hugo boss competitive review

Hugo BossCompetitive Presentation

October 1st, 2009

Prepared By: Bassem Al MasriOctober 22nd 2009

Core Identity

The brand stands for innovation, creativity and progress

The brand implements stringent design and quality standards to produce superior products that deliver value for money.

All the brand collections adhere to a lifestyle philosophy featuring a distinctive brand signature

The country of origin for the brand is Germany

Extended Identity

The main fashion brand, BOSS, is modeled by a chisel-chinned hunk with the long hair of a racecar driver. He doesn’t look like he would be anybody’s boss though, more the maverick loner than a dynamic leader with your destiny in his hands. The women counterpart is a striking and arrogant-looking and in her late twenties

The BOSS consumer no longer worries about "making it." He has achieved a success level that is beyond the norm, allowing him to enjoy the most luxurious cars, yachts and private jets the world has to offer. Men who choose BOSS are to be admired and envied in equal measure

The essence of Hugo BOSS fashion: Confidence, Power, Masculinity. Personal and professional goals achieved with easy self confidence

The BOSS consumers have fun, enjoy life and take risks. They don't care about rules but live their life on their own way. Independent, unconventional and modern. Creative people who are on the move. HUGO is the look and feel of London, Berlin and New York — the style for individualists.

Value Proposition

Functional benefits include high-quality, fashionable clothing with European design

Emotional benefits of this brand are that it makes you feel like the consummate sophisticate, for whom only the very finest fabrics and tailoring will do

Self-expressive benefits include its ability to allow your self-expression to have a strong sense of character

BOSS Orange

HUGO

BOSS

BOSSBlack

BOSSGreen

BOSSSelection

Pric

e D

egre

e

Fashion Degree

Luxury

AvanteGarde Oriented Design

Classic – Elegant Fashion

Casual Lifestyle

Premium

Brand Positioning

BOSS Black

•Men’s Wear•Women’s Wear•Accessories

BOSSSelection

•Men’s Wear• Accessories

BOSSOrange


BOSSGreen

•Men’s Wear•Sports Accessories

HUGOBoss


Brand Architecture

Brand Strategy Highlights

Has high brand awareness – 90 – 100% amongst target audience

Has high share of buyers within target group 40 – 60& at BOSS Black/Selection/Hugo 15 – 30% at BOSS Orange/Green

Further leverage existing strengths to continue growth with BOSS Black in premium men’s wear

Expand the share of business done with: BOSS Selection to underline core competence in men’s wear (full canvas) Make sure that women get the same attention as men already enjoy To make a more visible fashion statement with the shoes and accessories range

To avoid cannibalization, the focus will be on stand alone positioning for each brand in comparison with the past where brand architecture showed overlapping and similar price positions

Unlock the brand potential by developing retail strategies that will: Gain more control over brand and product presentation Unlock potential in major growth markets with focused retail expansion in the right

format Intensify online shopping in key markets to benefit from growth story Control factory outlet business more closely

Focus on geographical expansion to drive business outside Europe to: Be less dependent on mature markets in Western and Central Europe although

there is still market share to gain Benefit from double digit growth in emerging markets in Asia, Russia and Eastern

Europe Find the right access to mature markets such as the USA and Japan to capture

the full momentum of the premium market


Deliver sustainable and profitable growth by: Monitoring and improving profitability of own retail Managing trade partner profitability more stringently Reducing net working capital to a healthy level Decreasing complexity in operations, sourcing and manufacturing as well as the

supply chain

Performance initiatives launched in in anticipation of weakening market conditions: Strengthening cost cautiousness and tight monitoring of cost drivers Retail turnaround Sourcing & manufacturing Fine tuning the regional price structure Net working capital optimization


