The BOSS success story is inextricably linked to the history of the suit. The year 1960 saw the first men\u2019s suits fashioned by HUGO BOSS in serial production, followed in the 1970s by high-quality menswear collections presented under the BOSS core brand.<\/span><\/p>\n HUGO BOSS leverages targeted marketing measures to raise the appeal of its brands. Apart from above-the-line marketing instruments such as print and out-of-home media, relevant target groups are increasingly reached using digital channels. In light of the expansion of the Group\u2019s own retail business, the importance of point-of-sale marketing is also mounting.<\/span><\/p>\n \u201cDigital platform is definitely changing and shaping the future in fashion and retail industry,\u201d shares Gareth David Incledon. \u201cIn terms of marketing, we have been evolving from the traditional marketing approach to a dynamic and digital approach in Asia Pacific with more investment on digital marketing, social media engagement, etc. We keep customers updated on the latest product information through extensive social media platforms. In terms of retail, Ecommerce is something that we are doing in China and will continue to expand in different parts of the world.\u201d<\/span><\/p>\n Intensive marketing activities and the sponsorship of sports and cultural events enhance the worldwide recognition of HUGO BOSS and its brands\u2019 image. The Company also shines at high profile fashion events in the world\u2019s fashion capitals, further emphasizing the appeal and acceptance of the Group\u2019s brands among key target groups and emotionally charging the HUGO BOSS brand world. <\/span><\/p>\n Gareth David Incledon, HUGO BOSS Asia Pacific President & CEO.<\/p><\/div>\n \u201cThe suit is our core and heritage product. We further strengthened the formalwear business when we introduced the made-to-measure offer in China and Hong Kong in 2013. The rich art of handcrafting lets BOSS MADE TO MEASURE ascend to a new level of excellence, which projects a modern and individualized luxury to our male customers, experiencing the ultimate manifestation of perfection behind the bespoke-style suits \u2013 hand made in Germany. We definitely will extend this quintessential service to more cities in Asia in the near future, particularly in Singapore, Japan, and Korea, as well as in Australia,\u201d says Incledon.<\/span><\/p>\nVast Reach <\/span><\/h3>\n
A Growing World <\/span><\/h3>\n
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