What is Mindset?

We work with you to identify your next growth opportunity by leveraging the combined expertise of our trend team, our unrivaled insight on future trends and our data warehouse.

How we can help

We help you stay relevant by understanding what trends mean for you, when and how to adopt them.

Regardless of what industry you work in, you need to ensure your brand stays relevant. In order to do this, early insights into changes in behaviours, attitudes and beliefs of consumers and any shifts in culture, economy and technology are key.

These changes are revealed through macro trends. We see them in what we eat, where we live and how we connect with each other. And whether we’re aware of it or not, they dictate the products consumers want and the services they crave. Connecting the dots among future macro trends is a key skill to master to spot your next growth opportunity.

The most important question we ask at WGSN is: “Is this trend right for your brand, given your DNA and target consumer?”. If yes, you need to know when to adopt it.


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Why we are different

We only work on projects where we help:

We know what we can and can’t deliver. If we cannot answer your brief, we will tell you straight away.

We take your knowledge and evolve it:

We are listeners and observers by nature and acknowledge the fact that you know your business better than we do. We build further on your foundations and will use your insights and complement it with our outsider’s view.

We come from your industry:

Our consultants have sat on your side of the table. They come from fashion, design and consumer research backgrounds.

We bring the power of our entire network to you:

WGSN is a truly global community of creative leaders, practitioners, influencers. Working with us gives you access to the network we’ve built over 20 years.

We don’t find problems, we create solutions:

We don’t focus on the problems, we leverage the strengths of your brand to find solutions for your business.

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What we deliver

Creative and innovation workshops:

We are often asked to deliver these workshops to inspire your team and develop their creative thinking. We take trends and big data alongside your brief to co-create alternative solutions together.

Consumer roadmaps and personas:

It is all about your consumer, yet many brands start with their product or category. Alternatively, other businesses struggle to align their teams around their consumer needs and dreams. We can bring your consumer to life and ensure all your teams know who they are, what they want and fall in love with them.

Bespoke trend reports, presentations and briefings:

Whether you are opening in a new market or restructuring your business, we can create an ad-hoc trend report or deliver an in-house presentation.

Retail safari:

Identify a new market or inspire your design and marketing teams with an itinerary custom-made for your needs.

Trend academies:

Build a solid understanding of how global trends translate locally applying brand and market filters to create commercially viable products through these 1 to 5 day workshops.

Retained consultancies:

Have the WGSN Mindset team members as an extension of your team. Involve them in your design and marketing processes, involve them in your executive meetings to spark your best thinking or obtain research about your most pressing issues.

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Questions we help answer

Our clients want us to help them ask the right questions, plus direct them to also find the answers.


How does my marketing strategy need to evolve to capture the attention of Gen Z?

The most successful brands in the world are consumer-centric. With early insights into shifts in consumer behaviours and attitudes from all over the world, we are able to give you global macro trends as well as local nuances. We work with brands to further understand their core audience, grow into new ones and support you to have your internal teams to ruthlessly focus around their needs and worlds.


Who are the key players in the athleisure market?

With eyes and ears across the world, we are able to spot shifts in trends across technology, culture, arts and, of course, consumers. By connecting different macro trends together, we are able to spot emerging new markets and categories as well as new players popping up. We know what your existing, new, unexpected competitors and partners look like.


What does my target persona look like now and in 5 years?

With access to WGSN predictions at five years and retail and consumer perception data today, we are able to work with you to understand what this means for your target consumer.


I want to enter the Brazilian market, what are the key consumer attitudes I need to be tapping into?

When you buy WGSN Mindset, you buy an understanding of global shifts and local knowledge. Our global Mindset experts come from a variety of different cultures and backgrounds and all have a truly internal experience.


How do WGSN’s Vision trends apply to my market?

WGSN macro trends gives you an understanding of how the environment surrounding your brand will change in the next two to five years. But what does it mean for your business? How can you prepare for it and when should you adopt or adapt these trends?

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How we work


Review and revise your brief:

It all starts with you and your challenge or vision.


Start with future trends:

Macro trends across industries at 2, 5 and 10 years are the starting point to build the context of our work together. Substantial trend shifts in consumers, technology, culture, design and retail will change your playing field.


Analyse your market and context:

Zooming in the market in terms of consumer you want to serve gives you an understanding of potential new and future growth opportunities.


