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HUGO BOSS Investor Day 2012Brand StrategyChristoph Auhagen, Chief Brand OfficerDecember 6, 2012HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20122 / 64
AgendaBrand strategyCommunication strategyDistribution strategySummaryHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20123 / 64
AgendaBrand strategyCommunication strategyDistribution strategySummaryHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20124 / 64
About HUGO BOSS The HUGO BOSS group is one of the leaders in the premium & luxury fashion segment of theglobal apparel market. Our focus is on developing and marketing high-end women’s and men’sfashion, shoes, and accessories products. Each brand in the HUGO BOSS brand architectureclearly targets different consumer groups. Covering an extensive range of fascinating products, the brands offer modern business andsportswear, luxurious eveningwear, as well as high-quality shoes and leather accessories forwomen and men. In addition to this, we operate a complementary world of fragrances, watches, eyewear,childrenswear, and home textile accessories managed by license partners. The world of HUGO BOSS products underlines the individuality of consumers based onsuperior and luxury quality & designs and a perfect standard with regard to fit andworkmanship.HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20125 / 64
Strong portfolio of complementary brandsHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20126 / 64
Fashion statement differentiates brand positioningHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20127 / 64
Clearly defined male target groupsHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20128 / 64
Group brands speak to a diverse female audienceHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 20129 / 64
The HUGO BOSS brand essence (I/II)HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201210 / 64
The HUGO BOSS brand essence (II/II)HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201211 / 64
Integration of BOSS Black and BOSS Selection Strengthens the core brand’s market position in luxuryclothing and sportswear Leverages BOSS growth potential across differentfashion segments from premium to luxury Maximizes the power and global recognition of theBOSS logo HUGO BOSS Investor Day 2012Simplifies communication and retail presentationHUGO BOSS Dec. 6, 201212 / 64
New BOSS Clothing line concept targets distinct consumer segmentsMADE TO MEASURELUXURY 1,395 – 4,000PREMIUM 795 – 1,595HUGO BOSS Investor Day 2012Made to MeasureFull canvasSemi canvasFULL CANVASMade to Order&Classic fused componentsFUSEDHUGO BOSS SEMI CANVASDec. 6, 201213 / 64
Clothing heritage continues to drive Group growthGrow and extend the BOSS offering in the luxury segmentCater to the needs of differentiated consumer groups by segmenting the offering alongdifferent workmanship levelsOffer customers optimized packages tailored to the different distribution channels andmarketsHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201214 / 64
Made to Measure demonstrates unrivalled tailoring competence Modern technology and uncompromisingquality “handmade in Germany” Combines excellent craftsmanship,premium materials and tailor madeservice with efficient industrialmanufacturing Permanently offered in several Europeanflagship stores HUGO BOSS Investor Day 2012HUGO BOSS Rollout in Asia and U.S. under wayDec. 6, 201215 / 64
HUGO brand the Group’s fashion spearhead Strong positioning as home ofavant-garde design Focus on clean, minimalistic looksaddressing the fashion-forward consumer Targeted expansion of stand-aloneretail presence Significant growth potential inunderpenetrated marketsHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201216 / 64
Strength in sportswear key competitive advantageBrandHUGO BOSS Investor Day 2012CollectionUser momentPrice Differentiation:Jersey - PoloPrice Differentiation:TrousersSportsweareleganceCasual friday–Luxury weekend 85– 275 145– �Party 70– 155 115– 195ActivesportswearSporty lifestyle–Performance 85– 185 145– 225HUGO BOSS Dec. 6, 201217 / 64
BOSS – Casual lifestyle on a sophisticated levelBrand Personality“What are my characteristics?”Brand PositioningCasual “What can I ualBrand Identity“Who am I?”MasculineHigh qualityat aconvincingvalue-formoney ratioLuxuriousCasual lifestyle on asophisticated level– the core brand ofHUGO BOSSPremiumFashionon timeExclusiveyarns andmaterialsSuperior standards inquality, design, fit &workmanshipMetropolitanHUGO BOSS Investor Day 2012ModernHUGO BOSS SuperiorSophisticatedDec. 6, 201218 / 64
BOSS Orange – The free spirited side of HUGO BOSSBrand Personality"What are my characteristics?"Brand Positioning"What can I offer?"Easy towearBeyondContemporary vintageUrbanSportswear &CasualwearExcellentprice valueratioBrand Identity"Who am I?"LightheartedLove todetail,bothinside andoutsideFreespiritedGeneration on the Go-the free spirited sideof HUGO BOSSUniquesense ofstyleInnovation inmaterials andtreatmentsIndividual/unconventionalHUGO BOSS Investor Day 2012HUGO BOSS thenticDec. 6, 201219 / 64
