ALTA— GAMMA FOUND —ATION ALTA— GAMMA FOUND —ATION Altagamma Foundation SINCE 1992 THE ALTAGAMMA FOUNDATION HAS BEEN BRINGING TOGETHER ITALY'S PREMIERE CULTURAL AND CREATIVE INDUSTRIES, BUSINESSES THAT PROMOTE ITALIAN EXCELLENCE, UNIQUENESS AND LIFESTYLE IN THE WORLD. Altagamma COMPANIES are global ambassadors of the Altagamma logo, the Ycosaedron vacuus, which the Italian lifestyle that operate in the fields of fashion, Leonardo da Vinci designed for the De divina proportio- design, jewellery, food, hospitality, automobiles, yachts ne treatise by Luca Pacioli, in which the artist and the and wellness. The Altagamma MISSION is to make mathematician defined the rules for creating things of Italy’s high-end cultural and creative industries more beauty. The HEADQUARTERS of the Altagamma competitive, contributing to the country’s economic Foundation are located in the historic Cova Castle and social growth. From the time it was founded, the in Milan, a city that has been a catalyst for the foundation has been promoting Italian Contemporary development of innovative enterprise throughout Italy, Essence. The “beautiful, high quality and well-crafted” for decades. products that enhance this essence are symbolised by ITA— LIAN —LUX URY— Italian Luxury Total worldwide consumption of luxury goods: 1.044 billion euro ALTAGAMMA BUSINESSES PLAY A LEADING ROLE Market share of Italian brands: 10% IN A MARKET SEGMENT THAT CONTINUES TO GROW ALL OVER THE WORLD. Source: Fondazione Altagamma / Bain&Company, estimates 2015 195 58 22,6 9,4 35 10 57,5 6,5 PERSONAL LUXURY DESIGN FOOD WINES GOODS FURNITURE & BEVERAGE & LIQUORS (Billion Euros) (Billion Euros) (Billion Euros) (Billion Euros) Share of Italian Brands: 23% Share of Italian Brands: 29% Share of Italian Brands: 22% Share of Italian Brands: 10% 168 8 399 6 6 1 Rest of the World Brands Italian Brands HOSPITALITY CARS YACHTS (Billion Euros) (Billion Euros) (Billion Euros) Share of Italian Brands: 5% Share of Italian Brands: 1% Share of Italian Brands: 10% 04/SOCIAL 01/THE AESTHETIC VOCATION QUALITIES Style, Design, An Appreciation for Beauty, Elegance. Sense of community spirit, Family businesses, Manufacturing districts 03/CULTURAL AND ARTISTIC HERITAGE The Relationship with the past, The importance of roots, Identity, Sense of belonging to the community. 02/ARTISANAL QUALITY Manual skill, an Eye for detail, the Passing on of manufacturing expertise, Creative craftsmanship that is never repetitive. 05/RELATIONAL QUALITIES Relational qualities. The ability to construct empathic relationships, 07/OVERALL Welcoming, Warmth, QUALITY OF LIFE Hospitality, Conviviality. Italians “know how to live”, 06/ VARIETY More relaxed rhythms, MULTIPLICITY Simple everyday pleasures, The richness of nature, Sense of lightness and authenticity. culture, production. Variety of cultures, styles, tastes. 08/CREATIVITY Flair, Talent, Passion, Curiosity, Flexibility, Ingenuity. The 8 Distinctive Features of Italian Quality THE STYLISTIC AND CREATIVE EXCELLENCE OF ITALIAN LUXURY BRANDS, AND THEIR SUCCESS ACROSS THE WORLD, IS UNDERPINNED BY A SERIES OF QUALITIES THAT ARE TRADITIONALLY ASSOCIATED WITH THE COUNTRY AND THE ITALIAN PEOPLE, AND UNIVERSALLY RECOGNISED ALL OVER THE GLOBE. THIS MEANS THAT, IN ADDITION TO THE Source: 2012 Eurisko survey SPECIFIC CACHET OF EACH INDIVIDUAL BUSINESS AND BRAND, ITALIAN PRODUCTS ALWAYS on qualified international panel. POSSESS AN ADDED VALUE THAT DERIVES FROM THE VERY 'ITALIAN-NESS' OF THE BRAND. STR —ATE GIC— ARE AS 01/Business Development THE FOUNDATION CARRIES OUT A BROAD RANGE OF ACTIVITIES TO STRENGTHEN THE COMPETITIVENESS OF BUSINESSES: FROM KNOWLEDGE OF THE MARKETS TO RELATIONS WITH INSTITUTIONS, FROM NETWORKING ACTIVITIES TO THOSE DEDICATED TO SPECIFIC INDUSTRY ISSUES. STUDIES AND RESEARCH Altagamma is the global point of reference when it performances, with MCKINSEY & COMPANY. comes to understanding the luxury market. Every year · FASHION & LUXURY INSIGHT: the Foundation carries out 8 research projects together international fashion and high-end listed companies, with the most authoritative international partners. Also with SDA BOCCONI. including high-profile panel sessions, the study · FOOD & HOSPITALITY INSIGHT: presentations have become highly-anticipated events international food, beverage and hospitality listed among the media and the business community. The companies, with SDA BOCCONI. luxury markets are analysed in terms of both supply · ALTAGAMMA RETAIL EVOLUTION: and demand. the evolution of luxury retail, with EXANE BNP · ALTAGAMMA WORLDWIDE MARKET MONITOR: PARIBAS. Worldwide Luxury Consumption, with BAIN&CO. · TAX FREE CONSUMPTION IN · ALTAGAMMA HIGH END DESIGN MONITOR: THE EUROPEAN UNION: Worldwide Consumption of High End design Tax Free consumption