CONTENT The site, designed very much like a TV ad, has minimal text on the main page. For the main page, I think the idea is to keep the site visitor on the site for as long as possible, and hence the audiovisual techniques used here and the limited text ( seeing images are presumably preferred over seeing chunks of text in an advertisement) Thus, the site visitor  'watches' this site rather than 'reads' it. In this way, Hugo Boss would have gotten and held the site visitor's attention and possibly, generated interest in the products. This probably explains why there is lttle text on the page. Also, the text appears in the form of short clauses and demands that one reads them slowly (due to the speed of the animation). 

Product information is linked to this page and just a click away. Apart from the link to product information, the site contains three other links: two which take the visitor to pages with material rather unexpected for a website advertising products— a personality test and a make-a-movie page; and one which ‘tricks’ the visitor into clicking on it and hence teases her/him— the ‘smell it’ link. 

I think these pages also show how Hugo Boss takes the site visitor into consideration when setting up the site. For instance, the personality test. Although it seems that regardless of which answer you choose out of the two or three available options for each question, you always end up with the same personality assessment (which leads one to think that the test is really a questionnaire for Hugo Boss to understand and gauge consumer lifestyles, preferences, expectations etc for its own marketing interests), Hugo Boss remembers that you might be a busy, impatient or easily distracted web surfer and provides after the 8th question (you find out in the end there is a total of 14 questions), a note to tell you the number of questions you have left to answer (arguably, Hugo Boss might have vested interests in your completing the 'test'/questionnaire). 

These last three links, though seemingly irrelevant to the marketing of a product, but by encouraging consumer (or potential consumer) interactivity, may boost sales in the long run—visitors clicking back to the site for these pages might develop a ‘brand loyalty’ and preference for Hugo Boss products.

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