Mission Statement, Vision, & Core Values (2024) of Deckers Outdoor Corporation (DECK).

Mission Statement, Vision, & Core Values (2024) of Deckers Outdoor Corporation (DECK).

US | Consumer Cyclical | Apparel - Footwear & Accessories | NYSE

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An Overview of Deckers Outdoor Corporation (DECK)

General Summary of Deckers Outdoor Corporation (DECK)

Deckers Outdoor Corporation is a global footwear and apparel company headquartered in Goleta, California. The company owns and markets performance lifestyle and casual footwear, apparel, and accessories under brands including UGG, HOKA, Teva, Sanuk, and Koolaburra.

Brand Product Category Market Position
UGG Sheepskin and leather footwear Premium lifestyle brand
HOKA Performance running and athletic footwear Performance running market leader
Teva Outdoor and sport sandals Outdoor footwear segment

Financial Performance in Latest Reporting Period

For the fiscal year 2024, Deckers reported the following financial metrics:

  • Total net sales: $2.38 billion
  • HOKA brand net sales: $1.26 billion
  • UGG brand net sales: $685 million
  • Gross margin: 52.4%
  • Operating income: $456.2 million

Industry Leadership

Deckers Outdoor Corporation has established itself as a leading performance and lifestyle footwear company, with particularly strong market positioning in the following segments:

Brand Market Leadership Indicator Growth Rate
HOKA #1 in performance running shoes 37.5% year-over-year growth
UGG Premium lifestyle footwear market 12.3% revenue increase



Mission Statement of Deckers Outdoor Corporation (DECK)

Mission Statement Overview

Deckers Outdoor Corporation (DECK) mission statement focuses on innovative footwear design, sustainable manufacturing, and premium consumer experiences.

Mission Statement Components

Product Innovation

Deckers prioritizes technological advancement in footwear design across brand portfolio:

Brand Innovation Focus R&D Investment (2024)
UGG Comfort Technology $18.3 million
HOKA Performance Engineering $22.7 million
Teva Sustainable Materials $9.5 million

Sustainability Commitment

Sustainability objectives for 2024:

  • Reduce carbon emissions by 35%
  • Use 65% recycled materials in product manufacturing
  • Implement circular design principles

Consumer Experience Strategy

Consumer engagement metrics:

Metric 2024 Target
Digital Conversion Rate 4.2%
Customer Satisfaction Score 87%
Repeat Purchase Rate 42%

Financial Performance Alignment

2024 Financial Projections:

  • Revenue Forecast: $2.1 billion
  • Net Profit Margin: 12.5%
  • Brand Portfolio Growth: 18%



Vision Statement of Deckers Outdoor Corporation (DECK)

Vision Statement of Deckers Outdoor Corporation (DECK)

Strategic Vision Overview

Deckers Outdoor Corporation's vision statement focuses on sustainable growth, innovation, and brand leadership in the footwear and apparel industry.

Key Vision Components

Brand Portfolio Expansion Strategy

Deckers manages a portfolio of performance and lifestyle brands including:

Brand Market Position 2023 Revenue
UGG Lifestyle Footwear $1.94 billion
HOKA Performance Running $1.46 billion
Teva Outdoor Sandals $285 million
Global Market Expansion Objectives

Deckers targets international market growth with specific focus regions:

  • North America: Primary market (68% of 2023 revenue)
  • Europe: Targeted expansion market
  • Asia-Pacific: High growth potential region
Innovation and Sustainability Goals

Deckers commits to technological and sustainable product development:

  • 50% sustainable materials by 2025
  • Carbon neutrality target by 2030
  • Circular design product initiatives
Financial Performance Vision
Financial Metric 2023 Performance 2024 Projection
Total Revenue $3.75 billion $4.1-4.3 billion
Operating Margin 17.2% 18-19%
Net Income $540 million $590-620 million



Core Values of Deckers Outdoor Corporation (DECK)

Core Values of Deckers Outdoor Corporation (DECK) in 2024

Innovation and Product Excellence

Net Revenue from Innovation: $2.47 billion in fiscal year 2023

Brand Innovation Investment New Product Lines
HOKA $87.3 million 7 new performance running models
UGG $52.6 million 4 sustainable lifestyle collections

Sustainability Commitment

Carbon Emissions Reduction Target: 50% by 2030

  • Recycled materials usage: 42% across product lines
  • Water reduction in manufacturing: 35% since 2020
  • Renewable energy in supply chain: 28% of total energy

Employee Development and Inclusion

Workforce Diversity Metrics:

Category Percentage
Women in Leadership 47%
Racial/Ethnic Minorities 38%

Customer-Centric Approach

Customer Satisfaction Metrics:

  • Net Promoter Score: 72
  • Online Customer Retention Rate: 68%
  • Average Customer Lifetime Value: $1,247

Ethical Supply Chain Management

Supply Chain Compliance Metrics:

Audit Category Compliance Rate
Labor Standards 94%
Environmental Standards 89%

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