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[Inside The Rebrand: HUGO BOSS to HUGO and BOSS?]
HUGO BOSS is rebranding its primary brand, BOSS, after nearly 50 years with a new logo and a true “360-degree makeover across all customer touchpoints,” according to the company. The luxury label has rolled out simultaneous global rebranding campaigns for Hugo and Boss, clearly segmenting them for two demographics.
Both BOSS and HUGO are taking up a modern brand identity aimed at a younger, more global market, as part of the company’s CLAIM 5 growth strategy. HUGO is now for Gen Z consumers under the age of 25, while the BOSS name targets millennials aged 25 through 40, Vogue Business reports. While remaining faithful to the brand’s codes of dressing excellence, the entire collection design, shop concepts, and omnichannel brand experience will be centered on a more playful and casual mood.
According to Louise Deglise-Favre, GlobalData Retail Analyst, in a research report dated January 18, “Regarding the choice of influencers and celebrities to feature, it is clear that the brand wants to appeal to Gen-Z and late millennials,” she said. “The diversity of origin of these celebrities also indicate it wants to be a global brand appealing to consumers in all regions.”
BOSS has announced an all-star cast as the #BeYourOwnBOSS campaign’s collective faces for Spring/Summer 2022. Top models Kendall Jenner, Hailey Bieber, and Joan Smalls. International TikTok star Khaby Lame, South Korean singer and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt, are to star in the #BeYourOwnBOSS campaign.
On January 26th, they’ll launch an impressive digital activation of 200 talents, including the luminary cast members, who will post their personal BOSS stories on Instagram, Weibo, Red, and WeChat, with images of themselves wearing the signature BOSS hoodie.
The #HowDoYouHUGO campaign features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. Aside from the global campaign imagery, various social-first content layers related to the worlds of dance and music have been created in the form of behind-the-scenes, interviews, and TikTok challenges. This 360-degree campaign will be launched across all channels, beginning with TikTok and continuing with guerilla marketing, painted murals, and bus and tram coverage in cities around the world.
This rebranding might be going in the right direction. According to Louise Deglise-Favre “it has all the elements to be a great success with great designs featuring the key trends of the past few years and a high-budget star-studded campaign with relevant ambassadors to support it.”
What do you think about this rebranding?
Would you purchase the latest line of HUGO or BOSS?
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