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Hugo Boss initiates new strategy for two core brands
21 Nov '16
1 min read
Premium fashion goods marketer Hugo Boss Group has initiated a new strategy for two of its brands, Boss and Hugo, with the intention to steer the group back toward sustainable growth. In order to appeal to customers clearly and rigorously, Hugo Boss will now operate with only these two brands, by merging various sub lines into these two brands.
So, while Boss will offer upper premium businesswear as well as sophisticated casualwear, Boss Orange and Boss will no longer be continued as independent brands, but instead, both lines will be integrated into the Boss core brand.
Hugo will in future, appeal to a broader base of younger customers with fashionable collections offered at attractive prices and so its entry-level price range will be around 30 per cent lower than that of the Boss core brand.
The realignment of the brand portfolio is set to be completed with the delivery of the Spring 2018 collection. (AR)
So, while Boss will offer upper premium businesswear as well as sophisticated casualwear, Boss Orange and Boss will no longer be continued as independent brands, but instead, both lines will be integrated into the Boss core brand.
Hugo will in future, appeal to a broader base of younger customers with fashionable collections offered at attractive prices and so its entry-level price range will be around 30 per cent lower than that of the Boss core brand.
The realignment of the brand portfolio is set to be completed with the delivery of the Spring 2018 collection. (AR)
Fibre2Fashion News Desk – India
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