Constantly changing trends not only pressure companies but also force them towards R&D and innovation. Segmentation must be conducted on target groups, which are seen as different groups that react differently to changing trends and are interested in various products. This segmentation can be based on many parameters including geography, demographics and many other settings.

As a result of these parameters, our sociology, anthropology and marketing experts guide you in determining consumer demands, shopping behaviours and brand experiences along with fashion and lifestyle.