In this episode, Hugo Boss SEAPC MD Matthew Keighran discusses social media strategy and the rise of casualisation. 

We start by dissecting their extremely successful ‘#bossmoves’ campaign and the risks that Hugo Boss undertook by expanding into sportswear. Matthew describes their collaboration with Russell Athletic and introduces us to the “revenge spending” we're encountering now that lockdowns are lifted.

The discussion moves on to Hugo Boss’s use of word-of-mouth marketing, provision of personal and memorable customer experiences and engaging Chris Hemsworth as a brand ambassador during the COVID induced remote working conditions.

We wrap the episode up with Hugo Boss offering ‘Virtual stores,’ driving the casualisation of work clothing that allows their tailored style help consumers feel smart, confident and casual at the same time.

This episode of Ragtrader Radio is proudly sponsored by Klarna.

Ragtrader Radio is produced by Southern Skies Media on behalf of Ragtrader, owned and published by Yaffa Media.

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Host: Imogen Bailey
Facilitator: Grant McHerron
Editor: Chris Visscher
Producer: Steve Visscher

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