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Investor DayRefocus the brands
Ingo Wilts
INVESTOR DAY – REFOCUS THE BRANDS01
Chief Brand Officer
November 15, 2018
INVESTOR DAY – REFOCUS THE BRANDS02
Successful launch oftwo-brand strategy
#ThisIsBOSS
#iamHUGO
INVESTOR DAY – REFOCUS THE BRANDS03
Addressing two distinct and unique customers
brandscustomerslifestyles
INVESTOR DAY – REFOCUS THE BRANDS04
Further sharpeningbrand positioning
Clear and distinct
brand values
Product andmarketing
BRAND STRATEGY
INVESTOR DAY – REFOCUS THE BRANDS05
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Masculinity/Femininity
Sexiness
Success
Precision
Style
INVESTOR DAY – REFOCUS THE BRANDS07
FOR MEN ON THEIR WAYTO GREATNESS…
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FOR WOMEN MAKINGBOLD MOVES…
BOSSDRESSESTHE DRIVE
INVESTOR DAY – REFOCUS THE BRANDS09
INVESTOR DAY – REFOCUS THE BRANDS10
Brand values are reflectedin product and marketing
360° marketingProduct
INVESTOR DAY – REFOCUS THE BRANDS11
Brand values are reflectedin product proposition
Product
Strengthen tailoring heritage
Grow Casual- and Athleisurewear
Drive product innovation
INVESTOR DAY – REFOCUS THE BRANDS12
Pursuing three key ambitions
Observation AmbitionPriority
Formalwear marketremains challenging
Innovation shapes brand desirability
Strengthen the strength
Challenge the status quo
Tailoring heritage1
Innovation3
Casual- andAthleisurewear
2Make the big biggerCasualization
trend continues
Product
INVESTOR DAY – REFOCUS THE BRANDS13
+15%Sales growth YOY
Mix & Match
Every 3rdBOSS suit sold with
Stretch Tailoring
+50%Sales growth YOY
Made-to-Measure
reason for customersto buy BOSS is the
QUALITY
#1
Product | Tailoring heritage
Strengthen tailoring heritageto drive customer value and brand desirability
INVESTOR DAY – REFOCUS THE BRANDS14
StrengthenBusinesswear
Intensify brand collaborations andcapsule development
Leverage tailoring heritageby realigning Womenswearcollection set-up
Upper premiumwear-to-work brand for female professionals
#1
Product | Tailoring heritage
Focus onkey categories
INVESTOR DAY – REFOCUS THE BRANDS15
ExclusiveItalian fabrics
Toni Garrn andDaniel Bruehl
Twelveselected pieces
Made in Germany
Product | Tailoring heritage
Capsule strengthensBOSS DNA of superior tailoring
INVESTOR DAY – REFOCUS THE BRANDS16
CAGR 2018-2022
double-digit
Product | Casual- and Athleisurewear
Exploit potential withBOSS Casual- and Athleisurewear
INVESTOR DAY – REFOCUS THE BRANDS17
Analyze product groups and
customer needs
Complexity reduction forBOSS Casual- and Athleisurewear
1
2
3
4
Reorganize collection
structure to minimize overlaps
Reallocate resources for
product innovation
Free up resources for
capsule collections
-30%2020 vs 2018
Product | Casual- and Athleisurewear
Product | Innovation
Fabric Personalization
INVESTOR DAY – REFOCUS THE BRANDS18
Driving innovationto excite customers
SustainabilityFunctionality
INVESTOR DAY – REFOCUS THE BRANDS19
Driving innovationto excite customers
latest technology
customer benefit
FUNCTIONALITY
HEAT JACKET
Product | Innovation
INVESTOR DAY – REFOCUS THE BRANDS20
Driving innovationto excite customers
WASHABLE SUIT
Product | Innovation
new product performance
changing customer demand
FABRIC
INVESTOR DAY – REFOCUS THE BRANDS21
Driving innovationto excite customers
Product | Innovation
high-end tailoring
individual product offering
PERSONALIZATION
INVESTOR DAY – REFOCUS THE BRANDS22
PIÑATEX®
SHOE
Driving innovationto excite customers
