FASHION BRAND

MANAGEMENT
SHAHRUKH SHAHBAZ

CONTENTS

INTRODUCTION

THE FASHION SYSTEM

THE LUXURY FASHION INDUSTRY

LUXURY FASHION BRAND MANAGEMENT

CLASSIFICATION OF FASHION INDUSTRY

CASE STUDY (HUGO BOSS)

INTRODUCTION

FASHION BRAND MANAGEMENT:

In consumer marketing, brands provide the primary points of

differentiation between competitive offerings, and as such they can
be critical to the success of companies.

It is important that the management of brands is approached

strategically for long term goals

THE FASHION SYSTEM

Societies evolve along with fashion

In order to preserve growth, you must be different

Length of product life cycle is shorter in comparison with other

industries

THE FASHION SYSTEM

Fashion changes are usually related to seasonal motives

Product life cycle is modelled by Planned Obsolescence to

control the product turn over

THE FASHION SYSTEM

New Trend:

High Street stores propose a new collection on a monthly basis.

Now fast fashion is increasingly assuming importance on a global

scene.

THE LUXURY FASHION INDUSTRY

Luxus is the Latinism for indulgence of senses, regardless of

cost.

The Rarity Principle suggests that when everybody is able to

purchase a specific brand, the luxury component is eroded.

Global luxury market has a high share with an annual growth rate
of 8-10%.

Peoples desire to show off fosters the demand for goods with
status conferring characteristics.

Premium Price

LUXURY FASHION BRAND

MANAGEMENT

Brand
Positioning
Points of
Difference
Brand Identity

Brand
Implementatio
n
Brand Building
Brand Resourcing

Brand
Monitoring
Measuring
Performance

Brand Growth
Expansion

BRAND POSITIONING

Fashion designers want their brands to be clearly positioned in

customers minds.

There are four main components creating brand identity;

Heritage

Style

Retail & Distribution Channels

Communication

BRAND IMPLEMENTATION

Whether launching a new brand or rebranding an existing one,

brand implementation is one of the toughest exercises a
company can go through.

Extraordinary levels of detailed information are gathered in order

to build an effective implementation plan.

The design stage is the least expensive but most glamorous

aspect of a (re)branding process.

Emphasize internal communication about the project.

BRAND MONITORING

Abusiness analytics process concerned with monitoring various

channels on the web or media in order to gain insight about the
company

Main Benefits:

Identify and address infringers

Addressing competitor and consumer reactions

BRAND GROWTH

The analysis of gradual growth of a business in terms of number

of consumers and the revenue.

BRAND EQUITY

Brand Equity is the expression of the relationship between

customers and brands in the marketing literature.

The total value of a brand as a separable asset when it is sold, or

included on a balance sheet-----BRAND VALUE

A measure of the strength of consumers' attachment to a

brand-----BRAND LOYALTY

A description of the associations and beliefs the consumer has

about the brand-----BRAND IMAGE

CLASSIFICATION OF FASHION
INDUSTRY
MODEL

SEGMENT

COMPETITORS

MISSION

Affordable Fashion

Woman, Apparel,
Accessories

There is no competitors
predominance

Codification of fashion
tendencies

Premium Brand

Man, Casual and Jeans,

Accessories

American & Northern

Europe Brands

Value for Money

Exclusive Luxury

Man, Elegant Woman,

Accessories

French Luxury

Affirmation of Brand
Heritage

High Fashion

Woman, PAP, Accessories

International Designers

Imposition of new
tendencies

CASE SUDY:

HUGO BOSS

INTRODUCTION

Foundation in 1923 in Metzingen, Germany

Since the sixties it has built its brand image around mens suits.

Currently it is known worldwide for its wide range of high quality products

European design and fibers coming mainly from Italy.

BRAND STRATEGY

Developing and marketing high-end products.

Each brand in the HUGO BOSS brand architecture clearly targets

different consumer groups.

The individuality of consumers based on superior and luxury

quality & designs and a perfect standard with regard to fit and
workmanship.

BRAND PORTFOLIO

BRAND IDENTITY

BOSS

BRAND IDENTITY

BOSS ORANGE

BRAND IDENTITY

BOSS GREEN

MARKET POSITIONING OF BRAND

Hugo Boss fits best under the Premium Brand whose quality is
mirrored in the premium price.

Gradually, Hugo Boss tends to show some features typically

owned by Exclusive luxury and High fashion brands in order to
enlarge the customer base and evolve into the next level of the
luxury scale.

REVIVAL OF BRAND

Though Hugo Boss was always a producer of high-quality clothing

but it lacked flair till 1970.

In early 1970s the annual revenues were just 4 million deutsche

marks.

New CEOs

They started the brand building by sponsoring Porshce in formula one

races

REVIVAL OF BRAND

Sponsorship of international tennis, golf and ski competitions

1980 the sales revenue of the company topped 100 million

deutsche marks

In 2013 the annual group sales of the company increased by 6%

to 2432.1 million

CURRENT BRAND POSITIONS

BRAND GROWTH

As a Premium luxury brand firstly in Western Europe, Hugo

Boss has now spread throughout the world.

The dynamics of fashion and globalization pushed Hugo Boss

towards the exploration of new unexploited markets.

Globally 800 retail stores and 5600 point of sales including which
are segregated as American, European and Asia/Pacific markets.

DESIGN STRATEGIES

The fashion products are developed from Germany, Italy and

Switzerland which are followed by the production houses that are
operational in Italy, Turkey and Poland.

The main constituent of Hugo Bosss global strategy is efficiency

which is forced by the importance of implementing a consistent
brand image throughout.

THE KEY TO SUCCESS

Hugo Boss authorizes the success of their company with their

well balanced portfolio of clearly differentiated brands and their
brand communicating power to drive premium and luxury brand
image.

FUTURE BRAND POSITIONING

OVERVIEW OF BRAND SUCCESS

Well-balanced portfolio of clearly differentiated brands

Brand communication power drives premium and luxury brand

image

Retail and controlled space elevate quality of brand presentation

Homogenous brand experience across all consumer touchpoints

REFERENCES

Erich Joachimsthaler and David Aaker, Harvard Business Review

on Brand Management, 1999.

Hugo Boss Annual Report, 2008

Christoph Auhagen, Brand Strategy, Hugo Boss Investor Day

2012 Conference, December 6, 2012

Management Report, Hugo Boss

Annual Report, Hugo Boss, 2013