Hugo Boss

HUGO BOSS Investor Day 2012
Brand Strategy
Christoph Auhagen, Chief Brand Officer
December 6, 2012
HUGO BOSS
Dec. 6, 2012
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Agenda
Brand strategy
Communication strategy
Distribution strategy
Summary
HUGO BOSS
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Agenda
Brand strategy
Summary
HUGO BOSS
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About HUGO BOSS
The HUGO BOSS group is one of the leaders in the premium & luxury fashion segment of the
global apparel market. Our focus is on developing and marketing high-end womens and mens
fashion, shoes, and accessories products. Each brand in the HUGO BOSS brand architecture
clearly targets different consumer groups.
Covering an extensive range of fascinating products, the brands offer modern business and
sportswear, luxurious eveningwear, as well as high-quality shoes and leather accessories for
women 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 on
superior and luxury quality & designs and a perfect standard with regard to fit and
workmanship.
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Strong portfolio of complementary brands
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Fashion statement differentiates brand positioning
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Clearly defined male target groups
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Group brands speak to a diverse female audience
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The HUGO BOSS brand essence (I/II)
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The HUGO BOSS brand essence (II/II)
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Integration of BOSS Black and BOSS Selection
Strengthens the core brands market position in luxury

clothing and sportswear
Leverages BOSS growth potential across different

fashion segments from premium to luxury
Maximizes the power and global recognition of the

BOSS logo
Simplifies communication and retail presentation
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Dec. 6, 2012
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New BOSS Clothing line concept targets distinct consumer segments
MADE TO MEASURE
LUXURY
$ 1,395 $ 4,000
PREMIUM
$ 795 $ 1,595
Made to Measure
Full canvas
Semi canvas
FULL CANVAS
Made to Order
&
Classic fused components
FUSED
HUGO BOSS
SEMI CANVAS
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Clothing heritage continues to drive Group growth
Grow and extend the BOSS offering in the luxury segment
Cater to the needs of differentiated consumer groups by segmenting the offering along
different workmanship levels
Offer customers optimized packages tailored to the different distribution channels and
markets
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Made to Measure demonstrates unrivalled tailoring competence
Modern technology and uncompromising

quality handmade in Germany
Combines excellent craftsmanship,

premium materials and tailor made
service with efficient industrial
manufacturing
Permanently offered in several European

flagship stores
HUGO BOSS
Rollout in Asia and U.S. under way
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HUGO brand the Groups fashion spearhead
Strong positioning as home of

avant-garde design
Focus on clean, minimalistic looks

addressing the fashion-forward consumer
Targeted expansion of stand-alone

retail presence
Significant growth potential in
underpenetrated markets
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Strength in sportswear key competitive advantage

Brand
Collection
User moment
Price Differentiation:
Jersey - Polo
Price Differentiation:
Trousers
Sportswear
elegance
Casual friday
Luxury weekend
$ 85
$ 275
$ 145
$ 255
Contemporary
urban
sportswear
Daywear
Downtime
Party
$ 70
$ 155
$ 115
$ 195
Active
sportswear
Sporty lifestyle
Performance
$ 85
$ 185
$ 145
$ 225
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BOSS Casual lifestyle on a sophisticated level

Brand Personality
What are my characteristics?
Brand Positioning
Casual What can I offer?
luxury
Sportswear
elegance
Elegant
Refined
casual
Brand Identity
Who am I?
Masculine
High quality
at a
convincing
value-formoney ratio
Luxurious
Casual lifestyle on a
sophisticated level
the core brand of
HUGO BOSS
Premium
Fashion
on time
Exclusive
yarns and
materials
Superior standards in
quality, design, fit &
workmanship
Metropolitan
Modern
HUGO BOSS
Superior
Sophisticated
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BOSS Orange The free spirited side of HUGO BOSS

Brand Personality
"What are my characteristics?"
Brand Positioning
"What can I offer?"
Easy to
wear
Beyond
Contemporary vintage
Urban
Sportswear &
Casualwear
Excellent
price value
ratio
Brand Identity
"Who am I?"
Lighthearted
Love to
detail,
both
inside and
outside
Free
spirited
Generation on the Go
-the free spirited side
of HUGO BOSS
Unique
sense of
style
Innovation in
materials and
treatments
Individual/
unconventional
HUGO BOSS
Urban
chic
Premium
quality
and
finishings
Modern
casual
Authentic
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BOSS Green The active sportswear & golf line

