Issue 47 | July 2023
The Return of (the) Boss
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Dufry has inaugurated a 136 m2 new BOSS boutique at Zurich International Airport. The store is located in the Level 2 Departures Terminal. The new BOSS DNA is presented in what the company called “a bold and confident way” with the brand’s message BE YOUR OWN BOSS. Key collaborations with celebrities and worldwide fashion campaigns with sponsors will follow.
The full range of the Boss Menswear collection with Boss Camel and Blue Monogram capsules, and also Boss Womenswear will be launched this summer onto the shop floor, and touches all bases for modern-day living, from business and casual attire to eveningwear.
Dogwear is also on offer, and Hugo Boss revealed an exclusive five-year licensing agreement with Kanine Pets World to produce dog apparel and accessories. Boss is the first premium fashion brand to offer a fully-fledged dog collection from apparel to accessories.
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Digital storytelling enriches the customer journey and enhances the brand experience at the boutique. Seasonal campaigns are further amplified via digital screens.
With this opening Boss returns to Zurich Airport after closing in 2020.
The opening had special significance to Heidi Köpple, Zurich Airport Head Commercial Centers, who served Hugo Boss as Key Account Manager Travel Retail between 2007 and 2010.
