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Hugo Boss

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by

Sinan Bolat

on 20 October 2015

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Transcript of Hugo Boss

Sinan Bolat - Lloyd Sluiter - Thomas Soubry - Ferre Verbeek
2015-2016

Table of contents
Fashion marketing
Fashion marketer
Endorsement
HUGO BOSS
Introduction
Identity and 2020
4 P's
Advertising
Social media
Conclusion
Fashion marketing
Combination of Creativity and business
Marketing trends (TIMING)
Customers - fashion world
Fashion marketer
Current trends
Campaigns
Psychic
Read the past
Sense for business
HUGO BOSS
Founded: 1924
World War 2
Economy
Assortment: 1985 - 2015
HUGO BOSS women: 1995
Core identity
Innovation, creativity and progress
Superior, fashionable products -> value for money
Extended identity:
Men: handsome successful leader
Women: emancipated and strong
"I don't care look"
HUGO BOSS - 2020
25% more sales
Reinforce:
Elevation core brand
Womenswear
Communication - Omnichannel
Distribution
HUGO BOSS - Products
BOSS black (assurance)
BOSS selection (suits)
HUGO BOSS green (function)
HUGO BOSS orange (trends)
HUGO (vintage)
Accessories


http://www.hugoboss.com/uk/home
HUGO BOSS - Place
Retail, retail, retail
New stores
Suits
Omnichannel
Avoid cannibalization
HUGO BOSS - Promotion
Celebrity endorsement
Famous person
Be consistent!
Credibility/effective

Disadvantage: expensive
Fashion marketer
Self-driven
Business-oriented
Excellent communicators
Creative
Quick thinking
A people person
Up on trends and current events
HUGO BOSS - Price
Upper price class
€400 - €1000
Mainly around €600
Price <-> quality
HUGO BOSS - Price competitors
Calvin Klein: €400 - €700
Armani: €1000
Suitsupply: €300 - €400
HUGO BOSS - Advertising
HUGO BOSS - Advertising
Message
Class
Beauty
Quality
Celebrity endorsement
Combined Advertising
Suits and perfume
Suits and bags
Suits and coats
Co-creation
HUGO BOSS - Promotion
Artsponsoring
Sportsponsoring
'Made to measure'

Co-creation
'Made to measure'

Customization
Superb in every detail
Perfection personified
Outstanding service
Appointments
Social Media
Social Media
Full transcript