Hugo Boss (BOSS) Investor presentation summary

Strategic vision and growth ambitions

• Aims to become the leading premium tech-driven fashion platform globally, focusing on innovation and sustainability.

• Targets €5 billion in sales and an EBIT margin of at least 12% in the medium term.

• Implements the "CLAIM 5" strategy: boost brands, product excellence, digital leadership, omnichannel expansion, and organizational empowerment.

• Distinct brand architecture with BOSS and HUGO, each targeting different consumer segments and lifestyles.

• Marketing investments maintained at 7-8% of sales, with a digital-first and culturally relevant approach.

Product and brand strategy

• BOSS focuses on premium, versatile menswear and womenswear, emphasizing comfort, tailoring, and casualization.

• HUGO targets trendsetters with modern, expressive styles and is expanding into new categories like womenswear and denim.

• Product strategies include 24/7 lifestyle offerings, price-value leadership, and partnerships for innovation.

• Global licenses extend the lifestyle promise into fragrances, eyewear, accessories, and more.

Digital transformation and omnichannel

• Accelerates digital product creation, aiming for over 90% digital styles by 2025.

• Launches a digital twin to connect planning and execution, enhancing supply chain transparency and profitability.

• Invests in digital retail innovation, including virtual styling, in-store digitalization, and RFID technology.

• Omnichannel strategy keeps retail at over 50% of sales, wholesale at ~25%, and digital at over 20%.