Hugo Boss Business Plan

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Strategic Business Plan

Disposition Strategic Business Plan Master Degree
Chosen company:

Katja Schmitz Sara Habte Selassie Imran Sarwar Kamran Siddiqui Han Jiashen (Sanuwar Rashid)

8th of September 2009 – 12th of October 2009

The report has been written as a project work to develop a Strategic Business plan for a commissioned company (Hugo Boss) in the course Creative Businessmanship in the Master Program Applied Textile Management & Fashion Management at University Of Boras.

Executive Summary
HUGO BOSS is a world wide known brand in the field of fashion, offering high quality mens- , womens-, body- and since 2008 also kids wear besides other lifestyle products such as fragrances and accessories. The Hugo Boss AG is generating a total turnover of about 1.5 Billion euro which makes it one of the biggest product developing brand suppliers in Germany. Moreover the company maintains a small manufacturing plant close to its Headquarters in Metzingen, Southern Germany. The complex organisation and structure of this company makes it hard to analyse but when it is compared to its two strongest competitors Strellson and Armani, a lot of ideas for future strategies regarding the German market come along. As a statement of a consulting group the following report will propose a strategic business plan for the core segment of the Hugo Boss AG: BOSS BLACK menswear. It will provide suggestions how the company can improve their purchase, assortment and sales channel strategies for a better success in the fashion market. First of all, the upper medium fashion industry in which the company operates will be described and a five force model exemplifies its external interferences. Then the current state of the strategies for the Boss Black menswear line and its direct competitors Strellson Premium and Emporio Armani menswear will be considered and evaluated by comparative analysis. The analysis showed that there is still a lot of potential to reinforce the brand and make it the strongest one in its industry. The result is, that an augmentation of own production in Germany, an extension of raw material sourcing, tailoring products according to customers measurement, adding suits with sophisticated functional fabrics, a further increase of number of own shops, are some of a number of great opportunities that Hugo Boss can use to become the absolute number one in the German fashion market for business-menswear.

Table of Contents

1

INTRODUCTION ..........................................................................................................................1 1.1 1.2 1.3 ASSIGNMENT .......................................................................................................................................... 1 METHOD ................................................................................................................................................. 1 DELIMITATIONS ...................................................................................................................................... 1

2 3

INDUSTRY DEFINITION ...............................................................................................................2 INDUSTRY DESCRIPTION ............................................................................................................2 3.1 GENERAL DESCRIPTION OF INDUSTRY ..................................................................................................... 3 3.2 EXPLANATION OF CHOICE OF COMPETITORS ........................................................................................... 3 3.3 FIVE FORCE MODEL................................................................................................................................ 3 3.3.1 Industry competitors .......................................................................................................................... 4 3.3.2 Potential Establishers...
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