CONFIDENTIAL VISION TO BE THE LEADING PLAYER IN THE PREMIUM CASUALWEAR MARKET 2
CONFIDENTIAL MISSION SPRINGING OPTIMISM AND ELEGANCE ON THE WORLD, CROC THE DAY! 3
CONFIDENTIAL BRAND VALUES 4 JOIE DE VIVRE AUTHENTICITY ELÉGANCE
CONFIDENTIAL INCREASE DESIRABILITY AND PROFITABILITY 5
CONFIDENTIAL INCREASE DESIRABILITY AND PROFITABILITY 1. Consolidate foundations: Continue to build up a Lifestyle wardrobe Continue to stretch lines and premiurize the Brand Capitalize on Brand codes and Brand values 2. Be innovative and audacious: Invest in new designs Continue to increase innovation, new fabrics, product details and visual identity 6 3. Capitalize on the 3 Occasions to Wear, M/W
CONFIDENTIAL CAPITALIZE ON THE 3 OCCASIONS TO WEAR, M/W CASUAL WEAR FUNCTIONAL WEAR CASUAL BUSINESS ELEGANCE 7 Used for leisure, week ends, traveling Innovation, movement, comfort, quality, urban, protection Friday looks, informal days without meetings
CONFIDENTIAL FW15 SEASONAL INITIATIVES 1. Launch the Polo Celebration Plan 2. Reinforce and extend the Central Collection 8 3. Better address warm countries and transitional needs Sunbelt and Resort
6 MAJOR INITIATIVES TO DRIVE POLO SALES GROWTH PRODUCTS MERCH TEAMS MARKETING POP-UP SUPPLY enhance product range: fits, colors & occasions to wear redefine polo enhancement in Windows and VM for Retail & Wholesale develop toolkits to train, coach and incentive our sales force reinforce polo marketing visibility, in communication and PR develop plug & play pop up store format to sell polo in Wholesale (department stores, travel retail and shopping malls) improve supply reactivity, with never out of stock and fast track
72 cm 72 cm 71 cm PRODUCTS CLEAR FITS, MORE COLORS & OCCASIONS TO WEAR 3 fits 1212, regular and slim 3 Fits Clear sizing, aligned on competition Greater perceived quality & labeling 54 cm 52 cm 50 cm Extended color range 26 new colors on Slim & Regular L1212 51 cm REGULAR 49 cm SLIM Polos for new occasions business, casual Extended fancy polos range, including woman COLORS 26 NEW ON SLIM & REGULAR New polo configurator on the web
MERCHANDISING ENHANCED WINDOWS & VM FOR RETAIL & WHOLESALE Polo Windows animation + front table (2-3 times per season) POLO WINDOWS Clarified presentation & ²VM in polo wall & polo bar, insisting on fit visibility Redefined polo VM POLO GLORYFIERS In-store polo gloryfiers to enhance polos innovation in store
TEAMS TOOLKITS TO TRAIN, COACH AND INCENTIVE OUR SALES FORCE Renewed and systematic Polo selling ceremony (including certificates, pack) SELLING CEREMONY & TOOLS Polo e-learning (within Retail Academy) 1 Polo expert in each store Polo challenges & key figures monitoring Enhancing polos in key showrooms & producing more samples
MARKETING POLO VISIBILITY, IN COMMUNICATION & PR Marketing tools to enhance polo Polo news Brand content Enhanced visual assets POLO NEWS Fully supported 360 polo event Product placement Polo visibility Media campaigns Playground Social network LESAGE COLLABORATION (polo capsule)
POP-UP POP-UP STORES TO SELL POLO IN WHOLESALE Plug and play business Pop-up store Where Dept stores, malls, airports, What ~5-10m², modular Pop-up store & activation for key Events Where High visibility locations What Adhoc concept / event based
SUPPLY NEVER OUT OF STOCK AND FAST TRACK PROGRAMS Never out of stock Reviewing forecast process & level of risk taking Polo news Fast Track Production capacity booking to launch reorders, starting with 3 pilots USA (20kp) FRANCE (20kp) ECOM
CONFIDENTIAL 2. REINFORCE AND EXTEND THE CENTRAL COLLECTION Better drive the Brand consistency and increase communality Better integrate local specific needs in the Central Collection 19 Smart integration of the Asian and Spain specials in the Central Collection, in close collaboration with the local teams
3. BETTER ADDRESS WARM COUNTRIES AND TRANSITIONAL NEEDS SUNBELT & RESORT CONFIDENTIAL Introduce a specific Sunbelt and Resort Offer, M/W. Additional developments to address warmer needs throughout the season. 20 Light weight fabrics, specific color palette. Cruise capsule assortment in key categories, November instore.
CONNECTING WITH CUSTOMERS
PREMIUMNESS > SHOW ROOM in our Working Tools Paris HQ
PREMIUMNESS > OMNICHANNEL in our Retail Doors Aventura Kerry Center
PREMIUMNESS > OMNICHANNEL in our Retail Doors Sèvres
PREMIUMNESS > OMNICHANNEL in our Wholesale Doors Bloomingdales Singapore Airport
PREMIUMNESS > OMNICHANNEL online
PREMIUMNESS > COMMUNICATION Life is a Beautiful Sport Cannes Lions Festival SILVER - Film CLio Awards SILVER - Film GOLD - Film Technique/Cinematography BRONZE - Film Technique/Direction BRONZE - Film Technique/Music London International Awards GOLD - Direction GOLD - Editing SILVER - Use of Licensed Music GOLD - Cinematography Grand prix stratégie du luxe GRAND PRIX 2014
PREMIUMNESS > COMMUNICATION
ON BRAND (HERITAGE) > PRODUCT Sport Inspired Collection
ON BRAND (HERITAGE) > PRODUCT Sport Inspired Collection
ON BRAND (HERITAGE) > ALIGNMENT Lacoste.12.12
ON BRAND (HERITAGE) > EVENTS & PR Tennis, Olympic Games
ON BRAND (HERITAGE) > EVENTS & PR Fashion Show FW 14 SS 15
NEWNESS & EXECUTION > CUSTOMER SERVICE Better Serve our Customers
NEWNESS & EXECUTION > 360 BRAND Be a Lifestyle Brand LS 12 L!VE Chantaco