Case study: Hugo Boss

Extract

[...] Target Boss Black Menswear launched in early 1970s Womenswear 2000 Mature fashion consumer Boss Orange Menswear 1999 Womenswear 2005 Younger casual customer Boss Selection Menswear 2003 Marketed as higher quality with more focus on design Boss Green Menswear relaunch in 2003 Womenswear 2010 Golf-oriented sport collection Hugo Menswear 1993 Womenswear 1998 Marketed as more trendy Fragrance and more In 1984 Brothers Holy started a beauty line with mostly fragrances but also skincare, clocks and glasses: • The licence of the Hugo Boss' perfumes goes to Procter & Gamble Beauty • 2005 Launching of a Skincare line • 2008 Launching of a Jewels line under a licence of Amazar, Swarovski • Since 2008 Agreement with Samsung Electronics to develop cell phones and related accessories A bit of History • 1923: German tailor Hugo Boss sets up his workshop in Metzingen. • 1948: Company founder Hugo Boss dies. • 1967: The Holy brothers take over management and transform the company into a men's fashion manufacturer • 1985: The company goes public and is renamed Hugo Boss AG. • 1991: Marzotto S.p.A. [...]

[...] Hugo Boss enforces charitable work around the world. Their partnership with UNICEF includes work with “schools for Africa”. The company increases sponsorships in sport (golf, formula sailing ) Customers are able to become a fan on social networks which will update with news and pictures, strong internet communication for fashion shows or events Threats Economic climate causing a change in buyer behaviour and further possible falls in profit Although Hugo Boss is a well known leading brand, there is large competition from competitors such as Ralph Lauren and Lacoste cause threats to Hugo Boss as they further expand Exchange rates cause problems for the company due to having shops in 17 different countries Weaknesses Slight sales decline of in 2008 Target market a specific group which results in a limited amount of people buying from the brand. [...]

[...] (Collection plan ~ Online Network) • Optimization of Work process. • Key Ratios & Key Accounts Control III. Company's Recent Developments ONLINE 2009 • 1 Quartal 2010: growing results • A success Year • Online Stores Strategies (ex.) (international network to local market) III. Company's Recent Developments JOINT VENTURE IN CHINA (end 2009) • H.Boss holds 60% participation of the Rainbow Stores • Largest Market afer Germany & US • Increase of the 2010 Retail stores Profits about Position on the 3 major Markets • Situation in Europe Specially in Spain & East- Europe due to the crisis (closure of 25stores in Spain) • Situation in US = + (Low $-Currency) • Situation in Asia = + 11% (New opening in China, Strong Currency) Growing Market Conclusion 2010: Success Year Our conclusions: retargeting the europe area touched by the crisis, in order to stay successful. [...]

[...] Strengths c. Threats e. Weaknesses 4. Key Competitors Agenda III. Company's Recent Developments by 1. Overview a. Structure b. Online-Network c. Joint Venture 2. [...]

[...] Company Analysis: A Global Expansion 1. Business Description a. Key Ratios b. Sales/Region 2. Corporate Strategy a. Major strategies b. Value Chain Analysis 3. OSTW Analysis a. Opportunities b. [...]