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Hugo Boss AG SWOT & PESTLE Analysis

ID : 52359653| Jan 2019| 15 pages


Business Sector :Fashion & Lifestyle

Operating Geography :Germany, Global

About Hugo Boss AG :

Hugo Boss AG, popularly known as BOSS, is a German company established in 1924. It is headquartered in Metzingen, Germany. It produces fashion apparels & accessories for men and women. Its product portfolio includes latest clothes from eveningwear to sportswear, shoes, fragrances, eyewear, watches, children’s fashion, home textiles and writing instruments. It has a market cap of $8.6 billion. Hugo and Boss are its core brands which offer premium and upper premium range respectively. It has 56 consolidated companies for local business. Hugo Boss’s products are sold in 127 countries through 442 freestanding retail stores. There are 7,700 points of sale globally. As of 2018, the employee strength of this a German luxury fashion house stands at approximately 14000 people.
The Company’s vision is “Consumers and retailers appreciate HUGO BOSS as the leading international high-end men/ women wear company with an outstanding performance in providing a distinct, innovative fashion statement, communication and value for money strategy.” Hugo Boss’s USP or unique selling proposition is being amongst the top 5 most trustworthy companies of Germany as per Forbes.

Hugo Boss AG Revenue :

EUR 2.732 Billion - FY ending 31st Dec, 2017
EUR 2.692 Billion - FY ending 31st Dec, 2016

Competitive Analysis of Hugo Boss AG

The SWOT analysis for Hugo Boss AG is presented below:
1. Strong Financial Performance
2. Strong Brand image with core brands Hugo & Boss
3. Swift changes to maintain exclusivity of its premium products
4. Strong footing In Asia-Pacific markets
5. Solid strategic Fields of Action for long term success
1. Decline in sales through Wholesale channel
2. Narrow Customer Base for Boss
3. Sluggish growth in premium and luxury goods sector

1. Growth Potential in casual wear and athleisure
2. Growth opportunities in Emerging Economies
1. Adverse impact of Environmental Changes
2. Threats due to operational failure
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Detailed SWOT Analysis of Hugo Boss AG



1. Strong Financial Performance: The overall sales in FY2017 rose by 3% as compared to FY2016.. Assets rose and liabilities fell due to lower income tax rate . Group’s free cash flow recorded a 6% increase to EUR 220 million in 2016. It grew by 28.9% in first 3 quarters of 2017 as compared to same period in 2016. The overall sales increased in 2017 by 8% in its freestanding stores and shops-in-shops. Its own retail business grew by 5% in 2017 and licenses sales increased by 14% in 2017. The net sales grew from EUR 2,693 in 2016 to EUR 2,733 in 2017. In 2016, gross profits grew by 4%. Gross Profits grew consistently in 2017 from EUR 419.2 million in Q1 FY2017 to EUR 416.2 million in Q3 FY2017. Net income rose from EUR 48 million to EUR 80.3 million in this period. Strong financials are a result of solid retail sales and fast growing online business.

2. Swift changes to maintain exclusivity of its premium products: Hugo Boss is a pioneer in premium apparel and accessories range where consumer tastes and preferences change fast. To keep pace with these changes, keeps benchmarking with its competitors. It has a dedicated team of designers who are trained to innovate & transform sketches into final product with perfect fitting and best material quickly with technology. It is done with industrial production viability in perspective. They also make further enhancements to products in 4 sites viz Metzingen, Moorrovalle (Italy) , Radom (Poland) and Izmir (Turkey). Its efficient logistics ensure timely delivery in a span of just 24 hours because of these distribution centres in premium locations. Customers are given tailor made options which creates personalization in their products. It maintains individuality as well as exclusivity through such offers.

3. Strong footing In Asia-Pacific markets: The sales in Asia-Pacific region grew by 12.5% to $9 million in 2016 as compared to same period in 2015. Sales grew by 6% in FY20147. This growth was driven by double digit increase in its comp retail stores. Chinese and Japanese markets led Asia-Pacific sales growth which rose by 10% . Macau and Hong Kong led the Chines markets in 2017 with double digit growth in Q2 and Q4. This growth was led by strong local demand catered by 500 points of sale, less discounting, better price/value proposition, extensive marketing and heavy tourist footfall. In 2017, strong growth numbers were reported in all quarters. There was an increase in sales by 41% , 10% , 4% and 10% in Q1, Q2, Q3 and Q4 FY2017 respectively.

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This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

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Check Out Analysis of Other Relevant Companies

References used in Hugo Boss AG Analysis Report
1. Hugo Boss Group Profile:

2.Hugo Boss Investor Relations:

3. Hugo Boss Investor Relations Strategy:

4. Hugo Boss Investor Relations Results:

5. Hugo Boss Annual Report:
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SWOT & (2020). Hugo Boss AG SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 03 Apr, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Hugo Boss AG SWOT and PESTLE analysis has been conducted by Kanupriya Sheopuri and reviewed by senior analysts from Barakaat Consulting.

Copyright of Hugo Boss AG SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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Hugo Boss AG SWOT & PESTLE Analysis
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