HUGO BOSS has opened a new tech-enabled BOSS Flagship Store on London’s Oxford Street, bringing the HUGO BOSS Group’s innovative retail concept to life in the heart of the British capital. The new retail approach provides a seamless blend of digital and in-store shopping experiences and strengthens the customer journey along different consumer touchpoints.

To welcome newcomers into the BOSS community, the digital journey begins outside the BOSS store in the window display. An interactive screen invites passers-by to engage in a video game, through their mobile device. A new social media wall showcases the brand ambassadors’ styles, which can be instantly explored and purchased through a digital shopping function, accessible via screen or tablet in-house. Fit guide tools in select areas also allow customers to find their perfect style and fit of products, ranging from shirts and suits to jeans. With the new store concept, BOSS is also stepping up its personalization offering with a new interactive screen, inviting the customers to customize their chosen product directly. The personalized item is then available for in-store purchase within minutes.