Hugo… I am still the Boss!

Walking by the Hugo Boss Store in the Friedrichstrasse, Berlin I noticed a very interesting window display:

What is this all about? Is Hugo Boss company trying to:

  • Tell me the Hugo Boss brand benefits/ brand promise? Should wearing Hugo Boss make me feel sophisticated, elegant/modern?
  • Reflect characteristics of their target audience?
  • Inform me about perceptions consumers have of the brand Hugo Boss?

Either way it felt disturbing to me. I do not want to see in a window display who I am, what I should be or what the brand I am buying things wants me to believe it is!

The only thing I ask for from Hugo Boss is to not lose focus of your brand. That way everybody can figure out why to buy Boss and how it will make you feel once you have it!

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