concept m has been advising brands from the fashion and living sector for years. Within the process, we see repeatedly how the socialization of fashion consumers has changed.

Not only have the key fashion images and their visual language changed, so have the sources for the information shaping styles. The online generation no longer thinks in the stately cycle of seasonal collections.

Instead, the younger target groups are accustomed to changes in collections on a two-week cycle.

For the young fashion buyers, fashion blogs are one of the most important sources of information on trends, while the significance of classic fashion magazines has declined sharply in comparison. concept m aims with its research to develop attractive target group models in the current fashion generation which provide information on what horizons to expect in certain age groups, and what instruments to use to reach them.

If you are interested in further information on concept m’s fashion generation research, contact Dirk Ziems (dirk.ziems@test.local).

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