Game Changer
Hugo Boss chief executive Mark Langer's business strategy extends beyond suits to more inclusivity
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'BOSS LOVES SHANGHAI' shines in electric green, greeting guests at the Boss Pre-Fall 2020 show at Tank Shanghai - an immense space equivalent to 11 American football fields which also housed China's earliest international airport (Longhua Airport) in 1917. Today, it's an arts hub dreamed up by one of China's most prolific collectors, Qiao Zhibing, and comprises galleries, bookstores, restaurants and an education center.
"We were looking for a cool location - and we found a super one," says Hugo Boss CEO Mark Langer, who was in Shanghai for the event. This is the second time Boss is showing its seasonal collections in China (the Fall/Winter 2012 collection was shown in Beijing).
Boss's return to China is deliberate, says Mr Langer. "The Chinese consumers have become the decisive force in the world of luxury. And we are enjoying a strong growth in China. Doing a show here is our gesture of appreciation for the support of the Chinese consumers."
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