German fashion group Hugo Boss has decided to no longer offer its new collections of Boss through the online shop Zalando. The brand, which wants to position itself in the higher segment of the market, says Zalando lacks the necessary class. Especially the slogan “Scream of joy” and the commercials that go with it, are a sore spot for Hugo Boss.
Aimed at the luxury customer
Starting this autumn the collections of Boss will no longer be available at the online shop of Zalando. The campaigns of Zalando, full of screaming women (and postmen), are too much in contrast with those of Boss, which handles things more tastefully.
As Hugo Boss wants to use the brand Boss to focus mainly on the higher segment of the market, it was decided to completely remove that brand from Zalando. Other brands – like Hugo, Boss Orange and Boss Green – will still be sold through Zalando, for now.
“We have to watch for the right positioning at each distribution channel. Even in online sales. At Zalando the climate and the image of the loud slogan ‘Scream of joy’ does not suit the premium image of our brand Boss”, says Ingo Hesse, managing director for Germany and Austria, to German magazine Textilwirtschaft.