Fashion brand Hugo Boss has opened a new tech-first flagship store in London’s Oxford Street.

As part of Boss’s 500-million-euro store renovation programme entitled CLAIM 5, the new concept store aims to blend digital and in-store shopping experience and strengthen the customer journey along different consumer touchpoints, the company said.

The company said the ‘digital journey’ begins outside the BOSS store in the window display. An interactive screen invites passers-by to engage in a video game, using their mobile device.

Inside the store, the retailer has sought to blend digital and physical elements, with a social media wall showcasing Hugo Boss brand ambassadors’ styles, which can be instantly explored and purchased through a digital shopping function, accessible via screen or tablet in-house.

Fit guide tools in different areas of the store also allow customers to find their style and fit of products, ranging from shirts and suits to jeans.

Customers are also able to access more personalized offerings via an interactive screen, inviting them to customize their chosen product directly. The personalized item is then available for in-store purchase within minutes.

The company has also launched a virtual tour of the 626 sqm store on its website.

Daniel Grieder, chief executive of Hugo Boss, said: “The new BOSS store at Oxford Street is an important milestone for the comprehensive store renovation programme that we introduced as part of our CLAIM 5 growth strategy.

“The new and innovative store concept perfectly showcases the 24/7 lifestyle approach of the brand and how we will engage with customers in the future. With a strong focus on digital elements, we are thereby taking the customer experience in our retail stores to a completely new level.”

Share Story: