×
1 329
Fashion Jobs
ESTÉE LAUDER
Operations Support Manager
Permanent · Petersfield
ESTÉE LAUDER
jo Malone London - Omnichannel Operations Manager
Permanent · London
ESTÉE LAUDER
Multi-Brand - Business Manager, 37.5 Hours - Oxford - John Lewis
Permanent · Oxford
V. F. CORPORATION
Key Account Manager
Permanent · LONDON
ESTÉE LAUDER
Clinique - Consultant - Boots Bath - 28 Hours - Permanent
Permanent · Bath
CONVERSE
Strategic Account Executive
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots Covent Garden, London - 20 Hours - Permanent
Permanent · London
SHISEIDO
National Account Manager
Permanent · London
TIMBERLAND
Credit Controller - French Speaking - Timberland
Permanent · CALVERTON
ESTÉE LAUDER
Clinique - Consultant - Boots Donegall, Belfast - 15 Hours - Permanent
Permanent · Belfast
ESTÉE LAUDER
Clinique - Consultant - Boots Sedley Place, London - 10 Hours - Permanent
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - John Lewis Stratford, London - 10 Hours - Permanent
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots Durham - 6 Hours - Permanent
Permanent · Durham
ESTÉE LAUDER
Clinique - Consultant - Boots Londonderry - 11 Hours - Permanent
Permanent · Londonderry
ESTÉE LAUDER
Clinique - Consultant - Boots Kensington, London - 22.5 Hours - Permanent
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots Donegall, Belfast - 10 Hours - Permanent
Permanent · Belfast
BRAND STABLE LTD
Wholesale Sales Executive
Permanent · LONDON
LAIDBACK LONDON
Digital Marketing Manager
Permanent · HARROW
MARSHALLS
70118-lp Detective
Permanent · Banning
ESTÉE LAUDER
Clinique - Consultant - Boots, Watford - 22.5 Hours - Part Time, Permanent
Permanent · Watford
ESTÉE LAUDER
Tom Ford Beauty - Digital Marketing Executive
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - John Lewis Edinburgh - 6 Hours - Permanent
Permanent · Edinburgh
By
Reuters
Published
Nov 16, 2016
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Hugo Boss cuts brands to return to growth by 2018

By
Reuters
Published
Nov 16, 2016

The new chief executive of Hugo Boss said he expects to return the struggling German fashion house to growth in 2018, announcing plans to simplify its brand portfolio and adjust prices in a bid to appeal to younger customers.

Mark Langer, the former finance chief who was appointed CEO in May, said the company will focus in future on two main brands - upper premium businesswear under the BOSS label, and a new positioning for its HUGO label for a younger audience.


Hugo will position itself 30% cheaper than Boss - Hugo


Ahead of an investor day in London, Boss said it expected 2017 to be a year of stabilization, predicting a return to growth in 2018, with plans to harmonize prices across the globe set to be completed by the end of 2018.

Shares in Hugo Boss, which have rallied 14 percent in the last month after it announced a recovery in sales in China, were indicated down 1.8 percent in pre-market trade, among the biggest fallers in German mid-cap stocks.

The firm said the BOSS Orange and BOSS Green labels - the former more fashion-focused and the latter inspired by sports - would no longer be continued as separate brands, but would be integrated into the core BOSS brand.

Meanwhile, the HUGO line - already aiming for a younger, trendier consumer - will aim for "fashionable collections at attractive prices" around 30 percent lower than the BOSS brand, with the realignment to be done by the Spring 2018 collection.

Langer had already announced plans to return Hugo Boss to its roots selling smart men's suits, reversing the course of his predecessor Claus-Dietrich Lahrs, who sought to make the label more of a luxury brand and invested heavily in womenswear.

Boss said on Thursday that womenswear would remain an important part of the business, continuing its collaboration with designer Jason Wu. However, the group will present its menswear collection at the New York fashion week next year rather than the womenswear line.
 

© Thomson Reuters 2021 All rights reserved.