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摘要:主要介绍了世界级的奢侈品牌雨果博斯的发展历程,旗下品牌,品牌理念以及对它的一个潜在市场的分析。......

主要介绍了世界级的奢侈品牌雨果博斯的发展历程,旗下品牌,品牌理念以及对它的一个潜在市场的分析。

雨果博斯
 

“时尚是一种独特的感性的、动态的和国际性的现象,雨果博斯在这迷人的领域处于一个领先的地位。我们有能力超群,无私奉献,并且能够出色完成任务的优秀员工,他们都是铸就我们成功的基石”(布鲁诺·萨尔茨博士管理董事会主席,HUGO BOSS AG)。
 

HUGO BOSS AG的时尚本部坐落于德国的Metzingen,专门从事于高端服装。这是用其创始人的名字命名, 雨果博斯。它已经成功地守护和扩大了作为全球化市场领导者在高端服装市场的领先者的地位。雨果博斯这个品牌涵盖了所有关键时尚领域,从经典的衣服,晚礼服和休闲服以及功能性运动服装和一些配饰。
 

特许商品如眼镜、手表、香水和化妆品等进一步增强我们的实力。雨果博斯在时尚市场的代表是旗下BOSS和BALDESSARINI 两大品牌。雨果博斯的产品在全球超过100个国家都十分受欢迎。雨果博斯这个名字赋予了品牌成功,完美,风尚和超越国界。
 

Fashion and Hugo Boss
 

Hugo Boss
 

“Fashion is a uniquely sensuous, dynamic and international phenomenon, and HUGO BOSS holds a leading position in this fascinating market. The exceptional personal commitment and standout achievements of our employees form the cornerstones of our success.” (Dr. Bruno S?lzer, Chair of the Managing Board, HUGO BOSS AG).

 

Hugo Boss AG is a fashion house based in Metzingen, Germany, specializes in high-end apparel. It is named after its founder, Hugo Boss. Hugo Boss has been successfully asserting and expanding its position as a global market leader in the upscale fashion market for many years. The HUGO BOSS brands encompass all key fashion areas, ranging from classic clothing, evening and leisurewear to functional sportswear and complementary accessories.

 

Licensed products such as eyewear, watches, fragrances and cosmetics further enhance our collections. HUGO BOSS is represented in the fashion market by the BOSS, HUGO and BALDESSARINI brands. HUGO BOSS products are available worldwide in over 100 countries. HUGO BOSS the name denotes success, perfection and a style that transcends international borders.

 

Its primary competitors are Gianni Versace, Armani and Gucci in the fashion retail sector. The BOSS and HUGO brands cover all the major fashion segments for men and women. Additional product groups such as shoes and accessories, fragrances, eyewear, and watches complement the individual collections.

 

The target audiences mainly catered to by HUGO BOSS are individuals ranging between the age groups of 20-60 years. Largely, its customers are the young and the professional working class. The marketing channels used are the seasonally changing advertising strategies, business through the internet, public relations and various sales promotion schemes.
 

Products
 

HUGO BOSS is represented in the fashion market by the BOSS and HUGO brands. These brand collections and their fashion lines are aimed at various target groups, creating a brand world of extraordinary fashion diversity at a constantly high level of quality. The BOSS Black, BOSS Selection, BOSS Orange and BOSS Green lines as well as the accompanying accessory collections are all part of the core BOSS brand.

 

BOSS Black
 

The women’s collections in the BOSS Black line offer versatile fashion ranges with a rich array of elegant “modern classics” in business-, leisure- and formalwear: perfect looks that satisfy the most sophisticated tastes.

 

BOSS Orange
 

BOSS Orange offers casual collections for women who enjoy dressing in style and wearing surprising looks. Unusual materials, bold colors and beautiful details appeal to a clientele that delights in experimentation.

 

HUGO
 

HUGO delivers innovative looks for women with a young, upbeat attitude. The collections feature body-hugging silhouettes and up-to-the-minute styles.

 

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Accessories
 

For the past several years, a broad selection of innovative lifestyle products has complemented the HUGO BOSS fashions. The segment Shoes & Accessories has featured most prominently and represents considerable growth potential for the company. This product group was therefore integrated into the Group in 2004 and has been progressively expanded since.

 

Micro-Environment
 

Micro-environment denotes those elements over which the marketing firm has control or which it can use in order to gain information that will better help it in its marketing operations. In other words, these are elements that can be manipulated, or used to glean information, in order to provide fuller satisfaction to the company’s customers.

