Brand Management - the interface between Business, Design and Development

"Why did I apply to HUGO BOSS? I wanted to establish myself as bigger and more international and I knew that HUGO BOSS was the ideal opportunity for me to develop further, both professionally and personally.” Svenja has been Brand Manager for BOSS Womenswear since 2017. Her current responsibilities include the more technical area of the outerwear collection. "I developed a concept for the strategic market positioning of Outerwear and had the opportunity to present it myself to the Management - that is HUGO BOSS for me. I can present ideas and they are encouraged and valued."

Internalize the Product Life Cycle

"I am continuously guided by the product life cycle as my role is tied to the process. We start with the collection framework which is the starting point of the whole product development. The basis is built on the first analysis of the sales figures, net sales figures, as well as the internal market requirements. Then we determine what the collection should actually include, and create an efficiency-based framework plan, which is then handed over to the design team and filled with creativity."

Between analysis, efficiency, and complexity

As a brand manager you are commercially responsible for the collection. If I consider how a regular day starts for me I would say that I usually start with some analysis. Then I meet with the designers to find out the current status of the collection, or to discuss individual products, in order to ensure optimum cost-effectiveness. We have two main collections and two pre collections, and additional capsule collections, rotating per year. This means that on any given day I could be busy with three seasons, and that is exactly what makes this job so exciting for me.

"My planning makes me an integral component of product development."
I find it particularly motivating that after accompanying the whole process of product development you can see the result at the end, and hold the item of clothing in your own hands. I am fascinated that the process that starts with my number-based planning results in an actual item of clothing being created, and I can then see it worn on the streets by our customers. I can still clearly remember the first collection I worked on. As it became available in the store I remember showing it to my family and friends with great pride so they could see what I was working on.
Together as a Team
The cool thing about brand management is that it is an interfacing function which requires close collaboration with many areas including controlling, marketing, design and sales. They all have different expertise to develop the best collection for our customers. This is also the reason I believe the most important aspect of this job is the ability to work in and with teams. Because, at the end of it all, we are all working together to create perfect products.