1 WELCOM E TO ANNECY_ LA CLUSAZ. OAKLEY EMEA D2C CAMPUS // MEETING AGENDA TUESDAY - PRESENTATIONS +...

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WELCOME

TO ANNECY_ LA CLUSAZ

OAKLEY EMEA D2C CAMPUS // MEETING AGENDA TUESDAY-PRESENTATIONS + TEAM EVENT

8.30 : Opening / 2014 key successes / retail trends10.00 : Global retail update from our guests 10.30 : Break 10.45 : Digital update11.30 : Brand 2015 highlights 12.15 : Lunch 13.15: Optic Product 2015 highlights14.00 : AFA Product 2015 highlights14.30 : 2015 Retail assault take away15.30 : Break15.45 : Training16.30 : Day meeting end

17.30-22.30 : Team building event + dinner

WEDNESDAY-2015 ONE OBSESSION #LIVEYOURS 8.30 : 2015 D2C battle plan + GTM calendar9.30 : Workshops , 3-4 groups : stores’ 2015 Obsession plan12.00 Meeting closure

13.00 : Ski activity 20.00 : Award and Party // dress code : #live your obsession

THURSDAY -DEPARTURE

LET’S HAVE A QUICK

LOOK BACK AT OUR CONSISTENT

JOURNEY

2013 D2C CAMPUS // BERLIN

HUMAN TALENT SHOWROOMING

DIGITAL & MOBILE

SOCIAL MEDIA TAKE AWAYS :

2014 D2C CAMPUS // LONDON

TAKE AWAYS : Digital revolution is on its way

Oakley D2C is a Key Player

Oakley empowers people

We offer a premium seamless shopping experience

VIDEO Kyle

LONDON CG // BEST IN CLASS

INS IDE COVENT GARDEN STORE

LONDON CG // BEST IN CLASS

TARGETS€ 4,4 Millions £ 3.5 Millions$ 6 Millions

OBJECTIVEBuild an immersive shopping environment around our EW business and deliver a full brand experience, showcasing the best Oakley products and services

2014 RESULTS Sales : +7.8%EW : 2M€ , 29000 units OCP : 354K€, 5200 units RX : 116k€, 427 unitsCR : 7.3 / AVT 87€ / UPT : 1.7Tour de France Week end : 51k€, great retail mkg initiative

BEST IN CLASSOAKLEY LONDON

V I D E OCG

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D2CROAD MAP

& EXECUTION

D2C CHANNEL = 20% EMEA BUSINESS (20 Million Consumer Touch points)

1. DIGITAL REVOLUTION

2. RETAIL EXPANSION

3. STORES CONSOLIDATION

D2C 2014-15 // KEY SUCCESSES

NEW WEB PLATFORM OAKLEY.COM

An amazing newFlagship shop which is still work in progress ...


TIER 1 O-STOREMunich, Germany160 smq in Sendlingerstrasse 13thOpening November 2015

TIER 2 PARTNER STOREBerlin, Germany90 smq in Mall of BerlinOpened last Friday

RETAIL EXPANSION

D2C 2014-15 // KEY SUCCESSES_MUNICH


2014 BRANDEDSPACES ROLL OUT4 STORES new/refited

2 PARTNERS new/refit

1 SHOW ROOM new

9 SIS new/refit

31 OEW new


Retail is the only channel that has delivered Budget Targets in EMEA.

+7% COMP

+ 12% on GM

SALES PERFORMANCE

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2014IN REVIEW

2014 IN REVIEW

ICON REVENUES (k€) @2014 rates

2014 % VS 2013% VS BUDGET

2014

TOTAL D2C 18 238 -2.7% -12.4%

RETAIL STORES 9 997 +2.9% -2%

RETAIL STORES (comp)* 9 715 +6% flat

LONDON CG 2.824 +7% -4%

UK STORESO’s Bluewater/ V Cheshire

Oak2.185 +12% +12%

GERMAN/SWITZ STORESO’s Berlin & Hamburg + 4

Vaults + Puls5 4.706 +2% -3%

KPIs

ECOM 8 241 -2.5% -22.7%

UK 3 207** +13% n/aFRANCE 1 458** +4% n/a

ITALY 754** -4% n/aOthers 2 882** n/a n/a

2014 ECOMM KPIsH1 +17% < hybris launch > H2 -19% Traffic : 8.39MIL (+3% vs 2013)Conversion : 0.73 (+3%)Av Order Value : €143.56 (+11%)Cart Abandonment :76% (standard 50%)Bounce rate :33% (standard 60%)

