#1PRADA Group Capital Markets Day ΤΗ Milan, November 18TH 2021#2Patrizio Bertelli Prada Group's Vision for Long-term Growth Patrizio Bertelli Control of Distribution and Customer Experience Alessandra Marsicola Prada Brand Benedetta Petruzzo Miu Miu Brand Agenda Lorenzo Bertelli Communication, Customer, and Digital Innovation PRADA Group 2 Massimo Vian Industrial Operations Excellence Lorenzo Bertelli ESG Commitment Alessandra Cozzani Financial Performance Update Paolo Zannoni Concluding Remarks Capital Markets Day 2021#3traile Patrizio Bertelli Chief Executive Officer 2 Prada Group's Vision for Long-term Growth PRADE PRADA Group PRADA Fl PRADA PRADA 3 Eth PRADA PRADA HARMORAESEFLECTS PRADA CARTAXEXC Capital Markets Day 2021#4COVID-19 Accelerated Luxury Market Evolution Enlarging values Growing phy-gital ecosystem Growing new demographics Gen Y+Z as % of market GenY+Z 44% 2019 63% 70%+ 2021E 2025F Strong demographic shift and renewed customer base Management elaborations on Bain-Altagamma Luxury Monitor, 20th Edition PRADA Group Ethics & Aesthetic Excellence (Cultural and Creative) Responsibility Human Touch Wider meaning of luxury beyond traditional and aspirational markers 4 Morphing geographies Local spending as % of market 90-95% Local 60% America, China (EB) China America 70-75% 2019 2021E 2025F China and Americas lungs of the market in 2021 and beyond Luxury gone local, with big opportunities to accelerate Online as % of market Online 12% 22% 28-30% 2019 2021E 2025F Distribution ecosystem merging digital and physical dimensions Capital Markets Day 2021#5New Success Factors Are Emerging Morphing geographies Growing new demographics Reinforce cultural relevance for diverse customer communities Upgrade customer engagement in a relational and continuative way PRADA Group Enlarging values Elevate sustainability to the whole value chain and in dialogue with customers Reinforce creative excellence LO 5 Growing phy-gital ecosystem Consolidate agility and speed demonstrated through COVID-19 Keep treating all customers as locals everywhere when international tourism will restart Capital Markets Day 2021#6● Prada Group: Decisive Action to Navigate Change Increased product content, quality and uniqueness Adapted pricing accordingly Eliminated markdowns Strengthened control of direct distribution Developed a fully integrated e-commerce platform Invested in supply chain, streamlined manufacturing processes Invested in communication and distinctive initiatives for the Group and its brands Increased focus on sustainability Invested in human resources and new talent PRADA Group PRADA Prada Qixi Festival - Adv Campaign Capital Markets Day 2021#7● ● Decisive Steps Have Delivered Tangible Results 2021 retail revenue well above 2019 levels Share of full price sales represents almost totality of retail revenue Gross margin steadily above 76% since Q3 21 Online penetration at 7% of retail revenue Retail network productivity above 2019 level EBIT margin above 2019 level Strong cash flow generation PRADA Group 7 Se KE Prada Glow Pop-up Capital Markets Day 2021#8RE-THINK PRADA Group THE RULES INNOVATIVE TRADITION SPIRIT OF Prada Group Purpose EXCELLENCE Be for PLANET for PEOPLE UNIQUENESS OF TALENTS DRIVERS OF CHANE PRADA Group 8 BEYOND BOUNDARIES SUSTAINABLE PATHS for CULTURE Capital Markets Day 2021#9Prada Group's Distinctive Vision Drivers of Growth Identified Style, Quality, and Product Uniqueness Industrial Know-How and Vertical Integration PRADA Group PRADA MILANO salubar Focus on Direct Distribution שנה טווח NORTHAMPTO Chur alish Increased Commitment to Sustainability Investment in People and Technological Infrastructure PRADA RE-NYLON Capital Markets Day 2021#10Prada Group's Distinctive Vision "The Prada Group has a thoughtful and pioneering vision of fashion. At a time of significant cultural and societal change, luxury needs to continue evolving coherently with the market. Our dialogues and fluid perspectives continually reinterpret luxury. By being relevant, sustainable and impactful, we will drive long-term growth." PRADA Group 10 Miu Miu S/S 2022 Fashion show Capital Markets Day 2021#11● Style, Quality and Product Uniqueness Continue to increase the value of our product Balanced growth across product categories Maintain a broad price architecture, continuing to increase average price PRADA Group 11 F WHATS LE ZA LEXA boote Capital Markets Day 2021 6600#12● ● Focus on Direct Distribution Prioritise Direct Channels for high quality customer experience and engagement Increase productivity of retail network Grow space selectively in markets with higher potential and lower penetration Double online penetration and deliver superior omni-channel journeys PRADA Group 12 09 C Capital Markets Day 2021 T A#13● ● Industrial Know-How and Vertical Integration ● Consolidation and further investments in vertical integration Complexity reduction to accelerate growth Improved process control and product excellence • Further TTM reduction and improved service level to stores and pop-ups State of the art and sustainable sites PRADA Group 13 Capital Markets Day 2021#14● ● Increased Commitment to Sustainability Vision for sustainable growth embracing planet, people and culture Bold Climate Strategy High profile ESG experts to join Company's Board PRADA Group 14 PRADA N Prada Valvigna Garden Factory, Tuscany Capital Markets Day 2021#15Investment in People and Technological Infrastructure ● ● ● People and technological infrastructure as key enabler Focus on diversity and fresh perspectives Hire and nurture new talents New, best-in-class technology and architecture allowing advanced CRM capabilities and clienteling strategies PRADA Group 15 VILLANO PRADA Capital Markets Day 2021#16PRADA Group Revenue Target (€bn) 