Increasing net profits to drive challenging goals. As emphasized by La Repubblica, a daily newspaper, Hugo Boss achieved a very good performance in the first three months of 2018, as net profits increased by 3% (50 million euros), compared to 2017 same period, therefore going beyond analysts’ forecast. They were expecting, in fact, the German fashion brand’s turnover to drop considerably, that is, by 8,3%. Business performances in the Chinese and US markets stand out, as sales went up by 5%; as for collections, menswear grows by 6%, while apparel for women decreases by 3%. Looking ahead at prospective goals, the company is aiming at a more profitable integration between e-commerce and real stores; on top of that, they are planning to expand their collections for women and revamp their supply for men in the premium segment.