December 1, 2017 by Chris Kilkus
Hugo Boss Gets a Makeover
DUBAI — Hugo Boss is making efforts to bridge the gap between the brand’s men’s and women’s lines. “We need to bring the woman closer to the [Boss] man and build on our heritage — it’s suiting, it’s precision,” Ingo Wilts, chief brand officer for Hugo Boss, told WWD while here to celebrate the opening of the brand’s new generation store at Mall of the Emirates.
“We have to rebuild the women’s. Our woman always has to be feminine and sensual but she also has to be sexy. I think the mistake we did over the past years, we went a little left, right and center,” said Wilts, who is responsible for all creative and brand management.
“We do need to address the younger customer in our product.”
But he added that they will be driven by styling, not age first and foremost. “You can dress a younger woman with the same product as you dress an older woman. It depends on the styling. The younger woman might wear a skirt with a sneaker and the older woman with a more high heel.” He admitted that overall the brand for women in particular has skewed old. “We want, like everyone wants, to speak