Germany-based textile giant Hugo Boss has gone on the path of rebranding. According to the statements made, Hugo will now serve the Z generation. The target audience of the Boss will be the Y generation. Both brands will continue to stay under one roof.
Hugo Boss, one of the most popular luxury clothing brands in the world, has announced that it has taken a very radical decision. In line with this decision, the company operates under two different brands as Hugo and Boss. to different target audiences service will be provided. So why did the company take such a decision?
The company’s rebranding will lead to the CEO position in June 2021. Daniel Grieder One of the important decisions taken by As Tommy Hilfiger CEO for more than 20 years, Grieder said Hugo Boss will double its turnover by 2025. 4 billion euros seems to have taken such a decision as part of their plans.
Hugo will focus on the young, Boss on the middle-aged
As a matter of fact, Hugo Boss had both Hugo and Boss brand products. However, this situation is a new dimension will win. So much so that the brand named Hugo will focus more on the Z generation, and the brand named Boss will focus on the Y generation between the ages of 25 and 40. With the work to be done, the brands target audiences will be separated from each other. In this context; of the company marketing strategy will change completely.
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According to the statements made, Hugo is more active in advertising. It will focus on TikTok. Famous names in the application, which the Z generation loves to use, will advertise Hugo. Moreover, Hugo branded products will now be more affordable. When we look at the Boss brand, Instagram has come to the fore We’ll see. The renewed logos will also be directly reflected to the consumers and this decision will be understood.
Renewed logos of Hugo and Boss
Source :
https://designtaxi.com/news/417521/Hugo-Boss-Rebrands-With-Two-Distinct-Hugo-Boss-Identities/