Hugo Boss
Custom-Tailored In-Store MusicMusic for More Than 600 Stores Worldwide
Hugo Boss is one of the most versatile fashion brands of the industry. Besides the core brand BOSS (business and formal attire) and the youth line HUGO, the portfolio includes casual fashion (BOSS Orange), sport and golf clothing (BOSS Green) and a children’s collection.
The four Hugo Boss brands aim at different target groups and visibly clearly differ in design and store interior. Until 2010 though, they completely lacked a clear musical line. The stores were acoustically indistinguishable and the music selection did not match the clientele. That’s why we were asked to conceive a comprehensive realignment of Hugo Boss’ in-store music concept.
Individual Solutions
We researched and defined the musical align of Hugo Boss and its brands in a detailed Sound Manual. Within this framework, we developed four individual music profiles for BOSS, HUGO, BOSS Green und BOSS Orange. The monthly created playlists based on these profiles are continuously refined and take into account numerous parameters in addition to the brand’s musical identity itself, including time of day, day of week, seasonal events and local or cultural characteristics of the store’s region.
As a result, we created unique and clearly distinguishable musical identities for all four brands. The highly individual playlists always match the brand attributes and its target group.
Music for More Than 600 Stores Worldwide
Our powerful and easy-to-use In-Store Music Players have already been installed in more than 600 Hugo Boss stores in over 30 countries around the world. From New York City to Tokyo, from Istanbul to Rio de Janeiro: Our custom-made, centrally managed and integrated in-store music solution creates the perfect atmosphere at any time in every store worldwide.
Related Work
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