Hugo Boss was set up in 1923 by its eponymous founder.
In 1953, the company started specialising in the tailoring of suits for men, a sector in which it became a national leader and one of the most prestigious brands on the international scene, thanks to the high quality of its garments.
In 1985 the company went public and the majority shareholdings were acquired by the Valentino Group
Hugo Boss was one of the main sponsors of a couple of Formula 1 teams, McLaren and Mercedes.
We interviewed Simone Pulzato, Business Strategy Principal, Hugo Boss Ticino
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In order to keep abreast of the times, Hugo Boss has digitalised a large part of its business processes: from 3D design to intelligent production right up to the digital showroom. Machines, people and processes are digitally connected.
"In fashion, you historically have 3-4 prototyping cycles that lead to a huge number of prototypes and an exorbitant use of resources compared to what is actually necessary," says Simone Pulzato.
Matteo Fermani, Product Development Footwear, continues: "Virtual design allows us to make quick, informed decisions. As well as enabling us to save very useful and valuable time that we can devote to high-level product development.”
Hugo Boss decided to implement the ICad3d+ footwear design software in order to develop the models entirely digitally.
“3D, and in particular the ICad tool for footwear, is extremely helpful to us because it allows the designer, the developer and the brand manager to understand what the collection structure is.” recounts Simone
“Thanks to ICad, we can develop soles, accessories and uppers without having to use sole or accessory moulds. In this way, we can facilitate the whole process at the decision-making and creative phase." Giulio Michielin, 3D Artist, Footwear 3D Specialist
Hugo Boss aims to develop 80% of all the collections exclusively in 3D by the end of 2022, and to elevate digital showrooms and virtual lookbooks to the status of key sales factors. Avatars and 3D environments will make it possible to render prototypes realistically, conveying the idea of what the physical model will look like even before it is made.
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