SWITZERLAND. German fashion and accessories brand Boss last week opened a pop-up store at Zurich Airport featuring the full range of the Boss Menswear collection in addition to accessories, watches, eyewear, and fragrances.
The newest Boss product category – dogwear – is also on offer. In May, Hugo Boss revealed an exclusive five-year licensing agreement with Kanine Pets World to produce dog apparel and accessories. The exclusive license covers the design, production, and worldwide distribution of products for dogs including apparel, accessories, home products, and toys under the Boss brand. Boss is the first premium fashion brand to offer a full-fledged dog collection from apparel to accessories.
The pop-up store spans more than 100sq m and reflects the brand’s refresh in early 2022, which established the new brand attitude of inspiring and empowering people.
The new BOSS DNA is presented in what the company called “a bold and confident way” with the brand’s message BE YOUR OWN BOSS.
The versatile space offers a curated product selection to the travel customer. During the forthcoming end of year holiday period, additional takeovers will further elevate the experience.
In the new year, key brand collaborations will follow, presenting customers with access to exclusive product drops.
Digital storytelling enriches the customer journey and enhances the brand experience at the boutique. A digital touchpoint offers an additional window into the world of Boss and its latest collections. Seasonal campaigns are further amplified via digital screens and in-store blow-ups.
In April 2023, BOSS will open as permanent store on the airport’s Level 2 featuring its latest concept.
*The Moodie Davitt Report recently launched a new Pet-sonality Profile column, in association with Tito’s Handmade Vodka. In this regular fun feature, we discover more about travel retail pet-sonalities, their back stories, traits and habits, as well as offering some insights into their owners. Each pet-sonality will also be painted digitally by pets and equine artist Sami Moodie. For the latest edition, click here.
To be profiled with your pet, contact Martin@MoodieDavittReport.com or Dermot@MoodieDavittReport.com.
