Hugo Boss Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Hugo Boss analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Hugo Boss marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Hugo Boss.

Let us start the Hugo Boss Marketing Mix & Strategy:

Hugo Boss Product Strategy:

The product strategy and mix in Hugo Boss marketing strategy can be explained as follows:

Hugo Boss is premium & luxury apparel & accessories brand. The umbrella brand of Hugo Boss deals with a number of products in its marketing mix which belong to various categories. Its clothing line has been divided into two major branding: Hugo and Boss. Further they are transported into four distinctly postponed brands Boss Black, Boss Orange, Boss Selection and Boss Green, each of these sections have a varied target Audience. Boss being the core brand focuses on the chic brand persona and Hugo is more on the trendy side. All Hugo Boss products are targeted towards the upper middleclass and above market where the pockets are deeper than average. Hugo Boss offers a wide variety of premium perfumes as well. The brand also caters to the ultra-premium segment of customers and offers then customized apparel, accessories etc.


Image: Wikimedia


Hugo Boss Price/Pricing Strategy:

Below is the pricing strategy in Hugo Boss marketing strategy:

Hugo Boss has been designed to cater to the high-end premium customers. So, its pricing strategy in its marketing mix is premium and serves to only a niche segment. The desirability of its brand is of utmost importance to Hugo. The brand managers at Hugo Boss have understood that their brand offers a huge value addition in terms of opulence, and they know that the customer is willing to pay for it. Hugo serves it clients with opulence and wants to maintain its image of exclusivity. The price of Hugo Boss products go hand in hand with the locations the brand caters from, this directly helps them target the right audience at the right time. The brand does not compromise on price and neither does it run flash sale or huge discounts for the market.


Hugo Boss Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Hugo Boss SWOT Analysis, STP & Competitors

Hugo Boss Place & Distribution Strategy:

Following is the distribution strategy of Hugo Boss:

It is common knowledge that Hugo Boss, as a brand, serves the upper class and is premium in every element. Hugo Boss marks its presence in the most prime locations world over. It is headquartered in Metzingen, Germany. It sells its products in 124 countries worldwide. Their target location being Europe and a number of fashionably forward locations across the globe. Mege Malls, High class boutiques, etc.

are the locations Hugo Boss products are available.


Hugo Boss Promotion & Advertising Strategy:

The promotional and advertising strategy in the Hugo Boss marketing strategy is as follows:

For years Hugo Boss has been advertising/sponsoring Dynamic sports events as well as Big Fashion events all over the world. Most Hugo Boss customers are fashionistas or business class consumers that are not easy to reach to. Hence Hugo Boss advertises in premium magazines where the brand could catch some eye balls. The brand also follows testimonial based marketing, where the premium customers are interviewed. To maintain this traction, the brand gets itself involved in sponsorship of a number of top class events like Golf championships, Sailing events and Formula One. Besides premium and high octane sports the brand also partnered with UNICEF and other foundations. Hence this concludes the marketing mix of Hugo Boss.


About Hugo Boss:

Hugo Boss, which is one of the most prominent player in the apparel market today, was founded in 1924 by its founder Hugo Boss. Hugo Boss covers segments starting from Casual Clothing to Classic Tailor Clothing. Also, famous for its perfumes, shoes, watches and recently established kids wear. It is one of the market leaders in high-end fashion products.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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