The rebranding aims to attract new and younger target groups.
German fashion house Hugo Boss has announced a brand new logo and the simultaneous launch of new global advertising campaigns featuring world sports and entertainment stars. In addition, the brand introduced a new updated version of the official website.
#BeYourOwnBOSS's Fall/Summer 2022 campaign was shot by fashion photographer Mikael Jansson. It was attended by popular models, as well as rap artist Future, TikTok star Habi Lame and South Korean singer and actor Lee Min Ho.
“We are absolutely delighted with this amazing cast. The talented individuals involved in the campaign perfectly embody what Boss stands for today,” said CEO Daniel Grieder.
In addition, world sports stars such as British professional boxer Anthony Joshua, Italian tennis player Matteo Berrettini and German runner Alika Schmidt starred in the new Hugo Boss ad. The campaign also includes “podcasts, behind-the-scenes footage, stories and videos.”
A #HowDoYouHUGO ad campaign was filmed at the same time, featuring rappers Big Matthew and SAINt JHN, American dancer Maddie Ziegler, and TikTok stars. This campaign, according to its authors, contains "guerrilla marketing, murals, and branding of buses and trams in several cities around the world."
“In terms of celebrity and influencer choices, it’s clear that the brand wants to appeal to Gen Z and late millennials. The diversity of these celebrity backgrounds also indicates that the brand wants to be global and appeal to consumers in all regions,” said GlobalData retail analyst Louise Deglise-Favre.
Dive Insight reminds that Hugo Boss is launching new campaigns in support of spring-summer collections after a successful 2021. From the report published earlier, it follows that the company's sales last year increased by 43% and almost reached the pre-crisis level of 2019.
In turn, Daniel Grieder noted that the rebranding is aimed at "attracting new and younger target groups and turning them into fans of the brand." In the coming years, Hugo Boss aims to enter the top 100 global brands.
