Hugo Boss on a steady growth path
Its emphasis on digitalisation and younger consumers has already started to pay off.
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JUST months into the job, Hugo Boss CEO Daniel Grieder managed to take the established suit brand and turn it into an unexpected social media sensation. The launch of its BOSS x Russell Athletic capsule collection drew a record-breaking 3.9 million impressions in 4 days, with 25 million engagements across all its social media channels, and 2.2 billion views for its related TikTok #BOSSMOVES campaign.
Held at a sports stadium in Milan during Milan Fashion Week, the catwalk show in September featured a marching band playing chart-toppers and cheerleaders waving pom poms and cheering the models on.
The models themselves are social media magnets: Gigi Hadid, Irina Shayk, Joan Smalls and others have a combined Instagram pull of more than 100 million followers, while Italian TikTok sensation Khaby Lame with his 120 millions fans was chosen to close the show with his showy catwalk debut.
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