Fashion Media CEO Sean Reed says; “The fashion retail space is no longer dominated by women, but includes a large percentage of fashion conscious men who look after themselves through dress and body. Connecting with these ‘men of competitive spirit’, across multiple touch points, is critical in attracting their attention in this environment.”

A national campaign launched the new Hugo Boss men’s fragrance – SPORT – using print and television coverage and combining a two week period of Fashion Media’s in-store advertising platforms. 13 Edgars and 13 Red Square stores nationally sported creative shop front Hugo Boss Sport windows while escalators, hanging banners and beepers rounded off a complete advertising package.

For more information, contact Sean Reed on 011 562 6850 or email him at