Hugo Boss – the role of digital communication
47 billion is the exceptional volume of impressions got by the Hugo Boss since January this year. For the German company, 2022 has in fact begun under the banner of the renewal of the corporate image of its two brands BOSS and HUGO with the aim of addressing a younger and more diversified audience.
To achieve it, Hugo Boss has made significant investments on social networks and created new synergies with partners outside the fashion world. The BOSS Milan fashion show of the FW22 collection broadcast in live streaming on Instagram attracted more than 10 billion impressions (the highest KPI ever recorded by the brand). If Instagram has become the brand’s main communication channel, TikTok is no different, boasting a constant increase in new page followers. And it’s no coincidence: BOSS was the first fashion brand to take advantage of TikTok live shopping in the UK during a live fashion show.
Furthermore, thanks to the teaser videos, the brand has sanctioned a lot of collaborations with social media personalities such as Bella Poarch and Khaby Lame. But the digital success of BOSS also involved a large cast of stars such as Naomi Campbell, Kendall Jenner, Lee Minho, Future, Alica Schmidt, Matteo Berrettini, Anthony Joshua and, for the first time, a local BOSS ambassador from China: Olympic swimmer Wang Shun. What unites seemingly so different characters are precisely the key values of BOSS, values they love and share: empowerment and determination. Said with a hashtag: #beyourownBOSS, a brilliant synthesis of the brand’s essence in this new season of its history.
