Hugo Boss AG is a German luxury company that was founded in 1924. The company manufactures clothes for men and women, as well as fragrances, cosmetics, watches, and eyewear through licensed agreements. In 2023, the company's
amounted to approximately 4.2 billion euros, a significant turnaround since 2020 and the impact of the pandemic. In the same year,
came from Europe, the Middle East, and Africa. Hugo Boss' Asia-Pacific sales generated the lowest amount of net sales compared to other markets.
Hugo offers its products under two major brands, namely, HUGO and BOSS. The
unisex brands of the company comprise BOSS Black, BOSS Orange, BOSS Green, and HUGO brand. BOSS Selection is the company’s clothing brand for men, and has the largest sales share of any Hugo Boss brand. The company sells its products in Europe, Asia, the Middle East, Africa, and the Americas, with
over 1,400 stores worldwide.
Hugo Boss marketing efforts
The company envisions increasing revenue by streamlining its operations and focusing more on the core brands of the company. Hugo Boss leverages targeted marketing measures to raise the appeal of its brands. Post-pandemic, the company
spent over 325 million euros on its global marketing campaign. In 2020, this value was significantly lower compared to previous years. Apart from above-the-line marketing instruments such as print and out-of-home media, the relevant target groups are increasingly reached using digital channels. In light of the expansion of the Group’s own retail business, the importance of point-of-sale marketing is also mounting.
Hugo Boss and sustainability
The fashion industry, be it mainstream fast fashion retailers or luxury goods companies, is not known as the most environmentally friendly or transparent. According to a ranking that rates companies in the fashion space by the efforts they put into areas such as decarbonization, energy procurement, and accountability, luxury house Gucci was among the
most transparent companies with a score of 74 percent. According to the same study,
Hugo Boss's rating remained at 28 percent, scoring its highest in the area of accountability.
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