The rise and rise of global e-commerce

In 2020, as the pandemic swept rapidly across the globe, most of our physical stores were required to close their doors – some for a short time, others for much longer. Suddenly, customers’ access to the worlds of BOSS and HUGO was purely digital – and their shopping experience moved entirely online. However, our objective is, and has always been, to provide a best-in-class customer experience: anytime, anywhere. Whether in person in our stores or via live chat in the online store, we always aim to provide our customers with the best-possible service.

Ongoing expansion

Ongoing expansion

The unpredictability of the pandemic had an overwhelming impact on our daily lives. However, the fact that our e-commerce expansion was already in full swing allowed us to continue to serve our customers, even when everything around us was changing. In fact, our online store was rolled out as planned to millions more potential customers around the world in 2020, building on strong double-digit growth for the past three consecutive years.

While in 2019 HUGO BOSS had a digital flagship store in 15 countries, including the UK, Germany, France, the United States, and China, by the end of 2020 – just one year later – this number had grown to 47. Since April 2021, customers in twelve additional markets, including South Korea, Russia and the United Arab Emirates, can now explore and shop the latest BOSS and HUGO collections online via the Group’s online flagship, making it a total of 59 markets in which our collections are available via the own online store. More countries will follow in the years ahead, as we seek to make available in virtually every market around the globe.

Social Selling
Further intensifying our relationships with multi-brand platforms in different markets is also a part of our growth model, as is social commerce. Our millions of followers and fans of our brands on social media can now simply tap to shop our products on many channels. With the Instagram shopping feature, our social community can already use the platform every day as a virtual shop window, making the step from pure inspiration to buying a product on the platform easy. In mainland China, BOSS stores successfully implemented WeChat Work in 2020, thereby offering sales advisors additional cross-selling opportunities by enabling them to connect more frequently with the brand’s customers

Seamless digitalization

In parallel, we continue to develop comprehensive omnichannel services, to make the interaction between online and offline as seamless as possible. Fully utilizing the great potential of digital in the years to come will ensure a first-class experience with our brand at all customer touchpoints.

As we navigate these changes, our focus is clear: offering best-in-class products and services to our customers around the globe. Wherever they are, and however they prefer to shop, we will provide a personal, elevated, and memorable shopping experience that makes us proud to say: We are HUGO BOSS.

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Our strategy

The vision of HUGO BOSS is to be the most desirable fashion and lifestyle brand in the premium segment of the global apparel market.

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