Business of fashion: Hugo Boss’ five-pillar plan to rejuvenate the brand

Oh, to have been a fly on the wall during Hugo Boss CEO Daniel Grieder’s first strategy address in August. We do not have too many details, but there was talk of an Olympics analogy (like athletes, the German fashion brand is sure to re-establish its supremacy after a less-than-desirable run), a five-pillar plan to implement Grieder’s ambitious growth strategy, as well as who had dibs to his painstakingly acquired Tommy Hilfiger wardrobe since he would have had to give up his casual gear for Hugo Boss’ more tailored choices after leaving the American leisure-wear brand to run the celebrated suiting company.

“I have opened up my wardrobe, which is full of Tommy Hilfiger items, to my sons and friends. For myself, I now have a complete Hugo Boss wardrobe,” he said smilingly during his online press conference. “The suit, combined with a white shirt and a pocket square or, for a more casual look, a polo shirt, completed with high-profile sneakers — that’s my personal style.”