Store des Tages Frühjahr 2023: Unter Palmen: Boss landet am Lago Maggiore

„Ich kann es nicht umformulieren“

Where do people like to spend a lot of money? That’s right, on vacation. Resort destinations are becoming increasingly important as retail locations for luxury brands, including Hugo Boss. Recently, the people from Metzingen opened their first Boss store in Ascona, in the heart of the Italian Riviera in Switzerland.

Ascona was chosen by Boss for strategic reasons and is intended to emphasize the brand’s commitment to expanding its presence in popular luxury travel destinations. The location in the canton of Ticino is renowned for its scenic beauty and vibrant retail scene. The city on Lake Maggiore attracts an international clientele and offers a luxurious and cosmopolitan atmosphere that perfectly complements Boss’s upscale offerings.

Store des Tages Herbst 2023: Boss in Ascona

„I cannot reword“

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Nach der 5 Millionen-Investition

The boss is expanding the use of more sustainable fabric in fashion.

In 2022, Boss invested in the fiber start-up Heiq Aeoniq. In early 2023, the brand made its debut with a sports capsule made from the cellulose yarn Aeoniq. Now, the first fashionable pieces made from alternative fibers are hitting the market. They will be showcased in Milan soon.

Boss presents itself on the 152m² area where the entire range of menswear and womenswear, as well as watches, glasses, jewelry, and fragrances, is showcased. The store design was created by the in-house retail design team. It aims to represent the brand’s proclaimed 24/7 lifestyle approach, not only in the comprehensive range of products but also in the overall design. The concept was first introduced to the space in the new flagship store in London in the summer of 2022.

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Neue Lizenz um Sichtbarkeit zu erhöhen

Boss zu Ross

CEO Daniel Grieder weitet den Aktionsradius von Hugo Boss erneut aus. Der Konzernchef hat den Start der Marke Boss im Reitsport-Segment angekündigt.

In focus: The individual touchpoints of the customer journey. Digital elements on the surface aim to provide a seamless shopping experience. The design concept relies on warm colors and natural materials such as wood. The combination is intended to create a relaxed atmosphere.