Brand Relaunch
HOSS INTROPRIA
Industry: Fashion Retail
Services: Comprehensive communications strategy, brand and social media strategy, video and photo production.
AN ODE TO WOMEN
The Client
Hoss Intropia is a Spanish clothing brand that returned to the market after a two-year hiatus, following its acquisition by the Tendam Group.
The Ask
To revitalize Hoss Intropia by rekindling loyalty among past customers while expanding its appeal to a younger, e-commerce-focused target audience.
Our Thought Process
To create an intergenerational brand narrative, we conceptualized Hoss Intropia as more than just a fashion brand—we envisioned it as a catalyst for expressing the personality of every woman who wears its pieces.
“We faced one of the most beautiful challenges of our professional career: relaunching such a beloved brand, for one of the most important fashion groups in our country, with the utmost affection and to the highest standards””
Sophie Von Schönburg – Co-founder & CEO de Signne
Our Solution
The essence of our campaign centered on “The Hoss Woman” – an archetype that embodies vitality and genuine self-expression. We identified the Hoss Woman as an urbanite who embraces her unique style rather than following fleeting trends. She is a dreamer who confidently advocates for herself.
To represent the Hoss Woman, we cast the Osborne sisters for our “Reunion” relaunch campaign. The four siblings perfectly captured the brand’s spirit, style, and aura while showcasing a sincere, affectionate bond among themselves. Additionally, it reinforced the brand’s Spanish origins in a highly internationalized industry.
The campaign embodied a nuanced blend of Hoss Intropia’s rich legacy and contemporary mindfulness. It sought to rekindle the Hoss Woman’s connection with Mediterranean nature that inspires the brand while evoking a sense of nostalgia through timeless pursuits, like penning a postcard and walking barefoot outside. By intertwining these elements, we created a narrative that not only honored the brand’s heritage but also spoke to a modern yearning for authentic, mindful living.
In preparation for the brand relaunch, we established the HossLovers Club, a group of devoted brand enthusiasts with deep-rooted connections to Hoss Intropia. The HossLovers Club allows customers to connect with the brands’ digital presence and provides exclusive experiences, such as early access to new designs, special offers and meet-and-greets with each season’s ambassadors.
Since the relaunch coincided with pandemic-related constraints, we had to refocus the campaign with a strong digital approach and we pivoted to a social media-centric campaign launch. This strategic shift proved effective, resulting in coverage by 33 media outlets and maximizing our digital reach.
For the last 5 years, we’ve continued to craft engaging campaigns for various Hoss Intropia seasons and collections that seamlessly span digital and traditional platforms, shaping every aspect of the brand’s messaging. This holistic approach has cultivated a unified voice that captivates both long-time customers and new audiences.
“The mix of talents and expertise that Signne brings together captivated us right from the start. Their great sensitivity and connection with the brand has particularly caught our attention and has also reaffirmed our decision not to go for an also-ran communication agency”
María Sañudo — Marketing Director Tendam