Business activities and Group structure
Since its establishment in 1924, HUGO BOSS has evolved into one of the leading companies in the premium and luxury segment of the global apparel market. Its aim now is to reinforce and expand its position. Headquartered in Metzingen, Germany, and with just under 14,000 employees, the Group generated sales of EUR 2.8 billion in fiscal year 2015 and is one of the most profitable listed apparel manufacturers in the world.
Positioned in the premium and luxury segment of the apparel market
The HUGO BOSS Group is established as one of the market leaders in the premium and luxury segment of the global apparel market. It offers its customers around the world a comprehensive range of high-quality fashion as well as accessories in the womenswear and menswear segments. The Group’s activities revolve around developing and marketing the BOSS core brand, the HUGO brand and the BOSS Green and BOSS Orange brand lines. HUGO BOSS is able to address and enthuse different and clearly defined target groups with its brand diversity, primarily thanks to a comprehensive product range encompassing classic yet modern tailoring, elegant evening wear and sportswear, shoes, leather accessories as well as licensed fragrances, eyewear, watches, children’s fashion, home textiles and writing instruments.
Targeted brand communication
HUGO BOSS engages in targeted marketing activities to enhance its brand appeal and awareness, using classic forms of advertising such as print and out-of-home media. In addition, it reaches out to relevant target groups via digital channels. With the Group’s sustained focus on expanding its own retail business, retail marketing has grown significantly in importance. Sports sponsorship activities focus on premium sports such as Formula 1, golf and sailing that symbolize brand values such as dynamism, perfection and precision. A further key area of the Group’s brand communication is sponsorship of cultural events, where the Group focuses on the common ground that art and fashion share with respect to design, aesthetics and creativity. It also emphasizes these attributes with high-profile fashion events in the world’s fashion capitals to further highlight the desirability and acceptance of the Group’s brands among key target groups, while adding emotional appeal to the HUGO BOSS brand world.