Hugo Boss was--and is--considered more out there by many within the industry, and has traditionally out there goods at somewhat lower costs than Zegna. Zegna, in turn, is regarded by some market insiders to be the additional exclusive line.
In 2003, women's clothing contributed just 3.7 percent of total sales at Boss; however, the company has announced that it's trying to find an aggressive growth rate in this segment, with the goal of with a 30 percent contribution to sales by 2013. Access to the women's marketplace was only completed a few years ago, and also the transition has not been easy. The business has shifted its women's headquarters from Milan to Metzingen, and also the line has undergone complete redesigns several times in its short history. However, the business believes that in the long-term, the women's marketplace are going to be crucial to the success of Hugo Boss.
Zegna has not invested in a line for women, nor has it expressed any need to do so within the future. Instead, it's focusing on the high-end fashion consumer--recognizing that women are often influential in men's clothing purchases--and has added shoes and accessories along with made-to-measure clothing to its traditional line of suits and sportswear. In this way, Zegna continues to focus on its conventional target market rather than expand to include a women's line.
Zegna sells its solutions through its self-branded stores, some of which are franchised, along with via independent retailers. In addition, the company uses some major retailers for distribution, such as Saks Fifth Avenue and Neiman Marcus. In general, while Zegna doesn't make its goods tough to your consumer to purchase, it does use a limited amount of distribution websites that each enhances the exclusivity on the brand and also gives the designer higher control more than how its goods are sold.
Hugo Boss participates inside a wide quantity of products, just like clothing for men and women, fragrances, accessories and related items. They are high-quality items, but are also regarded as to be more commercial than Zegna's offerings, for instance Zegna's jobs for other designers. Increasingly, Hugo Boss is viewed as moving toward expanding the company's products to a broader audience, both by virtue from the type of products it chooses to create--including racing sunglasses--as well as the outlets where it chooses to marketplace them.
By comparison, Hugo Boss maintains a wider distribution strategy than Zegna. In mid-2002, Hugo Boss had 30 stores during the United States that bore its name and sold only its products; of these, the business owned 19 as well as the rest have been franchised. The business also had nine full-price Hugo stores, selling Hugo-branded products that target a younger market, and 13 outlet stores. In addition, Hugo Boss sold its items via approximately 200 independent retailers. The business has indicated that it may possibly close some of its individual stores, and doesn't plan to expand its distribution through independents. At the exact same time, the company does plan on expanding its presence at major retailers for instance Neiman Marcus, Bloomingdale's and Macy's West. In 2002, these stores accounted for 35 percent with the company's sales; the company wants to improve that percentage.
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