German fashion giant Hugo Boss recently opened its 11th store in Dubai. The Directory caught up with Izzat Traboulsi, the managing director of Fashion Trading Company, the brand's Middle East partner, and asked him about its success story.
From Boss Black to Boss Orange and Boss Selection, which has been your most successful line?
The core line is Boss Black as it is the oldest one. It acquires the biggest part of the collections. The other brands are very successful as well. The Boss Orange is perceived very well among the other urban and denim brands. The Boss Green and Boss Selection brands are very successful although they have been launched much later than the Boss Black.
You are also partnered with Samsung for a line of co-branded smartphones. How involved is Hugo Boss in its development?
We have chosen a phone that suits our dynamism and image by checking the design.
Is the Middle East market unique in its tastes and demand?
The Middle East market is diversified. Within the Middle East taste and demand differs between the GCC countries, Lebanon and North Africa. Every market in the world has a special demand due to its taste and sizes. In the past, the Middle East used to be very unique, but nowadays it is getting a bit closer to the West.
Is the regional menswear market unique?
Not really; it is same uniqueness as the womenswear. The men and women act the same way and both are important. In general, the womenswear market is bigger than the men's and that is a world wide statistic.
In your experience, how has the menswear market changed over the years?
Menswear has become more sophisticated. Nowadays, they admire special accessories and appreciate the quality and the materials we use. You can see more bags and accessories in the market.
Men are asking for special cuts, too.
What next for Hugo Boss in the region?
We are satisfied with the brand awareness we have in the region especially for the Boss Black and Boss Orange brands. We are the leading brand in the region. We will focus on the Boss Selection concept now. We will start having Boss Selection stores to reflect more our premium position in the market.
Boss Selection will satisfy the very luxurious people and offer semi-tailored and full tailor-made garments. We use sophisticated materials as well.
Besides that, our Boss Green collection is growing further. It is dedicated to people who enjoy leisure wear as well as a collection dedicated to golfers.
What concerns the womenswear, we will develop that segment even further. Hugo Boss will be a star brand in 2011 and 2012 where we will be focusing on the Boss Black, Boss Orange, Boss Green and Hugo womenswear with their respective accessories.
