Case Study: HUGO BOSS boosts customer experience and loyalty with Qualtrics XM Platform

How global icon HUGO BOSS is getting to know its customers better

HUGO BOSS, a leading premium apparel brand, set out to become the most desirable fashion and lifestyle brand and realized that better understanding customer needs was essential. Since early 2019 it has used the Qualtrics XM Platform to capture customer perceptions across online and in-store journeys, identify pain points quickly, and give store teams and CX leaders real-time insight into what customers feel and want.

By combining experience data (X‑Data) with operational data (O‑Data), and using role-based dashboards, Text iQ and mobile access, HUGO BOSS turned insights into action—fixing in‑store issues like staffing and missing sizes and online problems like unsaved carts and PayPal interactions. The pilot generated 1,500% more responses than expected, CX is now a top management priority, and the company reports stronger customer loyalty and brand affinity.

Hugo Boss

Timo Ebert

Head of Brand Strategy & Customer Experience