HUGO BOSS And Its Global Customer A 360 Approach

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2 HUGO BOSS And Its Global Customer A 360 Approach Milan, Italy Wednesday, April 22 th 2015 HUGO BOSS

3 Agenda 1 HUGO BOSS as a Global Retail Brand 2 Growth Strategy Capturing the Global Customer 4 Summary & Outlook HUGO BOSS 3

4 Agenda 1 HUGO BOSS as a Global Retail Brand 2 Growth Strategy Capturing the Global Customer 4 Summary & Outlook HUGO BOSS 4

5 A Global Retail Brand Requires a Consistent Brand Image Worldwide HUGO BOSS 5

6 Net Sales Development - Positive Development in Both Group Level and Travel Retail Total Net Sales in EUR mill. HUGO BOSS AG Total Net Sales in EUR mill. HUGO BOSS Travel Retail RET WHS +10% +17% % 40% % 54% 57% 100% 57% 53% 49% 44% 41% % 96% RET 73 9% WHS % 12% 91% 88% 79% HUGO BOSS 6

7 Global Market Presence HUGO BOSS is Well Positioned to Serve Global Customers NCSA 23% EMEA 63% APAC 14% 153 DOS 30 Countries 34 TR POS 19 Airports 557 DOS 84 Countries 124 TR POS 65 Airports 213 DOS 16 Countries 44 TR POS 20 Airports Net Sales Net Sales 12% 11% 12% Net Sales CAGR HUGO BOSS 7

8 The Global Customer An Increasingly Important Driver of Luxury Sales Tourism Towards 2030: Intl. Tourist Arrivals Received (Mio.) 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 Source: UNWTO Tourism Highlights, 2014 Edition HUGO BOSS 8

9 The Global Customer An Increasingly Important Driver of Luxury Sales Net Sales by Business Region - APAC and NCSA Increase their Regional Shares Top 5 Markets 2014 Net Sales in Mill. EMEA 71% 62% 61% 1. US (468) 2. Germany (446) 3. UK (253) 4. France (168) 5. China (151) Asia / Pacific Americas Licenses 8% 13% 14% 18% 22% 23% e 2020e HUGO BOSS 9

10 Agenda 1 HUGO BOSS as a Global Retail Brand 2 Growth Strategy Capturing the Global Customer 4 Summary & Outlook HUGO BOSS 10

11 Growth Strategy 2020 Drivers for Further Profitable Growth Elevate the core brand BOSS by engaging consumers emotionally Leverage the brand s potential in womenswear and shoes & accessories Build omnichannel to drive own retail online and offline Exploit growth opportunities in underpenetrated markets Further build the Group s operational strength to enable key strategy implementation HUGO BOSS Investor Day 2014 HUGO BOSS 19-Nov-14 11

12 WHOLESALE RETAIL Upscale Core Brand BOSS Addressing the Needs of the Global Luxury Customer Future brand positioning PREMIUM LUXURY authentic lighthearted innovative dynamic confident sophisticated progressive contemporary HUGO BOSS 12

13 Omnichannel Guarantee a 360º Brand Experience, Online & Offline to Global Customers Digital Stores & Shops Travel Retail Downtown Airport HUGO BOSS 13

14 Agenda 1 HUGO BOSS as a Global Retail Brand 2 Growth Strategy Capturing the Global Customer 4 Summary & Outlook HUGO BOSS 14

15 Store Concept Ensure Exclusivity and Luxury with a Unified Brand Image Paris, Champs-Élysées Hong Kong, Central Milan, Piazza San Babila Paris, Charles de Gaulle Airport Hong Kong, International Airport Milan, Malpensa Airport Unmistakeable Brand Identity Appealing and Exclusive Atmosphere Luxurious Product Presentation HUGO BOSS 15

16 Global Service HUGO BOSS Service Standards Guarantee a Luxury Shopping Experience Customer Staff Database Sophisticated Staff Appearance Luxury Retail Service Trainings Integrated CRM Systems HUGO BOSS 16

17 Planning Systems Retail Merchandise and Assortment Tools Increase Store Performance The right product at the right price at the right time in the right quantity at the right place (Travel Time) Improved full-price sales supporting margins Higher inventory turns Improved product offer and availability Consumer-centric collection development HUGO BOSS 17

18 Agenda 1 HUGO BOSS as a Global Retail Brand 2 Growth Strategy Capturing the Global Customer 4 Summary & Outlook HUGO BOSS 18

19 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 Sales Stores Service Systems - Adapting our Retail Expansion Strategy to Travel Retail is an Integral Component Needed to Successfully Capture the Global Customer - HUGO BOSS 19

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