The purpose of the new concept is to redefine and create the new BOSS store experience, one that inspires customers to find their style confidence and #BeYourOwnBOSS. This concept reflects the brand’s new creative direction, aimed at the millennial shopper, better telling the brand’s stories and inspiring more ways to connect and wear the brand, more often.
The experience vision for the concept was ‘Becoming BOSS’ creating an experience and style community - which is ambitious, inclusive, inspirational, and defined by their community. With the ambition to equip customers with the tools and style confidence to succeed on their terms and to be their own BOSS.
There are a number of innovations and new customer activations and engagement elements across the concept, customer experience and journey.
The 24/7 table is an invitation to connect into the BOSS world by blurring category boundaries to reflect today’s casual lifestyles, inspiring more ways to wear, more often. This product presentation is a curated view across the Boss World.
On the ground floor is the Swing area which showcases the stories that bring life to the brand today - introducing newness, hosting activations, and collaborations, with the ability to connect the brand’s stories across channels.
“The new BOSS store at Oxford Street is an important milestone for the comprehensive store renovation program that we introduced as part of our growth strategy. The new and innovative store concept perfectly showcases the 24/7 lifestyle approach of the brand and how we will engage with customers in the future. With a strong focus on digital elements, we are thereby taking the customer experience in our retail stores to a completely new level”, Daniel Grieder, Chief Executive Officer of HUGO BOSS.