Defining audiences through collections for HUGO BOSS

  • Jessy Gill
  • Aaron Baid

BOSS and HUGO are two strong brands that are clearly distinguished by their fashionable style but meet the same high standards of quality and fit, innovation and sustainability. Which begs the question of how BOSS differs to HUGO and are the wearers, collectors and advocates of those brands the same audience? Together with Wednesday Agency, I led a heuristic brand, audience, competitor and market immersion do decipher what each brand stood for and who, exactly, was the HUGO to the BOSS man. The outcome was the consolidation of the HUGO BOSS portfolio into a streamlined dualistic strategy; BOSS and HUGO. "The consistent focus on BOSS and HUGO can also be seen in our stores since the beginning of the year. With the integration of BOSS Orange and BOSS Green into the core brand, we are now offering our customers a consistent range that covers all wearing occasions - with a very positive response." MARK LANGER Chairman of the Managing Board of HUGO BOSS AG The strategy inspired 'The Celebration' for BOSS' Christmas campaign and subsequent HUGO SS18 campaigns, featuring Anwar Hadid.


  • ThatGirlJessyGill logo


    • Design
  • W

    Wednesday London