09.10.2020

Researching Fashion Week

IMX students analyse the market for Hugo Boss in a hybrid project seminar

Virtual front row: Ann-Katrin Kaimer, Denise Hellmann und Colin Lieb (bottom right, left to right) watch the Boss Fashion Show at Milan Fashion Week.

By Katrin Reil

They’re sitting at their desks at home, in the front row of Milan Fashion Week and in the virtual lecture theatre: Denise Hellmann, Ann-Katrin Kaimer and Colin Lieb are making the most of the hybrid semester in Professor Tobias Schütz’s project seminar "Market Analysis" at the ESB Business School. You can follow them on social media.

Students in their 7th semester of the BSc International Management Double Degree (IMX) are working for fashion label Hugo Boss. Together with four other project teams they analyse the Boss Fashion Show at the Milan Fashion Week and develop a complex evaluation model for the brand success of fashion shows. “We started with the livestream of Fashion Week, which we all watched together. The show was impressive, but nevertheless we are happy to be able to contribute ideas for the future. In the initial phase we cooperate with the other teams, but later we compete with them,” says Ann-Katrin Kaimer.

Denise, Ann-Katrin and Colin mostly work together virtually, but they also get together in person for team meetings every now and then. The other students are currently scattered over three continents. So the team meetings and all the arrangements with Hugo Boss have to be flexible - taking place partly on campus, partly via Zoom and partly at the Hugo Boss headquarters in Metzingen. “Despite hybrid semesters and pandemic conditions, we want to maintain the high quality and practical relevance of our courses. So we are pleased that in this case we are able to implement a concept that works not in spite of, but precisely because of the online elements. We would certainly not have been able to travel to Milan with the entire class,” Professor Schütz emphasizes.

In December at the latest, some of the students from the project seminar will be going not to Milan but to Metzingen. That’s when the strongest team will be invited to present its idea to the fashion giant's head of marketing. Colin Lieb hopes that it will be the CAD Consulting team. “We are currently working out which key performance indicators are most relevant to the marketing goals defined by Boss. We believe that these insights can be a real asset that will benefit Hugo Boss at future events.”

You can follow the "Market Analysis" seminar’s CAD Consulting team via the ESB Business School’s Instagram account. There, the students regularly share their impressions from the hybrid course and their work.