Hugo Boss Factory Store

DUDE, WHERE’S THE SWAG?
This place is probably not rated yet because it does not come up under Hugo Boss. The name is listed incorrectly as Boss Hugo. Anyway, you know what I mean. So, I stroll into this store this past weekend.
Let’s just go ahead and acknowledge that the suits are pricey, ($ 700) and that most people would not give them a second look. Quality costs.
However, if the suits were displayed in a way that made you go well «Dang!, that is a hot suit» it would probably generate interest. All of the suits were primarily the same color, and all displayed on racks. It reminded me of a traditional suit store for much older gentlemen and I am sure that is not the vibe they want to generate.
When you have simple conservative suits, they must be displayed in a way that makes people notice because you really need to justify the price for those who are not familiar with the brand. I was drawn to this brand when I saw it totally swagged out in a Macy’s display, red shirt, colorful bow tie, the works. It was popping!
This store needs some color and some flavor. Hire a «Judy» or someone with some energy and excitement who can better represent this brand. Otherwise, you will be just another boring suit seller.
Let’s turn it up a notch!