Luxury Brand Research

Luxury Brand Research: Hugo Boss

Luxury Brand Research: Hugo Boss

Introduction

A prerequisite of consistent communication is consistency in the marketing mix. Despite the importance generally ascribed to consistency in the marketing mix, extant research on that matter has predominantly looked at product, price and promotion, but largely neglected place. Place refers to the distribution channel that might constitute one of the sources of brand image inconsistencies.

To guarantee this uniformity, Hugo Boss makes use of in-house teams of architects and merchandisers that also offer professional advice to Hugo Boss trading partners. This ranges from shop planning and execution to the design of retail space, or the organization of retailer events. This aims at creating, maintaining, and strengthening the global brand image. However some pertinent questions arise which will form the research objectives of this study. The concerns are as follows:

Are the perceptions of wholesalers, retailers and final consumers toward the Hugo Boss brand different?

How do perceptions, specifically brand personality perceptions, transcend from wholesalers to retailers and from retailers to final consumers?

What are the issues that constitute irregularities in the brand perception of wholesalers and retailers that led to brand image inconsistencies?

The next section will first provide background information on the Hugo Boss brand. This is followed by a brief review of extant literature on marketing channels and the brand identity concept. Subsequently, the research methodology and findings will be discussed. The final section draws an overall conclusion of this research, highlights the key contributions and limitations, and puts forward a number of recommendations for future research.

Literature Review

Hugo Boss is a worldwide vogue association, established in 1924 by Hugo Boss in Metzingen, Germany. At first Hugo Boss was a maker for working garments that in the 1965 began to generate men's suits (Strach, pp. 114, 2006). Today, the association has built a worldwide notoriety for fantastic attire with refined European outline, utilizing fundamentally Italian fabrics (Matthiesen, pp. 329, 2005). The mark is as of now acted for in 108 nations which constitute the planet's nexus markets.

In 2004 the association had yearly deals of GBP900 billion with a working benefit of GBP98 millions. It is recorded as a business entity on the German stock trade in Frankfurt. Manager is the center mark of the Hugo Boss Group, donating GBP804 millions of the for the most part bargains. Out of the GBP804millions, GBP771 millions are made by Boss Man and GBP39 million by Boss Woman (Matthiesen, pp. 329, 2005). In 2004, 67 percent of Hugo Boss' for the most part turnover was picked up in Europe, 25 percent out of that 65 percent was made in Germany. Besides, 17 percent of the association's bargains were picked up in the US. The association's circulation approach is dependent upon two methodologies. On the one hand, circulation happens by means of mono-mark shops that point at making worldwide mark picture (Strach, pp. 114, 2006). Furthermore, close participation with exchanging accomplices permit Hugo Boss to advertise its items to the last ...