A man with many talents, driven by ambition, fueled by his father’s priceless lessons and advice in both the business and the personal world; meet Izzat Traboulsi, founder of T2 Trading, and operating all Hugo Boss stores in the MENA region. Being one of the youngest men sitting in international board meetings has surely allowed Mr. Traboulsi to prove himself in the world of retail, and his success story shows that talent and hard work indeed pay off. A&E sat with the entrepreneur who shared his experience, his vision and insights for 2018.
What was your background before joining the Fashion Trading Company? And what led you take part of the fashion industry?
I graduated with a degree in computer science which puts me in a completely different background. My father’s company was the agent of Hugo Boss in Lebanon. He started outside the fashion world as well since he was a banker, but then his love for fashion pushed him to get into the field. So I guess you could say my background is part of my DNA since I most definitely inherited my interest in fashion from my father! My first summer job was with my father’s company, and I only kept moving upwards from there until I became Managing Director of Hugo Boss in the MENA region at the age of 27. Being the youngest member in an international board of directors definitely pushed me to prove myself and got me to be who I am today.
What’s your take on the fashion/retail scene in Lebanon?
To be honest, I am disappointed in the fashion scene in Lebanon. Globally, we are not as fashionable as the international world. Of course, there are some very good stores, but as a scene, it is not that interesting. This is why I am planning on a new contemporary concept store through which I want to cater for a fashion market that is outside of the majority of the Lebanese fashion scope. This contemporary district will include out-of-the-box ideas for stores, gym, even hairdressers. ANOTHER –the name of the project- will launch in February 2018 in the 04 land in Naqqache.
When it comes to opening a franchise of an international brand like Hugo Boss, what are the key factors you always keep in mind?
Hugo Boss’ franchise has been my “baby” and I’ve worked on letting it successfully grow for years. I always want to make sure that my outcome is as good as the international one; otherwise, people will go to the other franchises. As a franchise, you should always keep in mind that the clients have to be 100% satisfied with your offering; the experience of buying Hugo Boss has to be the exact same as if they are buying it in Europe or in New York; from the service, to the sales, to the after service. This is how they won’t feel the need of buying the products from outside of Lebanon.
How would you assess the importance of local brands versus international ones, especially in Lebanon?
We have amazing local brands in Lebanon; Elie Saab, Zouheir Mrad, the list is long. But they are all haute couture designers; Lebanese are known to be very meticulous in one-on-one client relationships and that’s what makes the haute couture market so successful. We don’t have a star designer in the ready-to-wear. I believe young Lebanese designers are very talented, and probably need to start in Europe in order to become stars in the ready-to-wear as the market there is huge.
What’s your strategy plan for Hugo Boss for the coming 2018?
We are currently the second best franchise in the region after Dubai, so our strategies so far are working. We want the best for our consumers. So for 2018, we want to enhance what you cannot see; develop artificial intelligence and software that will help with transactions, stocks and understanding clients even more. Our loyal clients deserve advantage and priority; and that is what we are going to give them.
Define Luxury.
Luxury is comparable to savoir-vivre. In my opinion, you have to appreciate luxury to create luxury. It’s a personal approach and relationship between the item and its owner. And as my father always says, buy luxury for you, not to show it off.
What is the biggest lesson that you have learned since you starting handling Hugo Boss?
I think the greatest lesson and advice was from my dad: always be respectful, honest and straightforward, in both your business and personal life.
What are three essential pieces every man must own?
A nice pair of shoes, a nice boxy-fit top from a contemporary designer, and slim tailored pants shortened at the ankle.
What has been your career highlight?
Actually my biggest career highlight comes from my life’s regret. I was accepted at Columbia University and I rejected it because my father asked me to, in order to keep running the company. It was a big regret for me, but it made me push my limits even more with Hugo Boss. This led me to move from wholesale to retail, and become the founder of my own retail company with the Hugo Boss franchise, which is my career’s highlight!
What’s your advice on picking the perfect suit? How many suits do you have hanging in your own wardrobe?
The perfect fit is the most important thing! As for me, I have a lot of suits, probably 50! I actually have more shoes than suits. But when it comes to numbers, I am currently cutting down towards better quality.
Your life motto…
I don’t think I have one motto. Life is about so much more since we look at it from different perspectives. I think my motto(s) are to look at life in different dimensions, to be honest and straightforward, and to give back to life and be grateful!
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