Daniel Grieder unveils plans to modernise the fashion retailer and increase its appeal to younger consumers as third-quarter profit and sales rebound
A woman walks past a Hugo Boss store logo in Moscow, Russia. Picture: REUTERS
The German label, which raised its full-year outlook last month after third-quarter earnings rebounded, on Thursday said it had reshuffled management, including for its Greater China, Russia and emerging markets regions. The brand known for its smart men’s suits had been struggling to revive the business for years before the Covid-19 pandemic prompted people forced to work from home to abandon formal wear for hoodies and sneakers.
Grieder, the former head of rival label Tommy Hilfiger, is trying to modernise the Boss brand and is seeking to boost its appeal for younger consumers by launching more casual styles and spending heavily on marketing with celebrities on social media.
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