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Oliver Timm joins Hugo Boss managing board as CSO

Jan '21
Oliver Timm; Pic: Hugo Boss
Oliver Timm; Pic: Hugo Boss
Hugo Boss, a German luxury fashion house, announced that Oliver Timm (49) has joined the managing board of the group as chief sales officer (CSO) effective January 1. In his role, Timm is responsible for delivering a premium shopping experience for Hugo Boss customers across all consumer touchpoints from retail and wholesale to e-commerce.
The official announcement of Timm's appointment to this position took place in July 2020, outlining his longstanding expertise in the fashion industry and proven track record in driving digitalisation across the marketplace.
Among Timm’s top priorities will be the implementation of a best-in-class omnichannel environment for Hugo Boss, designed to offer a seamless, perfectly meshed brand experience to customers worldwide. In this context, the digitalisation of the company’s distribution activities will be a key factor in its success. This includes the further expansion of the group’s own e-commerce activities with a particular focus on developing the online store into a true digital flagship store and applying a full mobile-first approach.
“I am absolutely thrilled to be a part of Hugo Boss and tap the full potential of our brands in the years to come,” Timm said in a press release. “From now on, we will put the customer at the centre of everything we do and think more than ever before about creating the best brand experiences. In doing so, we will inspire even more people with Boss and Hugo and drive long-term, sustainable growth for our company.”
In addition to serving existing loyal customers, the brands will renew their focus on younger consumers, such as Gen-Z or the millennials, and Hugo Boss will put a strong emphasis on further driving casualisation across various product categories. 
This will also be reflected at the company’s numerous points of sale across the globe, with adjusted product offerings and modern store concepts. With regards to its own retail stores, emotionalising the brands and offering personalised customer experiences will be a top priority going forward. Data-driven decision-making will be crucial in this context, enabling a clear customer-centric approach. A first-class, personalised loyalty programme, with data globally available and applicable across all touchpoints, will provide the basis for this.
To enable a holistic and consistent execution across all relevant areas, Timm is responsible for the group’s global own retail, wholesale and e-commerce activities.

Fibre2Fashion News Desk (JL)

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