Expanding the Audience Reached Through the Metaverse: HUGO BOSS Immersive Showroom

In the fashion world, always looking for new frontiers for innovation and customer engagement, the metaverse emerges as a fertile ground for creative and strategic explorations. The recent initiative of HUGO BOSS, realized in collaboration with Exclusible and hosted on the Spatial platform, represents a shining example of how a historic brand can successfully venture into this unexplored digital space, revolutionizing the traditional dynamics of presentation and sales of fashion collections .

THE SECTOR, THE PLATFORM AND THE STRATEGIC OBJECTIVES

Operating in the dynamic fashion industry, HUGO BOSS and Exclusible aimed to leverage the metaverse not only as an alternative exhibition space but as a platform to create unique brand experiences, promote new product launches and reach new audiences. The strategic objectives of this initiative reflect a smart combination of innovation, marketing and customer engagement, demonstrating a forward-looking vision of the metaverse’s potential in the fashion industry.

🏭 COMPANIES INVOLVED

HUGO BOSS, often shortened to BOSS, is a German-based fashion house and brand that sells clothing, accessories, footwear, and fragrances.

Exclusible is a platform that offers a range of innovative services designed to help individuals and businesses navigate the rapidly evolving world of digital assets.

🎲 THE PROJECT

The project was launched in March 2023 during Metaverse Fashion Week.

Hosted on Spatial.io, it featured a virtual rerun of the Hugo Boss fashion show in Miami.

The space recreated the atmosphere of Miami, mixing aquatic themes with urban architecture. The Showroom showcased five distinctive looks, allowing users to make direct purchases through the e-commerce link.

Additionally, as users explored the Showroom, they could collect items along the way and complete gamification challenges. The prize was a virtual blue BOSS suit, which they could dress up their avatar through Ready Player Me (a cross-game avatar platform) across multiple platforms in the metaverse.

🔎 THE RESULTS

The project saw the following key statistics:

• BOSS’ immersive showroom received the highest number of visits and recorded the highest level of engagement after its introduction during MVFW23 (28-31 March 2023)
• The space generated 17.2K visits in two months with users from 127 different countries
• Organic results: 11.6K unique users, 150k minutes spent in the showroom, 8.4 average minutes spent per user inside the virtual space

CONCLUSIONS AND TAKEAWAYS

In conclusion, HUGO BOSS’ bold initiative to expand into the metaverse through a strategic collaboration with Exclusible and the Spatial platform marked an innovative chapter in the fashion industry. This project not only redefined the concept of a fashion show, but also demonstrated how immersive and interactive brand experiences can appeal to global audiences, transcending physical and cultural barriers. Through the intelligent use of gamification and e-commerce integration, HUGO BOSS opened new horizons for customer engagement and product presentation, setting a benchmark for the future of brand experiences in the metaverse.

The three main takeaways of this project are:

1. Global Reach: With users from 127 different countries and a total of 17.2K visits in just two months, the project has demonstrated a remarkable ability to reach a global audience. This reflects the potential of the metaverse as a platform to overcome geographical barriers and connect the brand with a large and diverse audience.
2. Engagement through Gamification: By completing the gamification quest, users received a digital fashion item, promoting active interaction with the brand and encouraging permanence within the virtual space.
3. E-Commerce Integration: The initiative cleverly integrated direct-to-shop options into the e-commerce site, offering users the opportunity to discover new shoppable looks. This approach strengthened and added a new dimension to the online shopping experience, highlighting the importance of integrating physical and virtual retail in the context of digital fashion.