Head's Up:
- Fashion house Hugo Boss drops fresh logo designs and kicks off a pair of lavish global campaigns for its Hugo and BOSS lines on Wednesday. The revamped Hugo Boss e-commerce site also lands today.
- Mikael Jansson, a famous fashion photographer, captures the action for the spring/summer 2022 #BeYourOwnBOSS campaign launching this very moment. Big names like Kendall Jenner, Hailey Bieber, Joan Smalls, and rapper Future make an appearance, alongside TikTok sensation Khaby Lame and South Korean star Lee Min-ho. boxer Anthony Joshua, tennis champ Matteo Berrettini, and German runner Alica Schmidt join in on the social media blitz, featuring podcasts, BTS footage, stories, and reels.
- The #HowDoYouHUGO campaign, equally the work of Jansson, debuts with South Sudanese model Adut Akech, rappers Big Matthew and SAINt JHN, American dancer Maddie Ziegler, and TikTok creators like Vik White. The project doesn't just stop at TikTok and other social media, with a dance challenge devised by Big Matthew and White, guerilla marketing, painted murals, and extensive bus and tram advertisements taking the show on the road in various international cities.
Insights:
Rebranding strategy implemented by Hugo Boss: A significant revamp of the brand image is underway for Hugo Boss.
Behind the scenes, Hugo Boss is steaming full speed ahead, thanks to its successful Year-on-Year sales growth of 43% in 2021, only dropping 1% from pre-pandemic levels of 2019. This impressive achievement is partly due to the brand's impressive Q4, with sales jumping 51% over the previous year and 12% compared to 2019, hitting a grand total of 906 million euros. e-commerce sales accounted for 20% of the haul, as per the company's report.
GlobalData Retail Analyst Louise Deglise-Favre believes the brand's upward trajectory was fueled by the pivot towards more casual merchandise, increased demand for more formal assortments during the holiday season, and "improved consumer sentiment and increased relevance of both brands." The trend was already noticeable during Hugo Boss's fashion show in Milan last year, which was awash with social media buzz and influencers like Gigi Hadid and Chiara Ferragni.
The new campaigns follow suit, continuing the brand's strategy of appealing to younger consumers while moving towards more casual product lines. As Deglise-Favre shared, "It is clear that the brand wants to appeal to Gen-Z and late millennials" with the diverse choice of influencers and celebrities participating in the campaigns. The rebrands, according to Hugo Boss CEO Daniel Grieder, are designed to attract new and younger target audiences, and boost brand relevance on the path to becoming a top 100 global brand.
According to Deglise-Favre, Guess Boss's future appears bright, "Overall, I believe that Hugo Boss is going in the right direction and that the rebranding has all the elements to be a great success, with great designs featuring the key trends of the past few years (sportswear and bold logos) and a high-budget star-studded campaign with relevant ambassadors to support it." The transformation seems well on its way.
- Hugo Boss plans to update its AI-driven fashion-and-beauty e-commerce site to better cater to the growing demand from younger consumers, as part of its strategy to become a top 100 global brand.
- In the financial markets, it's predicted that the success of Hugo Boss's rebranding strategy, with its focus on sportswear and bold logo designs, could positively impact the company's shares.
- Apart from the fashion world, Hugo Boss's high-budget star-studded campaigns, featuring celebrities from the sports world like Matteo Berrettini and Alica Schmidt, indicate a possible expansion into the sports marketing business.
- The latest research from GlobalData Retail Analyst Louise Deglise-Favre suggests that the rebranding of Hugo Boss, with its emphasis on casual product lines and a diverse range of ambassadors, will appeal to Gen-Z and late millennials, potentially reshaping the lifestyle and business landscape.
- The updated Hugo Boss logo designs, launched in tandem with the new campaigns, are expected to boost brand recognition and consumer engagement, impacting both the fashion and finance sectors in the coming years.
