
ONON, LULU, NIKE, DECK, BIRK, ANTA Sector Analysis
The analyst examines several fashion stocks from a value perspective and shows that this sector is full of pitfalls. Extreme caution is advised, as trends can reverse quickly.
🧐 General Analysis:
- Growth Cycles: New fashion brands boom initially, but often hit a revenue ceiling of around $3-4 billion. Expansion beyond that becomes expensive and risky (e.g., Under Armour).
- Market Psychology: When stocks look 'ugly' (Nike at $40 vs. $160), there is often only upside left. Buy when it looks bad is Peter Lynch's mantra – but better wait for the trend to turn.
- Risks: Brands can quickly become uncool (Roger Federer's On stock, Under Armour). Private equity takeovers (Birkenstock) often lead to quality deterioration.
- Valuation: A margin of safety exists at a P/E ratio of around 10 (private equity buyout price).
Individual Stocks Overview:
- ONON (On Holding): P/E 20, growth slowing (from 30% to 13%). High risk if the brand loses its 'cool' factor. No clear value.
- Lululemon: Michael Burry is invested. Cheap (market cap ~$10B vs. $1B free cash flow), but the new CEO must deliver. Potential 50% upside if successful.
- Nike: Looks 'ugly', but high competition (On, Hoka, Chinese brands). Possible private equity takeover at $70B, but no clear margin of safety yet.
- Deckers (Hoka, UGG): P/E 13, stable but no explosive growth. Could get a bit cheaper.
- Anta Sports (China): Steady growth, dividends, acquisition of FILA and stake in Uma. Interesting but not cheap enough yet (P/E >10).
- Adidas: P/E 20, volatile margins. Too risky for value investors.
- Birkenstock: Declining quality since IPO – private equity has exited. Michael Burry might be wrong.
Conclusion:
The author himself does not invest in fashion stocks as they are too speculative. Exceptions: Lululemon (if CEO delivers), Deckers (stable), and Anta (Asia growth). But only if the price is low enough. For value investors: Better look at other sectors with less fashion risk.






