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 2016, the company spent nearly 180 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. In 2017, 6.2 percent of affluent U.S. households reportedly owned at least one Hugo Boss branded product. In recent years, Millennials have become a more dominant demographic in the luxury goods market, which provides an excellent opportunity for Hugo Boss to expand their customer base. A 2017 survey found that nearly 40 percent of Millennials preferred luxury brands because of the superior quality of the products and often buy them either to “treat themselves” or for a particular special occasion.