Hugo Boss Takes on China’s Mainland
Boss Black had its first ever fashion show in Beijing this past weekend and the line upped the anti in a whole new way. The runway was a series of high angular archways and the lights beamed down around the models wearing spectacular Fall 2012 garments most of which were handmade specifically for the event. The real kicker was that the show was live streamed to millions of people around the globe in 3-D. This has never been done before and the effect related the excitement that was present at the show.
Mega A-list celebrities showed up to the event including Chow Yun-Fat, Miss World Zhang Zilin, Tilda Swinton, and Korean actor Jang Hyuk. The stakes are very high for the brand as they plan on opening sixty new stores over the next three years across Mainland China. But as Boss Black womanswear designer Eyan Allen said:
“To do something of this magnitude is a milestone for the brand and we wanted to give the Asian market this wonderful boost because it’s already so successful.”
After all it is Hug Boss so the companies liquid assets alone are enough to keep them and a few countries afloat even if the Asian Market flopped. However the liklihood of that happening are slim to none seeing as how the genius marketers over at Boss certainly know what they are doing. Near the end of the show Chow Yun-Fat himself walked out on the runway and it was announced that it was his 57th birthday which brought the crown do their feet. The real cheering began when they announced that Chow Yun-Fat will be the new face of the brand for the Asian market.
With celebrity endorsement like that the brand is positive to get the boost they were looking for as well as the right kind of publicity for their sixty new stores.