HUGO BOSS is one of the market leaders in the premium and luxury segment of the global apparel market. It focuses on developing and marketing of premium fashion and accessories for men and women and became one of the most profitable listed apparel manufacturers in the world. The fascinating brand world of HUGO BOSS comprises the collections of BOSS, BOSS Orange, BOSS Green and HUGO. The brands cover a comprehensive product range encompassing modern apparel, elegant eveningwear and sportswear as well as shoes and leather accessories. Licensed fragrances, eyewear, watches, children’s fashion, home textiles and writing instruments round out the ranges.
The reputation of the BOSS core brand shapes the overall perception of the brand portfolio as a whole. For this reason, the Group is focusing brand communications even more intensively on its core brand than in the past. Apart from traditional marketing instruments such as print and out-of-home media, it increasingly reaches the relevant target groups using digital channels. Retail marketing activities aimed at the established flagship store portfolio, fashion shows and sponsorships continue to play important roles.
Sports sponsorship activities focus on premium sports such as Formula 1, golf, sailing and soccer that are an ideal way to convey brand values such as dynamism, perfection and precision. In its arts sponsorship activities, HUGO BOSS underscores the common ground that art and fashion share with respect to design, aesthetics and creativity. The Company emphasizes these attributes further with high-profile fashion events in the world’s fashion capitals that raise the desirability and acceptance of the Group’s brands among key target groups, while adding emotional appeal to the HUGO BOSS brand world.