[Hugo Boss] lost its relevance. They got old. When you looked in the stores, it was flat. There was no excitement, no campaign that got your pulse racing. They lost that feeling - the sexiness ...

Hugo Boss forecast annual sales of 4.2 billion to 4.4 billion euros ($4.57 billion to $4.79 billion), equivalent to between a 2% fall and a 2% rise, following 3% growth to 4.3 billion euros in 2024.

CEO says hit to demand already visible in current quarter Q1 trending 'somewhat below' full-year sales guidance Shares fall as much as 5% March 13 (Reuters) - Hugo Boss (BOSSn.DE), opens new tab ...