Hugo Boss’s hometown continues to attract international fashionistas
The Swabian town of Metzingen is 30km south of Stuttgart and about 2 hours from Frankfurt, Munich and Zurich. Not only is it a picturesque location with a historic centre, centuries-old wine-growing tradition and biosphere, it is one of the most successful factory outlet sites in Europe with approximately 3.5million visitors from 185 nations every year. The reason for this fashion retail success lies in the traditional past of the town as a centre of textile industry and the hometown of Hugo Boss. With many premium and luxury brands presented in flagship outlet stores at Outletcity Metzingen from Adidas and Armani through Converse and Prada to Zegna, plus new additions Gucci and Bottega Veneta, the retail zone remains attractive as it offers prices reduced by up to 70% throughout the year.
The destination does not simply rely on its location for business. With its website registering more than 11million visitors last year, a successful newsletter read by almost 1million subscribers and tailored online marketing measures Outletcity Metzingen uses its communication channels combined with its own online shop concept to great effect, plus it has embraced social media platforms wholesale, including the Chinese platform Weibo. It also has an in- house magazine called TrendMag.
The location is easily accessible by car, but the all-round tourism approach means there is also a shuttle service – the Shopping Shuttle – from Stuttgart to Outletcity Metzingen and back, all day throughout the week, with co-operation on ticket booking by the Tourist Information booth at Stuttgart airport and in connected hotels.
Throughout the year there are exclusive shopping events like Glamour Shopping Week and regular extended shopping hours as well as prize draws offering even more incentive for customers to visit, and for the brand portfolio to grow. Innovations including the Gift Card and Kids Camp further help the customer maximise the potential of this aspirational destination, and hopefully maintain the ow of tourism into the region.