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Feb 2, 2022
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Boss flies to Dubai to showcase its "see now, buy now" collection

Translated by
Feb 2, 2022

Not a week goes by without Boss announcing a new plan of action. Under the leadership of its new CEO Daniel Grieder, the flagship line of the German group, Hugo Boss, has entered the era of digital communication, rejuvenating its image and launching new projects at a constant speed. The latest in these initiatives will take place in the Dubai desert, on February 10, as the brand will unveil a "see now, buy now" collection for Spring/Summer 2022.

Two looks from Boss' new collection which will be unveiled in Dubai - Hugo Boss

The fashion house detailed that the upcoming event, organized "according to strict Covid-19 protocols implemented by the authorities", "will offer a unique experience along with breathtaking views of the sunset, which will be largely outdoors.” The complete collection for men and women will be presented in front of a handful of guests including some celebrities, influencers and journalists. Its white, black, and camel color palette is in line with the visual identity of the new Boss logo revealed earlier this year. The show should certainly be filmed and broadcasted on the brand’s social media accounts.

This means that the brand will not walk down the catwalks of Milan in February as it habitually does. Last September, the brand orchestrated a baseball themed spectacle in the Italian metropolis, revealing its second collaboration with the American sportswear brand, Russell Athletic. The capsule collection was also made available in stores and online that same day. 

After having already tested this "see now buy now” strategy a few years ago, Boss is reintroducing this method of direct selling, betting on an immediate communication to a large audience through young celebrities and Instagrammers, such as Kendall Jenner, Hailey Bieber, South Korean actor Lee Min Ho, Nayvadius DeMun Wilburn, better known as the rapper Future, boxer Anthony Joshua, and Italian-based Senegalese Tik Tok star Khaby Lame. The pieces worn by these social media personalities in the brand's recent “Be your own Boss” campaign, such as a black sweater displaying the Boss logo in white capital letter, quickly sold out. 

The two most recent global campaigns launched for both the Boss and Hugo sub labels on January 26 gained a coverage of 1.9 billion impressions and 75 million impressions across social media in a single day. "A record-breaking result for the company," stated the group which also just recently signed a partnership with Italian tennis player Matteo Berrettini, the No. 7 player in the world.

These new strategies are paying off judging by the group’s latest financial results, which generated revenues of €906 million, up 51% in the fourth quarter of 2021 (+12% compared to the same pre-pandemic period in 2019).


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