 

P’S of Marketing
 

Product
 

For men include: Boss Black/Boss Black Selection, Boss Green, Boss Orange, Hugo, and Baldessarini. For women: Boss Black, Boss Orange and Hugo. Also part of the brand is Lifestyle Accessories. (As explained above )

 

Price
 

The price that a customer pays varies for each type of their product. Their target market constitutes are people between the age of 20 and 60, i.e. for the young, professional and working class. The price of the products of an industry are determined by a number of factors including market share, competition, market costs, product identity and also the customer’s perceived value of product.

 

Place
 

Place comprises of two distinct elements: channels of distribution and transportation of goods. HUGO BOSS sells its products are various stores and outlets. It has various retail outlets. It also has logistics that relates to the physical warehousing and transportation of goods from various places. It is well organized and effectively working.

 

Promotion
 

HUGO BOSS promotes itself by advertising their products via Media, i.e. TV, newspapers, banners, internet, etc. Also, sponsorship, product placement, endorsements, direct mail, trade shows, etc help them to promote their brand efficiently in the market. It is also engaged in charitable work.

 

Macro Environment
 

Macro-environment refers to the surroundings in the market which are unavoidable and need to be adjusted with than manipulate them. It is essential to study these factors that affect the business techniques followed by the organization. Knowing these factors is very important; once exploited, they may prove to be very beneficial to the firm.

 

Pest Analysis
 

Political and Legal Factors
 

Hugo Boss is involved in international operations. Thus, it faces the domestic as well as the international political concerns. They export and have joint ventures and subsidiary companies abroad. The political and legal factors in various countries differ a lot. Hugo Boss has to take in consideration all these factors since its products are available in over 100 countries. Special attention needs to be given to volatile conditions so that the political conditions are monitored very carefully.

 

Government policy can severely affect the financial results of the business. For instance the aggressive US fiscal policy driven in art by the invasion of Iraq has caused the US dollar to depreciate against other currencies such as the EUR or GBP.

 

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Economic factors are of concern to HUGO BOSS because they are likely to influence, among other things, demand, costs, prices and profits. These factors are largely outside the control of the individual firm, but their effects on individual enterprises can be profound. Political and economic factors are often strongly related. Since HUGO BOSS is engaged in international marketing, changes in world economic forces are potentially highly significant. The rate of inflation, unemployment and the level of domestic interest rates affect the return from new investments and can inhibit the adoption and diffusion of new technologies. Economic changes pose a set of opportunities and threats, this it is very important that HUGO BOSS monitors the economic environment at both domestic and world levels.

 

Social and Cultural Factors
 

It is very important for HUGO BOSS to manifest itself in changing tastes, purchasing behavior and c hanging priorities. The type of goods and services demanded by the consumers is a function of their social conditioning and their consequent attitudes and beliefs. Social changes are preceded by changes over time in a society’s cultural values. The weather changes are also another factor to be taken care of. Every time the weather of a country changes they need to change their products. Consumers need different trends and styles. They do not need want to wear the same styles every time. The lifestyle trend changes to an extent every time. HUGO BOSS also has an outstanding advertising. All this helps them create the effectiveness of their products etc.  

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[大学经济essay怎么写]一篇...... 2021-04-13

本文是一篇term paper,塔利班和基地组织的新秘密武器:让军队沉迷于他们廉价的海洛因。这就是塔利班的海洛因策略。......

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[1000字essay模板]Microorgani...... 2021-04-10

最新的研究得出结论,许多商业和住宅地毯和地毯被认为是家庭的疾病,都会有哮喘和过敏症。它被认为是促进室内......

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[怎么在essay中引用书名]银...... 2021-04-10

每一个企业在经营上取得成功的,都将有一系列的目标,一些原则和现实的机会,创造一个经营目标,这将有助于在......

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[抄了别人的essay]coursewor...... 2021-04-10

在全世界地区中,亚洲每个国家之内及彼此之间的财富均有所不同。这是因为亚洲的巨大空间,在不同的文化、环境......

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[千字essay多少钱]南非通货...... 2021-04-10

本文是一篇英国课程作业,针对南非经济中主要出现的通货膨胀的问题进行了详细的分析和讲解。本文以一个罢工的......

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[essay和passsge]英国term pap...... 2021-04-10

这篇term paper以戴尔为例,讲述了有关社会责任与职业道德对企业的影响。......

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[不带essay的SAT考试]澳洲...... 2021-04-10

本论文以两部电影中的主人公为论题,根据剧情展开讨论两位主人公性格的相同点与不同点。其次,本文就两位主人......

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