BOSS Green – The active sportswear & golf lineBrand Personality“What are my characteristics?”Brand Positioning“What can I offer?”ActiveFunctionalOptimisticFusion oftechnologyand styleSmartBrand Identity“Who am I?”The polo shirtcompetenceThe active sportswear& golf line ofHUGO eetssportsVigorousEnergeticSophisticatedlifestyle sportModernHUGO BOSS Investor Day 2012HUGO BOSS SportyDec. 6, 201220 / 64
All brands ready to exploit potential of global sportswear marketHUGO BOSS Investor Day 2012 Strengthen product offering in luxury segment Sharpen DNA of ‘Sportswear Elegance’ Increase focus on the Asian consumer Offer the best price-value relationship in the premium segment Enhance clarity of product branding Firmly establish BOSS Orange as key premium lifestyle brand at wholesale Convince in leading edge technical innovation Strengthen distribution in golf performance accounts Maximize commercial potential of golf pro cooperationsHUGO BOSS Dec. 6, 201221 / 64
Clear womenswear strategy in placeProduct Offer excellent and reliable fit with favorableprice-value ratio Grow modern clothing business based ontailoring expertise Maximize brand potential in leisurewear Grow shoes & accessories supplementing coreapparel offering Introduce party capsules and evening collectionHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201222 / 64
Clear womenswear strategy in placeCommunication Regular participation at New York Fashion Weekwith a focused and luxurious show Dedicated womenswear advertising campaign Build visible red carpet presenceHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201223 / 64
Red carpet looksBOSS and HUGOHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201224 / 64
Cocktail party looksBOSS and HUGOHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201225 / 64
Clear womenswear strategy in placeOrganization & Operations Distribution Dedicated, vertically integratedin all larger BOSS storeswomenswear organization One common leadership across all brands Establishment of replenishment business Fashion calendar optimized to account forIncreased exposure of BOSS womensweardifferent timelines in womenswear businessHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201226 / 64
New organizational setup supports design and product excellenceClothingSportswearWomenswearShoes & AccessoriesPattern MakingPattern MakingPattern MakingProduct DevelopmentTechnical DevelopmentTechnical DevelopmentTechnical DevelopmentTechnical DevelopmentProduction & SourcingProduction & SourcingProduction & SourcingProduction & SourcingBrand &CreativeManagementProductDivisionsHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201227 / 64
Integrated collection developmentMarket feedback loopForm and fabric conceptCore range draft(1 week)(4 LOPMENTProductionCollection definitionCore range definition(4 weeks)Sampling(14 weeks)(10 weeks)Collection presentationShowroom sales(5 weeks)HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201228 / 64
AgendaBrand strategyCommunication strategyDistribution strategySummaryHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201229 / 64
High profile BOSS advertising campaignsHUGO BOSS Investor Day 2012 Dedicated print and online campaigns for all four seasons Exclusive campaign to promote BOSS womenswear Celebrity menswear image campaign in AsiaHUGO BOSS Dec. 6, 201230 / 64
BOSS Orange to focus on out-of-home communicationHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201231 / 64
HUGO advertising supports fashion-forward brand positioningHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201232 / 64
Sport sponsoring activities drive modern brand imageSailingGolfFormula 1HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201233 / 64
Retail marketing activities engage the consumerHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201234 / 64
Art sponsorship activities span all continentsHUGO BOSS PrizeAsia Art AwardBerlinaleSolo exhibition of the HUGO BOSSPrize Winner at GuggenheimMuseumNewly created award to contributeto premium and luxury brand imagein AsiaOne of the most excitingevents in the global filmindustryHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201235 / 64
Unprecedented fashion show presence in 2013Shanghai, MayHUGO BOSS Investor Day 2012New York, SeptemberHUGO BOSS Dec. 6, 201236 / 64
HUGO showcases collections in BerlinBerlin, January & JulyHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201237 / 64
Strong brand presence in the digital fashion worldHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201238 / 64
Brand communication instruments geared to different brand identitiesPrint AdvertisingOut-of-Home Fashion Shows Retail Events PR / VIP Wardrobing Online & Mobile Sport Sponsorship HUGO BOSS Investor Day 2012 HUGO BOSS Dec. 6, 201239 / 64
CRM @ HUGO BOSS - Sharpen the end consumer focusHUGO BOSS CRM strategy and guidelines Understand our customers Win new customersCustomer datacollection &qualityAnalysis &segmentationMarketingplanningCRMactivities Increase customer loyalty Increase frequency of visits Increase sales / turnoverWorldwide HUGO BOSS CRM platform (IT)Cross-channel knowledge and targeted activities as key competitive advantagesHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201240 / 64
