Individual Market Report and Proposed Integrated Marketing Campaign

This report analyzes the market sector of Hugo Boss, a German luxury fashion house, and proposes an integrated marketing campaign for the brand. It discusses the current market analysis, key external influences, marketing trends, and competitors of the brand. The report also includes a small-scale research conducted through secondary data research. The main limitation of the research is the expenses of short data research. The report concludes with references from various books and journals.

Individual Market Report and
Proposed Integrated
Marketing Campaign
1

Introduction......................................................................................................................................4
2

Main Body.......................................................................................................................................4
The Brand within the Sector............................................................................................................6
References........................................................................................................................................7
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Introduction
In order to be successful in market segment marketing campaigns plays important role, as
these are basically a set of strategic activities that help business organization to promote
objectives and goals. With the help of these organizations can significantly promote their
services and products or brand as a whole (Ko, 2019). The main purpose of this report is to
discuss about the Hugo boss brand which is operating its roles and responsibilities as a collection
of menswear and womenswear. The present report include discussion on company current
marketing analysis, key external influences, marketing trends, third USP competitors and more.
In this report a small scale research is being conducted with the help of secondary data research
which outlines the problems that company is facing along with this marketing strategy through
which they can overcome them. The main limitation of this research can be in terms of expenses
of short data research, as this can take more time that can affect research in terms of
accomplishment of objectives in proper time manner. The present research will be conducted
with the help of secondary data research in use of online library, Google, reliable Internet
sources, company website is being undertaken. The primary reason behind taking advantage of
this method is that it is less costly in time saving method and provide ease of access of various
sources through which data can be collected.
Main Body
The Market Sector
Hugo boss is operating its roles and responsibility as a German luxury fashion house
which offers clothing, footwear, accessory and fragrances. This is among one of the largest
German clothing companies which is operating in clothing and accessory industry. Organization
was founded in the year 1924 and offers wide range of products and services to customers (). It
has been analysed that the fashion industry is evolving in rapid manner in this in order to stay
aligned with the fast growing fashion industry as per the new trends company is looking forward
to enter in the market sector of India which is among the leading economies around the world.
Current market analysis
Hugo boss is operating as one of the leading organization in clothing and accessory
industry. This organization mainly focus on repositioning itself in terms of price. This company
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undertake use of advertising in premium magazines and basically follow testimonial based
marketing in which premium consumers are interviewed this organization sell footwear,
accessories, clothing and fragrances. It has been analysed that this company is currently facing
stiff competition from rivals like Capri and Burberry, Ralph Lauren and more as these
organizations are creating aggressive competition for Hugo Boss in terms of providing their
products and services also for medium income group.
Key external influences
The company is facing political issues in terms of impact of Brexit and political
uncertainties around the world for example Russia and Ukraine war. While in terms with
economical as other elements of pastel analysis it has been analysed that company is facing the
impact of exchange rate fluctuation and interest rate (Zimmerer, D., 2019). Furthermore in terms
with social aspect company is increasing in spending in premium menswear and its fulfilling
corporate social responsibility to attract large base of consumer segment. In terms with
technology due to digitalization of business, use of 3D technology for design by other rivals
company is facing major challenge. However organization is taking use of web portal and iOS
app to provide better consumer reach. Furthermore in terms of legal aspect company is facing
strict compliance with government laws and at last in context with environmental aspect
organization is currently emphasising on animal welfare and protection and sustainable practices.
It has been analysed from the pestle analysis that due to political instability around the world
company is facing major challenge in terms of decrease in sales.
Marketing trends
In terms of marketing trend it has been analysed that company is reporting for fashion
industry while emphasising on the current trend but they are facing stiff competition from other
rivals currently in marketing trend in fashion industry. It has been analysed that currently the
fashion industry is facing the trend of collaboration live to stream, social media giveaway,
fashion marketing trends, product, customization visual commerce and other former fashion
marketing trends.
The Brand within the Sector
31.
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Hugo boss brand is operating as a German luxury fashion company headquartered in Metzingen,
Germany. This company was founded in the year 1924 (Ko, 2019). The company sells clothing,
accessories, footwear and fragrances. The main mission statement of this company is to
continuously increase the desirability of its premium brand not just in the conventional retail
industry. In 1923, Hugo Boss founded his own clothing company in Metzingen, Germany, where
it still operates. In 1924, he started a factory along with two partners. The company produced
shirts, jackets, work clothing, sportswear, and raincoats.
3.2
Hugo Boss is a German luxury fashion brand making clothes, perfumes, shoes
3.3
The company is currently targeting upper class segment of the society having high purchasing
power
This company is mainly following 4 key performance indicator in order to increase their cash
flow which is capital expenditure, EBIT, networking capital and sales. This company is aiming
to be sustainable in order to enhance their profitability. This company is operating on both online
and physical stores in national and international market and facing competition from major
competitors like Kering, Ralph Lauren, Maus Freres, Capri and Burberry.. The main strength of
this company is that they use wise distribution network across the world and focus on specific
CSR activities to enhance their sales (Das, 2021). This company is highly known for its quality
in depth and is among establishing popular brand name.
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References
Books and Journals
Bertasso, D., 2020. The name's Boss, Hugo Boss. Without Prejudice, 20(4), pp.54-54.
Das, S., 2021. A systematic study of integrated marketing communication and content
management system for millennial consumers. In Innovations in digital branding and
content marketing (pp. 91-112). IGI Global.
Ko, W.K., 2019. BRAND EQUITY OF HUGO BOSS WATCHES IN YANGON (Doctoral
dissertation, MERAL Portal).
Lourenço, E.A.B., 2019. Equity Research-Hugo Boss Ag (Doctoral dissertation, Universidade de
Lisboa (Portugal)).
Phau, I., Matthiesen, I.M. and Shimul, A.S., 2021. Is HUGO still the BOSS? Investigating the
reciprocal effects of brand extensions on brand personality of luxury
brands. Australasian Marketing Journal, 29(4), pp.297-305.
Zimmerer, D., 2019. Equity valuation of Hugo Boss AG (Doctoral dissertation).
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