Boss, the global fashion brand, has recently achieved an outstanding social media and marketing success with its digital-first event for the Boss x Russell Athletic capsule collection. This accomplishment signifies the brand’s new growth strategy, which focuses on strengthening its brands and targeting younger customer groups. The event, which took place in a baseball stadium in Milan, was meticulously planned to generate maximum social media impact and connect with Gen Z and Millennial consumers.
The primary objective of the event was to create “postable” moments at every turn and provide a digital front-row experience for all customers through global streaming on Boss channels. Noteworthy is Boss’s strategic selection of the event’s cast and audience based on their Instagram or TikTok profiles and status. This approach highlights a shift in the fashion industry, where social media followers are favored over traditional fame or appearance as criteria for participation in runway shows and guest lists.
Renowned models such as Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason, and Adut Akech graced the event, along with athletes Alica Schmidt, Trenten Merrill, and Race Imboden. Additionally, K-pop star Big Matthew and TikToker Khaby Lame (@khaby.lame) were included, with Lame making an exclusive appearance to close the show. Khaby Lame, known for his massive TikTok following of 113 million, chose Boss as the first fashion brand to be featured on his channel. Notable figures like Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol also shared posts about the event.
This digital-first event became Boss’s most significant social-first event to date, and CEO Daniel Grieder sees it as a benchmark for future customer experiences worldwide. The success of the event is evident in the impressive numbers it achieved, including 3.9 billion impressions in just four days and over 25 million engagements across all social media platforms within the same timeframe. The #BOSSMOVES challenge on TikTok, where thousands of TikTokers created content to win prizes, garnered 2.2 billion views within the first few days. Particularly noteworthy, social engagement on the Boss Instagram account increased by nearly 1,600%.
Boss stresses that in addition to its strong social media presence leading up to the event, the dedicated TikTok and Instagram campaigns played a vital role in expanding the brand’s reach and attracting new and younger customers. This successful digital-first event underscores the importance of strategic social media marketing in the fashion industry, confirming Boss’s commitment to its growth strategy of targeting younger consumer groups. With such impressive results, Boss sets a new standard for delivering exceptional customer experiences enhanced by social media engagement.
Useful links:
– Boss x Russell Athletic capsule collection
– Boss official website
