Hugo Boss Is Becoming More Mainstream

Hugo Boss CEO Claus-Dietrich Lahrs

Following the coverage of European CEO on Claus-Dietrich Lahrs, Hugo Boss CEO, we did our own investigation into the brand development over the past 5 years. Hugo Boss grew the sales through the recession and posted profit and sales increase when most of luxury brands failed. Main reason - Hugo Boss went more mainstream opening their own stores instead of selling through luxury chains such as Sacks and Neiman Marcus. Their own stores gave them direct traffic to see and try what Claus believes the best men's wear on the planet.
Prices dropped just by a notch, but didn't appear as high because of their own stores when you get to compare prices between suits of the same brand - Boss to Boss, not Boss to Armani.

Quality of Hugo Boss is something that delayed them before as well, since all Armani is made in Hong Kong out of Italian fabrics. Things are not the same with Hugo Boss. Most of the stuff is made in China out of imported fabrics. Of course, when you order custom suit in Canada for example whether you want Hugo Boss or Armani - both will be custom made in the same shop, but still from the fabrics provided by the brand according to the cutting designed by presumably The designer himself.

Armani is still powered by legendary Giorgio. Hugo Boss just recently hired young talent Justin Wu as lead designer. Hopefully Justin will add some spice to rather conservative Boss designs.

Hugo Boss glasses that are shared between three lines Boss glasses and sunglasses, Hugo glasses and Boss Orange glasses and sunglasses are distributed not by Boss, but sub licensed to Safilo - one of the largest Italian luxury eyewear manufacturer. All three lines are of superb quality, although, admittedly some are made in China. Boss glasses took a unique position in a way that they filled men's small niche. Every eyeglasses store will have not more than 20% of their stock offering for men. This is because majority of luxury brands make mostly women's eyewear. Boss is opposite - 90% of the offering is for men. That is a great strategy as men shop for glasses just as much as women do, but the market share of Boss glasses is much higher for men glasses as compared to Dior glasses for woman for example. So, not diverting to woman's fashion could be a good business decision for Hugo Boss at least for now.