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Hugo Boss' aggressive rebrand is impressive, but it misses a trick

Thereโ€™s a lot to be admired about Hugo Bossโ€™ new rebrand strategy. During January, it was revealed that the clothing brand would be undergoing a seismic digital shift, targeting Gen-Z, millennials and a digitally-wired audience. Tom Bestwick, content marketing & PR consultant at Hallam, looks at what marketers can learn from the fashion label's shift.
United States Hailey Bieber Kendall Jenner Joan Smalls Hugo Boss Daniel Grieder

RECORD-BREAKING CAMPAIGN LAUNCH FOR BOSS AND HUGO - COVERAGE WITH ALMOST 2 BILLION IMPRESSIONS IN 1 DAY

- METZINGEN, Germany, Jan. 28, 2022 /PRNewswire/ -- HUGO BOSS successfully kicked off its brand refresh, following its new growth strategy, with the simultaneous launch of the two star-studded global campaigns for its brands BOSS and HUGO on January 26. Together, the two global campaigns gained a coverage of 1.9 billion impressions and 75 million engagements across social media in 1 day โ€“ a record-breaking result for the company. The #BeYourOwnBOSS global campaign features top models Kendall...
Adut Akech Matteo Berrettini Maddie Ziegler Hailey Bieber Joan Smalls Kendall Jenner

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