3.2 Medium Term Targets 2019 ~4.5 Medium Term Target 16 EBIT Margin Target (% Revenue) 10% 2019 ~20% Medium Term Target Capital Markets Day 2021#17Patrizio Bertelli Chief Executive Officer Control of Distribution and Customer Experience PRADA Group 17 MAN PRADA Capital Markets Day 2021#18Direct Channels Focus Delivering Results Physical Retail Retail network optimisation, ~90 renovation / relocation projects YTD Customer experience enhancement, 50 pop-up stores as of Sep 21 Sales density in 9M 2021 above 9M 2019 level, despite lockdowns during first part of the year Online Online penetration at 7% of retail revenue in 2021 YTD vs. 2% in 2019 Seamless channel integration and omni-channel customer journey Wholesale Wholesale optimisation PRADA Group 18 Channel Mix Evolution 83% 2019 Retail 88% 2020 90% Medium Term Target Wholesale Capital Markets Day 2021#19Looking Ahead Physical Retail Focus on retail productivity, targeting 30-40% increase in sales density Selective future openings in targeted geographies and continued optimisations Roll out of pop-ups and special in-store installations in high-visibility locations Online Doubling e-commerce presence, with 15% retail sales penetration as medium-term target Full transition from store-centric to warehouse-centric fulfilment model Enhance data / Al capabilities for personalised customer strategies and optimisation of operations Wholesale Highly controlled distribution PRADA Group 19 PRADA CATEGORIES ge DONNA UOMO REGALE COLLECTION MET ADIDAS FOR PRADA MATERIAL PRACASPHER COLOR Newin PRADA ELM 2000 S Capital Markets Day 2021#20Physical Stores as Brand Hub Unique store concept delivering brand vision Store as brand enhancer, communication tool and "home" of the brand Epicenter stores narrating the brand through architecture PRADA Group 20 S BONAIRE HORE Prada New York Epicenter - 2001 Capital Markets Day 2021#21● Physical Stores as Brand Hub Distinctive flagship store experience Located in the most relevant locations globally • "Human touch" at the core of physical retail experience PRADA Group 21 S Prada Tokyo Aoyama Epicenter - 2003 Capital Markets Day 2021#22PRADA Group Global Network of Iconic Stores PRADA 22 Prada Los Angeles Epicenter - 2005 Capital Markets Day 2021#23T PRADA Group Global Network of Iconic Stores 0 עונה עונת 23 Miu Miu Tokyo Aoyama - 2015 Capital Markets Day 2021#2430-40% Sales Density Growth Within Reach Group Sales Density Traffic Pop-up and special installations Store a key touchpoint in the omni-channel journey Focus on clienteling: personalisations, 1 to 1 relationship across touch points Reinforce traffic-building categories and selected collaborations, take licenses to full potential Conversion Increase content, quality and uniqueness across all categories Sales Assistant role evolving into "Client Advisor" Evolve the client experience, centering it on the store team role Further client advisor empowerment through technology to maximise client relationships PRADA Group 24 11 2019A 2021E Medium Term Target Capital Markets Day 2021#25Expansion and Optimisation of Retail Network United States Wealth distribution and demographics have changed significantly in recent years Central and West regions driving growth Rise of secondary cities as luxury centres, e.g. Seattle, San Jose, Austin, Atlanta Asia Expected to remain a key growth engine Unlock potential opportunities in the region Europe ● Network optimisation PRADA Group 25 Prada Miyashita Park, Tokyo Capital Markets Day 2021#26Alessandra Marsicola Prada Retail Director Prada Brand PRADA Group 26 Capital Markets Day 2021#27Creative Dialogue: Miuccia Prada and Raf Simons PRADA Group 27 Capital Markets Day 2021#28Prada's Influence: From Product, Through Retail Concepts to Ideology. Thinking Fashion, that Inspires Thought Brand DNA Product DNA Customer DNA PRADA Group Intelligence and curiosity Saffiano Leather Sophisticated and trendsetter Reinvented luxury Black Nylon Culturally and socially engaged 28 Prada-ness Superlative and aspirational Linea Rossa America's Cup Sneaker Even interested in sports Capital Markets Day 2021#29Prada-ness Radicalism Challenging convention, pushing boundaries, changing outlooks. PRADA Group 29 Prada F/W 1997 - Adv Campaign Capital Markets Day 2021#30Prada-ness Authenticity Prada is honest and real, with a view universally valued and connected with the present. PRADA Group 30 H PRA PRADA MILANO DAL 1913 Capital Markets Day 2021#31Duality Prada is never one thing. Designs always represent a dialogue, creating paradoxes that are bold and fresh. PRADA Group Prada-ness 31 Prada F/W 2021 - Fashion show Capital Markets Day 2021#32VICT 1913 Opening of the first Prada Store in the prestigious Galleria Vittorio Emanuele II in Milan by Mario Prada. 1970s Miuccia Prada's creativity meets Patrizio Bertelli's entrepreneurial spirit: a new business model for the international development of the brand. PRADA Group Prada Brand Journey 1990s Launch of Prada Menswear and establishment of Fondazione Prada. PRADA 1997 Prada Challenge of the 2000 America's Cup team and Launch of the Linea Rossa collection. Licencing agreements in eyewear and fragrances. 32 2000s The "Epicenters" Era: stores specially designed by world renowned architects in major international cities, beginning with the New York store in Soho in 2001. 