Hope For Retail: Hugo Boss
Hey everybody, it's Bob Phibbs, the Retail Doctor. Thanks for joining me today on my Hope For Retail project. You know, an awful lot of people are saying that brick and mortar is dead and no one is going to shop anywhere. And you know, I thought about that when I read that True Value Hardware stores were up 15% in March.
I guess people are going out to brick and mortar stores. We don't call them a digital native. And so today's example of who I am talking about is a Hugo Boss. Hugo Boss with 1100 boutique stores around the world. And one of the things that I like about them is they have three distinct guys that you can get.
You either get a golf guy, so they've got an awful lot of golf polo shirts and those kinds of things. Then they also have a casual guy who's on the other side, and then of course they have their suiting and all of that, and some even have a couple other guys. I don't know who those guys are supposed to be, but what I appreciated is a defined perspective.
And so I walked into well, I've gone into the Michigan store and bought things there, and in Chicago, but I walked into a New Jersey boutique and I saw this shirt. And now this shirt was hanging, you know, just shoulder out. Couldn't tell much about it. I pulled it out, I looked at it, I was like, "Well, it's kind of a cool rugby shirt, might be a little young for me. Kind of an engineered print across the top."
But I said, "Oh, what the heck?" And I tried it on and I fell in love with it and I wore it out. I liked it so much and get a lot of compliments on it. It's really comfortable. Great, great shirt. Here's the thing, I liked it so much I went to find another one online and I couldn't. And not only that, it was nothing in that shape or anything like it. I happened to be in that store at the right time that day, and that is part of the reason why we go to brick and mortar stores is to discover something we didn't know was out there. And so those of you who are working in Hugo Boss stores just know you have an amazing design aesthetic and that your loyal customers are going to be back again.
You guys did 350 million last year and there's an awful lot of us who are waiting for you to reopen. So I know it's a tough time and I know that people are worried and will the shoppers be back? Your loyal customers are going to be back and remember whomever you are, that's your retailer that people come back to stores to discover.
And then we create our own story about how we bought that gift or bought that gift for ourselves. And that's how we remember your brand is that experience. And you can't get that with a click and you certainly can't get that anywhere else. So I hope you think about that as our project of Hope for Retail is in its third day.
You can do the same thing, you know, just pick a brand that you really like, have a story about it, use the hashtag, and then share it for people to understand that brick and mortar is going to need a lot of help because brick and mortar represents one in four jobs in America. You better hope retail works when we get through this.
So I'm Bob Phibbs, the Retail Doc. I would appreciate you sharing this, sharing the hope, and more importantly, just don't keep listening to all the doom and gloom. There's plenty out there, and you know what? When you read a headline, might, could, ought to. And then you read down like five or six paragraphs.
It'll say like, "Oh, well that probably won't happen. They'll probably find a way." Well, you know what? Why don't we just lead with that? We'll probably find a way, and we need you to remember that too, because ultimately in hope, I'm fearless. I'm Bob Phibbs, the Retail Doc. Share the love, Hope for Retail, and I'll see you tomorrow with yet another retailer.
You can hear and read all of my customer stories in my Hope For Retail project below:
• Customer Story Macy's
• Customer Story Neiman Marcus
• Customer Story JC Penney
• Customer Story Ted Baker
• Customer Story Nordstrom
• Customer Story Allen Edmonds
• Customer Story Williams-Sonoma
• Customer Story Armani
• Customer Story Harry Rosen
• Customer Story Pottery Barn
• Customer Story Saks
• Customer Story Martin Lawrence Galleries
• Customer Story Wilkes Bashford
• Customer Story Ralph Lauren
• Customer Story Robert Graham
• Customer Story Levi's
• Customer Story Pedego
• Customer Story Garden Centers
• Customer Story Lutron