HUGO BOSS Announces Mark As China's Brand Spokesman To Speed Up China's Market Layout

Hugo Bosse group, which is in the critical stage of pformation, is trying to accelerate the pace of revival by grasping the emerging market of China's men's wear market.

According to fashion business express, German fashion group Hugo boss announced today that China's strength actor Mark has become its brand BOSS "Man Of Today" Greater China brand spokesperson.

Mark has become the household name of the Chinese in the world through a series of films and TV series, such as "ruffian hero", "Wei Chen", "Sansheng III ten li peach blossom" and so on.

Hugo Bosse chief brand officer Ingo Wilts said in a statement that Mark's image is in line with the positioning of BOSS's "Man Of Today" in Germany's precise process design and tailoring, highlighting the core value that BOSS has consistently advocated, full of confidence, thirst for success, meticulous excellence and trustworthy value, and will not rule out further cooperation in the future.

As of press release, BOSS official micro-blog posted more than 10 thousand comments on related posts, and Mark's micro-blog fans were 13 million 280 thousand.

In fact, BOSS has been focusing on shaping the image of a successful and confident man, and inviting actors and actors with good quality and image to cooperate with brands in order to reach target consumers, establish brand image, and enhance popularity and exposure to penetrate the local market.

In addition to Mark, BOSS invited Zhou Runfa and Wallace Huo to represent China in 2012 and 2017.

As the core brand of Hugo Bosse group, BOSS is highly praised by high-end professionals for its exquisite craft and tailoring. It once created a "myth" of 6 consecutive years of growth.

Hugo Bosse, founded in 1923, is mainly engaged in clothing, perfume, watches and other accessories for men and women. Currently, it is mainly divided into two business departments, BOSS and HUGO.

Despite a brief crisis in 2015 and 2016, Hugo Bosse group quickly turned around and returned to the high-end market of men's clothing brand roots, and strictly controlled the operation cost and embarked on the road of reform and pformation after the current CEO Mark Langer took office.

It is noteworthy that in recent years China has become the fastest growing market of Hugo boss group.

According to the third quarter data released by Hugo Bosch group last year, the number of men's clothing sales increased by 1% and the sales of women's clothing decreased by 7%.

Sales in the Asia Pacific region rose 6% to 87 million euros compared with the same period last year, thanks to the continuous increase in the number of units in the Chinese mainland market, and the sales in the Greater China region also increased by 7% over the same period last year.

Among them, BOSS still contributed more than 85% of the group's main engine of growth.

In addition, the group also made clear that the Asian market, including China, should be regarded as a key expansion area. The overall sales volume in the region is expected to increase from 15% this year to 20% in 2022.

According to analysis, the rapid growth of Hugo's sales in China is behind the accelerated revival of the men's wear market.

According to data released by market research firm Euromonitor International Europe, the retail sales of global apparel and footwear market increased by 4% to 1 trillion and 700 billion US dollars in 2017.

Among them, sportswear increased by 6.8% to 300 billion dollars, and children's clothing increased by 6.2% to 160 billion dollars.

Men's wear and women's wear increased by 3.7% and 3.3% to 419 billion dollars and 643 billion dollars respectively. Men's clothing outgrew women's clothing.

The agency further predicts that from 2017 to 2022, men's clothing sales will exceed women's growth rate at a compound annual growth rate of 2%.

In addition, according to the relevant data, China has about 200 million to 400 million of the new middle class. The consumption potential of the group in clothing, lifestyle and other fields is shaping a number of brands that are more focused on quality.

Another analysis shows that the quality and affordable men's wear brands are scarce in China, and male consumer awareness is also rising. This market gap is a positive sign for Hugo Bosch, who is committed to developing high-end men's clothing.

Therefore, in the global fashion industry's big shuffle, the group's men's wear industry tilt strategy has become more and more clear. A spokesman for the brand earlier interviewed by the media also revealed that the group plans to abandon the luxury market and focus on returning to selling high-quality men's clothing.

It is emphasized that a more focused development of men's fashion products is the key to maintaining Hugo's reputation.

In addition, the brand itself is also constantly changing to adapt to the market. In order to conform to the trend of younger consumption, the brand, which has attacked the 40 year old age group, is expanding its target consumer group to the millennial generation through brand marketing, design pformation and upgrading of e-commerce.

In terms of digital marketing, Hugo Bosse has not slacken its promise, and has promised to increase the share of the expenditure from 50% to 70%.

