Rebranding aims to attract new and younger target groups.
Massive advertising campaigns featuring global sports and show business stars were launched simultaneously with a revamp of Hugo Boss' logo. The brand also unveiled a new updated version of its official website.
Fashion photographer Mikael Jansson shot the #BeYourOwnBOSS ad campaign for the Fall/Summer 2022 season. It featured popular models and rappers Future, Habi Lame, a TikTok star, and Lee Min Ho, a South Korean singer, and actor.
CEO Daniel Grider said the cast represents exactly what Boss stands for today. "We are thrilled with their talents," he said.
Hugo Boss' new advertisement also features world sports stars - British boxer Anthony Joshua, Italian tennis player Matteo Berrettini, and German runner Alika Schmidt. The campaign includes "podcasts, behind-the-scenes footage, stories, and clips."
A #HowDoYouHUGO ad campaign was filmed simultaneously, featuring rappers Big Matthew and SAINt JHN, American dancer Maddie Ziegler, and TikTok stars. According to its creators, the campaign includes "guerrilla marketing, wall murals, and branding of buses and streetcars in several cities around the world."
As for the brand's choice of celebrities and influencers, it's clear that it wants to appeal to Generation Z and late millennials. The diverse backgrounds of these celebrities also suggest the brand wants to be global and appeal to consumers worldwide," commented GlobalData retail analyst Louise Degles-Favre.
Hugo Boss launched new campaigns to support its spring and summer collections after a successful 2021. According to a report released earlier, the company's sales rose 43% last year and are almost at pre-crisis levels for 2019.
Grider noted that the rebranding aims to "attract new and younger target groups and turn them into fans of the brand." Hugo Boss aspires to become one of the top 100 brands in the world in the next few years.