WWW GUCCI COM Speaker Claudia Kolb Legal Counsel

WWW. GUCCI. COM Speaker: Claudia Kolb Legal Counsel Gucci

Gucci Digital Flaghsip store: design features • • • Gucci, a pioneer of the luxury online shopping experience since 2002 has opened September 2010 the world's first luxury digital flagship store Esthetic and customer-oriented experience that replicates the one of a physical Gucci flagship stores in the world, reflecting its design concept down to the last detail in the architecture: backdrop of gold, light beige, rosewood and other sophisticated materials, adding a sense of three-dimensional richness to the site; Enjoying the same values: luxury, beauty, quality; Same visual and merchandising display (eg. Same sequency of colours and products of the collection display in the stores) Corporate communication: campaign, catalogues, history, museum, world of Gucci 2

Technical Features: Most innovative technology • • Site in 9 languages: but important information such as Terms and Conditions, Privacy Policy, multiple languages: home language plus English; Easy to use: horizontal navigation, display of all available products on one page; Shoppable video (click and purchase directly) IPAD friendly, intregrated with Twitter and Gucci official Facebook page, Leisure and Amusement: “share with friends” “love icon” Free Gucci App: with adjournments on Gucci world, selection of products, look chosen by Frida to be downloaded for IPAd and IPh. One, Click and zoom features from multiple angles of the product photography; From May 14 2012 also video of products, extra photos to see dimension, and proportion 3

Institutional Shop versus E-commerce • The site contains all institutionals devices (campaign, catalogue, events) plus an extra selection of e-commerce special tools: E-commerce buyers choose a special selection of products made on the basis of their former sales • E-commerce proposes special looks • E-commerce requires special photos that have different creativity and technique guidelines: es. different backgrounds, dimension and proportions of model, more views, plus video • • Ecommerce offers full Product offer: all the categories are available on line; • Many clients choose what to buy in store after a preliminary review on internet, because internet offers an “all together experience” “simultaneous view of interested items” 4

Relevant figures • monthly 2. 5 million visitors • First quarter of 2012 on line sales have grown of 30% vs. 2011 (although crisis) • Site operates in 28 countries • E -commerce is offered in 26 countries (China is yet not shoppable – coming soon) • • objective: number one store of the world in terms of sales: in Europe gucci. com is in the top-ten chart. Attract always new clientele: specialized e-commerce, or the one of the store In 10 year the site has acquired trust: secured site, now also IBAN Synergies with other links: Gucci Timeless, Gucci Parfumes to drive traffic, Gucci APP 5

Where we are present - Where we sell WHERE 14 in Europe Canada USA Korea Japan June 2012 Czech Republic Hungary Poland Portugal Slovenia Q 3 2012 Romania Bulgaria Turkey Q 4 Australia China 6

Homepage: example of navigation menu 7

Footer • Purchase information (inlcuding Terms and Conditions of Sale) • Our Stores • Gucci on Facebook • Twitter • Legal Notices (including Privacy) • About Gucci • Email Signing 8

Shopping Category: Gucci Icons – New Bamboo: scroll bar showcases items in the- three-by-three product display as in Gucci retail stores 9

Product Page: full description of materials, charachteristics and costs 10

Zoom, Additional Views, and Video (model dressed + handbags) 11

Children’s Collection 12

Personalization: you can see the rendering on line 13

Digital Flagship Video and Shoppale Video PLAY THE VIDEO 14

Fidelization of clientele by active marketing tools Create desire and events • Different opening page by regions featuring different products (Usa, Europe, Japan, Korea) to better meet local clientele’s expectation • Newsletters and Promotional e-cards • Publicize offers – ex- charity initiative (unicef) • free shipment • Information on Gucci world : Gucci Museum or Made to Measure Create events: the section Gifts is updated every 2 -3 weeks, with Christmas proposal, San Valentine, Mother’s day; • • 15

Adapt to local taste !!!! 16

Example of Promotional E-Cards 17

Site & Side Costs and Management of an e-commerce business • • Dedicated Graphic and Design team: - apprx. 24. 000 photos per year: 2 retouchers, 2 photographer, 1 graphic designer Dedicated images: for all collection women, children, products reshooting is done Dedicated structure: each region has a dedicated e-commerce structure Dedicated Customer service: “assistance on line” approx 10 persons in Europe Dedicated Logistic: Central warehouse Cost of shipping and delivery Personal shopper service Cost of opening in new countries (domain registration) • Preliminary Legal Due diligence per country (T&C, Privacy) • Translation costs • Consumer claims • 18

Example of “In house Photo Shooting”: different model, looks, team, 19

Real cost: cost of the internet platform vs cost of the e-commerce business • Domain Registration • Maintenance of the site with host provider • Development of the free APP and its adjournments • Digital communication and advertising: Gucci on line images on Vogue-Elle • Paid SEM (Search Engine Marketing) campaign 20