The document provides background information on Hugo Boss as a brand and company. It discusses the history of Hugo Boss starting in 1924 and highlights key moments such as introducing their first men's suit in 1950. The document also examines Hugo Boss' brand, product, and advertising history over the years. This includes an analysis of a typical Hugo Boss advertisement and the codes and conventions it uses. Market research on Hugo Boss' products, competitors, and the effectiveness of previous advertising is also presented.

1. (L02) Assignment
2a – Research and
IdeasResearch into audience, structure and the
product for advertisement.

2. The brand/product
• The brand that the advert will be for is Hugo boss.
• The specific product is Hugo by Hugo boss the
aftershave.

3. Background information
• Hugo Boss AG is a German luxury fashion and style house based in
Germany the company was named after its founder Hugo Boss.
• In 1924, Hugo Boss started his clothing company in Metzingen, a small town
south of Stuttgart. Due to the economic climate of Germany at the time, Boss
was forced into bankruptcy.
• In 1931, he reached an agreement with his creditors, leaving him with six
sewing machines to start again.
• In 1977, BOSS became a registered brand.

4. Brand history
1924,
Hugo
Boss
started
his
clothing
company
then
entered
bankrupt'
s
1931, he
reached an
agreement
with his
creditors,
leaving him
with six
sewing
machines to
start again.
1950 – first
men's suit
1960 – Initial
standardized
production of
men's suits
1970 –
Creation of
the BOSS
brand
1972 –
Motorsports
sponsorship
1984 –
BOSS
initiates
licensing
operation
s
(first
fragrance
license)
1985 –
HUGO BO
SS Group
(listed on
the
German
Stock
Exchange
in
Frankfurt.)
1985 – Golf
sponsoring
(Bernhard
Langer
becomes the
first
professional
to wear
BOSS)
1985 –
Eyewear
license
1995 –
Footwear
license
1996 –
Watch
license
1997 –
BOSS
Golf
wear
1998 –
HUGO
Women
swear
2000 –
BOSS
Women'
s wear
2004 –
Shoes &
leather
goods
2006 –
BOSS
Orange
Women's
wear
1999 –
BOSS
Orange
2003 –
BOSS
Green
2008 –
Online-
Store
2006 –
BOSS
in New
York

5. Product history
1950 – first
men's suit
1960 – Initial
standardized
production of
men's suits
1997 –
BOSS Golf
wear
1998 –
HUGO
Women swear
2000 –
BOSS
Women'
s wear
2004 – Shoes
& leather
goods
2006 – BOSS
Orange
Women's
wear
2009 –
BOSS
Selection
Tailored
Line.
(tailored
luxury
suits)
2010 – BOSS
Green
Women's
wear
2011 –
BOSS
Home
(bedding,
bath and
beach
towels)
2011 –
BOSS
Selection
MADE TO
MEASURE
(tailored
suits for men
and custom-
made shirts
and ties).
1999 –
BOSS
Orange
2003 – BOSS
Green

6. Advertising history
2002:
Hugo Boss:
HUGO BOSS /
FEMALE
FRAGRANCE
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
PERFUMES &
FRAGRANCES
BY: STARCOM
INDIA
IN: INDIA
2003: Hugo
Boss: NOKIA &
P&G MOBIL
VIDEO
CAMPAIGN
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
MOBILEPHONE
& FRAGRANCE
BY: MEDIACOM
NORDIC
2004:
Hugo Boss: IT'S
YOUR TURN
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT: HUGO
DEEP RED
FRAGRANCE
BY: MEDIACOM
GERMANY
2004:
Hugo Boss:
BOSS IN
MOTION
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
FRAGANCE FOR
MEN
BY: CALLEGARI
BERVILLE
GREY
2005:
Hugo Boss:
DEL MAR-
BOAT
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
BALDESSARIN
I FRAGRANCE
BY: E124
2006:
Hugo Boss:
Hugo Boss for
men
ADVERTISER
: PROCTER &
GAMBLE CO.
BRAND:
HUGO BOSS
IN: RUSSIA
2006:
Hugo Boss: "Boss
Bottled (20 sec.)"
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
HUGO BOSS
BY: GREY PARIS
FRANCE
2007:
Hugo Boss:
Harmony is
overrated
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
HUGO BOSS XX
XY
2007:
Hugo Boss:
Hugo Boss
Black F/W
2007
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND:
HUGO BOSS
2007:
Hugo Boss:
Everything
else is in your
hands
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND:
HUGO BOSS
IN: RUSSIA
2008:
Hugo
Boss: City
Sound
ADVERTISE
R: PROCTER
& GAMBLE
CO.
BRAND:
HUGO BOSS
IN: SPAIN
2008:
Hugo Boss:
Boss Pure
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND:
HUGO BOSS
BY:
CALLEGARI
BERVILLE
GREY
IN: FRANCE
2008:
Hugo Boss:
Essence de
Femme
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
BY: GREY
LONDON UK
IN: UNITED
KINGDOM
2009:
Hugo Boss:
Sienna Miller
(Drive my car)
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND:
HUGO BOSS
PRODUCT:
BOSS
ORANGE
BY: GREY
LONDON UK
IN: UNITED
KINGDOM
2010:
Hugo Boss:
BOSS
ORANGE
IDENTITY
ADVERTISER
: PROCTER &
GAMBLE CO.
BRAND:
HUGO BOSS
PRODUCT:
BOSS
ORANGE
BY: PETER
SCHMIDT
GROUP
GERMANY
2010:
Hugo Boss: It’s
Always
Nightfall
Somewhere
ADVERTISER:
PROCTER &
GAMBLE CO.
BRAND: HUGO
BOSS
PRODUCT:
HUGO BOSS
BY: BLAST
RADIUS,
AMSTERDAM

