The brand’s digital experience for the release of its spring-summer 2024 collection mimics its in-person luxury resort based in Bali.
Hugo Boss launched its virtual store to further its connection with the brand’s audience, per the release, fusing “style, tech, and innovation,” according to Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss.
Using a gaming component, users can search for hidden letters that combine to make the phrase “Boss Bali.” Upon collecting all the letters, players unlock a discount code that can be redeemed on their next purchase.
“We want to be close to our consumers, ensuring our finger is firmly on the ever-changing pulse of relevant, modern retail,” Kokni said. Season after season, we lean into innovation to find new ways to get closer to our consumers and learn more by offering enhanced shopping experiences that disrupt the norms, merging the essence of our brand ethos with cutting-edge digital advances.
This isn’t the brand’s first virtual activation in pursuit of loyalty and engagement. The retailer launched Planet Hugo on Roblox to promote its denim-focused line with interactive experiences and virtual clothing.
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As retailers continue to find new ways to connect in-person retail to virtual experiences, the online store has popped up frequently in recent years. With the debut of Apple’s Vision Pro headset, brands like Best Buy, StockX, and E.L.F. Cosmetics have launched their own experiences. Even with virtual experiences, retailers like Crate and Barrel, J. Crew, and Elizabeth Arden are still sticking to original store formats by mimicking them virtually.
