Hugo Boss's James Foster on marketing's role in its brand transformation

In the latest episode of The Marketing Week Podcast, Hugo Boss's global marketing lead, James Foster, shares his vision for the fashion brand and the crucial role marketing is playing in its turnaround.

Hugo Boss has been on a journey over the past five years, as the business looks to build relevance and top-line growth. Marketing is playing a critical role in this

transformation, with CEO Daniel Grieder singling it out as a key growth driver as part of his Claim 5 strategy, which launched in 2021 and is concluding this year.

Critical to helping deliver that vision is James Foster, who joined Hugo Boss at the start of the year to head up global marketing and communications.

He joins managing editor Lucy Tesseras to discuss his first eight months in the role, how to strike the right balance when joining a brand midway through a turnaround, and why the 'why' is so important when rallying teams to drive change.

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