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Company Brand Overview 2019 Table of Contents

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Company Brand Overview 2019 Table of Contents COMPANY BRAND OVERVIEW 2019 TABLE OF CONTENTS I. BRAND OVERVIEW ……..……….. 3 II. PRODUCT OVERVIEW …..………. 7 III. BRAND PERSONALITY ….………12 IV. KEY DEMOGRAPHICS ………… 13 V. COMPANY OPERATIONS ……… 14 VI. MARKET LANDSCAPE ..……..… 15 VII. FILLING A GAP …………….…… 16 VIII. EXECUTIVES ..……………..…… 17 IX. PARTNERSHIPS …………..…… 18 X. MARKETING …..………………. 19 Company Brand Overview “Savvy travelers know to pack smartly, opting for clothing that is wrinkle resistant, easy to maintain and does not take up too much luggage space. European fabrics and quality craftsmanship ensure luxurious and beautiful pieces. Anatomie checks all of those boxes.” - Filip Boyen, CEO - Forbes Travel Guide Company Brand Overview 3 of 20 Founded in 2006, Anatomie is a European-made luxury travel leisurewear brand combining high functionality with the finest materials, centered on contemporary style, innovative features and unique designs for the active and adventurous. With extensive fashion and sportswear experience, Kate and Shawn Boyer originally created Anatomie for the athleisure market, but evolved over the years to meet the unique and demanding needs of the luxury traveler to create functional fashion. 4 of 20 BRAND VISION WE ARE THE MOST LOVED LUXURY APPAREL BRAND IN THE WORLD FOR THE ACTIVE AND ADVENTUROUS WOMAN Company Brand Overview 5 of 20 OUR BRAND Anatomie merges European fashion with high quality, wrinkle-free fabrics designed for the global traveler and everyday adventurer. Styles are elegant and comfortable, taking her from morning to evening. Fabrics are selected to provide easy care at home and away. Anatomie is sold in more than 300 locations across the United States and Canada and sold online worldwide at anatomie.com. Company Brand Overview 6 of 20 PRODUCT VISION WE BELIEVE HAVING THE LUXURY TO TRAVEL FREELY IS ONE OF THE GREATEST PRIVILEGES IN LIFE. WE EXIST TO OUTFIT THE GLOBAL TRAVELER AND EVERYDAY ADVENTURER IN THE MOST COMFORTABLE AND STYLISH PERFORMANCE APPAREL POSSIBLE. FROM OUR APPAREL TO OUR SERVICE, OUR GOAL IS TO MAKE YOU FEEL COMFORTABLE, CONFIDENT, AND READY TO SOAR. Company Brand Overview 7 of 20 OUR PRODUCT • Pants, Tops, Jackets, Vests, Dresses, Skirts. • Designed for Travel; and everyday wear. • European; high-performance fabrics with 90% of apparel styles manufactured in Europe. • Ultra Light-Weight; 6 pieces weighs only 2.4 pounds, and two pants weigh less than a banana. • Wrinkle Free; designed with high-grade wrinkle- resistant fabric, so no ironing needed, ever. • Easy Care; wash by hand with cold water and mild soap or machine wash. • Quick Dry; designed to dry within 5 minutes with a blow dryer, or naturally dries in less than 2 hours. • Never Check A Bag; 6 to 8 pieces conveniently fit into one small soft packing cube, 11.5” x 7” x 2.5”. • Mix & Match, Dress Up or Down; variety of styles designed to mix and match for any occasion. 8 of 20 Skyler Travel Kate Skinny Cargo Luisa Skinny Jean Susan Skinny Ankle EVERYDAY ESSENTIALS • 16 Styles Available Year-Round, are comprised of core mix and match essentials. Skyler Travel Pant Best Travel Pants by • Best Sellers Drive 50% of the business Travel & Leisure comprised of 4 Signature Travel Pants; Skyler Travel, Kate Skinny Cargo, Susan Skinny Ankle, Budah Mesh Top Kim Mesh-Sleeve Top Melissa Tee Flo Sleeveless Top and Luisa Skinny. • Anatomie Skyler Travel Pants awarded Best Travel Pants by Travel & Leisure. • Anatomie Kenya Safari Jacket awarded Best Travel Jacket by Travel Fashion Girl. Marissa High Waisted Gail High Waisted Andrea Pull Up Legging Thea Relaxed Fit Kenya Safari Jacket Best Travel Jacket by Company Brand Overview Travel Fashion Girl Sonia Straight Leg Kenya Safari Jacket Travel Merika Jacket Delany Vest SEASONAL MUST HAVES • Favorite Styles from pops of colors, to new prints and on-trend limited-edition specials. • Seasonal Collections includes two primary looks, Spring/Summer and Fall/Winter. • Capsule Collections includes selections of popular past seasonal looks, highly limited. 