Fashion trend to Hugo Boss. In 2009 the company's sales and profits have declined, but in 2010, the German brand full recovery. Net profit for the third quarter of 2010 rose 79% to 92.2 million euros. Claus-Dietrich Lahrs, head of the company, said she is very confident about next year's sales growth due to the launch of a pro-active retail program and the company's continued expansion into emerging markets. For companies, increasing the proportion of women's clothing is also a brand priority. The brand's goal is that in the next five years, sales will grow from the current 1.6 billion euros to 2.5 billion euros, and now brand retail sales account for 50% of the company's total revenue. Profit before tax plans from the current 270 million euros to 500 million euros. Now 70% of the brand's sales come from the European market, 20% from the Americas, 10% from the Asian market. However, the market segmentation of the brand in the future will shift to 54% in the European market, 25% in the Americas market and 21% in the Asia Pacific market. Lahrs also said that in the next decade, our position in China will determine the global positioning of our brand. Germany is currently the largest brand market, followed by the United States and France, but the Chinese market is rising very fast, the brand is also ready to expand more overseas business. Turning to the product level, Lahrs that Hugo Boss is mainly men's brand as the main body, but the development of women's clothing is also very large. At present, there are 4 brands in the company's 5 major brands, namely Black, Orange, Green and Hugo. The company believes there will be a huge demand for the dress of a woman with a sexy future in the future. At present, the brand's five major brands each year to 36 Collection. Boss Black brand is the company's main brand, providing clothing and custom services, accounting for more than 70% of business volume; Boss Orange brand mainly provides high-quality casual clothes for young customers, accounting for 11% -12% of total sales; Hugo brand The design sense stronger than several other brands, accounting for 7% -8% of total sales; Green brand is a golf series launched for men and women in fashion, suitable for formal, casual two occasions, the current rapid growth of the brand , Especially in the U.S. Market; the Hugo Boss selection brand, which offers men's wear and is said to be the company's new weapon, offers the perfect cut and the average selling price of $ 1,495. The brand is targeted at consumers in the United States, Europe and China , But will be sold elsewhere. Lahrs said that the brands it launches will not go the same way in all regions, as fashion is inherently based on different fashion tastes and will therefore give different product lines to different regions, and in conclusion multi-pronged approach is the best solution . Finally, the brand will focus on the development of e-business in the future, and e-commerce will account for 5% of the global net sales of the brand over the next five years. Consumers in the United States, Germany, Spain, France, the United Kingdom, Belgium and Italy can purchase on the official website To Hugo Boss's products, while the company plans to open up the next e-commerce business in Asia. Lahrs believes online shopping will make Hugo Boss look younger and more modern, which is important for brand growth.
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