2019 Launch of the Prada Re-Nylon Collection, the first company product line made of regenerated materials. Today New evolution under the co-creative direction of Miuccia Prada and Raf Simons. Capital Markets Day 2021#33Key Highlights 9M 2021 net sales exceeded 9M 2019 Product mix in line with target. Growth across product categories all above 2019 levels Sustained growth in the Americas, Asia, and Middle East. Improving trends in Europe driven by strong local demand Strengthened direct channel Prada Today Net Sales Evolution (in €m) 1,844 9M 2019A By Product D Leather RTW Shoes Other Note: Net sales mix refers to 9M 2021 total net sales. Stores as of September 2021. % change at constant FX PRADA Group 33 (29)% 1,292 9M 2020A By Geography +52% ■ Asia EMEA Americas 1,918 9M 2021A By Channel Retail 417 DOS Wholesale Capital Markets Day 2021#34Brand Strategic Levers for Growth Maintain fashion and cultural leadership Consolidate strong awareness leveraging brand pillars Marketing investment into digital and experience to sustain and convert customer focus Lead conversations and purpose- driven communication Leverage Prada-ness to develop Prada Community PRADA Group Product Grow across categories maintaining a balanced product mix Leverage offer architecture, strengthening top items Invest in iconic products and newness Launch new categories (beauty, fine jewelry, home) Take Linea Rossa to full potential 34 Customer Over-accelerate on customers pool driving market growth (Gen Z, China, US), while consolidating the core Continue focus on retail across the "omni-channel" journey Take clienteling to full potential, continue innovating engagement model Increase 'human touch' impact, deliver inspiration and discovery experience Capital Markets Day 2021#35Pioneering Fashion Show Formats "The event format [...] highlighted Prada's understanding of the importance of luxury brands breaking new boundaries to engage with a worldwide community" PRADA Group WWD "[...] it was like watching a living conversation unfold: between past and present, one designer & another and - this time - one country and another. That's one way to couple up" The New York Times 35 Prada S/S 2022 - Fashion show Capital Markets Day 2021#36Prada SS 22 Women's Fashion Show - Synchronous Views The first ever simultaneous fashion show to be shown in two cities at once Prada Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Competitor 7 Competitor 8 Competitor 9 Competitor 10 Enhanced Brand Resonance #1 IN EARNED ENGAGEMENT Earned Engagements across Paris and Milan Fashion Weeks PRADA Group Source: SPRINKLR Methodology: Number of interactions (like + comments) of posts mentioning the hashtag of the show OR "Brand"+ "Fashion Show keyword list" Competitors: Prada, Miu Miu, Chloe, Loewe, Fendi, Dior, YSL, Chanel, Louis Vuitton, Valentino, Versace 36 HIGH GROWTH IN VIDEO VIEWS 63 31 32 Video views (SS21-SS22 | #M) +70% +115% 107 39 68 ■ Other platforms ■Weibo SS21 Women Show SS22 Women Show Capital Markets Day 2021#37Growing Brand Awareness Website Traffic 1 2021 YTD vs. 2020 YTD PRADA.com Google d Search effectiveness 2 2021 YTD vs. 2020 YTD Fans Growth on Weibo @10/2021 vs. @10/2020 1 Source Adobe Analytics 2 Source Adobe Analytics - Growth of search traffic to website, including natural and paid search (not limited to Google) PRADA Group +71% 37 +51% Tik Tok Prada Bucket Hat Challenge 7.1bn Most successful challenge in the luxury sector a week after launch +35% views since October 2021 Capital Markets Day 2021#38Brand Heat Leadership Interbrand Prada Brand Value according to Best Global Brands Ranking 2021 - Best performing brand in luxury LYST #1 searched women's product Hottest brands according to Q3 2021 Lyst Index¹ ) +20% 38 TOP 5 1 Ranking of top mentioned brands during SS22 Show: YSL, Dior, Chanel, Prada, LV, Versace, Celine, Fendi, Miu Miu, Valentino, Loewe, Chloe. PRADA Group Capital Markets Day 2021#39Cross-Generational Brand Credibility POLYHEDRIC PRODUCT Heritage - Classic PRADA Group Modernity 39 Sportswear PRADA Fashion Vanguard Capital Markets Day 2021#40Combining Past, Present and Future PRADA Group Prada F/W 1988 - Adv Campaign 40 Prada Holiday 2020 - Adv Campaign Capital Markets Day 2021#41PRADA Group MON Prada Linea Rossa Blending luxury and high-performance sportswear PRADA O W Prada Linea Rossa F/W 2021 - Adv Campaign 41 PRADA PRADA JING 36TH America's Cup presented by Prada Capital Markets Day 2021#42● Fragrances and Beauty Partnership with L'Oréal launched in 2021 Luna Rossa Ocean launched in Sep 2021 Objective to double global market share by 2023 on fragrances Medium term ambition to build a global beauty house by adding make-up and skincare PRADA Group 42 PRADA OCEAN LUNA ROSSA OCEA N N LUNAROSSA Capital Markets Day 2021#43● Eyewear Partnership with EssilorLuxottica since 2003 Ambition to strengthen Prada Group's position as leading group in luxury eyewear through innovation and sustainability Focus on product development in sun and optical segments, ensuring a close alignment with other core fashion categories PRADA Group 43 PRADA PRADA Prada F/W 2021 - Adv Campaign Capital Markets Day 2021#44Benedetta Petruzzo Miu Miu General Manager Miu Miu Brand PRADA Group 44 u MAN LEAGUE Capital Markets Day 2021#45Miu Miu: Miuccia Prada's Unique and Instinctive Vision "Miu Miu is the place where I am completely myself. When I realize that, when I want to do even more, to really concentrate, to inject more passion, more of what I like." Miuccia Prada - Another Magazine, October 2021 Miu Miu is immediate Miu Miu reflects a unique and instinctive vision A unique story, an emancipation journey PRADA Group 45 PRIVATE PROPERTY NO TRESPASSING F.E.CY.CO Miu Miu F/W 2011 - Adv Campaign by Bruce Weber Capital Markets Day 2021#46Miu Miu: The Heartfelt Point of View of Miuccia Prada Brand DNA Product DNA Customer DNA PRADA Group Universe of exploration Immediate Rebel and empowered 46 Unconventional with a point of view Breaking the rules Brave and free Empowering women Irreverently sophisticated A community Capital Markets Day 2021#471993 Our Journey: Key Milestones Miu Miu is founded as an experimental, alternative expression of Miuccia Prada personal vision. The first boutique opens in via della Spiga in Milan (1993), followed by Paris and New York Soho (1996). PRADA Group 2006 Miu Miu lands to the Paris Fashion Week and opens first store in China (2009). Miu Miu launches its first Miu Miu Women's Tales (2011), the first Miu Miu Club in London (2012) and the first Miu Miu Select (2019). 