How to avoid being a fashion victim: Hugo Boss

Derek Robson

This paper illustrates how planning re-defined Hugo Boss, from fashion brand to a brand of workwear and, in so doing, created an opportunity for a very different kind of menswear advertising.
Agency: Bartle Bogle HegartyAuthor: Derek Robson

How to avoid being a fashion victim: Hugo Boss

 

INTRODUCTION

This paper illustrates how planning re-defined Hugo Boss, from fashion brand to a brand of workwear and, in so doing, created an opportunity for a very different kind of menswear advertising.

THE PROBLEM

The problem was the problem of success. Hugo Boss was themen's fashion brand of the 1980's. The box-cut and large padded shoulders of the typical Hugo Boss suit became synonymous with 'power-dressing' and the overt materialistic values of the decade. This perception was confirmed...

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