Agency: Bartle Bogle Hegarty | Author: 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...