Students in the Master’s program in Communication Management demonstrated how a merchandise store can become an integral part of a brand through a business field project with XXXLutz.
Everyone knows the Putz family from XXXLutz. Austria’s leading furniture retailer is currently designing something very special for its many fans: a merchandise shop. From teacups to bath towels, XXXLutz enthusiasts will soon be able to purchase their favorite fan merchandise.
To market the planned merchandise store, the XXXLutz Group commissioned students from the Master’s program in Communication Management (2nd semester) at FHWien der WKW. During the summer semester of 2026, they developed creative marketing and communication concepts designed to put the merchandise store in the spotlight.
With the support of coaches Sieglinde Martin, head of study program, and Christof Sauke, academic expert and lecturer at FHWien der WKW, they developed concrete strategies and derived appropriate measures, which were then presented to XXXLutz in a pitch situation.
Michael Grecksamer, head of advertising at XXXLutz, was impressed by the results:
“The students demonstrated how valuable a fresh perspective from the outside can be. Creativity, strategic thinking, and a solid understanding of our brand came together in a very professional way.”
In this way, the students demonstrated that practical solutions and innovative approaches enrich a real-world communication task.