47 ال( Today An outpost of modern femininity, Miu Miu is a global total look brand. Upcycled by Miu Miu is unveiled (2020). Capital Markets Day 2021#48Key Highlights Strong performance in Asia and Middle East well above 2019 level Outstanding performance in ready to wear, double digit vs. 2019, acceleration in accessories Miu Miu Today Strengthened channel mix, with full price retail sales improvement and triple digit online growth Robust millennials and Gen Z customer base Note: Net sales mix refers to 9M 2021 total net sales. Stores as of September 2021. % change at constant FX PRADA Group Net Sales Evolution (in €m) 321 48 9M 2019A By Product Leather goods RTW Shoes ■ Other (32)% 216 9M 2020A +32% By Geography Asia EMEA Americas 279 9M 2021A By Channel 147 DOS Retail Wholesale Capital Markets Day 2021#49Brand Miu Miu, the club of empowered women Strategic Levers for Growth Strengthen awareness across segments and nationalities Drive understanding of distinctive identity and value proposition Create buzz and sustain desirability Lead the conversation in fashion on women identity and "club" PRADA Group Product The wardrobe for the Miu Miu club that 'meets the now' Maintain strong point of view, true to brand DNA, consolidate strong performance on RTW Accelerate accessories, rebalance sales mix (leveraging iconic products and codes) Cover all offer segments (categories, occasions, price points,...), delivering seasonal drops and special projects 49 Customer A broader club, nurturing new generations Expand reach through communication and footprint Boost organic retail and digital Scale clienteling to increase customer retention and value Deliver a playful and experimental customer journey, consistency across all the touchpoints Capital Markets Day 2021#50Pioneering Fashion Show Formats "At Miu Miu, Miuccia Prada delivered one of the strongest and most exciting fashion statements of the season" PRADA Group Business of Fashion "Miu Miu, Mrs Prada stands with a new generation intent subverting norms and inventing new ones on its own terms" 10 Magazine 50 NATURE Miu Miu S/S 2022 - Fashion show Capital Markets Day 2021#51Enhanced Miu Miu SS 22 Show - An Unprecedented Digital Collaboration The physical and virtual spaces of the Miu Miu show were punctuated with works by artist Meriem Bennani, exploring intimate relationships mediated through the camera #1 IN EARNED ENGAGEMENT Earned Engagements during Paris Fashion Week Miu Miu Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Brand Resonance Source: SPRINKLR Methodology: Number of interactions (like + comments) of posts mentioning the hashtag of the show OR "Brand"+ "Fashion Show keyword list" Competitors: Miu Miu, Dior, Balenciaga, Valentino, Loewe, Chloe PRADA Group 51 ENGAGEMENT GROWTH ACROSS CHANNELS +726% +73% >200 YouTube views vs SS21 Women's show vs SS21 Women Show live streaming on miumiu.com influencers engaged worldwide to watch the virtual show Capital Markets Day 2021#52Growing Brand Awareness MIU MIU.com Google Website Traffic 1 (2021 YTD vs. 2020 YTD) Search effectiveness ² (2021 YTD vs. 2020 YTD) Fans Growth on Weibo (@10/2021 vs. @10/2020) 1 Source Adobe Analytics 2 Source Adobe Analytics - Growth of search traffic to website, including natural and paid search (not limited to Google) PRADA Group 52 +28% +20% +21% Capital Markets Day 2021#53Creating Buzz Through Special Projects Upcycled by Miu Miu Vintage Dresses טוח טוח MADE IN ITALY MIUMŲ UPCYCLED PRADA Group 31/80 AHA Upcycled by Miu Miu Collaboration with Levi's LEVI STRAUSS & CO. ORIGINAL ANETED GENUINE QUALITY CLOTHING W 11 MIU MIU MASK 53 501® PA 20 SS 2022 Fashion Show Collaboration with New Balance טוח MIU GLO Capital Markets Day 2021#54Coherently Articulated Offer Close to Brand DNA PRADA Group 54 Capital Markets Day 2021#55Seamless Execution Across All Product Categories 0 PRADA Group 12218 Shu m u au mus 55 FE Capital Markets Day 2021#56VOGUE *烟博封赫·保存版 Bag & Shoes 完全カラー図鑑 Brand Identity Consistently Implemented JAPAN カラフル& ■パワフルモード 夢に向かう人々 憧れのベストバイ 学び直す女たち ドリームハウスの作り方 sao) 阿部干登助力 叶える夢とその先 秋冬ビューティートレンド LIVE YOUR DREAMS Covers Miumiu.com PRADA Group Editorials Vie 177 שוהחשובח Pop-up Siss Fashion Show 56 muimiu 200 Outdoor MOUNTAIN MAZE Miu Miu MEM JOIN THE MOUNTAIN CLUB PLAY THE GAME Game Seeding miu miu Windows Campaign vodafone IT miumiu = In-Store A 10:36 Santo Q 問 Socials +7 BOGULDIZEN Capital Markets Day 2021 A#57The Future of Miu Miu Turnaround on track, bearing fruits Miu Miu is a priority for the Group: planned €150m communication investments in the next 3 years Product strategy that "meets the now": seasonal drops and special projects, coherence with brand DNA Millennials and Gen Z: recruit and nurture the customers of the future PRADA Group 57 miu miu Levi's x Miu Miu Capital Markets Day 2021#58Lorenzo Bertelli Group Marketing Director & Head of Corporate Social Responsibility Communication, Customer and Digital Innovation PRADA Group 58 PRADA MILANC Capital Markets Day 2021#59Winning Customers in an Evolving Luxury Landscape Increased Investment in Communication Focus on Customer Centricity and Human Touch Accelerated Digital Transformation PRADA Group Boosted by digital, to grow awareness, consideration and conversion Across the entire customer lifecycle, enhanced capabilities and skills to make the frontline more effective in bringing to life Prada and Miu Miu identities Online channel scale-up and omni-channel