Driving Brand Desirability

We believe in the desirability of our brands. They will be the most important factor in the Group’s long-term success. To further increase the appeal of our brands, we are focusing on two strategic priorities in our 2022 business plan: personalization and speed. 

  • Personalization: The company will substantially expand its focus on personalized offerings. The intent is to increase customer satisfaction sustainably by employing a more individualized customer approach, a personalized product range, and a unique shopping experience. In doing so, HUGO BOSS is building on its strengths: its global retail network, its systematic customer relationship management, and its extensive experience in made-to-measure clothing.
  • Speed: HUGO BOSS will make its business processes considerably more agile. This will enable the company to react to customer needs and to new market trends even more quickly and flexibly in the future. The existing skills of HUGO BOSS in product design and development, its modern logistics and IT infrastructure and the use of digital showrooms will be the key levers.

These strategic priorities guide the Group’s specific actions within the following four strategic fields of action. 

Four strategic fields of action


    By 2022, the company expects to increase Group sales by an average of between 5% and 7% per year on a currency-adjusted basis. Sales are therefore expected to outgrow the projected growth of the relevant market segment for HUGO BOSS in the coming years. Four key drivers are particularly crucial for further growth:

    Quadrupling of sales in the Group’s own online business targeted
    The company sees great growth opportunities in expanding its online business. In the coming years, this sales channel is expected to contribute to achieving company objectives with significant above-average growth. Exploiting the potential of the own online store and expanding the concession model in the online business are expected to contribute to this substantially. The Group plans to quadruple its sales in its own online business by 2022.

    Significant improvement in retail sales productivity
    HUGO BOSS aims to increase retail sales productivity by an average of 4% annually by 2022. Along with an optimization of the store network, accelerated renovation of existing BOSS stores, expansion of omnichannel services and improvements in product range are expected to contribute to this.

    Above-average growth in Asia
    The Managing Board is convinced that the Group still has considerable growth potential particularly in Asia. Sales in the region are expected to increase on average at a double-digit percentage rate per year by 2022, with China playing a key role. In doing so, the share of sales from Asia will increase from around 15% currently to 20% in 2022. In addition to the optimization and expansion of the local retail network, the online business, also in cooperation with various multibrand platforms, should contribute to above-average sales growth in particular.

    Significant sales increase for HUGO
    The company sees great potential for its HUGO brand. In the coming years, the focus on the dynamic contemporary fashion segment should contribute to above-average growth and therefore also to achieving company targets. This entails taking full advantage of the potential of the HUGO brand in the casualwear segment. Furthermore, additional HUGO stores with a unique store concept will be opened, and the HUGO brand will increase its social media activity.

    EBIT margin

    Increase in EBIT margin to 15% expected by 2022
    HUGO BOSS is expecting a return to sustainable profitable growth already for fiscal year 2019. The company has set itself the target of improving its EBIT margin to 15% by 2022. This represents an increase of nearly 3 percentage points over the expected EBIT margin for fiscal year 2018. An improved gross profit margin and a Group-wide efficiency program with a strong focus on a more efficient use of operational expenses will contribute to this.

    In order to improve the gross profit margin, particular emphasis in the coming years will be placed on further increasing the sales share from the Group’s own retail business, reducing the complexity of the BOSS and HUGO collections, improving markdown management, and decreasing the sales share of the outlet business. The efficiency program aims at improving profitability of the Group’s own retail business, using marketing expenditures more effectively, and optimizing the organizational structure.

    Focus on personalization and speed to further drive brand desirability
    Video HUGO BOSS Investor Day 2018
    Outlook and Targets
    Find out here in detail about our targets for the current financial year and our medium-term targets.

    Further information


    HUGO BOSS uses digitization along the entire value chain to ensure greater efficiency and sustainability. Innovation is a top priority throughout the company.


    With two brands on the path to success. The core brand BOSS offers modern and elegant collections that combine quality and fit. With its progressive and cool looks, the HUGO brand inspires true style individualists.


    Sartorial heritage meets lifestyle. Numerous milestones mark the way to becoming an international fashion and lifestyle company.