Speaking to Euronews in Dubai, Daniel Grieder outlined how the 100-year-old brand is using technology, experience-led stores and quieter luxury to adapt to changing consumer expectations.
As the global luxury sector faces slowing growth and shifting consumer tastes, fashion houses are rethinking both their image and operations. On the sidelines of the World Governments Summit in Dubai, Hugo Boss CEO Daniel Grieder discussed the company’s plans to modernize its century-old brand for a new generation of shoppers.
For Grieder, the company’s 100-year milestone marks resilience rather than nostalgia. “Last summer we became 100 years old,” he said, framing the anniversary as a testament to a brand built on quality. Hugo Boss started with suits, and Grieder emphasised that tailoring remains a core strength. “We are the biggest suit company in the world,” he said, noting that the company is now expanding beyond formalwear to meet the demands of a modern, mobile lifestyle.
The brand’s evolution focuses on versatility, creating a wardrobe that can move seamlessly from office to travel, social events, and leisure. Grieder said the company is positioning itself as a “24-7 lifestyle brand,” aiming to follow customers through their daily routines rather than simply dressing them for specific occasions.
Central to this transformation is technology. Grieder described Hugo Boss as aiming to become a “tech-driven fashion platform worldwide,” integrating digital tools and artificial intelligence across operations. “We wanted to implement digitalisation, AI through the whole value chain of the company,” he said, explaining that the goal is to make the business faster, more responsive, and more resilient in a competitive global market.
Grieder also emphasised the need to centre the brand around the consumer. He described an omnichannel approach where physical stores and online platforms are seamlessly connected. “We have to become a brand that is omnipresent… it doesn’t matter if it is online or offline,” he said, underlining that loyalty is earned by consistent, authentic engagement rather than one-off transactions.
Physical stores are being repositioned as experience hubs, designed to spark emotion and deepen brand connection even if a purchase does not occur immediately. At the same time, Hugo Boss is investing in personalisation, aiming to tailor both service and products to individual preferences. “The more you personalise, the better,” Grieder said, linking individual attention to stronger customer attachment and repeat business.
The brand is also responding to changing consumer values. Shoppers are increasingly drawn to understated, high-quality “quiet luxury” rather than overt status symbols. Grieder said modern consumers expect both aesthetic refinement and honest value. “You have to find the right balance,” he said, ensuring that products feel rewarding to purchase without prompting second thoughts.
Grieder’s strategy reflects a wider trend in luxury retail: blending heritage with innovation, using technology to enhance operations, and creating experiences that resonate with informed, demanding customers. Hugo Boss aims to remain relevant by combining its tailoring roots with digital innovation and experience-led engagement, positioning the brand for sustainable growth in a changing market.
