Hugo Boss
Omnichannel creative direction and lifecycle marketing for iconic fashion house, Hugo Boss.
Services
- Creative Direction
- Social Media Marketing
- Email Marketing
- Video Editing
- Design
- Copywriting
- Consulting
Background
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.
Resonating with the “BOSS” Man
During our project with Hugo Boss, a primary focus was to bolster all North American retention marketing initiatives. Drawing on our team's expertise, we skillfully designed on-brand and visually captivating creatives for each email campaign, ensuring that the copy resonates directly with the "BOSS" man. The outcome of our collaborative efforts has been nothing short of extraordinary, with the company witnessing a remarkable surge in customer lifetime value, surpassing the success of all previous email campaigns.
Fluidity in Design
Luxury consumers expect content that vividly portrays the product's fluidity, impeccable fit, and inherent elegance. To ensure this was consistently delineated across Hugo Boss’ email marketing efforts, we leveraged Responsys’s modular design system – allowing us to repurpose different content modules intermittently.
The campaigns were also thoroughly tested on mobile devices to ensure optimal delivery and viewing.
Powerful Storytelling
Our engagement with Hugo Boss extended beyond email marketing as we delved into a comprehensive project involving brand collaborations, social media, and omnichannel creative. Central to our partnership was the provision of design, creative direction, messaging, and branding expertise, driven by our commitment to delivering captivating and powerful storytelling across all aspects of the endeavor.
Results
Working in harmony, Avex diligently plans each month alongside Hugo Boss team members, strategizing content calendars, copy, and revenue goals. This meticulous approach ensures the delivery of exceptional results and a continued upward trajectory for the brand's email marketing efforts.
- 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.
Humanizing the Creative DNA
During the concept ideation phase of the Hugo x NBA collaboration, our creative team made it a priority to consistently represent the tone of voice and visual language of both brands in all forms of communication. This deliberate approach ensures strong audience resonance and upholds the unique identity of each brand.
Our aim was to showcase the collaboration’s unique creative personality and unwavering dedication to individual expression. These fundamental elements were pivotal in creating a brand experience that seamlessly integrated product and content. We designed a graphic-heavy visual language that incorporates striking textures, handpicked typography, and dynamic image compositions.
Enhanced Photography Standards and Art Direction
Avex harnessed the brand's photography to craft captivating social media assets, incorporating dynamic motion graphics for both Instagram and Facebook platforms. Our creative process delved into innovative techniques such as unique cropping, figure silhouettes, and gradient overlays, resulting in visually captivating and engaging content.
