Hugo Boss is showcasing their latest denim collection on Roblox. The new “Hugo Blue” collection takes inspiration from “streetwear culture and features gender-neutral, denim-heavy styling” aiming to cater to young people. The company has recently seen a decline in sales, which is why they are turning to the gaming industry to seek out new, young consumers. This is a common continuation of other brands partnering with Roblox and seeing positive outcomes, which makes sense given Gen Z is fond of brands engaging with their virtual lives. (Marketing Dive)
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