Inside The Rebrand: HUGO BOSS to HUGO and BOSS?

Hello, Optimist People!

We are back again with KaMIST! Every week on Thursday we’re going to give you an insight into marketing

[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?

Wanna get more insight on marketing? Tune in every Thursday for more KaMIST!

You can reach us at:
LINE: @mistfebui
Instagram: @mistfebui
Twitter: @mistfebui
Facebook: MIST FEB UI


The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.