HUGO BOSS wanted to understand who the modern aspirational consumer really is, and how the brand should evolve to stay relevant as new cultural spaces open up. That meant getting past the usual assumptions about status and aspiration to say what desire actually looks like for a new generation.
Modern aspiration no longer runs through a single category or signal. For younger consumers worldwide, status is built across fashion, music, sport, digital culture and identity, and read through aesthetic codes, cultural fluency, and the ease with which someone moves between those worlds.
NERDS delivered a global audience and partnership strategy, built on qualitative research with consumers and cultural insiders across key markets. We mapped the mindset, the aesthetic codes and the status signals of the modern aspirer, and turned that nuance into a clear audience framework and a roadmap for product, partnerships and communications.
