BOSS

From zero to live shopping in 2 weeks

The German fashion giant launched their first livestream with just a smartphone and two influencers—and saw engagement rates that proved live shopping is the future of luxury retail.

135% Engagement rate

92% Viewer retention

2 weeks To launch

The Story

BOSS, part of the HUGO BOSS group, knew live shopping was becoming vital—customers wanted more interaction with brands. But launching something new at a major fashion house typically means long timelines and big budgets.

They took a different approach: a 21-minute pre-recorded livestream called "STYLE LIKE A BOSS," hosted by two German fashion influencers, shot entirely on a smartphone with a $14.99 professional app. Integration was completed in just two weeks.

The results proved that premium brands don't need premium production costs. They achieved a 135% engagement rate with 650 loyal viewers, 92% viewer retention from newsletter and Instagram traffic, and 5-minute average session duration.

The success was so clear that BOSS committed to full live shopping integration across both BOSS and HUGO online stores. As they put it: "Live Shopping is increasingly vital. Customers want more interaction."

"Live Shopping is increasingly vital. Customers want more interaction."
— BOSS Team

Key Takeaways

✓ Live shopping doesn't require massive production budgets—a smartphone can work
✓ Pre-recorded content reduces risk while maintaining live shopping benefits
✓ Influencer partnerships bring built-in audiences to your stream
✓ Fast implementation (2 weeks) means you can test and iterate quickly

Source: Bambuser (2024)

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