Investor Day Refocus the brands

Transcription

1 01 Investor Day Refocus the brands Ingo Wilts Chief Brand Officer November 15, 2018

2 02 Successful launch of two-brand strategy

3 03 Addressing two distinct and unique customers #iamhugo brands customers lifestyles #ThisIsBOSS

4 04 Further sharpening brand positioning Clear and distinct brand values Product and marketing

5 05 BRAND STRATEGY

6 06 Masculinity/Femininity Sexiness Success Precision Style

7 07 FOR MEN ON THEIR WAY TO GREATNESS

8 08 FOR WOMEN MAKING BOLD MOVES

9 09 BOSS DRESSES THE DRIVE

10 10 Product 360 marketing Brand values are reflected in product and marketing

11 11 Product Strengthen tailoring heritage Grow Casual- and Athleisurewear Drive product innovation Brand values are reflected in product proposition

12 12 Product Pursuing three key ambitions Priority Observation Ambition 1 Tailoring heritage Formalwear market remains challenging Strengthen the strength 2 Casual- and Athleisurewear Casualization trend continues Make the big bigger 3 Innovation Innovation shapes brand desirability Challenge the status quo

13 13 Product Tailoring heritage +15% Sales growth YOY Mix & Match Every 3rd BOSS suit sold with Stretch Tailoring +50% Sales growth YOY Made-to-Measure #1 reason for customers to buy BOSS is the QUALITY Strengthen tailoring heritage to drive customer value and brand desirability

14 14 Product Tailoring heritage Strengthen Businesswear Focus on key categories Intensify brand collaborations and capsule development #1 Upper premium wear-to-work brand for female professionals Leverage tailoring heritage by realigning Womenswear collection set-up

15 15 Product Tailoring heritage Twelve selected pieces Exclusive Italian fabrics Toni Garrn and Daniel Bruehl Made in Germany Capsule strengthens BOSS DNA of superior tailoring

16 16 Product Casual- and Athleisurewear CAGR double-digit Exploit potential with BOSS Casual- and Athleisurewear

17 17 Product Casual- and Athleisurewear Analyze product groups and customer needs Reorganize collection structure to minimize overlaps Reallocate resources for product innovation Free up resources for capsule collections -30% 2020 vs 2018 Complexity reduction for BOSS Casual- and Athleisurewear

18 18 Product Innovation Functionality Fabric Personalization Sustainability Driving innovation to excite customers

19 19 Product Innovation HEAT JACKET FUNCTIONALITY latest technology customer benefit Driving innovation to excite customers

20 20 Product Innovation WASHABLE SUIT FABRIC new product performance changing customer demand Driving innovation to excite customers

21 21 Product Innovation PERSONALIZATION high-end tailoring individual product offering Driving innovation to excite customers

22 22 Product Innovation SUSTAINABILITY PIÑATEX SHOE innovation in product and processes changing customer demand Driving innovation to excite customers

23 marketing 360 marketing Brand values are reflected in marketing approach

24 marketing Campaign The Next BOSS Total reach on Facebook and >40m Instagram within 2 months

25 marketing 360 marketing approach to consistently engage with the BOSS customer Web Social CRM Out of home Store

26 marketing BOSS x Michael Jackson celebrates a music legend & style icon The White Suit was sold out online within 11 hours Total reach on Instagram within 3 days > 4m

27 marketing Collaborative campaign Holiday with Jeremyville

28 marketing BOSS: California Breeze at the New York Fashion Week Collection Front row

29 marketing Pursuing a holistic marketing approach # of Instagram followers < 3m ~ 5m < 2m

30 30 BRAND STRATEGY

31 31 WE LIVE IN THE AGE OF INDIVIDUALITY

32 32 PREPARE TO EMBRACE THE POSSIBLE

33 33 The platform of self-expression Globally engaged Always curious Authentically expressive Citizens of everywhere The next thing The power of real

34 34 Product Marketing Brand values are reflected in product and marketing

35 35 Product Create unconventional authenticity Grow Casualwear Drive product innovation Brand values are reflected in product proposition

36 36 Product Pursuing three key ambitions Priority Observation Ambition 1 Unconventional authenticity Customer strives for individualization Strengthen the strength 2 Casualwear Casualization trend continues Make the big bigger 3 Innovation Innovation shapes brand desirability Challenge the status quo

37 37 Product Unconventional authenticity Businesswear Casualwear Authentic Unconventional Innovative Offering progressive collections for the mix-masters

38 38 Product Casualwear HUGO REVERSED offers personalized premium fashion

39 39 Product Innovation DIGITAL HUGO Bits and Bytes collection reduction of lead times & no samples Successful launch of digitally developed HUGO collection

40 40 Marketing Marketing Brand values are reflected in marketing approach

41 41 Marketing HUGO campaign Welcome to Berlin 2x reach on Instagram compared to mirror season

42 42 Marketing Marketing initiatives aim at connecting with the HUGO customer Social Pop-up stores Fashion show

43 43 Marketing Co-creation with followers on social media

44 44 Marketing HUGO collaborates #iamhugo and inspires influencers

45 45 Marketing Fashion show in Berlin creates buzz for HUGO Collection Front row

46 46 Online Retail Productivity Asia Sales Growth 5-7% CAGR* EBIT Margin 15% Gross Margin Expansion Efficiency Program HUGO Key drivers of sales growth and EBIT margin expansion = currency-adjusted