Hugo Boss thrives as it successfully connects with Gen Z
In this article (5)
Hugo Boss is making an executive decision. Under the leadership of CEO Daniel Grieder, who joined the almost 100-year-old German company in June of 2021, the clothing brand will get a new look aimed at millennials and Gen Z, who tend to be a more digitally wired audience. The executive who spent two decades at Tommy Hilfiger, reveals the new direction for its brand which effectively more clearly delineates Hugo Boss into two brands, Boss and Hugo, complete with new logos as part of its ambitious growth plan 2025 goal.
While the split will result in two distinct labels, Boss and Hugo, it’s not the first time the brand had derivatives of the main brand Hugo Boss. Case in point, Hugo, Boss and Hugo Boss have all existed prior under the group with various labels such as Orange, Green, Red to denote the product’s use. In this new version, Boss will be firmly aimed at Millennials age 25-40 and Hugo at under 25 Gen Zs. It’s not clear where that leaves Boomers and Get X who appreciate the brand. Theoretically, Boss would be their go-to.
Boss launched the new look with the Spring/Summer 2022 #BeYourOwnBoss campaign. The portrait-based series was shot by fashion photographer Mikael Jansson and shot on sets around the globe with celebrity lineup including Future, Hailey Bieber, Kendall Jenner, Joan Smalls, and more. The creative release is the first visual representation of the brand refresh. After almost 50 years, Hugo Boss is introducing a new logo for its core brand Boss along with a rebrand across all consumer touchpoints.
The #HowDoYouHUGO campaign, also shot by Jansson, features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. A couple in real life, this is the very first time Akech and SAINt JHN are featured together in a campaign. Hugo also sports a new look for the first time since being first introduced in the early 1990s. Both logos feature a bolder, more graphic typeface conveying a more contemporary look and impactful visual experience.
Grieder, based in Zurich, corresponded with me via email to share what’s driving this new shift for the slick, stylish label worn by ‘bosses’ of all kinds and genders for the last century.
Questions & Answers
Q.What is the primary objective of the new strategy for Hugo Boss?
What is the primary objective of the new strategy for Hugo Boss?
The strategy aims to give the clothing brand a new look, targeting millennials and Gen Z. This is part of an ambitious growth plan leading up to 2025, with a focus on digitally wired audiences.
Q.How will Hugo Boss be structured under the new brand direction?
How will Hugo Boss be structured under the new brand direction?
The brand will effectively be delineated into two distinct labels: Boss and Hugo. Boss will target millennials aged 25-40, while Hugo will be aimed at Gen Z consumers who are under 25.
Q.Which celebrities were involved in the launch campaigns for the refreshed brands?
Which celebrities were involved in the launch campaigns for the refreshed brands?
The #BeYourOwnBoss campaign for Boss featured Future, Hailey Bieber, Kendall Jenner, and Joan Smalls. The #HowDoYouHUGO campaign included Adut Akech, Big Matthew, SAINt JHN, and Maddie Ziegler.
Q.Has Hugo Boss previously used different brand derivatives?
Has Hugo Boss previously used different brand derivatives?
Yes, prior to this new version, the group had various labels such as Orange, Green, and Red alongside Hugo, Boss, and Hugo Boss. These denoted different product uses.