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, retail, denim, interiors and design 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.
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.
Identify a new market or inspire your design and marketing teams with an itinerary custom-made for your needs.
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.
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.
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?
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.
We know one size doesn’t fit all, which is why we develop new strategy, product and innovation solutions with you.
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
Director of Operations
STRATEGIC. COMMERCIAL. Clare is driven by unlocking the full value of creative & strategic minds. After studying fine art, she worked across marketing, licensing, creative and design industries. With more than 15 years management experience in international agencies, she specialises in ensuring that client’s briefs are met with strategic and innovative solutions. For Clare, the future has unlimited potential.
Head of Mindset, LATAM
CREATIVE. STRATEGIC. Daniela uses her creativity and strategic thinking to study new behaviours and develop business insights for industries that want to understand their consumer. With 10-year experience, she used to be an entrepreneur and for the last 7 years at WGSN has been working with clients from different industries throughout Latin America. Through strategic thinking and an action-driven approach, her projects always have the goal of showing how trends and insights must be turned into specific, measurable and profitable actions aligned with the overall business goal. For Daniela, the future is collaborative.
Consultant Director, APAC
GLOBAL. THINKER. Greer is a frequent traveller, forever curious about places and people. With a background in fashion design across Australia and the UK, Greer moved into trend at WGSN, working with clients across Asia Pacific and globally. Specialising in a ‘glocal’ approach, Greer’s international experience enables her to understand consumers and disseminate trends to a local level and collaboratively define effective brand strategies. For Greer, the future is about connections.
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.
EMPATHIC. INSPIRED. Bruna is passionate about people and feels deeply inspired by their journeys. With a background in Fashion and Psychology, Bruna joined the WGSN's team in 2009. Since then, she has been developing bespoke consultancy and innovation projects as well as trend forecasting for Mindset clients. She is a true team player that makes client's needs come to life in an innovative and creative way. For Bruna, the Future is having the ability to change.
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.
INSIGHT. HUNTER. Mich unfolds opportunities by diving into consumer behaviours and market movements. Mich has been obsessed with digital branding since her LA days, where she delved in strategic roles at start-ups and agencies before joining the trend playground. Mich utilises WGSN’s trend insights with a contemporary perspective in branding to help uncover clients’ competitive edge for market disruption. The future is driven by creations for humanity.
PRAGMATIC. INVENTIVE. Rachael has a penchant for inventive work that is balanced by personal pragmatism. With a background in qualitative and quantitative policy, economic, and retail industry research, Rachael joined WGSN Mindset to help back design research with data. Rachael is always in the know regarding consumer trends staying in touch with the latest and greatest in all kinds of global media, consumption patterns and habits, retail industry shifts, and the economic and sociocultural factors that are actively affecting our clients. For Rachael, the future is grassroots activism.
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.
Mindset thought leadership
How to be an agile brand in the face of deglobalisation?
November 26, 2017 | Greer Hughes
Futures NY: 4 strategic questions that brands should ask to guarantee success in 2018
November 21, 2017 | WGSN Insider
What should brands do when consumers don’t fit into boxes anymore?
November 9, 2017 | Greer Hughes
The Luxury Conundrum: Addressing Exclusivity in the Age of Inclusivity
October 25, 2017 | Greer Hughes
Digital assistants, the evolution of voice recognition and what it means for brands
October 20, 2017 | WGSN Insider