Custom : 54% of EW / EW vs AFA :83% vs 17%

12.810 Million visitors 240K Consumers

2014 RETAIL KPIsTraffic :1.66M (-2% comp)Conversion : 9.2% (+2% comp)ATV: 66 euro (+6.5% comp)UPT : 1.8 ( -3% comp)

EW vs. AFA : 57/43 split, +5%/-12% (volume)Custom: +9% vs 2013, 16% Share of EWPolarized: +23% vs 2013, 46% ShareLifestyle incl. ICON: 62% of Total Apparel

ICON DOP K€ 2014 % of sales % VS 2013

ECOM 3 186 38.7% -18.4%

RETAIL STORES 947 9.8% flat

* 3 stores closure in 2013 ** In demand data

CUSTOMER CARE 2014 REVIEW

50.5kRECEIV

ED

CUSTOMER SATISFACTIO

N

88.9%

CALLS ANSWERED

CALLS EMAILS91.8k

ANSWERED WITHIN 24HRS

Q2

REVENUE

HANDLED

88% 96%

40% 96%

Q1

Q3

Q4

WARRANTY REVENUE€256.3kTELESALES - pre

Hybris

€200.8k

ORDERS - with voucher

€69.2k

TELESALES - post Hybris

€131.9k

AOV€178.0AOV€199.9

95.4%

PEOPLEA SOLID TEAM OF EXPERTS TO SUPPORT YOUR BUSINESSAND OUR GROWTH

D2C ORGANIZATION CHART Retail/Web &

D2C Thierry Verdejo

D2Cmerchandise

manager Anthony

Sloan

D2C A&A merchant

VACANT

Visual Merchandisin

g& retail mkg. Sanne

Rijneveld

Store DesignerAntonio Milani

Ops & inventory

coordinatorLouise Gerber

Retail sales manager

11 Stores

PARTNERSTORES

O&O STORES

Paolo Cimbri

Lux Retail

David Jeffery

Web& E Comm.

Chris Hammond

Web Merchandisin

gJasmine

Spalding

Digital Marketing

Patrick McCabe

Web Graphic Designer

Justin Pybus

D2C ORGANIZATION CHART Retail/Web & D2C

Thierry Verdejo

B2C Customer and Warranty

Care

Customer Care

SupervisorRonnie Loveridge

Customer Care Team

LeaderSam Hale

Customer Care English

Helen Winterson

Customer Care English – Back Office

(PT)Jack Musonda

Customer Care German

Zsuzanna Gal

Customer Care French

Hamza Saihyne

Customer Care Spanish

Victor Nunez

Customer Care French

Youssef Saihyne


Kevin Cox


Marcel Meder

Customer Care

Spanish/Italian/ French

Nuria Garcia

Customer Care

Italian/FrenchStefano Bottari


Daniel Kenny

Customer Care Scando

Marie Fredriksson


Claire Purcell

Mark Wilderspin

Customer Care Team

LeaderSamantha Hale

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GLOBALRETAIL

UPDATE

MARK HOWELL

25

WELCOME TO ANNECY!

LA CLUSAZ

DAY 2

OAKLEY EMEA D2C CAMPUS // MEETING AGENDA TUESDAY-PRESENTATIONS + TEAM EVENT

8.30 : Opening / 2014 key successes / retail trends10.00 : Global retail update from our guests 10.30 : Break 10.45 : Digital update11.30 : Brand 2015 highlights 12.15 : Lunch 13.15: Optic Product 2015 highlights14.00 : AFA Product 2015 highlights14.30 : 2015 Retail assault take away15.30 : Break15.45 : Training16.30 : Day meeting end

17.30-22.30 : Team building event + dinner

WEDNESDAY-2015 ONE OBSESSION #LIVEYOURS 8.30 : 2015 D2C battle plan + GTM calendar9.30 : Workshops , 3-4 groups : stores’ 2015 Obsession plan12.00 Meeting closure

13.00 : Ski activity 20.00 : Award and Party // dress code : #live your obsession

THURSDAY -DEPARTURE

27

2015LOOKING AHEAD

TARGETS KEY INITIATIVES

2015 MACRO CALENDAR

2015 TARGETS FULL YEARACTUAL YEAR TO DATE

2015 TARGETS

ICON REVENUES (k€) @2015 rates

2015 targets % vs 2014 Q1 ACTUAL

TOTAL D2C 21 544 +18% Flat

RETAIL STORES 11.146M*+11.5%

+7% comp+1%

-3.5% budget

LONDON CG 3.570 +20% -11%

UK STORESO’s Bluewater/ V Cheshire

Oak2 677 8% -3%

GERMAN/SWITZ STORESO’s Berlin & Hamburg + 4

Vaults + Puls5 4.899 +4% +1%

ECOM 10 398 +26.2% 1 911 (flat)

