Business activities and Group structure

Positioned in the premium and luxury segment of the apparel market

The HUGO BOSS Group is one of the market leaders in the premium and luxury segment of the global apparel market. It focuses on developing and marketing premium fashion and accessories for men and women. With its core brand BOSS, HUGO and its other brand lines BOSS Green and BOSS Orange, HUGO BOSS caters for different and clearly defined target groups. The brands cover a comprehensive product range encompassing classic-modern apparel, elegant evening wear and sportswear, shoes, leather accessories as well as licensed fragrances, eyewear, watches, children’s fashion, home textiles and mobile accessories.

Targeted brand communication

HUGO BOSS leverages targeted marketing measures to raise the appeal of its brands. Apart from traditional marketing instruments such as print and out-of-home media, it increasingly reaches the relevant target groups using digital channels. In light of the expansion of the Group’s own retail business, the importance of retail marketing is also mounting. Sports sponsorship activities focus on premium sports such as Formula 1, golf or sailing that are an ideal way to convey brand values such as dynamism, perfection and precision. In its art sponsorship activities, the Group underscores the common ground that art and fashion share with respect to design, aesthetics and creativity. The Group 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.