SapientRazorfish | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||020 7326 9191|
|Main Fax||020 7361 7778|
|Dave M.||Senior Vice President & Managing Director - UK||London|
Sample of Associated Brands
|Magnus F.||Vice President, Marketing Strategy||London|
|Craig S.||Marketing Director||London|
|Yandis Y.||Creative Director||London|
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Future Opp: Hugo Boss consolidates brands for customer variety (Score 44)
Subject: Digital, Outdoor, Press, Gen-Y, Men, Women, Millennials, Luxury, Agency Opportunities.
Company: German luxury clothing and accessory manufacturer and retailer Hugo Boss offers products for both men and women around the world.
Opportunity: Hired Richard Lloyd-Williams as director of digital transformation recently as the retailer looks to restore profitability by 2018 with a series of moves.
This will narrow focus, with plans to operate only two brands in the future: Boss and Hugo. The retailer will continue to close stores and harmonise pricing globally, as well as optimise its digitalisation. 2017 will be a year of stabilisation but keep watch as this future opp develops.
The more casual clothing brand Boss Orange and sportive Boss Green will be absorbed under the core Boss label, which will now concentrate on traditional positioning in the luxury price segment. Meanwhile, their Hugo brand costs an average of 30 per cent less and looks to attract younger consumers. The entry-level assortment will experience a quality upgrade and is expanding those offerings across all distribution channels, which include retail, wholesale and online platforms. Menswear will continue to drive sales, making up 90 per cent of the biz, but womenswear is becoming particularly inspiring for Hugo Boss.
Earlier this year, the retailer launched click and collect and in-store online ordering options to gain a higher volume of traffic. eCommerce is at the core of their digital strategy and Hugo Boss recently overhauled their website and launched their mobile application.
Digital sellers should reach out to your agency contacts immediately. The company will ride this festive season into summer marketing peaks so be prepared to nab those pounds from luxury Gen Y's and fashion-forward millennials.
Havas Media still handles media planning and buying. Agencies should keep watch during this transitional period and be prepared for Hugo Boss to shop for outside sources in H2 2017.
Experience: Joined in September from TyresOnTheDrive.com, where he was interim COO for nine months. Lloyd-Williams has held business, technology and director roles for Discover&Deliver, The NET-A-PORTER Group and John Lewis throughout his career.
Media Spend: This H1, the luxury retailer spent just over £500k, predominantly on press with some devoted to digital and outdoor. In fact, outdoor has seen a significant £39k increase and digital has spiked to over £46k so far this year. H2 is sure to see advertising boosts for festive season.
Digital Breakdown: Per Pathmatics, since January, Hugo Boss has spent £507k on a multi-channel digital strategy that has gained 64.5m impressions. Over half was spent on video ads while the majority of the rest went to desktop. 69% were placed site direct while the rest was spread across programmatic channels. The chart to the right details spending shares. Top publishing sites included youtube.com, ebay.co.uk, popsugar.co.uk and dailymail.co.uk.
This is a drastic decrease and strategy shift compared to year-to-date 2015, when over £4.1m was spent, predominantly on video ads. During this time, the overall digital presence generated over 134m impressions.
Competitors: Fellow luxury fashion opps include Versace.
39 Plender Street
London NW1 0DT
T; 020 7554 5700
Ms Catherine Fuller
Marketing Manager - UK
Ms Taranjit Goodwin
Head, PR & Marketing
Mr Richard Lloyd-Williams
Director, Digital Transformation