UK n/a n/a n/aFRANCE n/a n/a n/a

ITALY n/a n/a n/aOthers n/a n/a n/a

ICON DOP K€ 2015 targets % of sales Q1 actual

ECOM 4 803 46.2% n/a

RETAIL STORES n/a

Q1 comments & Q2 forecast

ECOM : Q1- US is trending -7% ytd to LY- a few days of site turned off for maintenance at peak selling time- OCP is down, -80k€ in Jan due to the application bugs- traffic is still the big concern : Direct load and Referring are both 20% down YOY obsession launch to date. The campaign doesn’t bring the expected traffic ->Q2 forecast : on budget +17% supported by : - Paypal : Germany and UK CR lift - strong R2 (remember R2 2012 radar lock)- the 55 site enhancements that the US are working on like search bar upgrade, site navigation, etc

RETAIL : Q2- O’store traffic down and specifically CG- AFA good basic availability in Vaults- 1st SS15 AFA loaded 1 month later vs SS 2014- R1 good sell through so far 620 units in 5 shop vs 400 units R1 in 2014 - Warning on GM : 91k€ shortage vs budget due to COGS increase, FX rate effect €/$

-> Q2 forecast : on budget +5.5% comp supported by : - strong R2- Traffic recover plan for all O’stores- Retail Campus boost the sales associates - Berlin refit with new OCP concept

2015 KEY INITIATIVES

BEST IN OPTICS

Oakley Custom Expansion Full build Custom offer to all O’stores, OCP experience to Partnershop through affiliate

RX Development and expansionContinue to grow existing business in CG by working on grass root mkg and setting up a streamline ordering process through FHR labImplement RX in Berlin and Munich

Product Pre launch – 1st to marketFocus on R2 to get pre release in Stores. Jawbreaker in store celebrationAlign GTM with web

Premium Customer service & after sale service

10% increase in Custom revenue

CG 200K€ RevenueBerlin june / Munich Nov

Key product in store and online before release

INITIATIVES

KEY TACTICSKEY

METRICS


DIGITAL

Hybris new platform maximization Maintain a substantial level of traffic SEM & SEO while increase our CR kpi Ensure our specific and feasible EU enablers are executed by Global

Online wholesale support Develop and support a whole sale strategy Watch and control the market place to clean it up

Omni-channel Support in store digital experience : wifi in stores, E receipts, web sales in storesLoyalty card alignment with Ecom

New businessesOCP affiliate accounts Create an affiliate incentive for partnershops to sell product through out our online shop

2015 web revenue

# of SIS and authorised dealer contract signed off

CG as a pilot Nov 2015

50 web dealersOCP access5% revenue through to web

INITIATIVES

KEY TACTICSKEY

METRICS


RETAIL EXPANSION

2015 store opening pipeline executionOpening confirmed O-Store Munich Berlin partner, Berlin bikini popup, Berlin refitDefine and execute a store opening process

Retail development Real estate researches for new O ’stores in megacities (3 yrs. expansion plan)Leverage Lux retail real estate network in the country

Partnership shop expansion Existing Partnership shop support and recruitment new partners.Develop and implement pipeline process and communication process.Incentivize whole sale to approach potential customersAdvertise through trade show presence and PR advertorials

Opening date target

1 new O’store each year

2 successful existing stores5 openings in 201510 openings in 20164M€ net WS revenue

INITIATIVES

KEY TACTICSKEY

METRICS

2015 KEY INITIATIVESINITIA

TIVES

KEY TACTICSKEY

METRICSPEOPLE Refine the D2C organization to address new business

needsIdentify key needs and processes per role (D2C)Revise and share the D2C organization chart & the key responsibilities of everyone

Training program to support the develop of each team memberHard (product and brand) & soft (skills development)Encourage internal training from Internal Champions people

People development planIdentify, agree and implement a personal development plan for talented people

Full year appraisal time Feb15

Digital, project management, retail ops excellence

2015 KEY INITIATIVESINITIA

TIVES

KEY TACTICSKEY

METRICS

D2C DPTSERVICE PROVIDER

- Whole sale online strategy execution- Digital tools in the way the organization work and

communicate - New BtoB platform launch - SIS project management- Partnershop expansion- Visual merchandising guidance : show room and whole

sale point of sales

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MACROCALENDAR2015D2C

SANNE

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A CELEBRATION OF OBSESSION OAKLEYD2CWORKSHOP

1 WELCOM E TO ANNECY_ LA CLUSAZ. OAKLEY EMEA D2C CAMPUS // MEETING AGENDA TUESDAY - PRESENTATIONS +...

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