Maximizing brand attractiveness

HUGO BOSS brand positioning

Powerful brands are the foundation for business success

The competence obtained over decades in the segment for high-quality womenswear and menswear, shoes and leather accessories shapes the product offering of HUGO BOSS. All products stand out through the use of premium materials, excellent workmanship and outstanding design. The Company reaches out to consumers with the brands BOSS and HUGO. The BOSS core brand is flanked by the brand lines BOSS Green and BOSS Orange. This setup allows HUGO BOSS to address the diverse attitudes and needs of different target groups. At the same time, this approach ensures a clear brand presence that the end consumer can easily understand.

Focus on the BOSS core brand

HUGO BOSS sees significant growth potential across its entire brand and product portfolio. The BOSS core brand will remain by far the largest single brand in the future. It stands above all for sophisticated, elegant ready-to-wear that appeals to fashionably minded men and women. Like BOSS Orange and BOSS Green, BOSS also offers a high-quality sportswear range. While BOSS stands for sophisticated, elegant sportswear and exacting standards in quality, design, fit and finish, BOSS Orange tends to appeal to younger customers that prefer an individual and unconventional clothing style. BOSS Green makes its mark with active sportswear that fuses fashion with sport and technology with style.

Expanding market positioning in the luxury segment

The Company sees great growth opportunities in the expansion of its luxury offering, which complements the strong positioning it has obtained over the years in the premium segment. With this in mind, HUGO BOSS has simplified its brand presentation by combining the BOSS Black and BOSS Selection brands under the BOSS core brand. This integration was implemented for the first time in the 2013 fall collection. The resulting impetus to the market position of BOSS, particularly in the luxury segment through the extension of the Made to Measure range of suits and shirts, for instance, accents the Company's competence in high-quality tailoring and has a direct positive impact on the perception of the premium offering.

HUGO is the fashion spearhead of HUGO BOSS

With its progressive style and avant-garde design, the HUGO brand boasts a strong market position among keenly fashion-conscious consumers. HUGO clearly stands out from the competition with its minimalist designs and puristic looks. Apart from its commercial importance, HUGO plays a key role as the fashion spearhead that sharpens perception of HUGO BOSS overall. The Group sees substantial growth potential, particularly in markets such as the United States and Asia, where the market penetration of HUGO is still relatively low.

Womenwear as a key future growth driver

The Group aims to further improve its market positioning in womenswear. The appointment of Jason Wu, one the world's biggest design talents in the high-end womens fashion arena, as Artistic Director BOSS Woman is the single most important measure to this end. His creativity and global profile coupled with the signature modern and feminine design, a perfect fit and an attractive value for money proposition heighten the appeal of BOSS womenswear and make the brand interesting for a significantly larger customer group. The Group supports the market success of the womenswear collection by expanding the sales area in its own retail stores, particularly flagship stores, while strengthening communication activities. A major highlight is the exclusive BOSS womenswear show at New York Fashion Week.

Expansion of brand communication

HUGO BOSS is expanding its communication activities to reinforce the perception of its brands. This is consistent with the Group's efforts to sharpen its focus on end consumers as part of the expansion of its own retail business. The aim is to uniformly disseminate the brand message across all communication channels in a bid to strengthen perception of the brand, activate existing consumers and attract new customer groups to HUGO BOSS. Special emphasis is being placed on the greater use of print campaigns to support the womenswear line, the expansion of point-of-sale marketing in connection with the larger flagship store portfolio and the broadening of the Group’s online media activities. Targeted fashion shows aim to further increase the visibility of the brands among end consumers.