It has been confirmed that Hugo Boss will discontinue their Boss Orange and Boss Green labels as independent brands, as part of a brand restructuring to revive business growth by 2018.
Moving forward, the fashion house are set to operate just two of their brands, narrowing their focus to the core Boss line and the entry-level price Hugo, priced at around 30% lower than Boss to attract a younger market. Though Boss Orange and Boss Green will no longer run as separate entities, the labels will still be integrated into the Boss range to maintain the brand’s image. They will also be shifting focus to prioritise wholesale and digital sales at the expense of more brick and mortar stores.
In addition to this the company has revealed that though womenswear remains an important component of their core business, they will only be presenting their menswear lines at New York Fashion Week in February. This comes as part of the company’s decision to direct their key creation, marketing and communication activities towards their menswear lines.
Speaking of their new turnaround strategy, Chief Executive Mark Langer told Sky News:
“By further developing our strategy we want to steer Hugo Boss back toward sustainable growth. We are sharpening our presentation and focusing on our customers’ needs more consistently. In Boss and Hugo we have two strong brands with their own identity, which appeal to different target groups. With Boss we want to be the most desirable brand in the upper premium segment. Positioning Hugo in future as a progressive brand with an attractive value proposition will open up extra growth possibilities for us.”