Brand Personality
What are my characteristics?
Brand Positioning
What can I offer?
Active
Functional
Optimistic
Fusion of
technology
and style
Smart
Brand Identity
Who am I?
The active sportswear
& golf line of
HUGO BOSS
Dynamic
The polo shirt

competence
Premium
functional
design
Fashion
meets
sports
Vigorous
Colorful
Energetic
Sophisticated
lifestyle sport
Modern
HUGO BOSS
Sporty
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All brands ready to exploit potential of global sportswear market
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 cooperations

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Clear womenswear strategy in place

Product
Offer excellent and reliable fit with favorable

price-value ratio
Grow modern clothing business based on

tailoring expertise
Maximize brand potential in leisurewear
Grow shoes & accessories supplementing core

apparel offering
Introduce party capsules and evening collection
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Communication
Regular participation at New York Fashion Week

with a focused and luxurious show
Dedicated womenswear advertising campaign
Build visible red carpet presence
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Red carpet looks

BOSS and HUGO
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Cocktail party looks

BOSS and HUGO
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Organization & Operations
Distribution
Dedicated, vertically integrated
in all larger BOSS stores
womenswear organization
One common leadership across all brands
Establishment of replenishment business
Fashion calendar optimized to account for
Increased exposure of BOSS womenswear
different timelines in womenswear business
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New organizational setup supports design and product excellence

Clothing
Sportswear
Womenswear
Shoes & Accessories
Pattern Making
Pattern Making
Pattern Making
Product Development
Technical Development
Production & Sourcing
Brand &
Creative
Management
Product
Divisions
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Integrated collection development

Market feedback loop
Form and fabric concept

Core range draft
(1 week)
(4 weeks)
POS
Sell-through
CONSUMER
CENTRIC
COLLECTION
DEVELOPMENT
Production
Collection definition
Core range definition
(4 weeks)
Sampling
(14 weeks)
(10 weeks)
Collection presentation
Showroom sales
(5 weeks)
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Agenda
Brand strategy
Summary
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High profile BOSS advertising campaigns
Dedicated print and online campaigns for all four seasons
Exclusive campaign to promote BOSS womenswear
Celebrity menswear image campaign in Asia
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BOSS Orange to focus on out-of-home communication
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HUGO advertising supports fashion-forward brand positioning
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Sport sponsoring activities drive modern brand image

Sailing
Golf
Formula 1
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Retail marketing activities engage the consumer
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Art sponsorship activities span all continents
HUGO BOSS Prize
Asia Art Award
Berlinale
Solo exhibition of the HUGO BOSS

Prize Winner at Guggenheim
Museum
Newly created award to contribute

to premium and luxury brand image
in Asia
One of the most exciting

events in the global film
industry
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Unprecedented fashion show presence in 2013
Shanghai, May
New York, September
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HUGO showcases collections in Berlin
Berlin, January & July

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Strong brand presence in the digital fashion world
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Brand communication instruments geared to different brand identities
Print Advertising
Out-of-Home
+++
++
+++
Fashion Shows
+++
Retail Events
+++
PR / VIP Wardrobing
+++
Online & Mobile
++
++
Sport Sponsorship
++
+++
++
++
+
++
++
HUGO BOSS
+++
+++
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CRM @ HUGO BOSS - Sharpen the end consumer focus
HUGO BOSS CRM strategy and guidelines
Understand our customers

Win new customers
Customer data
collection &
quality
Analysis &
segmentation
Marketing
planning
CRM
activities
Increase customer loyalty

Increase frequency of visits
Increase sales / turnover
Worldwide HUGO BOSS CRM platform (IT)
Cross-channel knowledge and targeted activities as key competitive advantages

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Close consumer relationships drive brand sales

Contacts
Activities
Capture rate
More than 1.4 million members worldwide
Continuous customer activation through store mailings, email

newsletters and social media activities
More than 30% of European retail sales generated with

registered customers
Units per transaction
Registered customers buy 17% more units per transaction
Value per transaction
Registered customers spend 40% more per transaction
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Same experiences and emotions via all touchpoints

Creative Service
Visual
Merchandising
CRM
E-Commerce
Retail Marketing
Online Media
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Keep your promises HUGO BOSS CRM activities
Registration in Store
Mandatory fields
Additional information
Signature
The customer explores the

World of
Welcome Package
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Meet customers expectations Communicate personalized
19 participating countries
10 languages
More than 350 participating stores and

shops
Communication via print, email, SMS,

telephone
Consumer segmentation and
personalization
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Meet customers expectations Communicate personalized
Local market activities
Store opening invitations
Invitation to store events & activities
Specials (cooperations, sport & art

sponsoring, charity)
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Agenda
Brand strategy
Summary
HUGO BOSS
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Expansion of mono-brand distribution elevates brand experience

