Boss mega flagship opens on Oxford Street
What: Boss store has now opened and proves that Oxford Street retains its appeal for big names in fashion.
Why it is important: The Boss flagship store in London is the first to introduce the brand's full suite of bespoke digital elements to the customer.
The store covers two floors and 626 square metres and offers a full range for menswear and womenswear, plus watches, eyewear, jewellery, and fragrances. There's a sportswear area near the entrance that's currently dedicated to cycling, featuring sporting accessories, alongside technical cycling apparel in the Boss colours black, camel, and white.
Casualwear is also on the ground floor, while the first floor features a broad collection of formalwear styles.
The "digital journey" begins outside the store in the window display as an interactive screen invites passers-by to engage in a video game, through their mobile device.
Inside a new social media wall that showcases the brand ambassadors' styles is accessible via screen or tablet in-house.
Fit guide tools in select areas also make it easier for customers to get the right style and fit of products, ranging from shirts and suits to jeans.
Inspirational digital shopping touchpoints offer an additional window into the world of the Boss brand and its latest collections, with curated seasonal content.
The company is also stepping up its personalisation offering with a new interactive screen, inviting the customers to customise their chosen product directly. The personalised item is then available for in-store purchase within minutes.