The vision of HUGO BOSS is to be the most desirable fashion and lifestyle brand in the premium segment of the global apparel market. The Group is convinced that further elevating the desirability of its two brands, BOSS and HUGO, represents the most important factor for the Company’s long-term success.
In recent years, growth in the premium apparel industry has been driven by strong increases in casual-wear in particular, fueled by the rise of streetwear and athleisure. Customer behavior has also changed: consumers are predominately using digital channels to get inspired and discuss current trends as well as the offerings of individual brands. Customers demand a noticeably faster reflection of current trends in the collections, and their availability at anytime, anywhere – both in brick-and-mortar and online.
In order to account for the changes, HUGO BOSS is focusing on three strategic priorities: driving brand heat and product desire for its two brands BOSS and HUGO, resolutely exploiting global sales opportunities, and further driving its operational excellence.