7. Advert campaigns
• Hugo boss uses a mixture of print, TV adverts and
sponsorships to advertise their products
• the vast majority of Hugo boss adverts are based on
around the technique/incorporates celebrity endorsement.
However the ones that don’t include celebrities have used
models or attractive people.

8. Advert analysis
Analysis of a typical HUGO BOSS advert

9. Boss bottled “man of today”
TV advert break down
• Series
• Celebrity endorsement
• Sound track represents points in the advert
• Contains these codes and conventions
• Product
• Soundtrack
• Dialogue
• Brand title
Advert link

10. Paragraph
analysis/explaining advert
The boss bottled TV advert from 2014 is the most recent instalment in the series. As
a viewer we can tell this ad is apart of a series as the advert has many similarities to
the previous advert that featured Ryan Reynolds however the background locations
differ. The main feature that the advert uses is celebrity endorsement, Gerard Butler
was chosen to be the celebrity for this year as HUGO BOSS changes the celebrity
yearly (for example Jenson button for boss sport) Gerard features heavily in the
advert as he is used both on scene ( from 0:04 till the end) and he is also used to
narrate the advert (starting at 0:05 and ending at 0:43). HUGO BOSS has chosen to
use Gerard Butler as there celebrity endorsement to draw on the male aspirations of
being wealth and successful, the audience is shown his wealth and success by the
use of different camera shots, background and appeal. This impacts the viewer by
associating Gerard butler to the typical male aspirations of fame and wealth and
make the viewer wish they were like him once this is achieved Hugo boss then
provided a solution to the problem caused by suggesting (via the used of a overt
message) that the viewer can be like him by using the product shown at the 0:49.

11. MARKET RESEARCH
Products market, competitors, effectiveness of
its previous advertising

12. Hugo brand
The HUGO brand offers contemporary design trends for both business and leisure. The market
segment that Hugo boss look to aim the HUGO brand at is the luxury quality market segment
on all products including fragrances. Hugo Boss doesn’t directly say who there target market is
however we can assume that there original target market is males aged between 30 - 50
however they have changed to incorporate the female market.

13. Competitors
These competitors (as above) operate in the same market segment as Hugo boss which is the designer
luxury quality goods range many of theses brands also operate in the same clothing segment as well. The
price for each are similar which is usual in between £40 - £50 range however even with the large amount
of competition HUGO BOSS has managed to maintain the statues of being one of the market leaders.

14. Effectiveness of previous
advertising

15. Cost spent on marketing in 2012
and 2013
Hugo boss spent 135.61 million euros on marketing in 2012 since then Hugo
boss has increased its spending to 137.5 million euros which is an increase of
1.39 million euros in the hope of increasing sales of products.
Graphs from Statista

16. HUGO BOSS Worldwide
revenue from 2001 to 2013
HUGO BOSS has seen an increase in revenue from 2012 to 2013. this
increase was of 0.8 billion euros
Graphs from Statista

17. Evaluation of graphs
During the financial year of 2013 HUGO BOSS has
increased the amount of money spent on marketing by 1.39
million euros this money was the potential cause in
increased sale which has therefore cause HUGO BOSS’
increase in revenue by 0.8 billion euros. Therefore HUGO
BOSS’ has had an effective marketing campaign.

18. Audience Research
Research into the views of the target market/
advert audience

19. Survey
• I completed a survey in order to gain the true opinion of
the public in order to base my advert around there wants.

20. Key survey results in pie charts
88.8% said that an advert doesn’t effect whether they buy the product or not this
suggest that the advert needs to present/imply the aroma of the aftershave in order to
sell the product.

21. This chart suggest that celebrity endorsement is not as much of a key feature in adverts
then advertisers think therefore there is room to use a working class actor/man in the
advert in the hope of appealing to the audience more.

