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HUGO BOSS ©
HUGO BOSS And Its Global Customer –
A 360° Approach
Milan, ItalyWednesday, April 22th 2015
HUGO BOSS ©
Agenda
3HUGO BOSS - ACI Conference 2015
Summary & Outlook4
HUGO BOSS as a Global Retail Brand1
Capturing the Global Customer3
Growth Strategy 20202
HUGO BOSS ©
Agenda
4HUGO BOSS - ACI Conference 2015
Summary & Outlook4
HUGO BOSS as a Global Retail Brand1
Capturing the Global Customer3
Growth Strategy 20202
HUGO BOSS © 5HUGO BOSS - ACI Conference 2015
A Global Retail Brand Requires a Consistent Brand Image Worldwide
HUGO BOSS ©
Net Sales Development - Positive Development in Both Group Level and Travel Retail
6HUGO BOSS - ACI Conference 2015
HUGO BOSS AG
Total Net Sales in EUR mill.
HUGO BOSS Travel Retail
Total Net Sales in EUR mill.
100%96%
91% 88% 79%
4%
9%12%
21%
2010 2011 2012 2013 2014
+10% +17%
57% 53% 49% 44% 41%
40%
45%49% 54% 57%
2010 2011 2012 2013 2014
1.729
2.059
2.346 2.4322.572
47
64
7379
89
WHSRET WHSRET
HUGO BOSS ©
381
559592
2010 2012 2014
Net Sales
NCSA23%
EMEA 63%
APAC14%
153 DOS
30 Countries
34 TR POS
19 Airports
1.072
1.4341.623
2010 2012 2014
Net Sales
231
352 363
2010 2012 2014
Net Sales
557 DOS
84 Countries
124 TR POS
65 Airports
213 DOS
16 Countries
44 TR POS
20 Airports
12% 11% 12%
HUGO BOSS - ACI Conference 2015 7
Global Market Presence – HUGO BOSS is Well Positioned to Serve Global Customers
CAGR
HUGO BOSS © 8HUGO BOSS - ACI Conference 2015
The Global Customer – An Increasingly Important Driver of Luxury Sales
Source: UNWTO Tourism Highlights, 2014 Edition
International Tourism - Outlook
• Growing Tourism in Developed as well
as Emerging Economies
• Arrivals in Emerging Economies are
expected to exceed those in Developed
Economies before 2020
Tourism Towards 2030: Intl. Tourist Arrivals Received (Mio.)
HUGO BOSS ©
18% 22% 23%
8%13% 14%
71%62% 61%
2005 2010 2015e 2020e
Americas
Asia / Pacific
EMEA
Licenses
9HUGO BOSS - ACI Conference 2015
The Global Customer – An Increasingly Important Driver of Luxury Sales
Top 5 Markets 2014 Net Sales in € Mill.
1. US (468)
2. Germany (446)
3. UK (253)
4. France (168)
5. China (151)
Net Sales by Business Region - APAC and NCSA Increase their Regional Shares
HUGO BOSS ©
Agenda
10HUGO BOSS - ACI Conference 2015
Summary & Outlook4
HUGO BOSS as a Global Retail Brand1
Capturing the Global Customer3
Growth Strategy 20202
HUGO BOSS © 1119-Nov-14HUGO BOSS Investor Day 2014
Elevate the core
brand BOSS by
engaging
consumers
emotionally
Build
omnichannel to
drive own retail
online and
offline
Exploit growth
opportunities in
underpenetrated
markets
Leverage the
brand’s potential
in womenswear
and shoes &
accessories
Growth Strategy 2020 – Drivers for Further Profitable Growth
Further build the Group’s operational strength to enable key strategy implementation
HUGO BOSS © 12HUGO BOSS - ACI Conference 2015
WH
OLE
SA
LE
RE
TA
IL
PR
EM
IUM
LU
XU
RY
Future brand positioning
authentic
lighthearted
confident
sophisticated
progressive
contemporary
innovative
dynamic
Upscale Core Brand BOSS – Addressing the Needs of the Global Luxury Customer
HUGO BOSS © 13HUGO BOSS - ACI Conference 2015
Stores & Shops
Travel Retail
Digital
Omnichannel – Guarantee a 360º Brand Experience, Online & Offline to Global Customers
Downtown Airport
HUGO BOSS ©
Agenda
14HUGO BOSS - ACI Conference 2015
Summary & Outlook4
HUGO BOSS as a Global Retail Brand1
Capturing the Global Customer3
Growth Strategy 20202
HUGO BOSS ©HUGO BOSS - ACI Conference 2015 15
Luxurious Product
Presentation
Store Concept – Ensure Exclusivity and Luxury with a Unified Brand Image
Unmistakeable Brand
Identity
Appealing and
Exclusive Atmosphere
Paris, Champs-Élysées
Paris, Charles de Gaulle Airport Milan, Malpensa Airport
Milan, Piazza San Babila
Hong Kong, International Airport
Hong Kong, Central
HUGO BOSS © 16HUGO BOSS - ACI Conference 2015
Sophisticated Staff
Appearance
Luxury Retail
Service Trainings
Integrated CRM
Systems
Database
Customer
Staff
Global Service – HUGO BOSS Service Standards Guarantee a Luxury Shopping Experience
HUGO BOSS © 17HUGO BOSS - ACI Conference 2015
at the
right price
The
right product
at the
right time
in the
right quantity
at the
right place
Planning Systems – Retail Merchandise and Assortment Tools Increase Store Performance
Improved full-price sales supporting margins
Higher inventory turns
Improved product offer and availability
Consumer-centric collection development
(Travel Time)
HUGO BOSS ©
Agenda
18HUGO BOSS - ACI Conference 2015
Summary & Outlook4
HUGO BOSS as a Global Retail Brand1
Capturing the Global Customer3
Growth Strategy 20202
HUGO BOSS © 19HUGO BOSS - ACI Conference 2015
Summary and Outlook – HUGO BOSS Approach to the Global Customer
HUGO BOSS Today One Global Brand Experience
Strong International
Market Presence
Global Customers
as Driver of SalesService SystemsStores
- Adapting our Retail Expansion Strategy to Travel Retail is an Integral
Component Needed to Successfully Capture the Global Customer -
