Spirits

Scott Kerr is joined by Miah Sullivan, SVP, global marketing & brand communications at German fashion house Hugo Boss to discuss its major rebranding effort and new star-studded global campaigns. She also talks about the company’s “Claim 5” growth strategy, the thinking behind Millennial-targeted “BeYourOwnBoss campaign, its record breaking BOSS X Russell Athletic social campaign, how it’s leveraging a wealth of data to inform marketing decisions, the brand’s metaverse opportunity, and how shifting consumer moods impact the marketing strategy. Plus: How the pandemic spurred Hugo Boss to push away from being a men’s suit brandFeaturing: Miah Sullivan, SVP, Global Marketing & Brand Communications at Hugo Boss (hugoboss.com)Host:Scott Kerr, Founder & President of Silvertone ConsultingAbout The Luxury Item podcast:The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry.Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_incEmail: scott@silvertoneconsulting.comNewsletter: brilliantcut.substack.comDon’t forget to subscribe, rate, and review!