June 4th , 2010

A very dinamic enviroment

Democratization of Luxury

Ultraluxury

New money - new mindsets

50 is the new 30, 12 is the new

21: 3 generations ‘trading up’

‘Celebrity living’ - buying into

the lifestyle

Emerging starting consuming

luxury

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Category on fire!!!

Massive entry of designer

fashion brands and overall

explosion of total number of brands

in the category

From pure function to fashion

accessory: new game, new rules,

new retail environment

Eyewear key strategic lever for

Luxury and Fashion brands

Yesterday it was a sunny Hut

acquired by Luxottica in 2001

beach and 3S heritage

predominantly male skus, 18-25 core target

sport-active and functional positioning

head-quarters in Miami

PREMIUM

FASHIONFUNCTION

MASS

Mass

Department

Stores

Moving from a leading position…

Premium

Department

Stores

PREMIUM

FASHIONFUNCTION

Mass

Department

Stores

…to dominate the richest area of the market

MASS

Premium

Department

Stores

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Brand Essence

SUNGLASS HUT

makes it easy for you

to be in style and find your cool

Brand Essence

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Brand Values

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Here goes the new Sunglass Hut logo

VM Strategic-Operational Platform 14

A truly global Brand NY Flagship

VM Strategic-Operational Platform 15

With a truly global Presence London Flagship

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THE

STORE

Sunglasses are

an IMPULSE category!

It is all about offering

the right experience

It is all about

creating emotions

and energy

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Theatrical

Multilayer

combination of

graphics and

product display

that can be

changed

regularly to

create exciting

new product

stories.

Flexible

• Merchandising

system built to

allow for flexing

up and down on

product

assortment

• A variety of

visual

merchandising

tools developed to

help build fun and

engaging

product/trend

stories

Interactive,

taking profit

of last technologies

and

digital and

social media

opportunities

Consistent and

recognizable,

therefore inviting

• A consistent

store design

through all the

regions

• Created by a

global team

• Adaptable to

every space and

format

UK

Presenting

Sunglasses

as only an

expert can do!

Celebrating Sunglasses Category as only an lover can do!

Connecting Brand to Products

Animating the

assortment

and

educating

consumer on

the way

Very Flexible Formats Department Stores

Travel Retail London Heathrow T5

Travel Retail London Heathrow T4

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BRANDS AND

PRODUCTS

THE MOST SIGNIFICANT BRANDS

We have the most desirable and

iconic, authentic and designer

brands, both Luxottica brands and

non Luxottica brands, to suit sports,

classic and fashion consumers.

THE HOTTEST TRENDS

We know what’s cool and what’s not,

we always have the newest and latest

styles in our stores. We want people

to view Sunglass Hut as the authority

on trends.

WE’RE FAST AND FLEXIBLE

We continually edit our brand

selection and style assortment to

present a clear and focused selection,

and reflect a strong point of view on

current trends.

Our Products are what consumers want

Ray-Ban Rare Prints Matt W. Moore

Our Philosophy: Leveraging Luxury and Fashion brands

in a win-win game!

Creating 360°Brand Stories

Ray-Ban Rare Prints Matt W. Moore

Versace Vanitas

Bulgari Serpenti Jasmine

PRODUCT EXCLUSIVES

ASSOCIATES TRAINING

Ray-Ban Tech

ASSOCIATES ENGAGEMENT:

FYI magazine

PASSION FOR FASHION

Our people have found their cool. They have an eye for fashion, take pride in

knowing what’s cool, who’s wearing what, and they have an instinct for what

styles and shapes look good on people.

Our Service makes the difference

SUNGLASS JUNKIES

We are leaders in our field, our people are

experts on all aspects of sunglasses, their

history, how they are made, their design and

form, how to care for them, repair them: they

would happily be pain in sunglasses!

PEOPLE PEOPLE

Our people like people. They enjoy making

customers look and feel fantastic, they go out

of their way to give the best possible service.

They take care to be friendly, approachable

and un-intimidating.

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THE NEW

COMMUNICATION

PLATFORM

LET’S FOCUS ON CONSUMER BENEFIT THAT

MOTIVATE THEM TO PURCHASE !

LET’S CALL THEM TO ACTION

Thank You!