10 of 20 ATTRIBUTES Luxury European Functional Sporty Elegance Versatile Easy Chic Comfort Modern Living Active Lifestyle Premium Travel Company Brand Overview 11 of 20 PERSONALITY • Confident • Affluent • Stylish • Well Travelled • Independent • Adventurous • Strong • Achiever • Passionate • Versatile Company Brand Overview KEY DEMOGRAPHICS • Woman • 30 to 55 Years Old • 71% Married • $100k Household Income • 75% Frequency Flyers • 60% Size 6 • 16,000+ Private Clients • 3 Generations Deeps Company Brand Overview 13 of 20 OPERATIONS • Factory Locations include Italy, Romania, Hungary, Pakistan and China • European-Made 90% of all clothes, while 10% is made in China and Pakistan. • Broad Sales Channels includes boutiques, travel retail, hotel/spa, trunk shows, pop ups, etc. • Buying Seasons include Spring/Summer and Fall/Winter with occasional special offers. • Annual Drops total 8, including 4 in Spring/ Summer and 4 in Fall/Winter. • Spring/Summer Orders close end-February, and Fall/Winter Orders close end-September. • Minimum Order Quantities apply to each retailer store and/or online store. Company Brand Overview 14 of 20 GLOBAL TRAVEL & TOURISM GDP CONTRIBUTION MARKET LANDSCAPE IN $ TRILLIONS • Global Tourism Accounts for 10.4% of the Global GDP. 10.0 • Travel Industry is Fastest Growing than all other sectors. 9.0 8.0 • Industry Growth in 2017 YoY was 4.6%, equating to the 7th 7.0 consecutive year of growth in the sector. 6.0 • International Tourist in 2018 expected to reach 1.4T, by 5.0 2028 projected to reach 2.1T, 4.6% growth per year. 4.0 • Millennials Travel 7x more than their parents who are 3.0 mainly Generation X and Baby Boomers. 2.0 • China is expected to have 64M more people traveling 1.0 internationally by 2028 due to social economic growth. 0.0 • Luxury Travel Trips are projected to outpace overall travel 2010 2011 20122013 2014 2015 2016 2017 2018 over the next decade, and beyond. Data: World Travel & Tourism Council 15 of 20 Designer Fashion FILLING A MARKET NEED • Anatomie bridges the gap between athleisure apparel and designer fashion. $ $$$$ • Anatomie focuses on the practical lifestyle of the active and adventurous woman. • Anatomie fills a major void and need in the market for functional fashion. Sportswear Company Brand Overview 16 of 20 EXECUTIVE MEMBERS Kate Boyer Shawn Boyer Tom Dietrich Malinda Behrens J. David Scheiner Chief Executive Officer Chief Creative Officer Chief Operating Officer Board Member Board Member Co-Founder Co-Founder President Advisor Advisor — — — — — Bacardi Equinox Lafayette 148 Ralph Lauren Macy’s Nikki Beach Lamborghini Brandon Thomas Ltd Bebe Perry Ellis Company Brand Overview 17 of 20 PARTNERSHIPS • Social Network Partners, including Clients, Bloggers, Ambassadors, Media Outlets, etc. • Retail Partners, 300+ including Neiman Marcus, The Ritz Carlton, Four Seasons, Golden Door, St. Regis, MGM Grand, etc. • Travel Industry Partners such as NetJets, IC Bellagio, Inspirato, Made for Spain & Portugal, Noble Travel, International SPA Association, Trans Africa Safaris, China EliteFocus, etc. Company Brand Overview 18 of 20 INTEGRATED 360 MARKETING Retail • Digital; organic and search in addition to Digital traditional digital display advertising. Experiential • Influencers; ambassadors to affiliates, community sits at the heart of the brand. • Social; a combination of copy/content plus engagement and partnerships. • Media; traditional media placement integrated Media with native public relations. • Experiential; from trunk shows to trade shows, Influencers ambassadors to partnerships. • Retail; development of customized marketing Social programs with retail partners. 19 of 20 @marley_sherwood @justbobbibrown @thefivefoottraveler @chrissyjpowers @veronicawebb Company Brand Overview 20 of 20.
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