The first Hugo standalone flagship store opened in Singapore at ION Orchard Level 3 with its latest Fall/Winter 2018 collection inspired by streetwear and technical outerwear. The new retail space of 146 square metres features clean silhouettes combined with sophisticated details such as maritime pine and translucent acrylic panels.
To commemorate the store’s opening, fans can get their hands on a Hugo Reversed personalised t-shirt from 1 Nov to 7 Nov (but only limited to 100 customers). The personalised tees will be retailing at $99 each.
With retail facing stiff competition from marketplace and adapting to ever-changing customer expectations, the German fashion house Hugo Boss had consolidated its Green and Orange labels into the ‘core’ Boss label to ‘offer a consistent brand offering.’ Hugo is the house’s latest brand to be introduced, as it features a collection that is ‘designed for those who take their own approach to style’; in other words, a casual streetwear line with an entry-level price point.
While Singapore marks Hugo brand’s first foray into the market, its store expansion programme will not be an aggressive one. The brand intends to lead sales into sustainable growth, and will continue to increase its casualwear line, while expanding the entry-level price range. With two core distinct labels, Hugo Boss hopes to position itself as a progressive brand. Designer Jason Wu served as its artistic director for five years before parting ways earlier this year.
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