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

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

2. 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

3. Technical Features: Most innovativetechnology • 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 IPhOne, • 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

4. 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”

5. 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

6. Where we are present - Where we sell WHERE 14 in Europe Canada USA Korea Japan June 2012 Czech Republic Hungary Poland Portugal Slovenia Q4 Australia China Q3 2012 Romania Bulgaria Turkey

7. Homepage: example of navigation menu

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

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

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

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

12. Children’s Collection

13. Personalization: you can see the rendering on line

14. Digital Flagship Video and Shoppale Video PLAY THE VIDEO

15. Fidelization of clientele by active marketing toolsCreate 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;

16. Adapt to local taste !!!!

17. Example of Promotional E-Cards

18. 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

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

20. 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