Hugo Boss Investor Presentation Deck

PAGE 22 LEAD IN DIGITAL FURTHER DIGITALIZATION OF ALL BUSINESS ACTIVITIES ALONG THE ENTIRE VALUE CHAIN INVEST IN DIGITAL Additional > € 150M digital investments (between 2019 and 2025) in online business, digital campus and IT capabilities Multiple initiatives along the value chain from trend detection, digital product development to digital selling, dynamic pricing to virtual styling and interactive windows DIGITAL CREATION > 90% of products created digitally mid-term DIGITAL CAMPUS Taking customer experience to a new level through the targeted use of data HUGO BOSS REATE YOUR STYLE DIGITAL SHOWROOM Interactive & innovative buying experience

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