Creative: Havas Media, Hugo Boss, Virtual Fitting Room

Creative-Havas.jpgAlthough Hugo Boss has long sold women's apparel, the brand has long been perceived as primarily a men's-first brand. To change this, Hugo Boss launched a "virtual fitting room" on Conde Nast's A-list fashion sites. Its central feature was a quiz, which sought to associate takers with one of five "style profiles" (City Chic, etc) and then steer them into the fitting room.

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