customer approach, big data leverage and technology investment 59 Capital Markets Day 2021#60● Communication Boosted and Digital Media Investment Accelerated Relevant increase in communication investment More than proportional increase of digital- related spending Focus on purpose driven communication through partnerships (e.g. Fondazione Prada, Rong Zhai, Luna Rossa) Strong leverage of local and global celebrities and influencers Constant investment in emerging platforms 1 Total communication investment includes: content production, media, events and PR 2 Digital spend includes: digital campaigns, digital media and performance marketing PRADA Group Total communication investment¹ (2019 Actual - 2021 Forecasted) ~+25% 60 2019 ACT ~+80% 2021 FCT Other spend Digital spend Capital Markets Day 2021 2#61Customer Centric Organisation and Focus "HUMAN TOUCH" FULL POTENTIAL PRADA Group CUSTOMER AT THE CENTRE PERSONALISATION AT SCALE 61 CLIENTELING EVOLUTION Capital Markets Day 2021#62Human Touch Focus Delivering Significant NPS Improvement The "Human Touch" primary driver (>4x stronger than any other customer experience touchpoint) RETAIL EXPERIENCE NPS DRIVERS RELATIVE STRENGTH 1 Sept. 2021 YTD 4x 1 Boutique Other Other Other Other Other staff Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint 1 2 3 4 5 Growing NPS across Prada and Miu Miu 62 NET PROMOTER SCORE 2 Sept. 2021 YTD 2020 YTD Prada & Miu Miu +15% 2021 YTD Prada & Miu Miu 1 Based on standardised coefficient of the drivers for NPS post purchase survey indexed to max =100 (Jul-Sept 2021) 2 Net Promoter Score post purchase customer survey ("How likely are you to recommend visiting this boutique to people you know?") considers January - September period across both Prada and Miu Miu Brands PRADA Group Capital Markets Day 2021#63Digitally empowering client advisors to bring clients relationships to full potential Evolution in Client Engagement Supporting Revenue Growth Clienteling App • 360° customer view from multiple data sources • Rich digital content to share with clients Personalised Al driven recommendations • Task & Clienteling suggestions to drive customer loyalty Full integration with marketing automation ecosystem 1 Retail revenue excluding e-commerce PRADA Group < 16:49 + Call ID 0048336622 - Client Male, 16/11/1989-Age range 25-35- Italy, Milan Preferred Store SD80 - Milano Galleria Uomo 2021 Beand VIC 4 Personal Info Uomo 9/30/21 Mr.Mrs. Surname Nama SMS RECEIPTS Share Contents CUSTOMER PROFILE 2020 Brand VIC 3 CUSTOMER DISCOVERY INTERACTIONS Email Last Purchase on Last Interaction on SG42 - Milano Montenapoleone SG42- Milano Montenapoleone PRODUCT RECOMMENDATION WISHLIST 0 wishlist Chat 20 Lifetime spending LTS 50000-100000 Uomo 9/30/21 63 Prada & Miu Miu retail revenue¹ Other Generated through Clienteling activities 2019 YTD +67% 2021 YTD Capital Markets Day 2021#64Winning Over the Key Customers Prada and Miu Miu Revenue 2019 YTD - 2021 YTD 2019 YTD 2021 YTD 1 Average Customer Value calculated as average revenue per Client PRADA Group ■Baby Boomers 64 Gen X Gen Y (millennials ) Gen Z Average customer value 1 2019 YTD - 2021 YTD trend a ✔ ✔ Capital Markets Day 2021#65Four Pillars to Drive Digital Acceleration PRADA 1 Online Channel Prada Holiday 2021 PER LA PERLE واسه Further scale-up the channel PRADA Group LOOD 2 Omni-Channel PRADA Prada Holiday 2021 Discover a special collection designed for celebration FREE SHIPPING AND RETURNS טוח טוח MIU MIU MOUNTAIN CLUB SHOP Fully enable omni-channel customer journeys 65 16:49 201 3 Data Call ID 0048336622-Clint Male 16/11/1945 Auer 135 tran Preferred Store SD80-Milann Galleria Uomo VIC 4 Personal Infor Vomo 9/30/21 Mr./Mrs. Sumar Name SMS ERECEIPTS Share Contents VIC 3 CUSTOMER PROFILE CUSTOMER DISCOVERY INTERACTIONS Email Last Punase on Last interaction or SG42- Milano Montenapoleone SG42-Milana Montenapoleone PRODUCT RECOMMENDATION WISHLIST -0 wishlist (...) Chat - p LTS 50000-100000 Uomo 9/30/21 Leverage data's full potential Technology & IT Architecture g Overview 2 CYTD Learning Hours Comple... 19.71k Lasing Hours Tr Langars Trad 4 ning y Learning the by Compreg C WORLDWIDE C P CYTD Unique Learners 2,87k Tin by Jay CYTD Hourd per User 6,87 Transform through "Best Of Breed" Solutions & Applications Capital Markets Day 2021#66Doubling Online Sales Within Reach Online Sales Evolution¹ 2016 - 2021E | €m 2016 2017 2018 2019 ~5x 2020 1 Including total Prada Group (all Brands) online sales (excluding e-tailers) 2 Defined as total direct online sales (thus excluding e-tailers) on total Retail sales PRADA Group 66 2021 E Online Target 2019, 2021 YTD | % Retail Sales² 2019 >4x Current (2021 YTD) >2x Mid-Term Target Capital Markets Day 2021#67A Global Online Footprint 33 # of covered countries Americas 3 Global Online Footprint with Omni-Channel Fulfilment Model PRADA Group Europe 18 Russia 3 Middle East China Japan Korea Rest of APAC 5 China: tailored approach to local digital ecosystem Optimise .cn Brand Sites Reach T-Mall Full Potential Expand & Consolidate Other Platforms 67 Pure omni-channel stock management approach with Hybrid Fulfilment Model 1 Warehouse Order Central Warehouse Global Distribution Regional Warehouse Local Distribution 2 Italy USA China Stores Korea Japan X Allocation Priority Capital Markets Day 2021#68On the Road to Seamless Brand Experience Omni-channel Pillars Single Customer View Omni-channel Experience PRADA Group 2019 State Fragmented data across systems Omni-channel Services in 2019: Pick up in store • Book an Appointment (online) ● ● ● • In store availability check 68 Client profiling consolidation, data enrichment and customer journey activation (piloting of real time customer journeys) Additional omni-channel Services in 2021: Home Delivery (from store) Remote Orders (out of store from store) Virtual Appointment ● ● ● Current State ● ● Omni-channel returns/exchanges Omni-channel gift cards 2022 and Onwards Full leverage of "Real- time" orchestration of advanced customer journeys New customers digital gateways to bridge online and physical • Digital services connecting Stores/Client Advisors and Customers ● • Blockchain powered services (digital certificates, warranty, repairs) Capital Markets Day 2021#69Developing Personalisation at Scale Through Advanced Analytics and Technology Data Mining Data Acquisition Transactions Website behavior Client advisor interactions & insights NPS Aftersales Stock Data etc. 93% in-store transactions identified with client profiles PRADA Group Leveraging Datalake platform to manage big data processing and to identify revenue opportunities ● • Dedicated in-house analytics group +10 years transactional data available for advanced analytical tasks 69 Data Leverage Formulation of a dedicated customer strategy through data driven insights Leveraging advanced analytics for operational excellence optimisation (at a store/stock/SKU level) ~+2.5x redemption rate vs non targeted, resulting from Al prospecting and message customisation ~+50% product engagement vs. non personalised, driven by real-time Al customised recommendations Capital Markets Day 2021#70€80m Transformation Programme Launched New E-Commerce architecture and enhanced front-end and content management applications Further evolution of CRM systems, Data Lake & client management applications Evolution of physical store cash systems and applications optimizing store operations while enabling new digital scenarios Sales Channel Enhancement & Personalisation Omni-channel Full Enablement Industrial & Management Systems Optimisation PRADA Group Integrated omni-channel approach for order management, product / stock availability and pricing, unlocking multiple omni-channel scenarios Evolution and consolidation of Group's ERP systems, other systems & applications 70 Capital Markets Day 2021#71Massimo Vian Industrial Director PRADA Industrial Operations Excellence PRADA Group Capital Markets Day 2021#72Industrial Operations Excellence as Competitive Advantage Consolidation and Further Investments in our Industrial Vertical Integration Complexity Reduction to Accelerate Growth Improved Process Control TTM Reduction and Improved Service Level to Stores and Pop Ups New state of the art Distribution Centre PRADA Group 72 Prada Scandicci - Tuscany Capital Markets Day 2021#73Consolidation and Further Investments in Industrial Vertical Integration Expansion of own manufacturing capabilities Organic headcount growth in Italian plants: +100 in 2021, +200 in 2022 Young apprentices from Prada Academy: +40 in 2021, +75 in 2022 Further vertical integration with strategic acquisitions ~ 80€m invested in 2019-2021 ~ 70€m planned investments in 2022, and scouting for further opportunities Recent investments Filati Biagioli - Tuscany Prada woman bags plant complete renewal - Figline, Tuscany Further investments in knitwear manufacturing - Umbria Tannerie Limoges - France Renewal of Church's factory - Northampton UK PRADA Group 73 Prada Montevarchi - Tuscany Capital Markets Day 2021#74Obsessive attention to new models positioning, Number of Styles Launched (Rebased to 100) both for Prada and Miu Miu Strong simplification of collection architectures across all categories Complexity Reduction to Accelerate Growth Key advantages More targeted marketing and communication effort • Higher sell through Overall reduced inventories ● ● ● Industrial cost efficiencies Note: Excludes home collection, jewellery, small accessories PRADA Group 100 72 Total 57 74 100 50 49 Leather Goods Average production batch: 2021 vs. 2019: +20% (Shoes +45%) 100 2019 66 Shoes 61 2021 100 Target 85 RTW 61 Raw materials used SKUs 2021 vs. 2019: -35% Capital Markets Day 2021#75Improved Process Control Driving Product Excellence Internal Production (%) Internal Activities Samples Production Leather Goods Cutting Total Internal Assembly: Bags + Shoes¹ Quality Control on Finished Product Warehouse Management 2015 PRADA Group OOO 1 RTW And Leather Goods Accessories not included 2021 Target 75 External Production Further selection of external manufactures N. of Manufacturers Audited 2019/21: 175 N. of Manufacturers Ended 2019/21:30 Capital Markets Day 2021#76Further TTM Reduction Improved Service Level to Stores and Pop-Ups Key Advantages Increased ability to react to market change New products: Higher precision in store delivery dates, essential for Pop-Ups success Carry over products: Faster TTM means possibility to re- assort in season and gain extra business A further tool to manage inventories and contributtion to a stronger cash position PRADA Group Production Cycle (Days, Rebased to 100) 100 71 Total 76 49 100 63 I 44 Bags 100 67 41 Small LG 2019 100 67 Shoes 2021 48 100 Target 81 RTW 55 Capital Markets Day 2021#77Si New State of the Art Distribution Centre - Tuscany PRADA Group 77 He Prada Levanella Logistic Hub - Tuscany Capital Markets Day 2021#78New Distribution Centre 75% completed, will be fully operational by 2022 Total surface: 40,000sqm Total investment (2016/2022): €100m LEED certification and solar panels: 2.000T CO2 savings / year 3 GWatts produced / year Potential handling volumes: up to 15m units shipped / year RTW fully automated PRADA Group E-commerce Dispatching Time: 78 % sales / days 2019 Today Target * Single shift operated 24h 20% 61% 80%* 36h 40% 21% 20% 48h 40% 19% Capital Markets Day 2021#79PAW 23 Directly Owned Industrial Sites Prada Valvigna Garden Factory - Tuscany PRADA Group 79 Capital Markets Day 2021#80Lorenzo Bertelli Group Marketing Director & Head of