Investor DayStrategy update

INVESTOR DAY – STRATEGY UPDATE01

Mark Langer

Chief Executive Officer

November 15, 2018

INVESTOR DAY – STRATEGY UPDATE02

Focus of the Investor Day 2018

3 Mid-term financial outlook

Strategic priorities going forward2

Update on strategic fields of action1

INVESTOR DAY – STRATEGY UPDATE03

Continuous progress instrategy execution

2016 2017 2018

Communication ofnew strategy

Introduce new strategy based on four fields of action

Update onstrategy

Showcase progress ofkey initiatives

Update on strategy and financial outlook

Update on strategy evolution and release of mid-term financial targets

INVESTOR DAY – STRATEGY UPDATE04

Simplification of brand portfolio

Achievements provide solid foundation for future growth

Investments in product quality

Harmonization of global pricing

architecture

Empowerment of digital capabilities

Increase ofretail sales productivity

2.7

2.7

2.8**

2016 2017 2018e

INVESTOR DAY – STRATEGY UPDATE05

* = currency-adjusted

3%*4%*

Sales(In EUR billion)

** = based on consensus

Progress in strategy executiondrives sales growth

INVESTOR DAY – STRATEGY UPDATE06

Casualization of formalwear

Increasing online penetration

Growing focus on personalized product and shopping experiences

3-4%p.a.

Market growthOutlook*

2-3%

2017 2018e-2022e

Overarching industry trends

Market dynamics providesolid base for future growth

* HUGO BOSS estimate of relevant target market growth based on McKinsey/Business of Fashion: Global Fashion Index 2017, Bain/Altagamma: Luxury Spring Update 2017, BCG/Altagamma: The True-Luxury Global Consumer Insight 2017, Euromonitor

CUSTOMER-CENTRICITY IS KEY IN AN EVER CHANGING WORLD

INVESTOR DAY – STRATEGY UPDATE07

INVESTOR DAY – STRATEGY UPDATE08

Customer expectationshave changed

Well informed

Deeply connected with brands

In search of authenticity and meaning

Time-constrained

Always on

More personalization

Fulfilling experiences

Emotional connection

Return on time spent

Instant gratification

The new customer is… …and expects from us

PERSONALIZATION

SPEEDPersonalization and Speed are key to achieving our vision

INVESTOR DAY – STRATEGY UPDATE09

OUR VISION

BE THE MOST DESIRABLE PREMIUM FASHION AND LIFESTYLE BRAND

INVESTOR DAY – STRATEGY UPDATE10

Personalization and Speed are key to achieve our vision

PERSONALIZATION SPEED

INVESTOR DAY – STRATEGY UPDATE11

Personalization: Driving customer engagement

Customer expectations

Fulfilling experiences

Emotional connection

More personalization

Building on our strengths

Growing in-house CRM database

Strong reputation for style advice and fitting

Broad network of own retail stores

Personalized product offering

INVESTOR DAY – STRATEGY UPDATE12

Personalization: Driving customerengagement

INVESTOR DAY – STRATEGY UPDATE13

Speed: Winning customers with industry-leading responsiveness

Customer expectations

Fulfilling experiences

Return on time spent

Instant gratification

Building on our strengths

Robust supply chain

Industry-leading IT and logistic systems

Excellence in product design and development

INVESTOR DAY – STRATEGY UPDATE14

Speed: Winning customers with industry-leading responsiveness

DRIVE THE DIGITAL TRANSFORMATIONREFOCUS THE BRANDS

REFINE THE WAY WE SELL INNOVATE THE WAY WE OPERATE

INVESTOR DAY – STRATEGY UPDATE15

Personalization and Speed are our prioritiesalong the four strategic fields of action

BRAND DESIRABILITY

PERSONALIZATION SPEED

REFOCUS THE BRANDS

Address two distinct customers withBOSS and HUGO

Establish clear and distinct brand values

Create unique product and marketing concepts

DRIVE THE DIGITAL TRANSFORMATION

REFINE THE WAY WE SELL INNOVATE THE WAY WE OPERATE

INVESTOR DAY – STRATEGY UPDATE16

Personalization and Speed are our prioritiesalong the four strategic fields of action

BRAND DESIRABILITY

SPEED

PERSONALIZATION

REFINE THE WAY WE SELL

REFOCUS THE BRANDS DRIVE THE DIGITAL TRANSFORMATION

INNOVATE THE WAY WE OPERATE

Improve retail sales productivity

Exploit full potential of online

Leverage strong opportunity in Asia/Pacific

INVESTOR DAY – STRATEGY UPDATE17

Personalization and Speed are our prioritiesalong the four strategic fields of action

SPEED

PERSONALIZATION

BRAND DESIRABILITY

REFINE THE WAY WE SELL

Digitize key processes

Implement digital functionalities

Leverage advanced analytics

DRIVE THE DIGITAL TRANSFORMATION

REFOCUS THE BRANDS

INVESTOR DAY – STRATEGY UPDATE18

Personalization and Speed are our prioritiesalong the four strategic fields of action

INNOVATE THE WAY WE OPERATE

BRAND DESIRABILITY

SPEEDPERSONALIZATION

Shorten lead times

Implement flexible production processes

Rollout innovative work concepts

INNOVATE THE WAY WE OPERATE

REFOCUS THE BRANDS DRIVE THE DIGITAL TRANSFORMATION

REFINE THE WAY WE SELL

INVESTOR DAY – STRATEGY UPDATE19

Personalization and Speed are our prioritiesalong the four strategic fields of action

SPEEDPERSONALIZATION

BRAND DESIRABILITY

INVESTOR DAY – STRATEGY UPDATE20

PERSONALIZATION SPEED

Personalization and Speed are our prioritiesalong the four strategic fields of action

DRIVE THE DIGITAL TRANSFORMATION

INNOVATE THE WAY WE OPERATE

REFOCUS THE BRANDS

REFINE THE WAY WE SELL

BRAND DESIRABILITY

21 INVESTOR DAY – STRATEGY UPDATE

Key drivers of sales growth and EBIT margin expansion until 2022

* = currency-adjusted

Online

Retail Productivity

HUGO

Asia

Gross Margin Expansion

Efficiency Program

SalesGrowth5-7%

CAGR*

EBITMargin

15%