Number of followers on HUGO’s TikTok increased by 30%”ģ.367 million views on TikTok #HowDoYouHUGO challenge.Social engagement increased by 84% on BOSS’ Instagram.75 million engagements across all social media channels.“1.9 billion impressions for both campaigns.The social media campaigns were a runaway success, achieving the following results: A ‘boss’ is a person who leads a self-determined life, by your own rules and finding your own way.” “It doesn’t mean being the manager anymore. But in today’s world success is defined in a different way,” said Sullivan. “ Hugo Boss has always been the brand for successful people. In light of this Hugo Boss placed a large spotlight in these campaigns on Lame. Today anyone can use social media to create a following and build a lucrative career. These campaigns highlight how the definition of a boss has changed over time. The campaigns included social media posts and ads featuring top models, influencers, athletes, entertainers as well as: “more than 200 talents posting their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie.” Hugo Boss also createed a TikTok dance challenge to garner interest in its campaign. As part of the rebrand Hugo Boss launched two global campaigns in January called #BeYourOwnBoss and #HowDoYouHugo. “For our last show in September, five times what we spent came back within two months in revenue,” said Sullivan.Ģ. Make digital a priority. Lame is now a long-term brand ambassador for Hugo Boss and is co-designing two capsule collections for Hugo Boss, one of which is out now. “We saw new customers, younger customers and people who were absolutely in love with Khaby Lame come to the brand.” “We saw very quickly the response that consumers had on social media,” said Grieder. “Because we are measuring everything on social media we could see who consumers were responding to after the show, and then we immediately went into deals and negotiations for brand ambassadorships,” said Miah Sullivan, senior vice president of global marketing and communications for Hugo Boss. After a digital first fashion show Hugo Boss held last year where Lame walked the runway, the event generated 15.9 billion impressions on TikTok and over 33 million social media engagements. To reach younger consumers Hugo Boss has found success by working with Khaby Lame, the most followed person on TikTok. “We are redefining our brands to make Boss and Hugo more relevant, especially among younger consumers,” said Greider. The more upscale Boss line is targeted at millennials between the ages of 25-40. Both skew younger now with more moderately priced Hugo targeting the Gen Z consumer who is under the age of 25. Hugo Boss has made a clear delineation between its clothing lines Boss and Hugo. If you are curious about how Hugo Boss has become relevant again then consider these seven moves it made to rebrand itself.ġ. It expects sales this year to increase 20% to 25% to reach between €3.3 billion and €3.5 billion.
HUGO BOSS THE TASK3 FULL
And recently Hugo Boss raised its full year forecast. Hugo Boss’ second quarter sales were up 34% over last year and are up 29% over 2019. But Hugo Boss has gone all in in its pursuit of relevancy and it’s succeeding. While courting new customers it’s easy to lose your existing customers who still bring in revenue to your business. If you have ever tried to rebrand a product or an entire business then you know it’s not easy. Our ambition is to become one of the top-100 global brands.” In the past Hugo Boss was outside of the top 500 global brands as measured by Interbrand. “Hugo Boss has lost relevance over the past few years, and we are reclaiming our position now.
“As a brand, you have to constantly reinvent yourself to stay relevant to customers,” said Grieder. When Daniel Grieder, Hugo Boss’ CEO joined the company last June his first challenge was to make Hugo Boss relevant again. Hugo Boss has been in business since 1924, nearly 100 years, that’s a long time. Think about Sears and how its image has become dated or look at 90-year old Revlon which recently filed for bankruptcy. One of the key tests of time is how do you stay relevant if your customer base ages over time? This is a dilemma most retailers face as time goes along.
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