BOSS Black75%

BOSS Se-lection

4%

BOSS Orange

19%

BOSS Green2%

Revenue-By Product Category

Germany22%

Other European Coun-tries47%

Americas19%

Other Regions12%

Revenue-By Region

Exclusivity is embodied in the BALDESSARINI collection, supplemented by top quality home accessories. BALDESSARINI customers share a passion for detail, superior quality and the finest fabrics

Positioned in the upper market segment, the luxurious BOSS Selection men's wear line represents the premium world in the BOSS brand universe. The interplay of sophisticated design, exclusive materials and beautiful tailoring guarantees clothing of the highest standard for customers of distinction

Men’s Collection

Function is addressed by the BOSS Green collection for the modern, active man. Technically optimized sportswear and sporty daily wear is combined with functional fabrics in stylish multi-functional clothing of the highest standard for dynamic outdoor and the latest leisure activities.

Men’s Collection

Assurance is provided by BOSS Black with a collection that consistently offers the right outfit. Up-to-date styling, sophisticated tailoring and superior quality meet the high demands of the successful man, at home in the world’s metropolises. BOSS Black, with a focus on youthful design and high-quality workmanship, links sophisticated elegance with value for money.

Men’s & Women’s Collection

Trends are set by the sporty BOSS Orange line with its men’s collection for individualists by making a distinct fashion statement in the casual market. Attention to detail and a variety of combination possibilities provide a new interpretation of the usual BOSS quality.


Avantgarde is the word for the trendy HUGO collection for men and women. The cut emphasizes the body, fabrics are innovatively combined and the look is unconventional. This is fashion for individualists who want to make a statement with their outfit.


Ad Campaign

Advertising campaigns visualize the HUGO BOSS brands. A new global advertising campaign embodying the collection philosophy is developed seasonally for each brand in cooperation with top photographers and leading art directors. The campaign motifs are used in print, poster and catalog advertising around the world. TV commercials are additionally leveraged to promote the successful HUGO BOSS fragrances

Ad Campaign

PR-Press Coverage

The goal of HUGO BOSS communication and marketing is to ensure a globally consistent corporate and brand presentation.

Within this framework, corporate communication concentrates on the company's activities and image. Coverage in national and international print media, along with interviews and press conferences, serve to reinforce and refine this image. The balance sheet press conferences, shareholders' meetings and bulletins on strategic issues complement the mandatory stock corporation disclosures as further pillars of the Group's corporate communications

Brand communication focuses on the activities and image of the HUGO BOSS brands. Product PR in fashion and lifestyle media, film and VIP wardrobing, and interviews with designers all help to bring the brands to life. The website at www.hugoboss.com covers all areas of corporate communication, and serves as a popular source of information for anyone interested in HUGO BOSS

PR-Press Coverage – Vogue 2008

PR-Press Coverage – GQ 2008

PR-Press Coverage – Vogue Sport 2008

PR-Sponsorships

Partnership with the arts and the art world began more than seven years ago. Since then, there have been numerous notable exhibitions and, in conjunction with the Guggenheim Foundation, the HUGO BOSS PRIZE has been established, which has evolved into an internationally renowned art award. Projects bearing a particular relevance to the company - featuring contemporary artists such as Jeff Koons, Dennis Hopper and Frank O. Gehry - add breadth and depth to the arts program, and infuse the HUGO BOSS brands with aesthetic values.

In the sports sector the focus lies on Formula One, IRL, golf, tennis, and skiing. All of these sports epitomize the attributes of the BOSS brand: they are successful, dynamic and international.

PR-Sponsorships – Formula 1

PR-Sponsorships – Sailing

PR-Sponsorships – Golf

PR-Events – Celebrity Dressing

Global Market Presence

Europe 4460 POS 184 Directly Operated Stores 22 Showrooms 700 Franchise Stores

Americas 1120 POS 66 Directly Operated Stores 3 Showrooms 80 Franchise Stores

Asia / Pacific 550 POS 80 Directly Operated Stores 3 Showrooms 250 Franchise Stores

THANK YOU

hugo boss competitive review

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