Following its rollout in the UK, Germany and France in 2024, Hugo Boss has launched its new customer loyalty program, Hugo Boss XP, in China. The program features a four-tier membership structure based on spending and is deeply integrated with WeChat’s digital ecosystem. It combines traditional loyalty benefits with innovative features such as digital badges, which unlock access to exclusive products, brand experiences and personalized rewards.

“We are excited to bring Hugo Boss XP to China as part of our commitment to delivering exceptional experiences for Chinese consumers,” said Oliver Timm, chief sales officer and deputy CEO of Hugo Boss. He added that the program is designed to foster long-term customer relationships and increase engagement with both the Boss and Hugo lines.