Create brand heat and product desire
From a brand perspective, the Group’s key objective is to drive brand heat and elevate the desirability of BOSS and HUGO in the long run, in particular among younger customers. The brands’ marketing initiatives focus on three pillars in this regard: highlight events to emotionalize the brands, strong partnerships with influential personalities, and exclusive collaborations with appealing brands and businesses. Fully exploiting the global trend towards a more casual lifestyle forms another key element with regard to driving brand desirability. Further pushing the casualization of its business model – across brand, gender, and wearing occasion – will therefore remain a top priority for HUGO BOSS while also continuing with breaking up the boundaries between casualwear and formalwear.