Fashion

Hugo Boss launches virtual fittings

Hugo Boss has partnered with the Reactive Reality platform to offer virtual and personalised fittings on its website.

Eva Morletto

By Eva Morletto09 août 2022

In 2022, Hugo Boss has considerably adapted its strategy towards digital (Mall of Berlin)

Virtual fitting rooms? This is the proposal that Hugo Boss is presenting to its fans. The famous fashion house has just joined forces with the Reactive Reality platform, specialised in virtual fashion, to make this new experience accessible in the digital world. The customer will be able to try on the models of the Hugo Boss collections thanks to his personalized avatar.

Among its solutions and proposals, Reactive Reality has created its online virtual fitting platform called PITCTOFiT. This digital tool will allow customers to access this extraordinary experience.

Video game or cutting-edge customer service? There is a fine line between these two dimensions. The personalised avatar will take into account the user's height, body shape and morphology, so that the clothes tried on online can be made to look like the real thing.
The possibilities are almost endless, with virtual fittings allowing users to layer different pieces from the collection or try on different ways of wearing the chosen model.

The company has recently invested heavily in the renovation of its website, as e-commerce is becoming an increasingly important part of the strategies of luxury groups. Indeed, a growing competition is visible between the big brands to be able to offer customers ever more original and immersive experiences; the context of augmented reality is now part of all the marketing strategies of houses specialising in high-end products.

Hugo Boss could not give up a major role in this field, especially at a time when the group is banking on a new, younger and more connected image: omnichannel promotional operations, a strong presence on Tiktok and revamped logos. In addition, sparkling and charismatic ambassadors such as the young influencer Khaby Lame contribute to the new image of the brand, participating in the growing success among the new generations of consumers.

The second quarter of 2022 was the most profitable period in Hugo Boss' history, with revenues of €878 million, despite lower sales in China due to the pandemic.


By the end of 2022, Hugo Boss still expects to see a considerable increase in sales: +20 or 25% compared to the same period of the previous year.

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