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HUGO BOSS ©Investor Day 2017 – Brand Strategy 2August 2, 2017
Metzingen – August 2, 2017
INVESTOR DAY 2017
Brand Strategy
Ingo Wilts –
Chief Brand Officer
HUGO BOSS ©Investor Day 2017 – Brand Strategy 3August 2, 2017
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B R A N D P O S I T I O N I N G
HUGO BOSS ©Investor Day 2017 – Brand Strategy 4August 2, 2017
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B R A N D P O S I T I O N I N G
HUGO BOSS ©Investor Day 2017 – Brand Strategy 5August 2, 2017
# I A M H U G O# T H I S I S B O S S
Two brands: BOSS and HUGO
TWO BRANDS TWO TARGET CUSTOMERS TWO BRAND IDENTITIES
HUGO BOSS ©Investor Day 2017 – Brand Strategy 6August 2, 2017
Video streaming at the conference.
HUGO BOSS ©Investor Day 2017 – Brand Strategy 7August 2, 2017
Two strategically relevant customer segments identified
BusinessFormal Business
Casual
Smart
CasualAthleisureCasual
Classic
Extravagant
Fashionable
Modern
Edgy
Occasion
Fashion Level
Focus on two strategically
relevant customer segments.
Demanding Quality Seeker
Open-Minded Life Enthusiast
HUGO BOSS ©Investor Day 2017 – Brand Strategy 8August 2, 2017
Two customer segments identified fit BOSS and HUGO perfectly
DEMANDING QUALITY SEEKER OPEN-MINDED LIFE ENTHUSIAST
HUGO BOSS ©Investor Day 2017 – Brand Strategy 9August 2, 2017
Two personas give the BOSS and HUGO target customer a face
29
SINGLE
FOUNDER OF A START-UP
BERLIN
38
MARRIED I TWO CHILDREN
LONDON
CONSULTANT
OPEN-MINDED LIFE ENTHUSIASTDEMANDING QUALITY SEEKER
HUGO BOSS ©Investor Day 2017 – Brand Strategy 10August 2, 2017
Two customers – Two different lifestyles
BOSS LIFESTYLE WORLD
THE BOSS MAN MAINTAINS AN ACTIVE AND HIGH QUALITY LIFESTYLE
cultivated
sophisticated
successful
disciplined
confident
determined
purposeful
metropolitan
charismatic
HUGO BOSS ©Investor Day 2017 – Brand Strategy 11August 2, 2017
Two customers – Two different lifestyles
BOSS LIFESTYLE WORLD
THE BOSS MAN MAINTAINS AN ACTIVE AND HIGH QUALITY LIFESTYLE
cultivated
sophisticated
successful
disciplined
confident
determined
purposeful
metropolitan
charismatic
HUGO BOSS ©Investor Day 2017 – Brand Strategy 12August 2, 2017
Two customers – Two different lifestyles
HUGO LIFESTYLE WORLD
individual
free-spirited
spontaneous
creative
progressive
open - minded
curious
engaged
expressive
THE HUGO MAN MAINTAINS AN URBAN AND SOCIAL LIFESTYLE
HUGO BOSS ©Investor Day 2017 – Brand Strategy 13August 2, 2017
Two customers – Two different lifestyles
HUGO LIFESTYLE WORLD
individual
free-spirited
spontaneous
creative
progressive
open - minded
curious
engaged
expressive
THE HUGO MAN MAINTAINS AN URBAN AND SOCIAL LIFESTYLE
HUGO BOSS ©Investor Day 2017 – Brand Strategy 14August 2, 2017
Two customers – two different lifestyles
HUGO LIFESTYLE WORLDBOSS LIFESTYLE WORLD
HUGO BOSS ©Investor Day 2017 – Brand Strategy 15August 2, 2017
BOSS and HUGO customers have different attitudes towards fashion
ATTITUDE
STYLE
EXPECTS
SHOPPING
OPEN-MINDED LIFE ENTHUSIASTDEMANDING QUALITY SEEKER
Status-oriented,
traditional, rational
Classic, modern,
sophisticated
Highest quality,
personal assistance
Retail & department
stores, online
Open-minded,
individual, spontaneous
Fashion-forward,
contemporary, progressive
Latest fashion trends,
urban atmosphere
Online, mobile,
retail & department stores
HUGO BOSS ©Investor Day 2017 – Brand Strategy 16August 2, 2017
EXCLUSIVE CHARACTERISTICSEXCLUSIVE CHARACTERISTICS
SHARED
VALUES & BENEFITS
BOSS and HUGO are distinct brands based on a common set of values
TO BE DRESSED IMPECCABLY
FOR EVERY OCCASION
MODERN DESIGN
EFFORTLESS LOOKS
SHARP TAILORING AND
REFINED CASUALWEAR
PRODUCT EXCELLENCE
CONTEMPORARY DESIGN
PROGRESSIVE LOOKS
FASHION - FORWARD
DESIGNER CLOTHES FOR AN
AFFORDABLE PRICE