Product | Innovation
innovation in product and processes
changing customer demand
SUSTAINABILITY
INVESTOR DAY – REFOCUS THE BRANDS23
Brand values are reflectedin marketing approach
360° marketing
360° marketing
INVESTOR DAY – REFOCUS THE BRANDS24
Campaign “The Next BOSS”
Total reach on Facebook andInstagram within 2 months>40m
360° marketing
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Web
360° marketing approach to consistently engage with the BOSS customer
Social CRM Out of home Store
360° marketing
INVESTOR DAY – REFOCUS THE BRANDS26
BOSS x Michael Jacksoncelebrates a music legend & style icon
11 hours
The White Suit was sold outonline within
> 4m
Total reach on Instagramwithin 3 days
360° marketing
INVESTOR DAY – REFOCUS THE BRANDS27
Collaborative campaign “Holiday”with Jeremyville
360° marketing
INVESTOR DAY – REFOCUS THE BRANDS28
BOSS: California Breeze at theNew York Fashion Week
Collection Front row
360° marketing
INVESTOR DAY – REFOCUS THE BRANDS29
~ 5m
< 2m
2016 2018
< 3m
2017
Pursuing a holisticmarketing approach
# of Instagramfollowers
360° marketing
BRAND STRATEGY
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WE LIVE IN
THE AGE OF INDIVIDUALITY
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PREPARE TO
EMBRACE THE POSSIBLE
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The platform of self-expression
Globally engaged Citizens of everywhere
Always curious The next thing
Authentically expressive The power of real
INVESTOR DAY – REFOCUS THE BRANDS34
Brand values are reflectedin product and marketing
Product Marketing
INVESTOR DAY – REFOCUS THE BRANDS35
Brand values are reflected in product proposition
Create unconventional authenticity
Grow Casualwear
Drive product innovation
Product
INVESTOR DAY – REFOCUS THE BRANDS36
Pursuing three key ambitions
Observation AmbitionPriority
Customer strivesfor individualization
Innovation shapesbrand desirability
Strengthen the strength
Challenge the status quo
Unconventional authenticity
1
Innovation3
Casualwear2
Make the big biggerCasualizationtrend continues
Product
Businesswear Casualwear
INVESTOR DAY – REFOCUS THE BRANDS37
Unconventional
Offering progressive collectionsfor the “mix-masters”
InnovativeAuthentic
Product | Unconventional authenticity
INVESTOR DAY – REFOCUS THE BRANDS38
HUGO REVERSED offerspersonalized premium fashion
Product | Casualwear
INVESTOR DAY – REFOCUS THE BRANDS39
Successful launch of digitally developed HUGO collection
HUGO Bits and Bytes collection
DIGITAL
reduction of lead times&
no samples
Product | Innovation
INVESTOR DAY – REFOCUS THE BRANDS40
Brand values are reflectedin marketing approach
Marketing
Marketing
INVESTOR DAY – REFOCUS THE BRANDS41
HUGO campaign “Welcome to Berlin”
2xreach on Instagram compared to mirror
season
Marketing
INVESTOR DAY – REFOCUS THE BRANDS42
Marketing initiatives aim at connecting with the HUGO customer
Social Pop-up stores Fashion show
Marketing
INVESTOR DAY – REFOCUS THE BRANDS43
Co-creation withfollowers on social media
Marketing
INVESTOR DAY – REFOCUS THE BRANDS44
HUGO collaborates… …and inspires influencers
#iamHUGO
Marketing
INVESTOR DAY – REFOCUS THE BRANDS45
Fashion show in Berlincreates buzz for HUGO
Collection Front row
Marketing
INVESTOR DAY – REFOCUS THE BRANDS46
Key drivers of sales growth andEBIT margin expansion
= currency-adjusted
Online
Retail Productivity SalesGrowth5-7%
CAGR*
EBITMargin
15%
HUGO
Asia
Gross Margin Expansion
Efficiency Program
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