Supplement with big data:

Alongside insights into key trends, we rely on our retail, product and consumer big data today.


Filter through our expert network:

We combine the diverse industry knowledge of our consultants to identify the trends that are most meaningful to you.


Co-create solutions:

We know one size doesn’t fit all, which is why we develop new strategy, product and innovation solutions with you.

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Who we are

We are book nerds. We are cultural zeitgeists. We are your customers. We are global citizens. We are frequent flyers. We are from Scotland. America. Australia. New Zealand. France. India. Spain. Colombia. Most importantly, we are your extended team with eyes and ears in 14 countries.

Meet the experts

Clare Preston

Vice President, Mindset

Clare leads WGSN’s global team of consultants to deliver bespoke trend research and data analytics to clients. She believes an understanding of consumer and cultural trends is key to drive innovation and accelerate growth.

With more than 15 years’ management experience at international agencies in London and Singapore within the WWP network and brand management group CBG, Clare helps businesses navigate the future with strategic solutions. She has a masters degree in communications management and has worked with world-class brands within FMCG, fashion and lifestyle industries.

Clare enjoys yoga and wine as well as canine Instagram accounts.

Greer Hughes

Consultant Director, WGSN Mindset

Greer works with clients across beauty, fashion, textiles and electronics, directing projects that provide bespoke creative and strategic solutions. She specialises in a ‘glocal’ approach. Prior to moving to London in 2018 she worked for WGSN across Asia for seven years.

Helen Sac

Consultant Director, APAC

GLOBAL. CITIZEN. Helen thinks big to enable your creative teams to do the same. After studying visual communication, Helen worked across product development and prints & graphics, before transitioning to trend where she worked everywhere from Paris to Seoul. With over 10 years of experience across continents and cultures, Helen enables clients to see the big picture and beyond their day to day to ultimately drive growth. For Helen, the Future is waiting to be discovered.

Kim Mannino

Head of WGSN Live

TREND. GURU. Fully embedded in the trend industry. After studying Womenswear Design at the London College of Fashion, she went onto product development with 3 high end UK designers, and then moved onto trend forecasting, working with 2 global trend offices prior to arriving at WGSN. Kim brings 8 years in the womenswear industry, and 27 years in global trend forecasting, covering all market sectors, to all her client meetings and presentations. For Kim, the future is continually studying the ever-evolving global trends that surround us.

Luiz Arruda

Consultant Director, LATAM

STRATEGIC. CREATIVE. Luiz believes that great stories are told by using both sides of the brain. With a double degree in Advertising and Design, Luiz has been developing business and communications strategies for more than ten years. He combines different backgrounds, experiences and repertoires to build innovative, assertive and future-proof plans for global and local brands. For Luiz, the future is crafted today.

Maria Eugenia Errobidarte

Senior Consultant, EMEA

Maria works across three creative industries: beauty, fashion and interior design, developing strategic solutions for brands. Maria uses her expertise in creative direction and consumer insight to identify white space opportunities, helping businesses bring new products to market and frame relevant and successful customer engagement strategies. Now based in London, she has previously lived and worked in Barcelona and Milan.

Jess Tang


CREATIVE. STRATEGIST. Jess identifies future business opportunities through analyzing trends and consumer insights. Jess spent the last 4 years empowering brands to tell their stories through visual communication and content strategies. Jess helps drive business growth by co-creating future-proof strategies with brands.The future is a work-in-progress.

Chloé Jerrard


CREATIVE. THINKER. Chloe is driven by improving the experiences we encounter with brands & how design thinking can create solutions & enhance our interactions in branded space. With an education in Fashion design, Chloe focused on Trend Insight & CMF design (colour, materials, & finishes) with brand consultancies, delivering consumer research, lifestyle insights, concepts & strategies for global clients in beverage, product, automotive, interiors, hospitality, retail & consumer electronics Chloe focuses on delivering strategic recommendations for clients to future proof their business with bespoke opportunities for action. For Chloe, the future is creativity.

Our global outreach

With 14 offices in key countries and 4 hubs in New York, London and Hong Kong and 95 countries visited yearly we are where you, your consumers and your expected or unexpected competitors are.

Barcelona Cape Town Cologne Hong Kong Istanbul London Los Angeles Melbourne New York Paris Sao Paulo Shanghai Singapore Verona
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