German fashion brand HUGO BOSS is undergoing changes to its worldwide store network after the brand split into HUGO and BOSS last year.
The split aims to revitalise the brand and target younger demographics.
While BOSS will remain the core brand, it will still go through a refresh in all its consumer aspects, including a new logo, aimed at targeting millennials, aged 25 to 40. On the other hand, HUGO will appeal to Gen-Z consumers, with a more sport-focused clothing line. CEO Daniel Grieder had stated that the refresh marks an “entirely new era” for the brand, which was founded back in 1924.
In light of the change, WhosWho.mt spoke to informed sources about what the plans are for the local store, located in St Julian's, and whether its branding will change in line with the international brand.
It was explained that HUGO BOSS has been divided into “two distinct brands with distinct target audiences”. For the existing St Julian's store, new signage is expected in the coming months, representing a rebrand.
Additionally, a sign popped up in Valletta’s Jean de Valette Square a few months ago hinting at the opening of a new shop. As evidenced by the sign, this store will focus on the HUGO brand.
Main Image:The HUGO BOSS store in St Julian's / VF Group / Facebook
