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 men’s clothing brand, and has the largest sales share of any of Hugo Boss brand. The company sells its products in Europe, Asia, the Middle East, Africa, and the Americas, with over eleven hundred stores worldwide .
The company envisages 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. In 2018, the company spent over 174 million Euros on its global marketing campaign. 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.
In the United States, Hugo Boss remains a prestigious and highly sought-after brand. Hugo Boss carries a range of luxury fragrances for men and women. In 2018 it is estimated that about 2.85 million Americans used Hugo Boss branded shaving lotion or cologne. Hugo Boss cologne was also a popular gift among Americans in that year. Although the brand is not very often associated with women’s personal care products, it is estimated that around 511,000 consumers in the United Kingdom used Boss by Hugo Boss women’s perfume in 2017, making it the most popular women’s fragrance by the brand in the U.K. in that year.