After the recent successful catwalk show in Shanghai (30 May) as part of a major event attended by 700 VIP guests, Hugo Boss announces it will host a similar event including catwalk show for men and women in New York, this September. The show in New York will replicate also the limited edition concept launched in Shanghai ‘Instantly Shoppable’ with consumers being able to purchase the catwalk items the second day. The New York event will be live streamed like the one in Shanghai, which attracted millions of viewers in China only.
The choice of New York as a venue for the upcoming show, is motivated by Hugo Boss CEO Claus-Dietrich Lars with the fact that in the first quarter of 2013, while all markets showed signs of slow down and stagnation, sales in the U.S. jumped byb 6 percent. For the full year 2013, Lars expects a ‘high single digit’ sales growth, compared to the -2% decrease in 2012, mainly due to the slow down in Asia.
Hugo Boss opened 36 new stores in the first quarter of 2013, reaching a staggering Hugo Boss 876 mono-brand stores around the world. The company’s 2015 objective is that 55% of all sales to be generated through directly operated retail. The company will also pursue retail expansion with shop-in-shop’s in major luxury department stores.
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