

Check out​​ my recent conversation with Emles founder Gabriel Hammond who has a very interesting story as a serial entrepreneur.

Episode 10: Mega Brands – Interview with Luxury Goods ETF founder, Gabriel Hammond

Summary:

• The luxury goods​​ category is thriving​​ as global wealth reaches all-time highs.

• With the new buy now, pay later fintech options available to consumers, more luxury goods will become more reachable to the masses of global consumers.

• This makes the thematic a wonderful allocation in portfolios through brands you aspire to owning.

Disclosure:
This information was produced by and the opinions expressed are those of the author as of the date of writing and are subject to change. Any research is based on the author’s proprietary research and analysis of global markets and investing. The information and/or analysis presented have been compiled or arrived at from sources believed to be reliable, however the author does not make any representation as their accuracy or completeness and does not accept liability for any loss arising from the use hereof. Some internally generated information may be considered theoretical in nature and is subject to inherent limitations associated therein. There are no material changes to the conditions, objectives or investment strategies of the model portfolios for the period portrayed. Any sectors or allocations referenced may or may not be represented in portfolios managed by the author, and do not represent all of the securities purchased, sold or recommended for client accounts. The reader should not assume that any investments in sectors and markets identified or described were or will be profitable. Investing entails risks, including possible loss of principal. The use of tools cannot guarantee performance. The charts depicted within this presentation are for illustrative purposes only and are not indicative of future performance. Past performance is no guarantee of future results.

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