Shaping Brand Excellence

Under our CLAIM 5 strategy, we have renewed the brand images of BOSS and HUGO. Today, both brands appear bolder, younger, and more emotional. Now, with CLAIM 5 TOUCHDOWN, our strategic roadmap until 2028, we are taking the next leap forward. It’s time to further elevate BOSS and HUGO, continue shaping what our brands stand for, and strengthen their positioning as truly desired global brands.

Two Powerhouses

To unlock the next chapter of Brand Excellence, we are introducing a new organizational setup: two dedicated powerhouses – one for men, one for women. With this, we will leverage synergies across BOSS and HUGO even stronger while deepening gender-specific expertise, all aimed to further strengthen resonance with consumers.

BOSS Menswear

remains our key growth engine. Its 24/7 lifestyle positioning – from business to casual to athleisure – is clearly differentiated and globally resonant. Going forward, we will unlock additional growth opportunities across key product groups.

BOSS Womenswear

is refining its identity through a more curated, streamlined assortment built around essential pieces. With an even clearer positioning we are sharpening our appeal among modern female consumers.

HUGO

is further defining its contemporary DNA. With an enhanced positioning and a more accessible product range – and a stronger focus on contemporary tailoring – HUGO is set to gain commercial relevance and impact alike.

Desire does not happen by chance. We continue to invest around 7% of sales into marketing – consistently prioritizing impactful initiatives and product-led storytelling. Thereby, brand campaigns create emotional connection, while strategic partnerships such as Beckham x BOSS amplify reach and credibility. Inspiring fashion shows and high-profile collaborations turn our collections into impressive brand experiences. With this, we are driving full-funnel engagement, from brand awareness to purchase intent to long-term loyalty, ultimately building brand equity for BOSS and HUGO.

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Fashion Show Milan

Fashion Show Milan

BOSS Spring/Summer 2026 Campaign

BOSS Spring/Summer 2026 Campaign

Beckham X BOSS

Beckham X BOSS

HUGO X JUJUTSU KAISEN

HUGO X JUJUTSU KAISEN

BOSS x Steiff Holiday Campaign

BOSS x Steiff Holiday Campaign

Our ambition is clear: to further elevate BOSS and HUGO and sustainably strengthen their positioning as truly desired global brands. Because brand excellence is the foundation of strong brand equity, lasting consumer connections, and long-term profitable growth.