In an exclusive interview, HUGOBOSS' new chief executive officer, Daniel Grieder, talked to WWD about his five-year plan.
Hugo Boss’ new chief executive officer Daniel Grieder has been in the apparel industry for almost 40 years. More than half of those were spent with Tommy Hilfiger, one of Boss’ biggest competitors. Grieder helped introduce the Hilfiger label to Europeans and, after 2014 when the brand was bought by PVH Corp., he headed Tommy Hilfiger Global and PVH Europe.
Here, in an exclusive interview, WWD speaks with Grieder about where Boss went astray and his goals for the brand. To be honest, when I took the job I wasn’t sure [about the brand]. But I’ve been studying the lines and how we could update them and by the time I started on June 1, I was absolutely convinced that this brand can make a comeback. They were there, they lost it, now they’re going to win again.WWD: Yet after listening to your presentation about the new strategy, it doesn’t sound like Hugo Boss’ actual product is changing very much.
D.G.: Our end consumer can get more than business wear from us. That’s why we added the extra categories — Boss Orange [for casual clothing] and Boss Green [for athleisure wear]. WWD: And how are things going for Hugo Boss in China? In the past there seems to have been a huge emphasis on business opportunities in Greater China for the brand. But now, with recent political tensions, it feels a bit more precarious.
If you want to do it [analyze the data] yourself as a company, it takes a lot of time and you need a lot of experts. You need a lot of nerds to help you. I’ve learned that you can move much faster if you collaborate with a company that’s already specialized in this. You can accelerate your sales, both online and offline, much faster this way.
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