13 Hugo Boss
Brand: Hugo Boss
Brand value: 3’069 Mio. EUR
Brand value change compared to last year: −4%
Ranking change compared to last year: +/-
A new entrant in 2014's Best Global Brands ranking, Hugo Boss, the German luxury brand, is growing both in terms of sales and in the number of directly owned stores. Headquartered in Metzingen, the company, generated with almost 13,000 employees, net sales of 2.6 billion euros in fiscal year 2014, making it one of the most profitable listed apparel manufacturers in the world. The umbrella brand, which includes BOSS, BOSS Orange, BOSS Green, and HUGO, clearly communicates its focus: from understated luxury to urban casualwear to edgier, fashion-forward styles. The brand strategy is well defined: maximizing brand identity, expanding retail, increasing global presence, and improving operations. According to CEO Claus-Dietrich Lahrs, specific targets include the Asian market and increasing directly owned stores by 50 per year. Hugo Boss is successful at communicating with consistency on its e-commerce sites and is updating existing stores to improve consistency in the brick-and-mortar world. Though the brand is best known for menswear, womenswear is now a key growth area. Since the arrival of Artistic Director Jason Wu, women's sales have increased 18%. As Hugo Boss heads into its first full year under Wu's direction, the question is whether that growth will hold. Beyond its women's collection, Hugo Boss is also engaging to make progress on the female front with regard to its management team. The Hugo Boss sponsorship activities are focused on golf, motor racing, sailing and soccer. In the field of sailing, Hugo Boss has a longstanding partnership with the British yachtsman Alex Thomson and his team since 2003. Besides being official fashion of Germany's national soccer team, Hugo Boss launched an exclusive partnership with professional soccer star Mats Hummels in January. The company has also been investing considerable effort and energy in its international arts sponsorship role since 1995. If the brand can remain authentic and relevant across these diverse strands, its position as a global leader in the premium apparel market looks assured.