Hugo Boss gets noticed with Augmented Reality stunt

As Augmented Reality starts to become more mainstream brands need to be thinking how to use it strategically - not merely as a stunt.

I think the way Hugo Boss have used it in their London shop window is disappointing.

Okay, it will get noticed....but is that good enough?

Take a leaf out of Selfridges book. They are the masters of getting their shop windows noticed...but they always do it in a way that is clever, elegant and 'on-brand.'

What Hugo Boss have done on the other hand, in my view, is not subtle or on-brand. It does not deliver the kind of brand experience that will get their consumer talking about it.

That said, full marks to Hugo Boss for for experimenting with this exciting new technology.