How the fashion house implements omnichannel and a relaxed ambiance in its new flagship in London

29.06.2022

by Katja Laska

Brick-and-mortar retail must change to take on its e-commerce competition. In the new BOSS flagship store from HUGO BOSS on London's Oxford Street, the shopping experience begins before customers even enter the store. The company wants to take shopping to the next level.

On June 17, the doors of the new store in the British capital opened to customers. The Group’s new retail approach wants to elevate the customer journey thanks to a seamless blend of digital and in-store shopping experience.

To do this, customers interact with different consumer touchpoints and experience the brand in a completely new way. “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,” explains Daniel Grieder, Chief Executive Officer of HUGO BOSS. But how does the company implement this concept and what’s the impact of the store design?

The BOSS Store on Oxford Street in London from the outside; Copyright: HUGO BOSS

The new store spans two floors and a total retail space of 626 square meters, providing ample space to showcase the full range of BOSS Menswear and BOSS Womenswear next to the brand’s watches, eyewear, jewelry, and fragrances. The store’s omnichannel approach is part of the 500 million Euro store renovation program, the brand introduced as part of the CLAIM 5 strategy last August to redesign the HUGO BOSS brand experience.

Interactive screen in the window of the BOSS store in London; Copyright: HUGO BOSS

The customer journey already begins outside the store: the window display showcases an interactive screen that invites shoppers to download a video game on their smartphone. The idea is to start the brand’s digital and physical storytelling. Another highlight: a new social media wall highlights all the new styles, which can be instantly purchased.

The BOSS Sportswear section in London; Copyright: HUGO BOSS

Right as they enter the store, customers can discover the BOSS Sportswear section, which highlights cycling and features apparel in the fashion label’s iconic colors camel, white, and black.

24/7 lifestyle clothing at the BOSS Store London; Copyright: HUGO BOSS

Shoppers can also explore the brand’s collection, which reflects BOSS' 24/7 lifestyle approach. The warm and welcoming interior design concept of the store features an abundance of natural materials, such as wood. The light earth tone color palette is punctuated with white and gray accents to create a relaxed atmosphere that makes customers feel at home.

Fit Guide Tools at the BOSS Store London; Copyright: HUGO BOSS

Fit guide tools in select areas of the store help customers find the perfect outfit. Shoppers get virtual advice on style, fit, and colors - ranging from shirts and suits to jeans.

Digital touchpoints in the women's section at the BOSS Store London; Copyright: HUGO BOSS

The Womenswear section of the store applies the same concept. “The interactive digital touchpoints offer our customers an inspiring journey, enabling them to explore our brand worlds in a new and exciting way. Thus, we are turning our points of sale into points of experience, “says Oliver Timm, HUGO BOSS Chief Sales Officer.

For the point of experience, this also includes a customized experience. The creative minds behind the store concept devised an interactive screen that is all about personalization. Customers are invited to customize their chosen products on the spot. The personalized items are immediately made to be available for in-store purchase within minutes.

Click here for a BOSS Flagship-Store 3D Tour