Hugo Boss: We love fashion and we will change fashion

Today, Daniel Grieder, previous CEO Tommy Hilfiger and PVH Europe and now CEO at Hugo Boss, presented his strategy for the future of Hugo Boss, making Olympic references and claims back the brand’s lead at the top of the fashion pyramid. His battle quote being: “We love fashion and we will change fashion!”.

Grieder plans to revamp the company’s branding, its digital strategy and have a strong focus on the product with sustainability at its core.

With his new strategy he targets to reach 4 billion euros by 2025, doubling the company’s sales with a clear focus on increasing the brand’s perception with the young generation: GenZ, Millenials and Gen Alpha.

The new strategy focusses on the main brands: HUGO and BOSS. The latter will continue focussing on quality suits in the affordable luxury category, with fantastic fits and sustainable materials whereas HUGO will target a younger generation with streetwear, designs fitting to the influencer generation and colorful designs.

Overall however, the brand will position itself more inclusive and aware of current topics: creating a better world, diversity and inclusion will be at its centre. Including even a unisex suit as part of the BOSS line. In terms of colorways the brand will adapt to black, camel and white colors. The BOSS camel collection will be a high-end made-to-measure collection.

Grieder also remarked that the brand could venture into new segments: make-up, homeware and even drinks in the future to complement its lifestyle image.

In terms of branding Grieder will move into Hugo Boss’ future with clear messages: “HUGO for glory” or “A BOSS meets a boss” – focussing on celebrity and lifestyle partnerships.

He particularly also highlighted the importance of the womenswear business and that it needs a boost. As such he wants to increase womenswear visibility across all consumer touchpoint starting with its own stores and wholesale parters. As such it seems as if Grieder will have a strong focus on wholesale and wants to increase Hugo Boss’ wholesale distribution which was traditionally strong but decreased in recent years.

Of course, as a master for digital strategy this will not be left out. As such he highlighted that experience is in the middle of the new strategy, given that Millennials will value experiences over owning material things. As such he will creative a new store design that will be ‘cool’ and professional but most of all data-driven in order to provide optimal and unique customer service. “The power of data is that it is more precise, quicker and smarter.”. Grieder wants to create a premium tech-driven fashion platform worldwide with Hugo Boss and be amongst the top 100 global brands by 2025.