Bruno Searl Strategy: Hugo Boss'S Global Strategy Is Inspiring.

"Do not associate Asia with cheap fashion.

You do not fly to Italy five times a year. Once a year is enough, and the remaining four trips to China.

Bruno CEO Bruno, chairman and CEO of Hugo boss, a well-known German fashion group, often reminds her designers.

In the aristocratic pride of international fashion, few people know the value of the Chinese market by Bissell. Since joining the marketing department of Hugo Boss group in 1995, he has witnessed almost every step of the strategic development of Hugo Boss China.

The world's top fashion brand started its own China tour in 1994, when its main brands were located in men's clothing and business people.

In 2002, when Searl was appointed chairman and CEO of Hugo Boss, he adjusted the overall brand operation and changed the single brand positioning.

Today's Hugo Boss brand covers all aspects of luxury life, including men's casual wear and women's wear series, as well as glasses, perfume, watches, footwear and leather goods.

Searl regards the Chinese market as "the most encouraging part of the global strategy".

In September 2006, Hugo Boss celebrated its first Chinese direct store in the Bund, Shanghai, "the Bund three", next to Italy menswear brand Armani.

Fast developing China has become an emerging market for luxury goods companies all over the world. Almost all of the world's top brands have branches in China.

These ones here

More than 100 years ago, only the family shops selling handicrafts, but still used the name of the founder today, but it has been extended to the global brand from the original service only to the European aristocracy.

The whole luxury industry has gone through the two golden ages of the United States and Japan. Some people believe that the Chinese market will create the third Golden Age of luxury goods.

Ernst & Young predicts that by 2015, China's luxury consumption will account for 29% of the world's total, replacing the United States as the second largest luxury consumer in the world.

According to the research results of Morgan Stanley, taking 1000 US dollars as a threshold and a country's per capita GDP across the ridge, the consumption structure of the society will undergo a comprehensive upgrading. From the food and clothing to the development and enjoyment, the past luxury will become a necessity.

In 2004, China quietly crossed the threshold. It is expected that the potential consumer of luxury goods in China will account for 8% of the total population in the future, that is, about 100 million people.

At present, China's luxury consumer accounts for only 1% of the total population, about 13 million.

That is to say, from now on, there will be at least 87 million people waiting to queue up in flagship stores in China.

The new elites constitute the focus of competition among brands, most of them from men.

According to the survey of Fortune magazine, China's male consumers have greater purchasing power, and 60% of their luxury consumption comes from middle-aged men.

Maybe it's steady.

To meet these low-level psychological needs of these successful elite, in all of these brands, the popularity of Hugo Boss in China is no less than that of Gucci, Louis Vuitton and Armani.

It is said that in the top brands of Shanghai, Hugo Boss is best sold because it is the most regular and only changes in the details.

Another way of saying that Hugo Boss is well sold is related to its name. Boss means "boss" in Chinese, which makes it always popular with men in China.

Of course

It is from the name of the founder of Germany, not the English boss. Searl also disagrees with the successful men who live in big houses and drive Mercedes Benz commercial vehicles in Boss E.

He told reporters: "our costumes should make customers feel more comfortable. This is a kind of overall strength made up of various factors, such as handwork, quality, innovation and fashion concept."

Brand history

In 1923, Hugo Boss (Hugo Boss) founded the Hugo Boss clothing brand in his small town in Metzingen, Germany.

In 1948, Hugo Boss introduced men's clothing and children's wear series garments.

After World War II, family business has spread to the third generation.

In 1953, Hugo Boss first made men's dresses.

In 1960s, Hugo Boss began designing and producing small batch, high-grade and moderately priced clothing for the middle class white-collar workers in Germany.

Popularity gradually expanded from Germany to Europe as a whole.

In 1972, Hugo Boss officially set foot in the high-end fashion industry, and the brand went to the world.

In 1985, Hugo Boss was listed in Germany.

In 1991, Hugo Boss's overall business was acquired by Marzotto, a fashion group in Italy. Since then, the Boss family has nothing to do with the Hugo Boss brand.

The Marzotto family owns 50.9% of its shares through its Italy Valentino company.

In 1990s, the Hugo Boss brand expanded to include many products including men and women's senior clothing, footwear, leather goods, watches, glasses and perfume.

In 2006, Hugo Boss's operating profit reached 184 million euros, and there were more than 1000 stores in more than 100 countries.

In 2007, Permira, a British private equity fund, was granted the majority position of Valentino and indirectly held Hugo Boss.

At present, Hugo Boss group has three brand series for different consumer groups: Boss, Hugo and Baldessarini.

It includes the Black Label Series (Black Label), the orange standard series (Orange Label) based on the sportswear and the green label series (Green Label) based on outdoor functional clothing.