It all started with a spark — the kind of spark that happens when real-world industry meets classroom curiosity.
Earlier this semester, Franklin University Switzerland kicked off its Meet the Manager 2025 series with a powerful visit from alumna Beatrice Revay ’97, now Head of Global Product Management at Hugo Boss. Her story — from Franklin student to fashion industry leader — lit up the room, not only with inspiration, but with opportunity.
And from that moment, a new journey began.
In her talk, Beatrice gave students a behind-the-scenes look into the lifecycle of a fashion product — from ideation to market launch — breaking down everything from advertising strategy to production timelines. She spoke candidly about the inner workings of Hugo Boss, the brand’s celebrated “Double B” marketing vision, and the importance of cultivating a balanced and passionate career.
But it was what came next that truly made the room buzz.
Claudia Tschimben, Team Leader of Global Product Management for Women's Accessories, stepped forward to introduce a unique opportunity: a Hugo Boss case study challenge, designed exclusively for Franklin students.
The challenge? To conceptualize, brand, and strategize the launch of a new sustainable accessory under the BOSS label— one that would align seamlessly with the company’s commitment to craftsmanship, innovation, and environmental responsibility. 
TWO VISIONS, ONE PURPOSE
Over several weeks, two dedicated teams of diverse Franklin students — majoring in management, marketing, fashion studies, and comparative literary and cultural studies — took on the challenge. Guided closely by Franklin business faculty, they transformed theory into practice, crafting two complete, end-to-end business proposals.
They were not just students anymore — they were brand strategists, product developers, and sustainability consultants in the making. The task involved conducting an in-depth market analysis, developing a branding and pricing strategy, proposing a plan for sales and distribution, and designing a marketing and promotion plan.
One team introduced The Venus Tote — a consciously designed, convertible handbag for professional women navigating fast-paced lives. With a focus on refined design, eco-conscious materials like Piñatex and Desserto, and features like laptop compartments and interchangeable straps, The Venus redefines work-to-weekend style.
The second team presented a Smart Travel Duffel Bag — a high-functionality, tech-integrated bag that tracks air mileage, syncs with airline loyalty programs, and tells a sustainability story with every journey. Crafted from materials like mushroom leather, recycled nylon, and hemp fabric, the duffel was positioned to resonate with Millennial and Gen Z consumers seeking purpose in their purchases.
Both projects reflected different angles of the same mission: to merge fashion with values, luxury with responsibility, and elegance with innovation.
FROM FRANKLIN TO COLDRERIO
On April 11, the journey came full circle as students traveled to the Hugo Boss global headquarters in Coldrerio, Ticino. In the sleek setting where decisions shape international markets, the two groups presented their final concepts to Hugo Boss executives — including Beatrice Revay and Claudia Tschimben.
It was a moment of courage, pride, and professionalism.
There, in front of leaders who live and breathe the fashion world, students showcased not just their research, but their ability to dream, to strategize, and to deliver. Their proposals were met with thoughtful questions, insightful dialogue, and warm recognition — proof that their work stood shoulder-to-shoulder with the standards of one of the world’s most respected fashion houses.
At Franklin, we strive to offer students experiential learning opportunities that enhance our students’ career readiness skills. The Career Readiness Pathway Program is central to Franklin’s Strategic Plan and is designed to support Franklin students with practical experiences in their field of studies.
