The Boss line of the Metzingen-based fashion group Hugo Boss has opened a new store on London’s Oxford Street.
The store offers Boss collections for women and men as well as accessories and fragrances on a sales area of 626 square meters spread over two floors, Hugo Boss announced on Monday. Sportswear is located in the entrance area, which transitions into the casualwear area. On the first floor, Boss places special emphasis on formal clothing.
For the store in London’s popular shopping street, the company is opting for a new store concept that is part of a €500 million renovation program that was introduced last August with the ‘Claim 5’ reform programme. The concept is based on a “seamless fusion of the digital and stationary shopping experience and strengthens the customer journey,” according to Metzingen.
“The new Boss store on Oxford Street is an important milestone in the extensive store renovation program we have launched as part of our Claim 5 growth strategy,” said Hugo Boss CEO Daniel Grieder. “The new and innovative store concept perfectly underlines the 24/7 lifestyle approach of the brand and shows how we will be in contact with our customers in the future. With a strong focus on digital elements, we are taking the customer experience in our stores to a whole new level.”
Video games, personalization and brand ambassadors – the new hybrid store concept
Boss wants to attract new customers with digital features and offers the first interactive elements before they even enter the store. Customers can use their cell phones to connect to screens in the shop windows and take part in a video game.
Inside, this hybrid concept continues seamlessly: brand ambassadors present the current looks on a ‘social media wall’, which can be discovered and purchased via a digital shopping function on tablets and screens. There are also sizing aids and personalization stations in several areas.
“We are delighted that our innovative omnichannel approach to retail is brought to life in our new flagship store on Oxford Street,” said Oliver Timm, CSO at Hugo Boss. “The interactive digital touchpoints offer our customers a inspiring journey that enables them to explore our brand worlds in a new and exciting way. This is how we turn our points of sale into points of experience.”
