MOSCOW — Some 50 models hit the runways here this month wearing the women’s and men’s Boss Black collections.
Hugo Boss AG’s top managers, including chief executive officer Bruno Sälzer and the creative directors — Ingo Wilts for Boss Black and Andrea Canneloni for Boss Orange — attended the show. They brought with them “Casino Royale” star Eva Green, and the heavyweight boxers from Ukraine — brothers Wladimir and Vitali Klitschko. Among other celebrities in the audience were Julia Volkova from the t.A.T.u. group, singer Philip Kirkorov and Irina Lobacheva, the world champion figure skater.
The event consisted of two parts: the catwalk for Boss Black and a video show for Boss Orange, with DJ sets by Paris’ Michael Gaubert and the Glimmer Twins from Belgium. To create the show space, Boss redesigned a factory building next to a railway station here.
The German apparel giant continues to heavily invest in the Russian market. It has sold its line in Russia for 15 years, long before the arrival of major competitors. Though there is a trend here for big fashion brands, such as Christian Dior and Swatch, to operate without Russian partners, Boss prefers to work with different Russian distributors. The company has 33 independent distributors. Boss has 62 points of sale and 24 freestanding stores in different regions of Russia.
“In general, Russia is an important market for us,” Sälzer said. “In 2006, it made 3 percent of our global turnover.”
Sälzer said he is pleased that P&G, which distributes Boss perfumes, does strong advertising campaigns in Russia. “It is sexy and very attractive to the tastes of our Russian clients,” he said.
“Definitely Hugo Boss here is more famous for its men’s wear, but the women’s wear segment is also developing quite well,” he said, adding that Moscow accounts for half of Hugo Boss’ sales in Russia.
This story first appeared in the March 23, 2007 issue of WWD. Subscribe Today.