Nairobi is slowly catching the eye of the world as new international companies set shop in the capital of East and Central Africa. More so has been the business of fashion as more people look for a superior and unique fashion for casual and business engagements.
While Nairobi still attracts tones of fashion shows, with local designers looking to get a piece of the pie, international known brands are also re-establishing links with the region citizens in order to boost sales and establish a foothold of the market.
Such and entity is German apparel and clothing manufacturer HUGO BOSS, who for years have had an interest in the region but have been curtailed by lack of proper location. Well now, with the refurbishment of Westgate Mall, HUGO BOSS has finally found a docking site for East and Central Africa.
HUGO BOSS is one of the market leaders in the upper premium segment of the global apparel market. It focuses on developing and marketing of premium fashion and accessories for men and women. Headquartered in Metzingen, the company generated with almost 14,000 employees net sales of EUR 2.7 billion in fiscal year 2017.
Luckily, for HUGO BOSS to dock into Kenya, it relied greatly relied on safe and reliable fashion house in Kenya, the Little Red which since 1926 has worked and developed fashion bespoke concepts for premium dressing in East Africa. Founded by Abdulla Fazal, the store now is in its fourth generation of operation.
Raeesa KMA Fazal, is one of the new generation of Fazal’s who was instrumental in bringing HUGO BOSS to Kenya. She says the new store opens up opportunities for tapping into a population of Kenyans and East Africans who conscientiously look for good quality fashion.
Raeesa notes that her fashion house has over the years worked with HUGO BOSS and this new store will only cement the long relationship that exists and even offer customers with great option.
With the newly opened BOSS store in Westgate Mall, HUGO BOSS presents a next generation store concept. Using warm and residential materials, the brand created an inviting yet refined ambiance, in which customers can explore the world of BOSS.
Furniture and fixtures were designed with clean lines and arranged smartly to use the space to its maximume effect and to make sure the collection is placed center stage. Lavish seating areas in a pallet of perfectly-tuned colors beckon visitors to rest and relax. The overall look of the interior is both welcoming and elegant, in which customers can explore the latest BOSS Fall / Winter 2018 collection.
The collection explores the design principle of movement. Classic items are updated, moving them from old favorites to innovative new pieces, built for modern life. In this section, clean, cool colors of blue, teal and khaki create a focused atmosphere. Individual pieces are made with contrasting materials, following the idea that form should follow function.
Performance is the focus of outerwear, where utility panels are placed against softer materials. Traditional analogue checks are disrupted with digital prints, while contrast also appears in colors, with shots of electric yellow energizing greys, browns and purples. Taking cues from engineering and architecture, strong, clean designs are created with precise proportions and to exacting standards.
The launch of the store at Westgate saw a colorful mix of Kenyan fashion icons. The event was hosted by renown Kenyan TV personality Jeff Koinange and saw HUGO BOSS clothing modeled by top Kenyan celebrity guests including Joe Miano Muchiri, Jeff Koinange and Ronald Karauri.
The German Ambassador to Kenya Jutta Frasch acknowledged the significance of such a launch as she said it offers great German example of doing business in Kenya.