Hugo Boss AG is a German luxury company that was founded in 1924. The company manufactures clothes for men and women. The other product offerings of the company include fragrances, cosmetics, watches, and eyewear through licensed agreements. In 2015, the company's global revenue exceeded 2.8 billion euros. Hugo Boss' Americas sales region generated about 671 million euros of its total revenue in that year.
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 men’s clothing brand of the company. The company sells its products in Europe, Asia, the Middle East, Africa as well as American countries.
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 2015, the company spent over 190 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.
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