• Mexx : an image

Provinciehuis Antwerp

Feb 19th

Yan Aerts

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Mexx : a global brand- Mission statement- Mexx a global brand- Mexx brand identity- The Product- Wholesale- Retail- Home Shopping- PR activities

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Mission statement

‘Global brand marketing via controlled multi-distribution channels supported by shop performance

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Achieve brand leadership in our core markets providing long term premium returns to shareholders’

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Mexx: a global brandMexx is a successful global formula...

• Global lifestyle identity

• Global brand awareness

• Global marketing communication

• Globally expanding at rapid pace

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Mexx: a global brand… across product lines.

Mexx Owned Products

Shoes

Fragrance

Eyes

Time

Jewels

Bed & Bath

Socks

Body / Beach

Mini Mexx Home

Women

Men

Youth :

Junior / Kids /MiniMexx

Baby Mexx

XX by Mexx

Mexx Sport

Mexx Bags

Mexx Licensed Products

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Benelux

Germanic

East Europe

U.K. / Ireland

Far East

The Netherlands

Belgium

Luxembourg

Germany

Switzerland

Austria

Croatia

Czech Republic

Hungary

Lithuania

Poland

Russia

Slovenia

Ukraine

England

Scotland

Northern Ireland

Eire/ Ireland

Wales

Hong Kong

Taiwan

Canada

Denmark

Sweden

Norway

Finland

Iceland

France

Spain

Greece

Bahrain

Cyprus

Egypt

Jordan

Kuwait

Lebanon

Malta

Oman

Qatar

Saudi Arabia

United Arab Emirates

North America

Nordic

South Europe

Middle Near East

Mexx has global presence

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Mexx has established solid partnerships with leading retailersBelgium

Canada

Denmark

Finland

France

Germany

Innovation

The Bay

Illum

Magasin du Nord

Salling

Aleksi 13

Stockmann

Galeries Lafayette

Printemps

Samaritaine

KaDeWe

Karstadt

Kaufhof

Wohrl

The Netherlands

Pan Europe

Saudi-Arabia

Spain

Sweden

Switzerland

UAE

UK

De Bijenkorf

V&D

Intersport

Al Rumaih

El Corte Ingles

NK

Globus

Manor

Jashanmal

Allders

John Lewis Partnership

House of Frasier

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History and developmentKey milestones

1980

1986

1991

1995

1996

1997

1998

1999

2000

2001

2002

Founded by Rattan Chadha

Launch of MEXX (M+E+XX)

Investment by CVC

Restructuring of Mexx Group

Introduction of licensed products, including Fragrance, Shoes and Time

Introduction of Baby Mexx, Mexx Sport, and XX by Mexx

Flagship stores opened in Antwerp and Berlin

Flagship stores opened in Utrecht, Cologne, Hamburg and London

Flagship stores opened in Copenhagen, Stockholm and London (2x)

Launch of Mexx Direct. Acquisition by Liz Claiborne Inc.

House of Mexx store opened in Berlin and Maastricht

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‘A marriage made in heaven’

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Liz Claiborne Inc (LCI)…key facts of 2002:• 29 brands

• Net sales - US$ 3.1 Billion

• Volume - 225 million units

• Over 9000 employees worldwide

• Approx. 80% of employees are female

• Approx. 22,000 points of sale worldwide

• 97% awareness of Liz Claiborne brand in US

• every 5 seconds, a product created by LCI is bought in US

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A multi-brand portfolio• Most consumer groups are targeted regardless of age, gender, size,

sense of style, shopping and value preferences

• Owned and licensed brands offer products for multi-user markets from office to home to beach

• Products address classic and contemporary attitudes

• Market-right apparel, accessories, jewellery, bags, shoes, fragrances for women and men

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Mexx company structure

Mexx Production CentresEuroproduction (Voorschoten NL)Far East Production (Hong Kong)India (india)

Mexx Regional Sales Centres

Benelux Region (Utrecht)• Netherlands• BelgiumGermanic Region (Dusseldorf)• Germany• Switzerland• Austria Nordic Region (Stockholm)• Denmark• Finland• Norway• SwedenSouth Europe Region (Paris)• France• Spain

East Europe Region (Budapest)• Hungary• Poland• Russia• CroatiaUK / Ireland (London)• United Kingdom• IrelandMiddle East (Dubai)• UAE• Saudi Arabia• OthersCanada (Montreal)• CanadaAsia Pacific Region (Hong Kong)• Hong Kong• China• Taiwan

Mexx Corporate Centre• Business Planning• Corporate Affairs• Design• Finance/Accounting• Homeshopping Mgt.

• Licensing Mgt• Retail Mgt. & Buying• Strategic Marketing• Supply Chain Mgt. • Wholesale Mgt.

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Mexx management structure

C.E.O.

Corporate,Legal & H.R.

Finance

Sales &Distribution

Management

BrandDesign &Marketing

Sourcing &Logistics

WholesaleSales

Retail

BrandManagement

SupplyManagement

Concept &Inventory

Management

Sales & Marketing Companies

Planning & Control

Management

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Mexx corporate centerVoorschoten

• Corporate center

• Design center

• Fabric research and design

• Euro-production

• Architecture and in-store design

• Creative services

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Mexx brand identity

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Mexx brand positioning

GucciPradaVersace

Positioned in the mid-priced, contemporary market segment, targeted at the modern urban consumer

JosephMorganKookai

Miss Selfridge

ArmaniCalvin KleinDKNYBoss

MexxEspritNextBanana RepublicBenettonMasimo Dutti (Zara)

