Hugo Boss

Omnichannel creative direction and lifecycle marketing for iconic fashion house, Hugo Boss.

  • Creative Direction
  • Social Media Marketing
  • Email Marketing
  • Video Editing
  • Design
  • Copywriting
  • Consulting

Driven by a commitment to excellence and a deep understanding of luxury customers' emphasis on craft and experiences, Hugo Boss collaborated with Avex to envision a digital sphere that positions them as a leading curator of modern luxury.

Together, Hugo Boss and Avex embarked on a creative and technical partnership, harmonizing their respective expertise. Avex's strong grasp of digital strategy, design, and technology was delopyed to build a digital environment that goes beyond aesthetics alone. The strategy was created to make visitors feel like they're stepping into a world where they can see the craftsmanship of each product, understand the luxury details behind the brand, and become part of an impressive experience.

Tech Partners
  • Responsys
  • Figma
The Approach

Out of the realization that experience is a new luxury, the team at Avex reimagined Hugo Boss’ customer experience to merge shopping stories, personalized touchpoints, and brand narratives. The aim was to forge a stronger emotional connection between the brand and its customers across diverse touchpoints – encompassing email marketing, social media, in-store activation, and strategic brand collaborations.

  • 20%

    Increase in Email Sales

  • 60%

    Increase in Open Rate

  • +900%

    12 Month ROI


Boss x NBA

As a long-term client, Hugo Boss turned to Avex for their expertise in campaign direction, copywriting, and creative work for the much-anticipated collaboration with the NBA and their BOSS line. This limited drop, adorned with logos from nine major NBA team logos, is designed to foster a sense of togetherness among NBA fans, BOSS supporters, and fashion enthusiasts on a global scale.

Our journey commenced with establishing the initial creative direction, delving into colors, typography, graphics, and tone of voice. Subsequently, we dedicated our efforts to curating an extensive repertoire of social media and email assets, artfully displaying sleek products and iconic player inspirations.


Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

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