Just a few days after Pentland’s Ellesse brand announced a return to winter sports, the Boss brand is diving deeper into the category too as the official partner of the Hahnenkamm Races, which kicked off its plans.
The Boss brand owned by Hugo Boss has unveiled a long-term partnership with Italian professional tennis player Matteo Berrettini and the launch of a standalone capsule collection co-created by the sports star.
The executive, who has extensive experience boosting the profiles of Western brands in China, is now responsible for managing all of the German fashion company's operations on this essential Asian market.
Hugo Boss has claimed a social media marketing coup, saying that its new growth strategy of targeting younger customers is paying off big time. It saw huge success for a Boss x Russell Athletic mega-event late last week
The former boss of Tommy Hilfiger, who took charge of the German fashion group in June, presented on August 4 his five-year strategy for Hugo and Boss, and spoke to FashionNetwork.com about his market vision.
Hugo Boss has a new growth strategy called Claim 5 that aims to double its sales to €4bn by 2025. It will accelerate growth across all brands, touchpoints, and geographies and will include a branding refresh.