REsearch methods
To better understand the targeted consumers, ages 19-25, preferences, behaviours and awareness toward premium and luxury fashion, a survey and four focus groups were conducted. The survey was designed with closed ended, multiple choice, scale and frequency and open ended questions to gain qualitative insight into the respective ideas surrounding luxury fashion and Boss as a brand. The focus group questions were designed as open ended and more conversational questions to gain quantitative insight to each group member's understanding of Boss, what they would personally see in a luxury brand and if they found themselves belonging to the luxury fashion sector. The questions were aimed to push for a conversation between the focus group members and understand thoughts and feelings surrounding each topic in regard to Boss and luxury fashion.
Limitations were noted from each research method due to various components. In regard to the survey, due to not reaching the full 100 responses, findings were generally limited and there were less diverse answers making it challenging to find different opinions amongst the age group. There was also a lack of reach to consumers in Japan making the cultural response quite small with little to no variation. In terms of the focus group, it was noticed that group bias was more common as some group members preferred to agree with opinions rather than create a conversation to gain more insight. Due to the smaller number of four people per group, the insights did not vary as much as they could have and thus a lot of the data was quite similar, ultimately causing a lack of range.
key research findings
The main findings in the survey had found that 72% of the participants had already shopped at luxury brands and out of this, 64% purchased due to liking the style of the product. Positive experiences including happiness, euphoria and excitement when purchasing a luxury product although only rated this a four out of ten indicating moderate relevance. Those who had previously shopped in store had also mentioned that store activations had improved their connection and perception of the brand and its offerings. In terms of developing the range for Boss, it was noticed that 74% of survey participants preferred quieter luxury branding compared to big and overused logos and the fitted silhouettes were fitted, structured and oversized. Finally, the values that consumers seek when buying luxury include sustainability, high quality, cultural influence and affordability.
Further research concluded that through combining a BOSS X S.Coups collaboration within Japanese culture could solve a problem of BOSS localising their image by connecting Japanese consumers through a familiar cultural lens of someone they already admire and trust rather than a western influence who they don’t particularly resonate with. According to an article by The Korean Times, from January 1st to June 30th in 2023, 2.75 million people attended K Pop concerts in Japan which is a 12 per cent jump over 10 years. This clearly indicates how Japanese culture welcomes Korean culture and how Japanese youth clearly resonate with an artist like S. Coups.
Across the four focus groups it was noted that all participants consistently associated luxury fashion with exclusivity, high quality materials and brands including Chanel, Gucci and Prada. The participants admired luxury fashion for its emotional story telling and connection however most viewed it as unattainable and unaffordable especially for younger consumers. Due to this, brand loyalty was low however through accessible luxury including beauty and fragrance participants showed loyalty to brands including Jo Malone and Channel and mid tier luxury brands including Aje, Zimmerman and Ralph Lauren. The importance of materials resonated with participants as materials such as silk, leather, wool and cashmere were viewed as luxurious materials typically found in high fashion. Sustainability and durability were qualities that participants valued as well as products that typically signal quiet luxury. BOSS was perceived as a professional, corporate and masculine brand suited to the businessman and was admired for the tailoring, high quality and aspirational identity. Suggestions were made to slim down silhouettes, provide stronger cultural localisation and explore options for women. Overall participants explored and discussed how BOSS can bridge timeless sophistication with modern accessibility and cultural resonance.