Fashion

Boss’s tech-supported flagship opens on Oxford Street, offering personalization


The endings have finally been removed from the new Boss shop tantalizing passersby Oxford Street in recent months. The Megastore is now open and proves that – despite the quality concerns of some of the temporary tenants on major shopping streets – Oxford Street retains its appeal to the big names in the fashion industry. .

Hugo Boss

New location, not far Selfridges in what used to be Connect French space carrier, designed to take the Germans Hugo Boss group “innovative retail concepts to life in the heart of the British capital”.

It “provides a seamless fusion of digital and in-store shopping experiences, while reinforcing the customer journey across different consumer perspectives.”

The new concept is part of a 500 million euro comprehensive store renovation program, introduced last year.

“The role of the physical store is changing, and to realize this, Hugo Boss invites customers to immerse themselves in the world of brands in new and unexpected ways,” the company says. The Boss flagship store in London is the first to introduce the full suite of brand-specific digital elements to customers.”

CEO Daniel Grieder adds: “The new store is an important milestone for a comprehensive store renewal program. This concept perfectly embodies the brand’s 24/7 lifestyle approach and how we will interact with our customers in the future. With a strong focus on digital elements, we are taking the customer experience in our retail stores to a whole new level.”

The store, which spans two floors and measures 626 square metres, offers a full range of men’s and women’s clothing, along with watches, eyeglasses, jewelry and fragrances. There’s a sportswear area near the entrance now dedicated to cycling, featuring sports accessories, along with technical cycling apparel in Boss black, camel and white colors.

Casual wear is also located on the ground floor, while the first floor has a variety of dress styles.

The “digital journey” begins outside the store in an interactive display that “invites passersby to participate in video games through their mobile devices.”

Inside, “a seamless fusion of digital and interactive physical storytelling, empowers and inspires customers, making the shopping experience effortless.”

It includes a new social media wall that “showcases the style of brand ambassadors, which can be instantly discovered and purchased through a digital shopping function, accessible via screen.” or a tablet in the house”.

Tailor-made tools in select areas also make it easy for customers to purchase the right style and fit of products, from shirts and suits to jeans.

And “inspirational digital shopping touchpoints provide an extra door into the world of the Boss brand and its latest collections, with curated seasonal content.”

The company is also stepping up its personalization offering with a new interactive display that “invites customers to directly customize their chosen product. The personalized items are then available for in-store purchase within minutes.”

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