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Hugo Boss vows to grow women’s sales with revamped range

Hugo Boss aims to ramp up its womenswear sales as the first collection under artistic director Jason Wu hits the shops.

Wu, who joined last summer and in February unveiled his first collection for autumn 14, is a key part of the new strategy to build womenswear sales, which currently make up 15% of UK revenues. Dutch photography duo Inez van Lamsweerde and Vinoodh Matadin have also been brought in to shoot the autumn 14 campaign.

UK managing director Stephan Born told Drapers there were greater growth opportunities in womenswear, a market which Hugo Boss has not penetrated as successfully as menswear.

The autumn 14 collection had garnered a good response from independents, according to Born.

Wu has introduced a more feminine aesthetic for womenswear, which previously followed the masculine tailoring and suiting designs of its menswear counterpart.

As well as ready-to-wear, women’s accessories – primarily shoes and handbags – will receive a major push from this year onwards. Born said the brand was keen to capitalise on the strength of the women’s luxury accessories market. A hero bag, the Berlin, will be available from next month, in three sizes priced from £600.

An extension into a property adjacent to Hugo Boss’s 122 New Bond Street store in London, announced earlier this month, will be used to house womenswear and accessories.

The extension will use the ground floor at the property, which was previously occupied by jewellery and accessories retailer Folli Follie.

Hugo Boss is forecasting double-digit growth for its UK retail business in 2014, following strong performance from its European stores in the first quarter. The group grew sales by 3% to €613m (£503.2m), up from €594m (£487.6m) for the three months to the end of March.

The company has announced plans to open 50 stores globally this year, with the next UK store planned for Norwich in mid-June. It will also refurbish London stores such as New Bond Street.

Readers' comments (1)

  • Where is the growth going to be? BOSS is very Indie unfriendly and would probably bin the whole lot if they could. It's clear that their own stores are the future for the company, as shown by the soon to be opened Norwich store, where it's prominence is already oversupplied.

    They don't need to open more stores in the U.K, as they'll gradually close them, ending up with their own stores and very high profile accounts only.

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