Having established themselves as one of the great success stories of the post-pandemic period,
Hugo Boss were ready to reimagine their omni-channel loyalty program for a new generation of premium
fashion consumer.
In three short months, we took the business through a series of innovation sprints that accelerated
their understanding of the evolving loyalty landscape, tokenised the end-to-end customer journey,
gauged consumer sentiment, reinvented the program branding - and secured internal buy-in from
the C-suite with a clear roadmap for embracing Loyalty 3.0.
Building on this foundational strategy, the program relaunched as a public beta in the UK in June 2024,
resulting in double-digit growth in new member registrations, app downloads, and sales. It went on
to roll out across Europe later that same year, before launching in the US and China in 2025.
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Project team
Ally Behr, Bruno Ferdinand, Zowie Koster, Dan Lewis, Ben Lunt, Alexander Otto, Ioanna Papazoglou, Corné van Schaik, Mila Zafirovic
Agency
Monks
Technical build
EPAM
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