Hugo Boss

: 2-brand strategy

Abstract

The area of business adaptive strategies can be applied to several industries. The fashion industry, as a large global industry, consists of a variety of players that choose brand strategies. This paper examines the dynamic brand management strategies of Hugo Boss, focusing on its 2-brand approach. The company has experienced a decline in brand relevance, forcing the company to react. The development of a dynamic strategic framework with a focus on dynamic capabilities implying reinvention and reorganization helped the company to overcome the difficulties. This research provides insights into adaptive strategies in the fashion industry in terms of brand management. The thesis contributes to the understanding of how companies can revitalize themselves in the face of challenges and declining relevance through strategic adaptability. The focus on Hugo Boss' 2-brand strategy serves as a valuable case study that demonstrates the potential for companies to succeed through flexible and dynamic brand management in a highly competitive market.

Date of Award	22 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Reis (Supervisor)