Hugo Boss starts whetting fans’ appetite with a micro movie teaser for its annual fashion show in Shanghai on 30 May.
Though the brand is not new to the digital realm – it launched a live channel last year to view fashion shows in real time – this is the first time it launched a pre-show online teaser.
The micro-movie is divided into two episodes and each will be uploaded in the weeks preceding the show. On May 28, a highlight video will be posted prior to show; and 6 June will see a director’s cut of the film.
“Following our highly successful fashion show in Beijing in 2012, we are now focusing on Shanghai – and by doing so emphasising the significance of the Asian market for Hugo Boss,” said Gerd von Podewils, senior vice president of Hugo Boss global communications.
As well, fans will also be able to directly purchase the two limited edition outfits from the website and have it delivered to their doorsteps in a few days.
The campaign will also see billboards in Shanghai’s two airports during show period.
Though a big step for Hugo Boss, which ranked 9th in the L2 Digital IQ Index for China, micro movies, live streaming and direct purchasing are not new in world of luxury fashion.
Just last year, Burberry opened up the entire collection for sale in its autumn/winter 2012 after a live online show; while Louis Vuitton launched a global micro-movie for its winter collection.
A HSBC global research found only 9% of Hugo Boss’s global sales are from mainland China despite having 139 stores in the country.
Gucci China, also more active in the digital world, generates 12% of its global sales with only 55 stores in the country.
Hugo Boss’s campaign in Shanghai is managed by Werbewelt, Aqauarius and Precision. See the microfilm here.