23. This show the colours that the audience wants to see in the advert
so the main colours that will black and white.

24. Key results

25. The brief
• To produce a television advert for the fragrance Hugo by
Hugo boss that appeals to a younger male target market
of 16-29 then the original older male market of around 30
– 50
• To appeal to the target audience without using celebrity
endorsement.

26. The client
• HUGO BOSS is one of the market leaders in the premium and luxury segment of the
global apparel market. They focus on the development and marketing of premium
fashion and accessories for men and women. Hugo boss is one of the most profitable
listed apparel manufacturers in the world.
• The brand world of HUGO BOSS comprises the collections of BOSS, BOSS Orange,
BOSS Green and HUGO. The brands cover a comprehensive product range.

27. Budget
Type of cost Price
Costume £0
Camera £0
props £0
sets £0
Editing equipment £0
Camera equipment £0
actors £0
locations £0
insurance £0
aftershave £45
For the advert we have had a limited budget to use which we have kept to as each
of the main aspects to producing and editing a film have to cost nothing to fit into
the budget. If advert was being produced on a large scale the budget would be
bigger as each of the things listed in the table will cost us money.

28. Deadlines
I have till the 3rd February to complete the advert with set
intermittent deadlines for the other stages which are:
• Planning: 23rd January 2015
• Filming: 29th January 2015
• Preparing to edit: 30th January 2015

29. Technical resource &
constraints
• Panasonic SDR-H100
Liberties Constraints
78x enhanced optical zoom Depending on subject matter, subject can be out of
focused after going past a specific x zoom
80 GB storage Sound quality poor. Can be tinny at points
3 hour + battery life. 12 hour charge need for full charge
Can use SD cards
Camera mode (take still images)

30. Legal and ethical issues (codes
of practice and regulations)
• Truth in Advertising
• The Federal Trade Commission Act set forth requirements
for truth in advertising. So an advertiser cant deceitfully or
unfairly advertise there product which can cause substantial,
unavoidable Injury when using a product
• Advertising Harmful Products
• Permissions need for use of acoustic track
• No offensive language allowed

31. Bibliography
• http://group.hugoboss.com/en/group/about-hugo-boss/history/ - Hugo boss brand history
• http://www.hugoboss.com/uk/men-accessories-fragrances/ - Hugo boss fragrance collection
• http://en.wikipedia.org/wiki/Hugo_Boss - Hugo boss Wikipedia site
• http://www.statista.com/statistics/263887/revenues-of-hugo-boss-since-2001/ - statista

32. Ideas Generation
Generating ideas for the an TV aftershave
advert.

33. Mind mapping
Ideas
Print
advert
TV
advert
Series
Stand
alone
Images form Idea 1
Each image has a feature
associated with posh
/famous
Product bottle
and name of
brand across
the middle of
the screen
Single poster
Average man stood in
front of well know
landscape/building
associated to fame.
Average man with
attractive woman
in a suit to show
fame and success
Product bottle
and name of
brand across
the middle of
the screen
Idea
1
Idea 2
Stand alone
Transformation
for average man
to famous posh
man
Close ups of
getting dressed
into a suit
Average man in
track suit. Uses
aftershave then has
original clothing
pull of by woman
to relive smartly
dressed powerful
man
Slow motion
shot
Cloths fall
around the
bottle at the end

34. Identification of
messages
• The message that will be portrayed in the TV advert is
that you can feel famous and successful without being a
celebrity. Just by using this aftershave
• This will be shown by
• An average working class man as the protagonist
• Appearance
• Clothing
• Camera shots (close ups, glamour shots)

35. Form, Style, Codes and
Conventions and Techniques
• Stand alone
• This is because the advert will not link with any other adverts.
• Mini fiction
• The advert will have a small narrative story of an average man and his transformation
into a successful famous man.
• Sound track
• Will fit in with in with the transformation starting of quite/slow then getting
louder/quicker
• Product
• The product will feature in the advert roughly in the middle and it will be the last thing
the viewer sees as well
• Brand name
• The brand name will only feature at the end both on screen and in the narration
• Narration

36. Layout of the
advert/Content
1. Close up of shaggy faced man (scruffy beard etc.)
2. Close up of shaver
3. Man shaving as seen in the mirror
4. Man wipes face with towel
5. Reaches for aftershave bottle (close up of bottle)
6. Action shot of bottle in uses
7. Then transformation in shirt
8. Close up of tie being tied
9. Close up of Cuff links
10. Suit jacket placed on
11. Walk out house into street
12. Close up of man looking successful and proud
13. Ending with bottle and brand name below mid shot of man

37. Section of Potential Storyboard
4) Close up 5) Close up 6)Mid shot 7) Close up
8) Close up 9) Close up 10) Close up
11) Mid shot

38. Relevance to audience
• This is relevant to the audience by:
• Same social class actor
• Same social class location
• Draws on typical male aspirations