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When Hugo Boss decides to relaunch their stores in Kuwait an interesting story comes with it. In a special conversation with Men’s Passion on the occasion of the new stores’ opening the Managing Partner of Serb Fashion, Rami Rahal, highlights style and elegance over fashion and trend.


How can you define the relaunch of the store at this time of challenging economic conditions?

Hugo Boss is one of the market leaders in the premium and luxury segment of the global apparel market. It focuses on developing and marketing of premium fashion and accessories for men and women. Headquartered in Metzingen, the company generated with almost 14,000 employees net sales of EUR 2.8 billion in fiscal year 2015, making it one of the most profitable listed apparel manufacturers in the world.

Thus, it only seems fit to have the locations renovated and to be on par with the standards the brand is portraying across the globe.

What is the story behind the design?

The new store concept B7 plus is already adopted in major global cities. The concept features clean, angular aesthetics – the perfect showcase for the brand’s collections grounded in tailoring and elegance.

The design embraces harmony between lines, shapes and colors. Throughout a store layout, matte and textile surfaces contrast with high-gloss and mirrored materials. The overall outcome is a refined space with a classic, yet airy, modern feel.

A high-quality and professional execution of all construction works is the basis for this uniform appearance and unique customer experience across all Boss distribution channels on a global level.

The new interior design provides the perfect backdrop to present Boss, which epitomizes authentic, understated luxury and offers modern, refined business- and eveningwear along with sophisticated casual looks.

Did you remain faithful to the Hugo Boss brand identity with this new design?

Definitely. The Boss core brand epitomizes authentic, understated luxury. The men and women collections offer a rich array of modern business wear, exclusive sportswear and elegant evening apparel. The unique fits, high-quality materials and exquisite styles lend the Boss look a timeless elegance that is perfect for every occasion. Shoes and accessories round out the collections, supplemented by watches, eyewear and fragrances produced under license.

The new shop design precisely complements this identity.

How would the winter collection speak to your clients?

Soft, clean, pure light – the ultimate source of inspiration for the Fall/Winter 2016 collection from Boss Menswear. The menswear message is cool, modern and masculine. The design approach is refined and simple with an exceptional focus on quality and a precise, understated use of detail. Multi-functional styles are important throughout, from the two-in-one coat to the reversible jacket to the packable pieces of the season’s travel capsule.

What are the hot lines you are most looking forward to?

The Boss Green line. This line offers a collection of modern sportswear and active performance wear with a high standard of quality and functionality, blending premium fashion and sports performance. This line will surely be in the spotlight.

How do you see the retail market for Hugo Boss in Kuwait?

The Boss brand is growing in Kuwait. It has been in this market for more than 30 years and, as a result, it has developed a loyal clientele with growth year on year.

Who is Hugo Boss clientele?

Sophisticated, modern, elegant, confident… These are some of the traits that reflect the personality of the Boss client.

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