A social media-first approach focused on creating authentic content has leapfrogged the company’s drastic transformation.
In a little over three weeks the signature Boss hoodie is nearly sold out and has become the best-selling single style in the history of the company. Net sales for Boss since the brand campaign went live on Jan. 26 increased by 248 percent , the company revealed to WWD.
The strategy to appeal to younger consumers actually goes back to the brand’s heritage, said Sullivan. “Hugo Boss has always been the brand for successful people. But in today’s world success is defined in a different way. It doesn’t mean being the manager anymore. It means writing your own story. A ‘boss’ is a person who leads a self-determined life, by your own rules and finding your own way.”
Boss’ marketing budget increased from 6.5 percent of total turnover to 8 percent with the rebranding, but more importantly, said Sullivan, the way they allocate that has changed. “We are very clever in how we spend.” “Because we are measuring everything on social media we could see who consumers were responding to after the show, and then we immediately went into deals and negotiations for brand ambassadorships. Boss also signed Italian tennis champ Matteo Berrettini and German runner Alica Schmidt. We find these unicorns and they become part of the Boss family.”
A critical part of their success, said Sullivan, was that they could pivot quickly. “Daniel Grieder has this philosophy of the ‘speed of trust’ so we are able to make quick decisions because we have the resources and permission to sign the contracts quickly once we see the data.
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