{"id":136713,"date":"2025-12-04T15:25:47","date_gmt":"2025-12-04T14:25:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=136713"},"modified":"2025-12-04T15:25:50","modified_gmt":"2025-12-04T14:25:50","slug":"hugo-boss-dabord-une-perte-de-chiffre-daffaires-puis-une-nouvelle-strategie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hugo-boss-dabord-une-perte-de-chiffre-daffaires-puis-une-nouvelle-strategie\/","title":{"rendered":"Hugo Boss : d&rsquo;abord une chute du chiffre d&rsquo;affaires, puis une nouvelle strat\u00e9gie"},"content":{"rendered":"\n<p><strong>Hugo Boss<\/strong> r\u00e9organise son organisation et met en place un nouveau plan pluriannuel afin de renouer avec la croissance \u00e0 partir de 2027. Ces mesures auront un impact n\u00e9gatif sur le chiffre d&rsquo;affaires en 2026, mais devraient permettre une reprise par la suite.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9vision du r\u00e9seau de magasins<\/h2>\n\n\n\n<p>La strat\u00e9gie \u00ab Claim 5 Touchdown \u00bb d\u00e9butera l&rsquo;ann\u00e9e prochaine et s&rsquo;\u00e9tendra jusqu&rsquo;en 2028. Elle se concentrera sur la valeur de la marque, la distribution et le volet op\u00e9rationnel. Hugo Boss adapte ainsi son approche commerciale avec des augmentations de prix s\u00e9lectives et une plus grande concentration sur les ventes \u00e0 prix plein, avec moins de promotions.<\/p>\n\n\n\n<p>Dans le m\u00eame temps, le groupe optimise son r\u00e9seau de vente en gros. Le d\u00e9taillant souhaite \u00e9tendre son r\u00e9seau de franchises, en mettant l&rsquo;accent sur les \u00c9tats-Unis et la Chine, et continue d&rsquo;investir dans le canal num\u00e9rique. \u00c0 moyen et long terme, Hugo Boss souhaite finalement cro\u00eetre plus rapidement que le march\u00e9 et r\u00e9aliser une marge EBIT d&rsquo;environ 12 %. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Chiffre d&rsquo;affaires d\u00e9j\u00e0 en baisse<\/h2>\n\n\n\n<p>En 2026, l&rsquo;entreprise de mode allemande devra toutefois d&rsquo;abord traverser une p\u00e9riode difficile : Hugo Boss table sur une baisse de son chiffre d&rsquo;affaires de 5 % \u00e0 9 % en raison de la mise en \u0153uvre imm\u00e9diate de ses plans. \u00ab 2026 sera une ann\u00e9e de transition, au cours de laquelle l&rsquo;entreprise sera renforc\u00e9e par la simplification des processus, le raffinement des gammes et l&rsquo;optimisation du r\u00e9seau de distribution \u00bb, a d\u00e9clar\u00e9 l&rsquo;entreprise dans un communiqu\u00e9.<\/p>\n\n\n\n<p>Au cours du dernier trimestre, le chiffre d&rsquo;affaires a baiss\u00e9 de 3,9 % pour atteindre 989 millions d&rsquo;euros, tandis que les b\u00e9n\u00e9fices ont augment\u00e9 de 7 % pour atteindre 60 millions d&rsquo;euros. Sur les neuf premiers mois, le chiffre d&rsquo;affaires a diminu\u00e9 de 2 %, passant de 3,06 milliards d&rsquo;euros \u00e0 2,99 milliards d&rsquo;euros.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hugo Boss va r\u00e9organiser son organisation et mettre en place un nouveau plan pluriannuel afin de renouer avec la croissance \u00e0 partir de 2027. Ces mesures p\u00e8seront sur le chiffre d&rsquo;affaires en 2026, mais devraient permettre une reprise par la suite.<\/p>\n","protected":false},"author":5,"featured_media":136714,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[715],"topic":[332,266],"region":[470],"class_list":{"0":"post-136713","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-hugo-boss","11":"topic-restructuration","12":"topic-resultats-financiers","13":"region-allemagne"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hugo Boss : d&#039;abord une chute du chiffre 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