Imogen Bailey, Associate Editor of Ragtrader magazine and host of Ragtrader Radio, talks with Matthew Keighran, SEAPAC Managing Director for Hugo Boss about their social media successes and expansion into sportswear and casualwear. We start by dissecting their extremely successful '#bossmoves' campaign and the risks that Hugo Boss undertook by expanding into sportswear. Matthew describes their collaboration with Russell Athletic and introduces us to the "revenge spending" we're encountering now that lockdowns are lifted. The discussion moves on to Hugo Boss's use of word-of-mouth marketing, provision of personal and memorable customer experiences and engaging Chris Hemsworth as a brand ambassador during the COVID induced remote working conditions. We wrap the episode up with Hugo Boss offering 'Virtual stores,' driving the casualisation of work clothing that allows their tailored style help consumers feel smart, confident and casual at the same time. ------------------------------ Ragtrader Radio is produced by Southern Skies Media on behalf of Ragtrader, owned and published by Yaffa Media. The views of the people featured on this podcast do not necessarily represent the views of Ragtrader, Yaffa Media, or the guest's employer. The contents are copyright by Yaffa Media. If you wish to use any of this podcast's audio, please contact Ragtrader via their website www.ragtrader.com.au or send an email to info@yaffa.com.au. Host: Imogen Bailey Facilitator: Grant McHerron Editor: Chris Visscher Producer: Steve Visscher Ragtrader - © 2021