recently new opened Boss' store in Salzburg
16 Jul. 2012
HUGO BOSS TO STRENGTHEN CORE BRANDHugo Boss has folded its Boss Selection men’s range into the Boss core brand. Chief executive officer and chairman Claus-Dietrich Lahrs explained, “With this step we aim to underline the luxury and premium approach of the Boss core brand. Furthermore, it sharpens the clarity and unity of our brand identity and enables us to offer an assortment of luxury products under the roof of one Boss brand.” This new strategy has already been realized within the new flagship stores in Paris, Beijing, London and Taipei, presenting the entire Boss offering from sportswear and accessories to womenswear.
There has also been a simultaneous pooling of the company’s creative departments. Kevin Lobo is now responsible for Clothing/Dress Furnishing and Bernd Keller for Sportswear. The womenswear creative department for was pooled last year with Eyan Allen at its head.
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