In July last year, the group also broadcast live shows on the HUGO 2019 spring summer series in Berlin fashion week on its official website and social media, further touching young users and interacting with them online.

In September of the same year in New York fashion week, BOSS 2019 spring summer series also used social media to synchronize live broadcast.

From the design point of view, the series is made of lightweight fabrics with distinctive detail design and presented by the neon club style stage in Berlin street style, which is quite vigorous and interesting.

The BOSS 2019 spring summer series is inspired by the summer in California. The surfboard stripe becomes the decorative printing of suits, dresses and coats. It combines the sports and leisure style with the urban elite style perfectly. The two represents the group's determination to constantly change to the younger generation.

It is worth mentioning that with the popularity of "going global", men's clothing has become the most affected category.

Young people think that formal clothes represent old fashioned conservatism and turn to street casual clothes.

According to data released by market research firm Ou Rui, sales of American suits fell by 2% in 2015, which has been hit by the industry for third consecutive years, and the market share of men's casual wear has surpassed that of men's suits.

In the Hugo Bosch Group's earnings report, BOSS's business attire grew slowly, but the HUGO leisure series was relatively popular among young consumers.

Therefore, there is a view that, in order to fight against the trend of "going to be dressed up", the Hugo brand, the newly installed brand, is gradually pforming into the leisure style in recent seasons, trying to create a unique man's leisure style while maintaining the excellent cutting and quality fabrics that the brand has inherited over the years.

In addition to adjusting the brand development strategy through the choice of spokesperson and the change of design style, Hugo is also actively embracing technology and comprehensively promoting the online market, especially by grasping the pain of Chinese consumers' preference for online shopping.

Hugo Bosse opened the Chinese official website in 2013, and then the group's BOSS Orange, the main leisure style series, entered the Tmall mall in 2014 and participated in the Double Ten Shopping Festival many times. It had a sales volume of 1 million 981 thousand yuan on 2015 double eleven.

In 2017, Hugo Bosse became the first luxury brand to enter Tmall luxury platform Luxury Pavilion.

The platform is a brand self operated rather than a channel agent, which enables the brand to directly touch the middle and high-end consumer groups and hold the customers' resources tightly.

In another electronic business platform Jingdong, Hugo boss has adopted different low price strategy.

In 2015, the group entered the Jingdong in its own mode. The latter bought four series of nearly 10000 products wholesale. According to the Jingdong public relations department, the price of the Hugo Bosch Product sold in this sale was generally sold at or below the half off price of the entity store, even after the purchase and payment point was purchased.

Worldwide, Hugo boss group has begun to integrate three channels: online, retail and wholesale.

After three years, the group has completed the pformation from wholesale to self retailing. In the first quarter of 2018, sales of electricity suppliers surged by 43% through updating hugoboss.com official website.

In addition, it also made a substantial adjustment to the first contact entity store which is close to consumers.

At present, in London, Singapore and Munich and other international cities, consumers have been able to experience the modern concept of store decoration and digital services.

In June last year, HUGO opened its first store in Amsterdam, Holland. In addition to upgrading infrastructure in the past, there were more popular elements suitable for social media publicity.

In the second half of this year, the group plans to extend this type of stores to major European cities including Paris.

As a commercial brand, the most important thing is to assess the situation and change from time to time.

In the uncertain economic environment, Hugo is planning to start a new round of pformation in response to the new round of fashion industry shock. At the end of last year, the group announced a new strategic plan for 2022, which will better meet the needs of consumers by increasing personalized service products, improving market adaptability and data analysis, and improving the demand of new generation of consumers for personalized customization and experiential shopping, so as to enhance their profitability.

In the upstream production and logistics aspects of the brand, the group plans to optimize and upgrade product design and development, logistics, IT infrastructure and digital showroom, so as to improve the flexibility and efficiency of business processes.

Mark Langer said that the company has shortened the product listing cycle, and the time from product concept to store shelves has been reduced by about half.

Some analysts said earlier that the pformation strategy of Mark Langer has been effective.

Mark Langer stressed that the group's earnings growth would be sustainable.

Some analysts believe that with the growing popularity of men's consumers' pursuit of fashion and beauty, BOSS has great potential in China and even the world's men's wear market. However, it is worth noting that when brands look at the consumption power of Chinese consumers and how they can emerge from the market, they can be seen as a brand if they swarm into the market.

Solid foundation of brand design is very important, but how to jump out of the flow and follow the trend of reform and create unique competitiveness become the brand leading the fashion trend of men's clothing, maybe the next step for BOSS.