HUGO BOSS BRAND REPORT

Today I visited the Hugo Boss store in Birmingham to begin research for my brand report, this store only stocks menswear but this still gave me a clear idea behind the brand and how they present themselves. I went in with very little knowledge only the basics that Hugo Boss is one of the market leaders in premium and luxury clothing brands.

As I walked into store I could see the layout was clean, fresh and very minimal, making the clothes the full attraction. The inside was made up of white tiled floors, white walls and then wooden stands which the classic polo’s and T-shirts laid on. There were also black rails and leather sofas to sit on giving it an expensive feel.  Just from the layout you could tell this was a luxurious classic brand as everything was so clear they had no need to dress their products up because I feel as a brand they already think they are good enough on their own. One of my favourite things about the way they displayed their products however was how they hung the pieces up together in outfits so as a customer you could see what went best with each other. When inside the store I asked one of the members off staff what the Hugo Boss brand stands for and they said ‘innovation, creativity and progress’ they also told me that although Hugo Boss is already a quality high end brand they are looking to become and develop into more high end and luxury brand. Just from visiting the store I could see the whole brands identity is based on quality and they are eager to deliver superior products.

When I got home I went online to learn more as I was eager to find out about the different sub-brands and their audiences. There are four sub-brands with in Hugo Boss which are BOSS, BOSS Green, BOSS Orange and HUGO. The main core brand is BOSS and it is the most luxurious, it describes its self as ‘authentic, understated luxury’. The menswear in this brand has business, evening, casual and sports wear which is very modern and sophisticated. The womenswear is full of fashionable silhouettes in very feminine styles with glamourous eveningwear. BOSS Green is one of the most premium sub-brands and is for men only, it’s a collection of modern sportswear and active performance. This brand is geared towards golf wear and all about combining quality, functionality and fashion. Another sub-brand is HUGO and it is for both women and men, this one is a little more contemporary than the others. It creates looks for both business and leisure but adds a much more edgy and progressive look with an urban attitude. This is brand is aimed at people in a younger generation who are very confident in themselves and defiantly have style. BOSS Orange is the last sub-brand which is again for both men and women and is described as urban casualwear. This brand is easy going and made for people who are living a laid back lifestyle, who are individuals and love to be spontaneous and a little bit different.

After looking at these different brands I am thinking about collaborating with HUGO because it is the most contemporary brand and I want to create a fashion forward collaboration. Although HUGO is one of the Hugo Boss brands that are aimed at the younger generation I still don’t feel it appeals to me or my peers and using that as inspiration I want create something I think people my age would want to wear because in your 20’s everyone is still experimenting and finding their style. This is just an initial idea but I am wanting to incorporate some kind of vintage style into my collection by using the older HUGO collections and re-inventing them like re-worked vintage. 

These findings I have shared with you are just small snippet of my actual brand report if you are interested in reading more the full report will be available on my website by the end of the month www.lucyhawksworth.co.uk . I now have a wide range of knowledge on the Hugo Boss brand and can use it when I design, I look forward to updating you soon!