Corporate Social Responsibility ESG Commitment PRADA Group ▬▬▬▬▬ 327 "80 Capital Markets Day 2021#81Aligning Our Business with Our Values "We are focusing on the development of initiatives capable of best representing Prada's values and those with which I can personally relate in my desire to take Prada into a decade decisive for its sustainable growth." PRADA Group 81 PRADA - BEREGNE PRADA RE-NYLON Capital Markets Day 2021#82Board-Level Commitment to ESG A sustainable business growth at the heart of the Group's goals: Lorenzo Bertelli Head of Corporate Social Responsibility - became Board member in May 2021 ESG Strategy approved by Board of Directors Robust engagement of the whole Organisation in the Group's sustainability journey — Board of Directors training on ESG matters, both in terms of risks and opportunities PRADA Group ESG Committee to be established by mid 2022 82 AMDEEREL Prada Montevarchi Garden Factory - Tuscany Capital Markets Day 2021#83Governance Strength New Board members for ESG advancement Pamela Culpepper Have Her Back Cboe Golin PepsiCo PRADA Group 83 Anna Maria Rugarli JTI VF Corporation Nike Capital Markets Day 2021#84ESG Agenda Impacting Across Prada Group DRIVERS OF CHANGE PRADA Group for PLANET We commit to shape our operations to reduce our footprint Mitigate our impact on. climate change Preserve the ecosystems Embrace circular thinking PRADA Group for PEOPLE We commit to an inclusive, creative and fair workplace Champion diversity and promote inclusion Foster creativity and know- how preservation Ensure wellbeing and fair workplace for CULTURE We commit to share our values and to build a sustainable society 84 Contribute to cultural debate Further sustainability literacy Inspire scientific evolution WITH PARTNERS We commit to engage with our partners to strengthen our sustainability paths Capital Markets Day 2021#85Climate Strategy: Road to Net-zero Greenhouse Gases (GHG) emissions reduction targets approved by Science-Based Targets initiative aligned with Business Ambition for 1.5°C 2019 2021 Baseline 2022 Carbon neutral Targets (SBTS) Scope 1 and 2 to begin approved Science-Based ● SBTS -29% GHG emissions Scope 1 and 2 • Electrification of industrial sites heating systems: planned for 5 facilities • Green company car fleet: 60% green by 2022 LEED Gold or Platinum certified stores Electricity from renewable sources • Double self produced energy from owned photovoltaic systems SBTS -42% GHG emissions Scope 3 2026 Reach SBTs - 29% Scope 1 and 2 Supply chain engagement to identify reduction initiatives PRADA Group 85 2029 Reach SBTs - 42% Scope 3 Road to Net-zero 2050 Reach Net-zero Capital Markets Day 2021#86Materials Innovation Full conversion to re-nylon confirmed by end of 2021 Other Significant Updates Champion diversity and promote inclusion Leather certified LWG (Leather Working Group) by 2023 Fast transition to full sustainable industrial packaging PRADA Group Significant progress on DE&I agenda Valuable 500 initiative: update on Dec. 3rd PRADA Group DIVERSITY, EQUITY & INCLUSION 86 Further sustainability literacy Launch of the second phase of Sea Beyond, the educational programme dedicated to ocean preservation in partnership with IOC-UNESCO 11614 SEA BEYOND unesco Intergovernmental Oceanographic Commission 2021 United Nations Decade 2030 for Sustainable Development of Don Science PRADA RE-NYLON Capital Markets Day 2021#87Alessandra Cozzani Chief Financial Officer Financial Performance Update PRADA Group 87 PRADA Capital Markets Day 2021#88Organic Growth Acceleration By Geography %A vs. 2019 (31) % (29) % EUROPE Acceleration in Retail Sales Growth 19% 35% ASIA ■H2-20 PRADA Group Note: Retail revenue include online 4% 53% AMERICA (18)% (24)% JAPAN TH1-21 26% 28% MIDDLE EAST 88 Growth Acceleration By Category %A vs. 2019 1% 24% (7)% 4% READY TO WEAR LEATHER GOODS ■H2-20 (6)% 5% FOOTWEAR TH1-21 Capital Markets Day 2021#89Gross Margin Evolution 71.9% Gross and EBIT Margin Improvement FY 2019 72.0% PRADA Group FY 2020 74.3% H1 2021 250bps gross margin increase in H121 vs. 2019 due to product, channel, and country mix 89 EBIT Margin Evolution 9.5% FY 2019 n.m. FY 2020 11.1% H1 2021 EBIT margin already above pre-pandemic level driven by Gross margin improvement Savings implemented across all cost areas during COVID-19 Capital Markets Day 2021#9020% 15% 10% 5% 0% (5)% (10)% T L (7)% Q3-2020 Q3 Retail Acceleration Retail Sales Organic Growth vs. 2019 PRADA Group (4)% Q4-2020 3% Q1-2021 13% Further retail acceleration on a 2-years stack vs. 2019 driven by full price sales Continuing outstanding growth online: strong triple digit in Q3-21 vs. Q3-19 Strong sales momentum continuing in Q4 to date 90 Q2-2021 18% Q3-2021 Capital Markets Day 2021#91Retail Sales Organic Growth by Region vs. 2019 % Retail same fx vs 19 Europe Asia Pacific Americas Japan Middle East Total Recent Trends by Geography PRADA Group H121 -29% +35% +53% -24% +28% +8% Q3 21 -2% +28% +86% -19% +51% +18% 9M 21 -19% +33% +64% -22% +34% +12% Q3 21 Retail Trends Europe Improving trend driven by strong local demand with travel slightly picking up America Continuously strong performance in spite of tougher comps Asia Pacific Very solid double digit growth notwithstanding renewed COVID-19 restrictions in August Japan Trends still impacted by restrictions Middle East Further strength 91 Capital Markets Day 2021#92● ● Further Improvement in Profitability and Cash Generation Further Gross Margin and EBIT Margin improvement in Q3 Strong cash generation supported by further net working capital improvement Net Financial Position close to zero at the end of September PRADA Group 92 Prada F/W 2021 - Adv Campaign Capital Markets Day 2021#93Drivers of Gross and EBIT Margin Expansion Drive sales density