TO BE DRESSED INDIVIDUALLY
FOR EVERY OCCASION
LIFESTYLE EXPERIENCES
PREMIUM QUALITY AND
PERFECT FIT
SUSTAINABILITY
INNOVATION
TRUSTWORTHINESS
AUTHENTICITY
HUGO BOSS ©Investor Day 2017 – Brand Strategy 17August 2, 2017
BOSS and HUGO brand set serves every occasion
UPPER PREMIUM BRAND PREMIUM BRAND
B U S I N E S S
C A S U A L
B U S I N E S S
AT H L E I S U R E
C A S U A L
HUGO BOSS ©Investor Day 2017 – Brand Strategy 18August 2, 2017
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B R A N D P O S I T I O N I N G
HUGO BOSS ©Investor Day 2017 – Brand Strategy 19August 2, 2017
360° approach ensures consistent brand experience
CAMPAIGN, LOOKBOOK & WINDOW DESIGN ALIGNMENT FALL/WINTER COLLECTION 2017
HUGO BOSS ©Investor Day 2017 – Brand Strategy 20August 2, 2017
New three-tiered communications approach
G L O B A L
C A M P A I G N
“I FEEL INSPIRED”
P R O D U C T
S T A T E M E N T
“I WANT THIS PIECE”
C O M M E R C I A L
C A M P A I G N
“THIS COULD BE FOR ME”
HUGO BOSS ©Investor Day 2017 – Brand Strategy 21August 2, 2017
Video streaming at the conference.
HUGO BOSS ©Investor Day 2017 – Brand Strategy 22August 2, 2017
Successful BOSS Menswear fashion show in New York
As to be expected, the German brand’s
expert tailoring was on show but,
executed with a light touch, suiting
embraced a laid-back,
effortless style-over-formality. UK Another Man
“ “The Tailoring here was both
prominent and very good.UK 10 Magazine“
“
Around these keystone tailoring
pieces Wilts charted an entertaining
enough course through his vision of
luxury urban casualwear.USA VOGUE Runway
““
HUGO BOSS ©Investor Day 2017 – Brand Strategy 23August 2, 2017
New three-tiered communications approachT
HE
SU
MM
ER
OF
EA
SE
GLOBAL CAMPAIGN
COMMERCIAL CAMPAIGN
PRODUCT STATEMENT
HUGO BOSS ©Investor Day 2017 – Brand Strategy 24August 2, 2017
BOSS Menswear collection spans three wearing occasions
C A S U A LB U S I N E S S A T H L E I S U R E
DRESSED IMPECCABLY FOR EVERY OCCASION
HUGO BOSS ©Investor Day 2017 – Brand Strategy 25August 2, 2017
C A S U A LB U S I N E S S
BOSS Womenswear collection consists of Business and Casual
DRESSED IMPECCABLY FOR EVERY OCCASION
HUGO BOSS ©Investor Day 2017 – Brand Strategy 26August 2, 2017
Video streaming at the conference.
HUGO BOSS ©Investor Day 2017 – Brand Strategy 27August 2, 2017
HUGO fashion show in Florence receives a lot of attention
200kLivestream views
7 Mio.Influencer reach
> 80%New potential clients7 Mio.
EUR
Editorial value
795 Mio.PR reach
270 Articles
published
HUGO BOSS ©Investor Day 2017 – Brand Strategy 28August 2, 2017
Business and Casual form HUGO Menswear…
C A S U A LB U S I N E S S
GLOBALLY ENGAGED – ALWAYS CURIOUS – AUTHENTICALLY EXPRESSIVE
HUGO BOSS ©Investor Day 2017 – Brand Strategy 29August 2, 2017
…and HUGO Womenswear collections
C A S U A LB U S I N E S S
GLOBALLY ENGAGED – ALWAYS CURIOUS – AUTHENTICALLY EXPRESSIVE
HUGO BOSS ©Investor Day 2017 – Brand Strategy 30August 2, 2017
Strong characters typify two different brand personalities
I N F L U E N C E R S
@marcelfloruss
@pernilleteisbaek@carolineissa
@iamgalla@iamgalla
@iamkareno
@thebluejoris @knwng
@love_aesthetics
@iamkareno
HUGO BOSS ©Investor Day 2017 – Brand Strategy 31August 2, 2017
Brand values determine sponsorship focus of BOSS and HUGO
S P O N S O R S H I P
ART SPONSORSHIP
MUSIC
SPONSORSHIPSPORT
SPONSORSHIP
HUGO BOSS ©Investor Day 2017 – Brand Strategy 32August 2, 2017
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B R A N D P O S I T I O N I N G
HUGO BOSS ©Investor Day 2017 – Brand Strategy 33August 2, 2017
Bringing the two distinct brand worlds to life
BOSS and HUGO are distinct brands but share the same core values
BOSS and HUGO customers live two different lifestyles
360° approach creates consistent customer experience across all touchpoints