{"id":2645,"date":"2022-02-22T09:16:52","date_gmt":"2022-02-22T08:16:52","guid":{"rendered":"https:\/\/www.mentarossa.it\/hugo-boss-influencer-protagonisti-del-rebranding\/"},"modified":"2025-04-17T11:00:32","modified_gmt":"2025-04-17T09:00:32","slug":"hugo-boss-influencers-take-center-stage-in-the-rebranding","status":"publish","type":"post","link":"https:\/\/www.mentarossa.it\/en\/hugo-boss-influencers-take-center-stage-in-the-rebranding\/","title":{"rendered":"Hugo Boss: Influencers Take Center Stage in the Rebranding"},"content":{"rendered":"
[vc_row el_class=”maxw1140″][vc_column][vc_column_text css=””]Athletes, movie stars, boxers, young TikTokers, the campaign launched by Hugo Boss is one of the most impressive rebranding efforts in marketing history.<\/p>\n

Until recently, talking about rebranding meant delving into aspects of communication limited to the graphic or chromatic sphere. It involved reworking logos, rethinking the font used, adapting BTL or web communication to new languages or structures. Of course, all of this is part of a change in brand identity and a different market positioning, but going further as Hugo Boss has recently done is far from any rebranding seen to date.<\/p>\n

Those who have a few more years under their belt cannot help but think of the epochal revolutions made over the years by giants like Nike and McDonald’s, the former capable of heavily intervening on the famous Swoosh, the latter called to link its image to the concept of sustainability and environmental awareness, through color codes never used before (one above all, the color green). We have been (and still are) tied to the inspirations given by branding masters like Alina Wheeler with her “Designing brand identity” or the guru Michael Johnson, author of the timeless “Branding. In five and a half steps.”<\/p>\n

While there is much discussion about brands that have made their communicative fluidity their success, and while the aforementioned books remain bestsellers, talking about the Hugo Boss rebranding means something else; it means analyzing a “radical rethinking” of a brand that has even decided to reinvent itself and split into two different new brands.[\/vc_column_text][vc_column_text css=”” el_class=”mtd30 mtm30 h2_articolo” font_weight=”700″ color=”#000000″ font_size=”20″ line_height=”30px”]\n

Daniel Grieder: the new and brilliant CEO of Hugo Boss<\/h2>\n[\/vc_column_text][vc_column_text css=”” el_class=”mtd30 mtm30″]But let’s proceed step by step. Ten or fifteen years ago, Hugo Boss was a real point of reference in the fashion industry, thanks to perfect positioning and brand awareness that many competing brands envied. In the last six years, due to various revolutions that have swept through this specific sector, but not only, the German brand has lost its appeal.<\/p>\n

For this reason, since June 2021, Hugo Boss has a new CEO, Daniel Grieder, with over 20 years of experience at Tommy Hilfiger. From the outset, the objectives are as clear as they are ambitious: to double company sales to 4 billion euros by 2025. To do this, the brand has focused exclusively on mono-brand stores and e-commerce, with a planned marketing budget of over 100 million euros. The start is promising; during the fourth quarter of last year, sales increased by 51% year-on-year. How was all this possible?[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=”articolo_riga_img mtd100 mtm50 maxw1140″][vc_column]