Hugo Boss will not be showing its fall 2017 womenswear line during New York Fashion Week in February 2017. This comes at a time of restructuring for the brand, as it moves to better focus its original intended market.
Essentially, the brand is looking to “abandon the luxury market and go back to its roots of selling premium men’s clothing,” according to Mark Langer in an interview with Business of Fashion. But fear not, Boss lovers; there is plenty more to come from the womenswear side of the brand. Creative director Jason Wu would never completely take that portion away from the line, anyway.
The company is hoping to see its numbers return to power by 2018, so the steps taken in the near future will be integral in determining the success of this plan – one of the first major steps is this transition away from womenswear at NYFW, apparently. It’s hard not to be disappointed that we won’t get to see a Boss women’s collection walk the big stage in February, but we can at least look forward to seeing the collections as they are designed at all.
“Our womenswear is, and will remain, a key component of our medium-term growth strategy, and the creative input offered by Jason Wu remains extremely important to us,” said chief brand officer Ingo Wilts in an interview with British Vogue. “We value his work very highly. However, it is essential that we achieve a better balance between our menswear, which has traditionally been so pivotal for us, and our womenswear.”
Wilts has definitely hit the nail on the head in her statement. The first thing most people think of when they hear the brand “Boss” is an impeccably tailored men’s suit. In recent years the focus has wavered to women’s clothes being equally as important, but with the search for growth, it’s an easy choice to go back to the beginning and start where things were working wonders for the brand.
To go along with this announcement, and going right along with the goal of growth, it has also been reported that prices in Europe will rise, while prices in Asia will lower; this is the brand’s attempt to differentiate between the two brands. Hugo and Boss are to become the two distinct brands.
Hugo is made up of casualwear for the younger customers; Boss is the label’s signature luxury business clothing. Boss Orange and Boss Green will be discontinued from here on out. All of these things are steps to get the brand back on its original path for growth.
“By further developing our strategy, we want to steer Hugo Boss back toward sustainable growth,” said CEO Mark Langer in an interview with Sky News. “We are sharpening our presentation and focusing on our customers’ needs more consistently. In Boss and Hugo, we have two strong brands with their own identity, which appeal to different target groups.”
For this moment, though, the coming fashion shows are the core of worldwide Boss fan’s interest. The Hugo Boss fall 2017 womenswear collection is totally off the books for Fashion Month, but the menswear lines for the next season will be coming out right on schedule.
Photos courtesy of Vogue