Flagships in
mega-cities
Push the customer

experience to the
next level of retail
innovation
Ideal platform to
showcase all
HUGO BOSS
brands under one
roof
Directly operated
stores
E-Commerce
M-Commerce
Controlled space
Capturing full brand

potential through
expansion into
white spaces
globally
Renovations and
extensions
Expansion of
mono-branded
shop-in-shops at
key accounts
globally
Continued rollout in
high potential
markets
Constant evolution
of brand experience
Either managed by
retail partners or
HUGO BOSS
(concession model)
One face to the customer across all points-of-sale

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Dec. 6, 2012
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High-visibility flagship store openings planned in 2013
BOSS Store Shanghai,

Kerry Center
BOSS Store Amsterdam,

Leidsestraat
BOSS Store Shanghai,

APM International
BOSS Store Berlin,

Kurfrstendamm
BOSS Store Tokyo,

Omotesando
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Dec. 6, 2012
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Renovations bring brand presentation to the next level
Improved consistency of
global brand perception
Driver of sales
productivity
improvements
Attractive return profile
Limited risk
BOSS Store, Sydney, King Street
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Flagship store in Sydney renovated and extended

BOSS Store, Sydney, King Street
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Renovation of flagship store on Champs-lyses, Paris
BOSS Store, Paris,

Champs-lyses
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HUGO BOSS
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Shop-in-shop expansion provides strong brand visibility at wholesale

Saks, USA
Breuninger, Germany
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Online and mobile mirrors offline brand experience
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Agenda
Brand strategy
Summary
HUGO BOSS
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Strong brands key foundation for Group medium-term success
Well-balanced portfolio of clearly differentiated brands
Brand communication power drives premium and luxury

brand image
Retail and controlled space elevate quality of brand

presentation
Homogenous brand experience across all consumer

touchpoints
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Dec. 6, 2012
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Forward looking statements contain risks
This document contains forward-looking statements that reflect management's current

views with respect to future events. The words "anticipate ", "assume ", "believe",
"estimate", "expect", "intend", "may", "plan", "project", "should", and similar expressions
identify forward-looking statements. Such statements are subject to risks and
uncertainties. If any of these or other risks and uncertainties occur, or if the assumptions
underlying any of these statements prove incorrect, then actual results may be
materially different from those expressed or implied by such statements. We do not
intend or assume any obligation to update any forward-looking statement, which speaks
only as of the date on which it is made.
HUGO BOSS
Dec. 6, 2012
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HUGO BOSS Investor Day 2012

HUGO BOSS Investor Day 2012

HUGO BOSS Investor Day 2012

HUGO BOSS Investor Day 2012

About HUGO BOSS

In addition to this, we operate a complementary world of fragrances, watches, eyewear,

HUGO BOSS Investor Day 2012

Strong portfolio of complementary brands

HUGO BOSS Investor Day 2012

Fashion statement differentiates brand positioning

HUGO BOSS Investor Day 2012

Clearly defined male target groups

HUGO BOSS Investor Day 2012

Group brands speak to a diverse female audience

HUGO BOSS Investor Day 2012

The HUGO BOSS brand essence (I/II)

HUGO BOSS Investor Day 2012

The HUGO BOSS brand essence (II/II)

HUGO BOSS Investor Day 2012

Integration of BOSS Black and BOSS Selection

Strengthens the core brands market position in luxury

Leverages BOSS growth potential across different

Maximizes the power and global recognition of the

HUGO BOSS Investor Day 2012

Simplifies communication and retail presentation

New BOSS Clothing line concept targets distinct consumer segments

HUGO BOSS Investor Day 2012

Clothing heritage continues to drive Group growth

Grow and extend the BOSS offering in the luxury segment

HUGO BOSS Investor Day 2012

Made to Measure demonstrates unrivalled tailoring competence

Modern technology and uncompromising

Combines excellent craftsmanship,

Permanently offered in several European

HUGO BOSS Investor Day 2012

Rollout in Asia and U.S. under way

HUGO brand the Groups fashion spearhead

Strong positioning as home of

Focus on clean, minimalistic looks

Targeted expansion of stand-alone

Significant growth potential in

HUGO BOSS Investor Day 2012

Strength in sportswear key competitive advantage

HUGO BOSS Investor Day 2012

BOSS Casual lifestyle on a sophisticated level

HUGO BOSS Investor Day 2012

BOSS Orange The free spirited side of HUGO BOSS

HUGO BOSS Investor Day 2012

BOSS Green The active sportswear & golf line

The polo shirt

HUGO BOSS Investor Day 2012

All brands ready to exploit potential of global sportswear market

HUGO 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 cooperations

Clear womenswear strategy in place