within existing network with limited space growth Increased the content, quality, and uniqueness of our products Marketing, CRM, clienteling strategy and continuous enhancement of in-store customer experience Retail Productivity Channel Mix Supply Chain Operating Leverage PRADA Group 90%+ retail target Online growth accretive to profitability Growth in licensing business Process optimization and complexity reduction Optimisation of inventory management Scale efficiencies Organic growth Existing overhead platform scaled for growth 93 Capital Markets Day 2021#94Rigorous Capital Allocation Policy Capex at €200-250m per year of which ~ €150m retail, ~ €100m production and IT Selective openings in key strategic locations (priority in Americas and Asia) Continued optimisation of existing retail network through renovations/ relocations Vertical integration Technology and IT Architecture Transformation Dividend policy to return to pre pandemic level PRADA Group 94 Prada Montevarchi - Tuscany Capital Markets Day 2021#95Paolo Zannoni Chairperson Concluding Remarks PRADA Group 95 Capital Markets Day 2021#96Concluding Remarks Brands bigger than the business: opportunity to increase revenue and profitability Continued evolution, investing for the long term Strong partnership between Miuccia Prada and Raf Simons Actions deliver results: growth acceleration, gross margin above 76%, EBIT margin on upward trajectory Future strategy consistent with recent actions Distinctive identity Relevant, exceptional products ● ● • Control of distribution and digital transformation ● Industrial know-how and vertical integration Sustainability ● ● Geared to retain enlarged base of domestic customers while capturing travelling consumers Change in demographics bringing new opportunities Confident we can drive long term growth in sales and profitability by being relevant, sustainable and impactful PRADA Group 96 Capital Markets Day 2021#97PRADA Group Q&A Capital Markets Day#98Disclaimer The information contained in this document is for information purposes only and does not constitute an offer, solicitation, invitation or recommendation to subscribe for or purchase any securities, or other products or to provide any investment advice or service of any kind. This document is not directed at, and is not intended for distribution to or use by, any person or entity in any jurisdiction or country where such distribution or use would be contrary to law or regulation or which would subject PRADA S.p.A. (“PRADA”) to any registration requirement within such jurisdiction or country. This document may contain certain forward-looking statements which are based on the current expectations, estimates, projections, beliefs and assumptions of PRADA about the businesses and the markets in which it and its subsidiaries operate. These forward-looking statements are not guarantees of future performance and are subject to risks, uncertainties and factors beyond the control of PRADA. Therefore, actual outcome and returns may differ materially from the assumptions made and the statements contained in this document. Nothing contained in these forward-looking statements is, or shall be, relied upon as any assurance or representation as to the future or as a representation or warranty otherwise. The forward-looking statements only reflect PRADA's views as of the date of this document, and PRADA does not undertake to revise or update these forward-looking statements. Although the information contained in this document is obtained or compiled from sources believed to be reliable, this information has not been independently verified. PRADA does not guarantee, and no representation or warranty (express or implied) is made as to, the accuracy, fairness, validity, timeliness, reasonableness or completeness of the information or data for any particular purpose, and PRADA shall not accept any responsibility for, or be liable for, errors, omissions or other inaccuracies in the information or for the consequences thereof. Neither PRADA nor any of its directors, officers, employees, agents, affiliates, advisers or representatives shall be responsible or liable for any loss or damage, directly or indirectly, arising from the use of or reliance upon any information provided in this document or otherwise arising in connection with this document. The information presented or contained in this document is subject to change without notice and shall only be considered current at the date of this document. IN NO WAY DOES PRADA ASSUME ANY RESPONSIBILITY FOR ANY INVESTMENT OR OTHER DECISIONS MADE BASED UPON THE INFORMATION PROVIDED IN THIS DOCUMENT. INFORMATION IN THIS DOCUMENT SHOULD NOT BE CONSIDERED AS ADVICE OR A RECOMMENDATION TO INVESTORS OR POTENTIAL INVESTORS, OR FORM THE BASIS FOR ANY INVESTMENT DECISION, IN RELATION TO HOLDING, PURCHASING OR SELLING SECURITIES OR OTHER FINANCIAL PRODUCTS OR INSTRUMENTS AND DOES NOT TAKE INTO ACCOUNT YOUR PARTICULAR INVESTMENT OBJECTIVES, FINANCIAL SITUATION OR NEEDS. BEFORE ACTING ON ANY INFORMATION YOU SHOULD CONSIDER THE APPROPRIATENESS OF THE INFORMATION HAVING REGARD TO THESE MATTERS, ANY RELEVANT OFFER DOCUMENT AND IN PARTICULAR, YOU SHOULD SEEK INDEPENDENT FINANCIAL ADVICE. ALL SECURITIES AND FINANCIAL PRODUCT OR INSTRUMENT TRANSACTIONS INVOLVE RISKS, WHICH INCLUDE (AMONG OTHERS) THE RISK OF ADVERSE OR UNANTICIPATED MARKET, FINANCIAL OR POLITICAL DEVELOPMENTS AND, IN INTERNATIONAL TRANSACTIONS, CURRENCY RISKS. PRADA Group 98 Capital Markets Day 2021#99In partnership with GreenerRoadshows, we are pleased to announce that this Capital Markets Day will be certified as Carbon Neutral under PAS2060 Certification. PRADA Group standard 2000 Offe 4oque9 Carbon Neutral PAS 2060 GreenerRoadshows™ 99 Capital Markets Day 2021