Years ago, as I was strolling on a beachside boardwalk, I looked around and realized I was the only person in my area not wearing Crocs (Nasdaq: CROX), the somewhat ugly plastic shoes that had become all the rage. Clearly, these folks were not alone: Sales of Crocs soared from $14 million in 2004 to $355 million in 2006. Even though sales would rise another 139% in 2007 (to $847 million), investors who bought in while growth remained above 100% learned a terrible lesson. All fashion fads end — sometimes very badly. #-ad_banner-#Yet every few years, investors repeat… Read More
Years ago, as I was strolling on a beachside boardwalk, I looked around and realized I was the only person in my area not wearing Crocs (Nasdaq: CROX), the somewhat ugly plastic shoes that had become all the rage. Clearly, these folks were not alone: Sales of Crocs soared from $14 million in 2004 to $355 million in 2006. Even though sales would rise another 139% in 2007 (to $847 million), investors who bought in while growth remained above 100% learned a terrible lesson. All fashion fads end — sometimes very badly. #-ad_banner-#Yet every few years, investors repeat this classic mistake, assuming strong growth can continue for a very long period. Even the best retail brands eventually cool off. Sales at Nike (NYSE: NKE) for example, have risen just 7% annually since 2005, despite a compelling international expansion strategy and a broadening line of products. The reason for Nike’s recent phase of slower growth: The company’s brand is no longer a fad, and management has had to work hard to play up the performance attributes of its products. It was a logical response for that phase of the company’s growth cycle. That’s also a strategy deployed by Under… Read More