Jade Wild
Fashion Marketing & Brand Strategy
Hugo By Hugo Boss Revamp
Project in partnership with Christie Chan and Marga Sibug. For this project we had to choose a brand that we feel needed an update and plan a whole campaign as well as a launch strategy. We feel Hugo By Hugo Boss needed an opportunity to receive a revamp. The brand is described as "Is designed for those who take their own approach to style, offering a full range of tailoring and casual pieces with fashion-forward pieces."
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Looking at what the brand has to offer, we felt that their products were underwhelming and not what they described. They used the term Avant garde but the merchandise is mostly made up of casual sweats and a couple of suits. Overall, the brand visuals looked inconsistent. Our goal was to update the brand for the Gen Z, young millennial market.
How the Brand Stays Relevant?
"At the time, the brand's latest campaign was their Spring/Summer 2019 Berlin State of Mind. They released a commercial campaign as well as a runway show. The collection consisted of athleisure wear such as joggers, graphic tees, chunky sneakers, and tank tops. Which, at the time were relevant trends. The brand targets a younger audience and part of their market strategy to use YouTube influencers to model the brand.
David Bowie Inspired Mood Board
We used David Bowie as inspiration as well as our muse. We wanted to center our revamp around 1980's rock n roll culture and the drag community.
Other Inspirations
Pose(Netflix)
Rupaul's Drag Race
Boy George
XXXotica (Hong Kong base drag queen)
Target Audience
Our customers are those who invest themselves in a lifestyle. They walk out the door deliberately in controversial clothing that should not be considered controversial in the first place. Men wearing pink suits is considered an extravagant gesture but for our customers, that is just another suit that makes them feel good. The same goes for women who choose suits over pencil skirts. Hugo dresses both genders in the artistic form of dandyism. Our customers are the extraordinary people who change the world by being themselves. They are the heroes who didn’t set out to be heroes but are considered to be as they are the orchestra band that cheer on individuality for the next generation to come.
Revamp Mood Boards
We titled our campaign Rebel Rebel based off of David Bowie's song. We found the song Rebel Rebel fitting to our new direction for the brand since our new target audience are a 'rebellious' type as well as more expressive of their individuality.
Our revamp is centered around genderless fashion. Since Hugo Boss is known for tailored suits, so we kept the element of tailored suits but incorporated a combination of skirts and suits to make it genderless.
Patterns made with
We wanted to mix technological innovation with fashion. The use of VR or virtual reality has been on the rise in the fashion industry. We utilized Google Tilt Brush to design our patterns for our suits. We came up with the idea that customers can create their own pattern in store, using this system to create their own customize suit.
Avant Garde
Ready-To-Wear
The Launch
Our launch party will take place in Harajuku, Tokyo. Due to the colorful nature of Harajuku and the huge luxury market in Japan, it seemed fitting to host our launch there.
The interior of our party is to represent a 1980's underground rock club. Our biggest inspiration was The Blitz Nightclub that took place in the 1980's London. It was an exclusive nightclub and had guests such as David Bowie and Boy George in attendance.
Fragrance Packaging
Our gender neutral fragrance brings a 'woodsey' aroma with a hint of vanilla. This fragrance would be available to the masses, so more people can get involved with the brand.
