Interview with Daniel Grieder, CEO of HUGO BOSS

"We are convinced that innovation is essential for a company’s future"

In the interview, Daniel Grieder, CEO of HUGO BOSS, reveals how the company is successfully implementing its growth strategy CLAIM 5 and managing to achieve profitable results in saturated markets and despite strong competition. The expert explains how the brand has expanded its product range and omnichannel strategy to reach new target groups. He also discusses the role of innovation and sustainability in the fashion industry and shows how artificial intelligence and digitalization are supporting growth at HUGO BOSS.

Some traditional German brands have recently slipped into the red or even had to file for bankruptcy. HUGO BOSS is growing. What is your company doing differently?

GRIEDER We have the right strategy at the right time, and we implement it consistently. We have made our brands BOSS and HUGO relevant again with a comprehensive brand renewal and addressed new and younger target groups with a social-first marketing strategy. 

Additionally, we have invested heavily in the product, redefined our product range, and gained additional market share with our 24/7 lifestyle approach. Our DNA is still, of course, the suit, but today we dress men and women perfectly for all occasions – from sportswear, outdoor jackets, and hoodies to suits. We have also developed the latter into a performance suit, using materials from the sports sector for more comfort and functionality. 

Furthermore, we drive digitalization in all areas of the company, along the entire value chain, and are already benefiting from the efficiency gains of these investments. 

From your personal perspective, what’s the issue with traditional brands that don’t manage to make the shift?

GRIEDER I don't want to presume to judge that from the outside. However, the key is to remain relevant as a brand. What is good today may not be good enough tomorrow. Therefore, you have to constantly evolve and listen carefully to what customers want. We at HUGO BOSS believe that innovation is an important growth driver and essential for the future of a company.