in the European Union, furniture, with BAIN&CO. with GLOBAL BLUE. · TRUE GLOBAL LUXURY CONSUMER INSIGHT: · ALTAGAMMA CONSENSUS: the global luxury consumer, with BOSTON forecasts on luxury market trends, carried out by the CONSULTING GROUP. Altagamma Foundation. · DIGITAL LUXURY EXPERIENCE: the digital behaviour of consumers and online INSTITUTIONAL RELATIONS Altagamma represents, protects and promotes the At a national level Altagamma conducts relations with Fortuny (Spain).On 26 September 2012 the European interests of its member companies also through its government institutions and local authorities with Commission recognised the cultural and creative value interaction with both national and international regard to issues and legislation relating to the domestic of European luxury businesses as well the industry's Institutions. and European market and to industry regulations and original and far-reaching business model. Such More specifically, these relations focus on the issues of: training. Outside Europe, Altagamma continues to businesses were acknowledged as key contributors to · INTELLECTUAL PROPERTY work with institutions to reduce duties and non-tariff European competitiveness in the world and economic · INDUSTRIAL POLICY barriers and to combat parallel imports. and social growth in Europe. · COMMERCIAL POLICY AND SELECTIVE ECCIA: Altagamma is a promoter and founding DISTRIBUTION member of the European Cultural and Creative · INTERNATIONAL MARKETS ACCESS Industries Alliance (ECCIA), the body that represents · GOVERNANCE OF THE INTERNET European luxury businesses which, in addition to · TAX REGULATION Altagamma, is composed of Comité Colbért (France), · EDUCATION Walpole (UK), Meisterkreis (Germany) and Circulo NETWORKING The Altagamma Foundation is also a meeting place promote Italian lifestyle worldwide. Together with the and forum for its members, resulting in a network of Italian Companies they create a one-of-a-kind network contacts and relations that foster the development of of more than 200 key players of the luxury industry. concrete business opportunities. Another distinctive Since 2013 the Altagamma International Honorary feature of the Foundation is its valuable network of Council include salso Italian personalities, Ambassa- international contacts: the ALTAGAMMA HONORARY dors of Italian Excellence in the world. In 2014 the COUNCIL gathers international partners of Altagamma Council embraces the Altagamma Territories, iconic Companies and other organizations contributing to touristic destinations, synonymous of excellence 02/Business Culture WITH THE INCREASE OF THEIR COMPETITIVENESS, ITALIAN CULTURAL AND CREATIVE COMPANIES MUST SWITCH TO A PROFESSIONALLY-MANAGED FAMILY BUSINESS MODEL. THE ALTAGAMMA FOUNDATION OFFERS ITS SUPPORT TO ENTREPRENEURS, MANAGERS AND WORKERS. ENTREPRENEURS Through various forms of counselling and think tanks, Altagamma provides support on these issues and helps business owners, both individually and collectively, to understand the social and economic dynamics of the luxury sector and to refine their business strategies. MANAGERS For over a decade Altagamma has worked very closely and the MASTER IN MANAGEMENT IN FOOD AND with SDA Bocconi University to train managers that are BEVERAGE shape professionals that are able to able to manage a world of intangible values in a balance general management techniques and skills symbolic economy, reconciling innovation with the with the promotion of intangible elements. In need to preserve one's identity. The MASTER IN September 2015 the MASTER IN ARTS MANAGEMENT FASHION, EXPERIENCE & DESIGN MANAGEMENT AND ADMINISTRATION kick off, in collaboration with (MAFED), the leading course of its type in the world, several artistic and cultural partners and institutions. WORKERS The legacy of artisanal expertise, passed down Workshops") project, which enables young adults to through the generations, is a gift that Italy has a duty to specialise in the main segments of ‘Made in Italy’ preserve and promote. Manual expertise is the through apprenticeships. In addition, as part of the lifeblood of the Italian luxury industry, a key partnership with McKinsey relating to the “STUDIO component in its supply chain. As such, promoting ERGO LAVORO”, ("I Study Therefore I Work") program- manual labour is one of Altagamma's goals. Through a me, the Foundation is examining new forms of number of businesses Altagamma participates in the collaboration between the associate businesses and experimental “BOTTEGHE DI MESTIERE”, ("Craft training schools across the country. 03/Promotion of the Altagamma System LUXURY COMPANIES MAKE A SIGNIFICANT CONTRIBUTION TO THE POSITIVE IMAGE OF ITALY AS A COUNTRY THAT OFFERS BEAUTIFUL, HIGH QUALITY AND WELL-CRAFTED PRODUCTS,