HUGO

HUGO and BOSS are two different brands inside of the leading trademark Hugo Boss. The difference between HUGO and BOSS is a distinction between different customer segmentation and objectives. The two are unique and distinctive in their look and feel, but unite in their singular focus on high-quality design.

The Hugo collection is for any person who is more fashion-conscious and considers their style of dress a critical element of their personality and lifestyle. The buying behaviour of the HUGO customers is more digital oriented. It targets younger customer base, an open-minded and spontaneous person who likes to shop frequently via online and mobile channels.

On the other hand, BOSS core brand customers prefer a more personalized shopping experience in person. The Boss brand is for everyone who likes a certain status and wishes to dress in a classic/modern, high-quality style. It is for anyone who knows exactly what they want when it comes to fit and high quality.