The German fashion brand BOSS opened its 20th store in the country, the new BOSS Store with 208 square meters, is located in the new Mitikah complex, located south of Mexico City.
This opening is added to the one in Cancun last September and another BOSS Store in the north of the country that will open in the coming months, with which the firm will add 3 new BOSS Stores by the end of 2022.
According to Stephan Born, President and CEO of the Americas region of HUGO BOSS, the design of the store corresponds to a fresher image in accordance with the needs of new customers who are increasingly younger, wanting to have more points of contact. with the brand and easy connectivity, which is why interactive kiosks will be installed.
He pointed out that this expansion is a reflection of the strength of the Mexican market, "Mexico is very important because it is a growing market and for the Americas it is our number two country after the United States, with very strong growth, accelerated after of the pandemic."
During the opening event, Born pointed out that customers will be able to find his tailoring line with the new casualization proposal, the athleasure line with a sporty look, which manages to integrate the brand at different points in the customer's life, encompassing a lifestyle and the new collection for pets.
“After the pandemic, customers prefer casual, sport clothing, the trend is to be comfortable and although the point that distinguishes us is the formal line, now we have different fabrics and more versatile, more universal cuts, which do the same for working from home. home, at the office or for a Friday night out. The company has been able to adapt to this change in trend, which is what is picking up strongly”.
Under the motto "BeYourOwnBOSS", the company has as one of its objectives to dress men on their way to success. "No matter what you do, we dress you to do what inspires you and highlight your authenticity in the field you decide on," said Laura Torres del Cueto, Managing Director of HUGO BOSS Mexico and Latin America.
He pointed out that at BOSS Mitikah customers will be able to discover the first store in Mexico and Latin America with the new "PB8" concept, which is linked to the brand's refresh branding.
Regarding their communication channels, the executives agreed on the importance of social networks and digital channels. As shown by the campaign they launched on January 26 with which they achieved 21 billion hits across all the brand's platforms globally.
They explained that with this store in the south of the country's capital, the aim is to cover a market that was not fully explored, to bring fans of the brand closer to this area of the city and obtain new ones.
The recently released BOSS Mitikah has a men's line that highlights tailoring, casual and athleasure, the recently launched BOSS Advance Active, a collection that allows thermal regulation and humidity control, in addition to the already well-known capsule collections such as PorschexBOSS, NBA , Matteo Berrettini, among others.
Likewise, the boutique sells the autumn-winter collection with the latest that was presented at Milan fashion week, with a reinterpretation that includes pieces such as coats, sweaters, jackets in shades of camel, black and white, references by BOSS .
