Hugo Boss Creative Director Jason Wu Or Quit

German fashion brand Hugo Boss CEO Mark Langer took the media for the first time after taking office. He told the German media that the efforts made by the company in the luxury market had little help in its performance. The company plans to abandon the luxury market and return to the foundation market of the high-end men's clothing, which implies that the creative director of the brand senior women's clothing department, Jason Wu, or will leave the company.

There were rumors that Jason Wu would leave Hugo Boss during the service. However, due to the insistence of Claus-Dietrich Lahrs, the rumor has not been a reality. But the new development direction of the new CEO Mark Langer is not difficult to suspect. Jason Wu will become the next creative director in the fashion industry.

Hugo Boss former CEO Claus-Dietrich Lahrs joined the company in 2008, when the luxury market was booming. He decided to raise the brand positioning to the luxury sector.

Under his leadership, the company has opened more than 400 stores worldwide and shifted its brand focus to advanced women's clothing. In 2013, Jason Wu was appointed as the creative director of branded women's wear.

However, in recent years, the luxury market environment has seen the worst recession in recent 7 years, and the sales growth of the company has been seriously affected.

Under multiple pressures, Claus-Dietrich Lahrs announced its resignation in September this year after retiring from Christoph Auhagen, the company's chief brand officer.

With the change of market environment and personnel turbulence at the top of the company, the performance reports submitted by the company in recent quarters were unsatisfactory. The company closed off more poorly managed stores in the last two quarters.

A sharp drop of 84%, or more than analysts' most negative expectations, was driven by inadequate sales momentum. Business profits in the second quarter fell 4% to 622 million euros, again worrying the industry about the company's future prospects.

All of the above signs make the industry guess.

Or will leave the company, in view of the current fashion retail environment, brand almost impossible to return to the explosive growth in June 2013, and the recent quarter's performance also shows that Jason Wu has lost the ability to attract consumers in the two regions of China and the United States.