The Hugo collection will be created by Hugo Boss designers in Metzingen and will include sportswear and accessories. It will be rolled out into the German, Dutch, Austrian, Swiss and Scandinavian markets. The move confirms rumors that had been circulating for months.
At the same time, Procter & Gamble subsidiary Eurocos Gross-Gerau is rolling out a women's fragrance under the "Hugo Woman" name. This follows the successful launch of a "Hugo" fragrance for men two years ago.
Grey New York is handling creative for the Hugo Woman brand, with MediaCom Duesseldorf running the media planning and buying.
Copyright April 1997, Crain Communications Inc.