INVESTOR DAY Brand Strategy Ingo Wilts Chief Brand Officer. Metzingen August 2, Investor Day 2017 Brand Strategy HUGO BOSS

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Thomasine Kristin Day
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2 INVESTOR DAY 2017 Brand Strategy Ingo Wilts Chief Brand Officer Metzingen August 2, 2017 August 2,

Agenda 1 B R A N D P O S I T I O N I N G 2 360 B R A N D E

3 Agenda 1 B R A N D P O S I T I O N I N G B R A N D E X P E R I E N C E 3 K E Y M E S S A G E S August 2,

4 Agenda 1 B R A N D P O S I T I O N I N G B R A N D E X P E R I E N C E 3 K E Y M E S S A G E S August 2,

5 Two brands: BOSS and HUGO # T H I S I S B O S S # I A M H U G O TWO BRANDS TWO TARGET CUSTOMERS TWO BRAND IDENTITIES August 2,

6 Video streaming at the conference. August 2,

7 Two strategically relevant customer segments identified Fashion Level Extravagant Edgy Fashionable Modern Classic Open-Minded Life Enthusiast Demanding Quality Seeker Focus on two strategically relevant customer segments. Formal Business Business Casual Smart Casual Casual Athleisure Occasion August 2,

8 Two customer segments identified fit BOSS and HUGO perfectly DEMANDING QUALITY SEEKER OPEN-MINDED LIFE ENTHUSIAST August 2,

9 Two personas give the BOSS and HUGO target customer a face CONSULTANT FOUNDER OF A START-UP MARRIED I TWO CHILDREN SINGLE LONDON BERLIN DEMANDING QUALITY SEEKER OPEN-MINDED LIFE ENTHUSIAST August 2,

10 Two customers Two different lifestyles BOSS LIFESTYLE WORLD confident determined charismatic disciplined metropolitan cultivated successful purposeful sophisticated THE BOSS MAN MAINTAINS AN ACTIVE AND HIGH QUALITY LIFESTYLE August 2,

11 Two customers Two different lifestyles BOSS LIFESTYLE WORLD confident determined charismatic disciplined metropolitan cultivated successful purposeful sophisticated THE BOSS MAN MAINTAINS AN ACTIVE AND HIGH QUALITY LIFESTYLE August 2,

12 Two customers Two different lifestyles HUGO LIFESTYLE WORLD free-spirited curious creative expressive spontaneous individual engaged progressive open - minded THE HUGO MAN MAINTAINS AN URBAN AND SOCIAL LIFESTYLE August 2,

13 Two customers Two different lifestyles HUGO LIFESTYLE WORLD free-spirited curious creative expressive spontaneous individual engaged progressive open - minded THE HUGO MAN MAINTAINS AN URBAN AND SOCIAL LIFESTYLE August 2,

14 Two customers two different lifestyles BOSS LIFESTYLE WORLD HUGO LIFESTYLE WORLD August 2,

Highest quality, personal assistance EXPECTS Latest fashion trends, urban atmosphere Retail & department stores,

15 BOSS and HUGO customers have different attitudes towards fashion Status-oriented, traditional, rational ATTITUDE Open-minded, individual, spontaneous Classic, modern, sophisticated STYLE Fashion-forward, contemporary, progressive Highest quality, personal assistance EXPECTS Latest fashion trends, urban atmosphere Retail & department stores, online DEMANDING QUALITY SEEKER SHOPPING Online, mobile, retail & department stores OPEN-MINDED LIFE ENTHUSIAST August 2,

