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Hugo Boss tailors new customer experience

By Retail Technology | Wednesday May 8 2019

Global fashion house Hugo Boss is implementing new technology to enhance its consumer experience

One iota is working alongside the fashion company's Retail and IT competence centre teams to help the retailer add a new dimension to its customer journey.

Last year Hugo Boss introduced two new store concepts, each dedicated to fit the respective DNA of its two brands – Boss and Hugo – taking into account the digital aspects that would improve its customers' shopping experience.

Key to the new store concepts was the integration of digital technology and "community spaces" while digital screens have also been installed throughout as focal points within the layout.

Customer interaction

Boss stores also include digital elements such as One iota's touchscreen mirror which has a shoppable mode showcasing the full product range, and a signage mode to display branded content. 

Furniture with integrated touchscreens also enable a new form of customer interaction. 

The ongoing digital revolution involves transforming Hugo Boss from a vertically integrated retailer to a data and experience-driven fashion brand. 

Joe Ellis, director of global retail operations for Hugo Boss, said: "As a fashion brand, we are always looking at innovative approaches to enhancing our customer experience in-store. When we first encountered One iota, we immediately saw that their extensive experience could help us expand our digital reach."


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