Close consumer relationships drive brand salesContactsActivitiesCapture rate More than 1.4 million members worldwide Continuous customer activation through store mailings, emailnewsletters and social media activities More than 30% of European retail sales generated withregistered customersUnits per transaction Registered customers buy 17% more units per transactionValue per transaction Registered customers spend 40% more per transactionHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201241 / 64
Same experiences and emotions via all touchpointsCreative ServiceVisualMerchandisingCRME-CommerceRetail MarketingOnline MediaHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201242 / 64
Keep your promises – HUGO BOSS CRM activitiesRegistration in Store Mandatory fieldsAdditional informationSignatureHUGO BOSS Investor Day 2012The customer explores theWorld ofWelcome PackageHUGO BOSS Dec. 6, 201243 / 64
Meet customer’s expectations – Communicate personalized 19 participating countries 10 languages More than 350 participating stores andshops Communication via print, email, SMS,telephone Consumer segmentation andpersonalizationHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201244 / 64
Meet customer’s expectations – Communicate personalized Local market activities Store opening invitations Invitation to store events & activities Specials (cooperations, sport & artsponsoring, charity)HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201245 / 64
AgendaBrand strategyCommunication strategyDistribution strategySummaryHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201246 / 64
Expansion of mono-brand distribution elevates brand experienceFlagships inmega-cities Push the customerexperience to thenext level of retailinnovationIdeal platform toshowcase allHUGO BOSSbrands under oneroofDirectly operatedstores E-CommerceM-CommerceControlled spaceCapturing full brandpotential throughexpansion into‘white spaces’globally Renovations andextensions Expansion ofmono-brandedshop-in-shops atkey accountsglobally Continued rollout inhigh potentialmarkets Constant evolutionof brand experienceEither managed byretail partners orHUGO BOSS(concession model)One face to the customer across all points-of-saleHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201247 / 64
High-visibility flagship store openings planned in 2013BOSS Store Shanghai,Kerry CenterBOSS Store Amsterdam,LeidsestraatBOSS Store Tokyo,OmotesandoBOSS Store Shanghai,APM InternationalHUGO BOSS Investor Day 2012BOSS Store Berlin,KurfürstendammHUGO BOSS Dec. 6, 201248 / 64
Renovations bring brand presentation to the next level Improved consistency ofglobal brand perception Driver of salesproductivityimprovements Attractive return profile Limited riskBOSS Store, Sydney, King StreetHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201249 / 64
Flagship store in Sydney renovated and extendedBOSS Store, Sydney, King StreetHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201250 / 64
Renovation of flagship store on Champs-Élysées, ParisBOSS Store, Paris,Champs-ÉlyséesHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201251 / 64
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Shop-in-shop expansion provides strong brand visibility at wholesaleSaks, USAHUGO BOSS Investor Day 2012Breuninger, GermanyHUGO BOSS Dec. 6, 201259 / 64
Online and mobile mirrors “offline” brand experienceHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201260 / 64
AgendaBrand strategyCommunication strategyDistribution strategySummaryHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201261 / 64
Strong brands key foundation for Group medium-term success Well-balanced portfolio of clearly differentiated brands Brand communication power drives premium and luxurybrand image Retail and controlled space elevate quality of brandpresentation Homogenous brand experience across all consumertouchpointsHUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201262 / 64
Forward looking statements contain risksThis document contains forward-looking statements that reflect management's currentviews with respect to future events. The words "anticipate ", "assume ", "believe","estimate", "expect", "intend", "may", "plan", "project", "should", and similar expressionsidentify forward-looking statements. Such statements are subject to risks anduncertainties. If any of these or other risks and uncertainties occur, or if the assumptionsunderlying any of these statements prove incorrect, then actual results may bematerially different from those expressed or implied by such statements. We do notintend or assume any obligation to update any forward-looking statement, which speaksonly as of the date on which it is made.HUGO BOSS Investor Day 2012HUGO BOSS Dec. 6, 201263 / 64
Our focus is on developing and marketing high-end women's and men's fashion, shoes, and accessories products. Each brand in the HUGO BOSS brand architecture . Worldwide HUGO BOSS CRM platform (IT) HUGO BOSS CRM strategy and guidelines CRM activities Cross-channel knowledge and targeted activities as key competitive advantages .
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