16 BOSS and HUGO are distinct brands based on a common set of values EXCLUSIVE CHARACTERISTICS MODERN DESIGN EFFORTLESS LOOKS SHARP TAILORING AND REFINED CASUALWEAR PRODUCT EXCELLENCE TO BE DRESSED IMPECCABLY FOR EVERY OCCASION SHARED VALUES & BENEFITS INNOVATION PREMIUM QUALITY AND PERFECT FIT SUSTAINABILITY TRUSTWORTHINESS AUTHENTICITY LIFESTYLE EXPERIENCES EXCLUSIVE CHARACTERISTICS CONTEMPORARY DESIGN PROGRESSIVE LOOKS FASHION - FORWARD DESIGNER CLOTHES FOR AN AFFORDABLE PRICE TO BE DRESSED INDIVIDUALLY FOR EVERY OCCASION August 2,

17 BOSS and HUGO brand set serves every occasion B U S I N E S S C A S U A L B U S I N E S S C A S U A L AT H L E I S U R E UPPER PREMIUM BRAND PREMIUM BRAND August 2,

18 Agenda 1 B R A N D P O S I T I O N I N G B R A N D E X P E R I E N C E 3 K E Y M E S S A G E S August 2,

19 360 approach ensures consistent brand experience CAMPAIGN, LOOKBOOK & WINDOW DESIGN ALIGNMENT FALL/WINTER COLLECTION 2017 August 2,

20 New three-tiered communications approach G L O B A L C A M P A I G N C O M M E R C I A L C A M P A I G N P R O D U C T S T A T E M E N T I FEEL INSPIRED THIS COULD BE FOR ME I WANT THIS PIECE August 2,

21 Video streaming at the conference. August 2,

suiting embraced a laid-back, effortless style-over-formality.

22 Successful BOSS Menswear fashion show in New York The Tailoring here was both prominent and very good. UK 10 Magazine As to be expected, the German brand s expert tailoring was on show but, executed with a light touch, suiting embraced a laid-back, effortless style-over-formality. UK Another Man Around these keystone tailoring pieces Wilts charted an entertaining enough course through his vision of luxury urban casualwear. USA VOGUE Runway August 2,

23 THE SUMMER OF EASE New three-tiered communications approach GLOBAL CAMPAIGN COMMERCIAL CAMPAIGN PRODUCT STATEMENT August 2,

24 BOSS Menswear collection spans three wearing occasions B U S I N E S S C A S U A L A T H L E I S U R E DRESSED IMPECCABLY FOR EVERY OCCASION August 2,

25 BOSS Womenswear collection consists of Business and Casual B U S I N E S S C A S U A L DRESSED IMPECCABLY FOR EVERY OCCASION August 2,

26 Video streaming at the conference. August 2,

27 HUGO fashion show in Florence receives a lot of attention 795 Mio. PR reach 200k Livestream views 7 Mio. EUR Editorial value 270 Articles published 7 Mio. Influencer reach > 80% New potential clients August 2,

28 Business and Casual form HUGO Menswear B U S I N E S S C A S U A L GLOBALLY ENGAGED ALWAYS CURIOUS AUTHENTICALLY EXPRESSIVE August 2,

29 and HUGO Womenswear collections B U S I N E S S C A S U A L GLOBALLY ENGAGED ALWAYS CURIOUS AUTHENTICALLY EXPRESSIVE August 2,

30 Strong characters typify two different brand personalities I N F L U E N C E August 2,

31 Brand values determine sponsorship focus of BOSS and HUGO S P O N S O R S H I P SPORT SPONSORSHIP MUSIC SPONSORSHIP ART SPONSORSHIP August 2,

32 Agenda 1 B R A N D P O S I T I O N I N G B R A N D E X P E R I E N C E 3 K E Y M E S S A G E S August 2,

33 Bringing the two distinct brand worlds to life BOSS and HUGO are distinct brands but share the same core values BOSS and HUGO customers live two different lifestyles 360 approach creates consistent customer experience across all touchpoints August 2,

Investor Day Refocus the brands

01 Investor Day Refocus the brands Ingo Wilts Chief Brand Officer November 15, 2018 02 Successful launch of two-brand strategy 03 Addressing two distinct and unique customers #iamhugo brands customers