(HUGO BOSS Headquarter in Metzingen)
Group Profile
The success of the HUGO BOSS Group is based upon the perfectly coordinated integration of its divisions which are part of the value chain. For HUGO BOSS, a global and exclusive sales network with excellent market knowledge, automated logistics processes, reliable purchasing structures, outstanding product expertise, and high-quality fashion form the basis of its relationship with its international customers.
Intensive marketing activities, such as the involvement in the sponsorship of athletic and cultural events, or the uniform design of the own retail stores, enhance the worldwide recognition and image of the HUGO BOSS brands and the Company. The Company also sets a course with highprofile fashion events in the world’s fashion capitals, further highlighting the appeal and acceptance of the Group’s brands for key target groups and charges the HUGO BOSS brand world with emotion. The Company is succeeding in positioning itself as a trendsetter and in generating maximum publicity and media attention for the BOSS and HUGO brands.
The Company reacted to high demand for luxury goods especially in Asia and Eastern Europe at an early stage with a global growth strategy. This is why HUGO BOSS products can now be purchased in 110 countries and at some 6,100 points of sale. Rounding off global expansion and strengthening sales and distribution of HUGO BOSS products also further drives forward retail activities. The worldwide presence of the own retail stores was expanded in the past year to bring the number of stores from 287 to 330. Taking into account the more than 1,000 franchise stores and shops, the HUGO BOSS Group therefore currently has a total of 1,300 monobrand stores in 80
countries.
Brand Architecture
The brand world of HUGO BOSS presently consists of various collections of the core brand BOSS and the trendy HUGO brand.
The menswear collections are represented by the core brand BOSS with the lines BOSS Black, BOSS Selection, BOSS Orange, and BOSS Green as well as by the HUGO brand. The main BOSS Black line offers men classic and elegant business and evening wear. The relaxed casual fashion of BOSS Orange and the stylish golf-oriented sport collection of BOSS Green round off the selection. The premium label BOSS selection offers a combination of sophisticated design, exclusive materials, and careful tailoring of the highest quality. And lastly the avant-garde HUGO collection appeals to the trendsetter.
The Group also offers stylish clothing for women under BOSS Black, progressive-eye-catching fashion under BOSS Orange, and accentuated strict avant-garde style under HUGO.
Licensed products such as fragrances, cosmetics, watches, and eyewear complete the HUGO BOSS product range. In the past fi scal year, the licensing business with Swarovski subsidiary Amazar was expanded by jewelry collections. In cooperation with Samsung Electronics, HUGO BOSS cell phones and matching accessories have also been available since the end of 2008. HUGO BOSS products also gained a children’s fashion collection that will be offered under the BOSS Orange line and available in retail stores from Spring 2009. In future, BOSS brand children’s fashion collections will be produced and sold by a license partner. These initiatives are an important step to rounding off the product offering that combines fashionable variety with high quality.
