By  on April 8, 2010

METZINGEN, Germany — It’s not every chief executive officer who can take a visitor on a precisely detailed walkthrough of their company’s latest fashion collection. Especially when, as at Hugo Boss, there are nine of them, if you count the Hugo Boss Black, Orange, Green and Hugo men’s and women’s ranges separately. (Hugo Boss Selection, for men only, is the ninth.)

But product, product, product leads Claus-Dietrich Lahrs’ mantra for success at Boss. “At the end of the day, it all boils down to product. A very strong, convincing product which is doing a better job than our competition. That’s what our business is,” he said in an exclusive interview with WWD.

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