Hugo Boss is unveiling its revamped Web site and e-commerce in the U.S. today.
It is part of a major worldwide initiative by the German luxury brand to update its Internet presence. Hugo Boss launched its first online store serving the U.K. in 2008, followed by The Netherlands, France and Germany in 2009.
The U.S. site will be on a new platform with entirely new design, navigation and functionality compared with the e-commerce sites running in Europe, which will eventually also relaunch on the new platform. The company’s efforts will turn to Asia next year.
Chief executive officer Claus-Dietrich Lahrs predicted in November that Hugo Boss would sell more than 50 million euros, or about $68 million at current exchange, of goods online within two years, up from about 10 million euros, or $14 million, last year.
The U.S. site will offer selected merchandise from all labels — Boss Black, Boss Orange, Boss Green, Boss Selection and Hugo — and across all categories. In addition, the site will feature exclusive content, images and customer-driven contests with social networking functions. Every other week a special feature section will focus on a specific product group and highlight different Hugo Boss brands and collections.
Hugo Boss partnered with SapientNitro for the front-end design, online marketing and analytics, as well as assistance with the overall launch. Content and order management, fulfilment, photography and customer service will be provided by FillTek of Cincinnati.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia