{"id":158424,"date":"2026-11-03T15:04:46","date_gmt":"2026-11-03T14:04:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158424"},"modified":"2026-11-03T15:04:49","modified_gmt":"2026-11-03T14:04:49","slug":"la-baisse-des-ventes-et-lia-font-reculer-hugo-boss","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-baisse-des-ventes-et-lia-font-reculer-hugo-boss\/","title":{"rendered":"La baisse des ventes et l&rsquo;IA font reculer Hugo Boss"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Hugo Boss<\/strong> a de nouveau enregistr\u00e9 une baisse de son chiffre d&rsquo;affaires au troisi\u00e8me trimestre et revoit \u00e0 la baisse ses pr\u00e9visions de b\u00e9n\u00e9fices pour 2026. Outre la faiblesse de la demande des consommateurs, l&rsquo;essor rapide de l&rsquo;intelligence artificielle joue \u00e9galement un r\u00f4le. Ces r\u00e9sultats d\u00e9cevants interviennent \u00e0 peine une semaine apr\u00e8s que <strong>Frasers Group<\/strong> a pris le contr\u00f4le de la maison de mode allemande.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La ligne \u00ab Hugo \u00bb ne rencontre pas le succ\u00e8s escompt\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le chiffre d&rsquo;affaires d&rsquo;Hugo Boss a recul\u00e9 de 5 % au troisi\u00e8me trimestre, \u00e0 946 millions d&rsquo;euros, soit une baisse de 4 % \u00e0 taux de change constants. L&rsquo;Europe, le Moyen-Orient et l&rsquo;Afrique ont notamment affich\u00e9 de faibles performances : dans cette r\u00e9gion, le chiffre d&rsquo;affaires a chut\u00e9 de 7 %, \u00e0 598 millions d&rsquo;euros. L&rsquo;Allemagne a relativement bien r\u00e9sist\u00e9, mais en France et au Royaume-Uni, les consommateurs se sont montr\u00e9s r\u00e9ticents. En Am\u00e9rique et en Asie-Pacifique, les ventes sont rest\u00e9es stables.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;\u00e9cart se creuse \u00e9galement entre les deux marques du groupe. Boss, qui repr\u00e9sente la grande majorit\u00e9 du chiffre d&rsquo;affaires, a limit\u00e9 son recul \u00e0 2 % et a enregistr\u00e9 un chiffre d&rsquo;affaires de 813 millions d&rsquo;euros. La marque de mode Hugo, plus jeune et plus d\u00e9contract\u00e9e, a en revanche vu ses ventes chuter de 16 %. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les deux marques font l\u2019objet d\u2019un repositionnement strat\u00e9gique, mettant davantage l\u2019accent sur la qualit\u00e9 et la rentabilit\u00e9 que sur le volume des ventes, mais ce changement de cap donne pour l\u2019instant des r\u00e9sultats mitig\u00e9s. La marge brute a certes augment\u00e9 de 2,2 points de pourcentage pour atteindre 63,3 %, mais le r\u00e9sultat d\u2019exploitation a baiss\u00e9 de 15 % pour s\u2019\u00e9tablir \u00e0 81 millions d\u2019euros.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019IA rend d\u00e9j\u00e0 les investissements informatiques obsol\u00e8tes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hugo Boss revoit \u00e0 la baisse ses pr\u00e9visions de r\u00e9sultat op\u00e9rationnel annuel, les ramenant de 300 \u00e0 350 millions d\u2019euros \u00e0 250 \u00e0 300 millions d\u2019euros. Le groupe table en outre sur une baisse de son chiffre d\u2019affaires de l\u2019ordre d\u2019un pourcentage \u00e0 un chiffre \u00e9lev\u00e9, \u00e0 taux de change constants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il est \u00e0 noter que ce ne sont pas seulement les ventes d\u00e9cevantes qui p\u00e8sent sur les pr\u00e9visions. Hugo Boss pr\u00e9voit \u00e9galement une hausse des amortissements sur ses actifs informatiques en raison des \u00e9volutions rapides dans le domaine de l\u2019IA et de la technologie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le PDG Daniel Grieder maintient n\u00e9anmoins le cap sur la strat\u00e9gie actuelle. \u00ab M\u00eame s\u2019il faudra du temps avant que ces initiatives ne portent pleinement leurs fruits et que nous reconnaissons qu\u2019il nous reste du travail \u00e0 accomplir, elles renforcent fondamentalement notre entreprise \u00bb, d\u00e9clare-t-il. Le groupe britannique Frasers Group, l\u2019empire de la distribution de Mike Ashley, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-groupe-frasers-prend-finalement-le-controle-dhugo-boss\/\" data-type=\"link\" data-id=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-groupe-frasers-prend-finalement-le-controle-dhugo-boss\/\">vient d\u2019acqu\u00e9rir une participation majoritaire de 50,08 %<\/a> dans Hugo Boss.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hugo Boss a de nouveau enregistr\u00e9 une baisse de son chiffre d&rsquo;affaires au troisi\u00e8me trimestre et revoit \u00e0 la baisse ses pr\u00e9visions de b\u00e9n\u00e9fices pour 2026. Outre la faiblesse de la demande des consommateurs, l&rsquo;essor rapide de l&rsquo;intelligence artificielle joue \u00e9galement un r\u00f4le : celui-ci contraint l&rsquo;entreprise \u00e0 proc\u00e9der \u00e0 des amortissements suppl\u00e9mentaires sur ses investissements informatiques. Ces r\u00e9sultats d\u00e9cevants interviennent \u00e0 peine une semaine apr\u00e8s que le groupe Frasers a pris le contr\u00f4le de la maison de couture allemande.<\/p>\n","protected":false},"author":5,"featured_media":158425,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[715],"topic":[266],"region":[470],"class_list":["post-158424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-hugo-boss","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La baisse des ventes et l&#039;IA font reculer Hugo Boss - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-baisse-des-ventes-et-lia-font-reculer-hugo-boss\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La baisse des ventes et l&#039;IA font reculer Hugo Boss - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Hugo Boss a de nouveau enregistr\u00e9 une baisse de son chiffre d&#039;affaires au troisi\u00e8me trimestre et revoit \u00e0 la baisse ses pr\u00e9visions de b\u00e9n\u00e9fices pour 2026. 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