Ralph LaurenGantBurberrysMax Mara

Tommy HilfigerNauticaGAP

Hennes & MauritzZara

M & SC & A

High

Medium

Low

Innovators Contemporary Classic

Lifestyle

Price

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Mexx brand equityAs a global brand marketing company, Mexx is committed to building strong brand equity - measured by brand awareness, sympathy and possession - in all of its markets by:

• Distinctive, impactful and seasonal “kiss” advertising campaigns

• Intensive, dominant and consistent media planning

• Extensive below-the-line and POS activities

• Continuous consumer and trade PR initiatives

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The Mexx brand identity

Non-conformist Sympathetic Inspiring Fun Optimistic

The key characteristics of the Mexx brand:

Theme: Inspiring Individuals… Spring 2000

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Campaign history

Fall 1997 Spring 1998 Fall 1998 Spring 1999 Fall 1999 Spring 2000

Real People, Real Clothing Role Models, rather than Fashion Models Inspiring Individuals

Fall 2000 Spring 2001

What inspires you?

Fall 2001

Inspired by a kiss

Spring 2002

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The Product

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The product

Mexx Women

Mexx Men

Mexx Kids/Junior

Baby Mexx / Mini Mexx

Mexx Sport

XX by Mexx

Mexx Bags

Contemporary, co-ordinatedaffordable collections for amultitude of user momentsby fashion-conscious, urban-oriented, active A/B/C1women and men worldwide

Mexx Licensed Products

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Other1

5%

Mexx Women45%

Mexx Sport4%

XX by Mexx6%

Mexx Men19%

Baby/Mini Mexx10%

Mexx product linesMexx sales 2001

Mexx Kids/Junior11%

(1) Net licensing fees and sales to third party distributor in Canada

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Mexx WomenThe modern Mexx Women

• 20 - 40 years

• Urban attitude

• Contemporary Mentality

• Social, confident and open-minded

• Optimistic but realistic

• Aware of fashion, likes shopping

• Enjoys travelling

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Mexx MenThe modern Mexx Man

• 20 - 40 years

• Urban attitude

• Contemporary Mentality

• Social, confident and open-minded

• Optimistic but realistic

• Aware of fashion, likes shopping

• Enjoys travelling

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Mexx Youth• 0 - 14 years

• Sporty

• Optimistic

• Aware of fashion

• Cool but concerned

• Naughty and daring

• Smart

• Original

• Conscious of quality

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Mexx Junior

8 - 14 years

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Mexx Kids

3 - 7 years

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Mini Mexx

3 months - 2 years

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Baby Mexx

0 months - 6 months

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XX by Mexx

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Mexx SportThe Mexx Sport Woman

• Aged 20 - 40 years

• Interested in sports on a performance level

• Balance of body and mind

• Aware of fashion

• Active lifestyle

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Mexx Never-Out-Of-Style collectionsMexx Never-Out-Of-Style collections (NOOS)

• Styles which have timeless and broad consumer appeal

• Styles which are proven best-selling consumer products

• Styles which have an exceptional price/value relationship

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Licensed products & accessories

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Wholesale

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Mexx service areas and regional sales offices

HollandBelgiumLuxembourgGermanyAustriaSwitzerlandFinlandNorwaySwedenDenmarkIcelandFranceUnited Arabian EmiratesKingdom of Saudi ArabiaRussiaCroatiaHungarySloveniaKuwaitLithauniaUkraineJordanMaltaLebanonGuatamalaBahreinCzechiaOmanQatarSouth AfricaTurkeyIrelandCanadaMAP

Benelux

Germanic

Nordic

South

Central Salesothers

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Mexx Showroom – The Netherlands

Sales to customers are made through a network of 70 dedicated Showrooms

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Mexx concept area

Celle, Germany – XX by Mexx

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Mexx Shop-in-Store

Oslo Glasmagasinet, Norway

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Mexx high street franchise store

Moscow Arbat, Russia

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Retail

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house of Mexx, Berlin / Germany

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Antwerp / Belgium

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Wijnegem / Belgium (Kids store)

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Visual merchandising• Visual merchandising techniques

• Group and present the collections

• Carry visual messages to the shopfloor

• Visual merchandise manuals

• Catalogues

• Promotion material & props

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Visual merchandising guidelines & training

The Mexx visual merchandising vision is based on the following criterion:• Organised environment

• Clear stories - co-ordinated or category presentation

• Easy-to-understand

• Comprehensive at a glance

• Visual excitement through display and graphics

Intensive training program to the shop managers and in-store visual merchandisers on the following:

– Organise shop layouts & collections

– Use promo materials

– Displays accessories

– Display windows and mannequins

– Organise sales and product promotions

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Home Shopping

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Home Shopping

In 2000, Mexx entered into a joint venture with Otto Versand which is the leading mail

order company worldwide and B2C E-commerce company in Europe. In 2001, Mexx

Direct GmbH was established and 2 initiatives are being test-marketed in Germany:

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Mexx Direct - E-shop

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Mexx Direct - catalogue

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Mexx PR activities

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PR activities

Mexx international PR Coordinator : Siska Draijer.

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Internal PR• Newsletter : Mexx News• New Years Party• Aftersales conferences : per line per selling season • Welcome day for Starters• International meetings• Universal style for letters, memo’s and faxes in Word• IT helpdesk• Sales Conference• Fashion Show• Workshops• Annual Schedule

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External PR• Press packages to fashion trade press and consumer press

• Press conference for international trade press and fashion show

• Product placement through PR agencies in Antwerp and Amsterdam

• Product sponsoring: personnalities (Sabine Haegedoorn) or cookbook for kids: Kokkies!

• TV apperances & interviews: ex. Mexx featuring in TV program Trendies Beauty on January 10th 2003

• Sponsoring rebuildings for wholesale customers or partners

• Pampering programs : Monaco, Golf

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