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Hugo Boss Idea Proposal (BOSS)

Hugo Boss Idea Proposal (BOSS)

Are Hugo Boss’ rebranding efforts and focus on growing its men’s casual wear line leading to improved sales in Europe?


Report Available: February28, 2018


Blueshift’s initial research found BOSS in the midst of a sales recovery with growing expectations for 2018. The company is shifting its branding efforts to emphasize more casual looks and younger customers with its men’s wear lines. With spring and summer lines hitting shelves, results on BOSS’ initiatives will be rolling in shortly.



  1. BOSS is showing signs of a recovery, with same-store sales climbing 7% in Q4, it’s best mark in five years and a far cry from the losses of 2016. Revenue climbed 5%, surpassing analyst expectations. But the sales increase was largely outside of Europe, with revenue up 11% in the Americas and 10% in Asia. In Europe, which accounts for 58% of the business, sales grew 1%.
  2. As fashion and apparel preferences shift to more casual and athletic wear, BOSS is looking to capitalize on this trend. It has revamped its core brands, shifting from four different labels (Black, Red, Green and Orange) to a Hugo line and a Boss line. Both lines have a mix of casual and formal apparel, though the more traditional Boss line will have a higher mix of casual wear. Hugo is still expected to be more fashion-forward with a more affordable pricing aimed at a younger consumer.
  3. True to its goal of appealing to a younger demographic and emphasizing more casual apparel, BOSS named 18-year-old Anwar Hadid, younger brother of fashion models Bella and Gigi Hadid and one of the fashion influencers to watch in 2018, as the face of its spring and summer Hugo collection. BOSS’ sweat tops are popular among young men as are its occasion wear jackets with nontraditional tweed or checked patterns.
  4. Blueshift’s Dec. 14, 2017, report said Hugo Boss’ focus on rebranding and emphasizing its men’s casual wear line in Europe is being met with strong support from buyers, store personnel, supply chain sources, and competitors. Overall demand for casual wear is high, orders for Hugo Boss’ spring line are increasing, and sales are expected to grow as Hugo Boss transitions to a collection that appeals to fashion-forward consumers with its premium cuts, high quality, and on-trend approach.


How are orders for BOSS’ spring and summer lines? How is customer demand? How are customers responding to the new Hugo and Boss lines as the company transitions from the color identifiers? What is happening with BOSS’s formal wear customers? How are price, quality, trendiness, and in-store presentations with the new lines? To answer these and other questions, Blueshift will gather data and issue a market research report from independent sources in the following areas: Wholesale buyers at department stores, Supply chain, Store personnel, Competitors, and Industry specialists.


Companies: Hugo Boss AG (ETR:BOSS), Inditex SA (BME:ITX), Christian Dior SA (EPA:CDI), Hennes &Maurtiz AB (STO:HM-B), Ted Baker plc (LON:TED), PVH Corp. (PVH), Ralph Lauren (RL)


Research Begins: February 5, 2018


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