BOSS X WARRIOR

BY FREYA STILLS-BLOTT

pROJECT BACKGROUND

Many countries have a history of warriors, from the Japanese Samurai, to the Scandinavian Viking. These warriors share similar traits: fearlessness, power and bravery – traits that many people aspire to in modern times.

The issue of global modernisation creates a conflict between history and culture, with rapid expansions of technology, commercialization and trends contributing to an erosion of cultural heritage and tradition (Xinyu Li, 2024).

BOSS X WARRIOR is a bold, sharp and empowering capsule collection blending a harmonious balance of history, tradition and cultural heritage with modern timelessness.

The collection embodies the BOSS mindset, as well as the prominent qualities displayed by a warrior- courage, strength, determination, resilience and success.

This collection will appeal to the Japanese market, being a nation that deeply values their rich culture and historical practice, and modern, timeless fashion- particularly within the younger generations- a new market which Hugo Boss aims to capture.

PROJECT PROPOSAL- MOOD BOARD

The colour palette for this collection will be black and white- classic, seasonless and timeless colours of BOSS, with accents of red and blue- strong, bold colours associated with a warrior.

Products will include full length cloaks pieces, tailored “armour” like garments, corseted waistbands, Knee high leather boots, relaxed bottoms that highlight their refined tailoring and reflect cultural warrior dress.

Classic suit fabrication will mainly be used, highlighting the collections versatility and sustainable longevity, along with recycled metal and chain used as a unique pop- similar materials historically worn by warriors.

RETAIL STRATEGY 

Retail stores will immersive and visually captivating- with furniture, walls, and fixtures in a strong, bold colour palette.

During the opening week, flagship stores in Japan will have real samurai characters out the front of the stores where customers can take pictures and instantly be drawn the Hugo Boss store.

Pop up visual demonstrations of Sumo Wrestlers in Japan as a form of guerrilla marketing- as it is a cultural practice and in the top 3 most popular sports in Japan. Sumo Wrestlers represent warrior mentality- determination, focus, strategy, and a professional practice that has been around for over 2000 years (Japan Up Close, 2023).

Similar to Hugo Boss’s current use of ai- virtual 3D models of the collection will be available on their website.

marketing strategy 

Campaigns will include messaging that embodies the warrior mindset.

I envision the main tagline of marketing and promotion to be: “Beyond the Battlefield” and “Be your own warrior. Be your own boss.”

S.COUPS will be the face of this collection. Videos of him wearing the clothes will be filmed in slow motion, using, artistic, low angles to symbolise a sense of authority and quiet power.

As well as fashion videography and photography, a YouTube campaign will be posted of S.COUPS performing a short dance that is strong, powerful and captivating to watch- displaying warrior and boss qualities, whilst also aligning with his dance skill as a Kpop idol. This will appeal to the younger, upcoming generations who adore Kpop and S.COUPS in particular, unlocking a new market for the brand.

These marketing videos will be displayed across big screens in Hugo Boss stores across Japan and globally, the Hugo Boss website, and social media platforms, creating a globally united vision for Boss X Warrior.

Primary and secondary research will be conducted to understand more about the SEAPAC consumer. These include surveys and questionnaires to gain insight into their values and fashion preferences to help shape this concept.  

Before 2nd assignment:

  • Create survey questions, research the method it will be presented.

  • Submit survey online to reach Japan market and global consumers.

  • Gather and analyse data.

  • Conduct focus groups for GenZ consumers- conducted at RMIT university

  • Recruit team members, train and learn concept for store.

  • Create a range of 8 items finalised for capsule collection.

Before 3rd:

  • Interpret and analyse data from surveys.

  • Make adjustments to design, concept, price.

  • Finalise capsule collection.

  • Finalise marketing strategies.

Proposed Survey Questions

  1. What is your age?

  2. What is your occupation?

  3. What do you like about BOSS?

  4. Describe your aesthetic/personal style?

  5. How important is sustainability to you?

  6. Is culture in fashion important to you?

  7. What are your top 3 most worn colours?

  8. How often do you use social media, if so, which apps?

  9. Do you prefer in-store or online shopping?

  10. What qualities comes to mind when you hear ‘warrior’?

References

Hugo Boss, 2025, ‘Strategy’, website, Hugo Boss, accessed 4 August 2025. https://group.hugoboss.com/en/company/strategy#:~:text=Following%20a%20clear%20digital%2Dfirst,exciting%20storytelling%20around%20our%20products. 

@Boss, 2025, ‘@BOSS’, Instagram, Boss Instagram, accessed 4 August 2025. https://www.instagram.com/boss/ 

Armani, 2025, ‘values’, website, Armani, accessed 6 August 2025. https://armanivalues.com/

N/A, 2023, ‘A brief history of sumo’, article, Japan Up Close, accessed 16 August 2025. https://japanupclose.web-japan.org/techculture/c20230315_2.html

Xinyu.L, 2024, ‘Cultural heritage and modernization: The evolution of Lifen neighbourhoods in Wuhan’, report, Urban Planning and Transport Research, accessed 17 August 2025. https://www.tandfonline.com/doi/full/10.1080/21650020.2024.2409683#abstract