Hugo Boss is bolstering its online business. These efforts have not been in vain - the company’s global online sales in the final quarter of 2018 were up by double digits. Three-quarters of the marketing budget in the coming years will go to digital marketing and a key focus would be on expanding the company's presence in the relevant social networks. Hugo Boss is looking to quadruple last year’s e-commerce sales by 2022.

The German luxury fashion house is strongly committed to the Chinese market. China is a key driver of the company’s growth. The brand’s stores in major cities such as Beijing and Shanghai have been posting double-digit growth throughout the year. Some of the key factors behind Hugo Boss’ emphatic growth in China are its focus on integrating its digital and physical retail channels, increasing its presence on social media as well as partnering brands that resonate with the Chinese audience. While the brand’s high-end casual wear has traditionally been the most popular among Chinese consumers, there has been strong growth in the sales of formal wear, particularly Hugo Boss’ made-to-measure suits. When it comes to made-to-measure offerings, China accounts for more than 50 per cent of the brand’s global sales.