For the Fall-Winter 2017 campaign, Hugo Boss has chosen three prominent figures from different industries to represent their brand: racing driver Lewis Hamilton, actor James Marsden, and influencer Patrick Janelle. Entitled “Own your Journey,” the campaign aims to portray the modernity and experiences associated with Hugo Boss.
Lewis Hamilton, James Marsden, and Patrick Janelle have been handpicked to embody the Hugo Boss man for the upcoming collection. Each of them brings their unique personality and style, contributing to the brand’s image. The campaign includes three short films, each dedicated to one of the ambassadors, showcasing their values and life philosophies.
In the first video, we see James Marsden sitting at a table in a harbor, gazing at the horizon before embarking on his boat. The other two videos, featuring Patrick Janelle and Lewis Hamilton, will be released on August 16 and September 6, 2017, respectively.
This campaign not only showcases Hugo Boss’s desire to enhance its image, but it also reflects a potential positive reorientation of the marketing department following last year’s restructuring. The brand has experienced an increase in sales, particularly in the United States and Asia. China, in particular, has shown great interest in Hugo Boss creations, leading to a 14% increase in sales.
As for the anticipated annual revenue, it is difficult to predict at this point. However, with the successful restructuring and the positive response to their Fall-Winter 2017 campaign, it is likely that Hugo Boss will continue to thrive in the market.
Useful links:
1. Hugo Boss Official Website
2. Campaignlive: Hugo Boss Unveils Global Campaign “Own Your Journey”
