Hugo Boss names Sullivan to key marketing role

By

Sandra Halliday

Published
Apr 19, 2021

Hugo Boss has named a new Director Global Marketing & Brand Communications with the appointment of Miah Sullivan. She joins on May 1.

The American national, has held a number of management positions at European and American high-end businesses and brands, including Luxottica and Furla. She was most recently Chief Marketing Officer & General Manager E-commerce at St John Knits. 
 
Hugo Boss said that her “extensive proficiency in the digital transformation of marketing activities and her strong understanding of emotionalising brands and products will be of vital importance for further enhancing the desirability of Boss and Hugo and ensuring a customer-centric execution in all marketing projects to come”.

She joins at a crucial time for the  business (in which the UK’s Frasers Group holds a large minority stake) as it works to bounce back from the pandemic. That’s a period in which formal clothing stayed on the shelves of retailers worldwide. To counter this (and the general move towards more casual looks pre-pandemic), Boss has ben focusing on a much more casual approach in recent periods. This can be seen from its recent link-up with Russell Athletic and NBA capsules fronted by Draymond Green.