We were asked to compare the digital footprint of Hugo Boss to its 4 biggest competitors in the luxury market.
With respect to social media, we found that Hugo Boss has a relatively small presence compared to its competitors (except for Youtube). However, it is interesting to note that Hugo Boss’ digital presence on these sites has the fastest growth rates.

We then analyzed what Hugo Boss was doing in social media, we found that they were more focused on sponsorships for sporting events while their products took a backseat. This was in sharp contrast to their competitors who ensured that their products were always front and center.

We then reviewed Hugo Boss’ communication strategy, picked the best that they have implemented (Dress Me for the Finale) and evaluated the same out of 5. We repeated this same procedure first for channels and then for tools & technology.

Lastly, we evaluated Hugo Boss’ complete digital and communication strategy out of 5. We found that they implemented all the latest technologies but their message seemed to be lost because they were not really product focused. We also found that they were yet to effectively tap into the female customer base.