Case Summary —

Over the course of 6 months we followed 4 consumers; a skater/techwear lover, musician/hype beast, a vintage undefinable and an on-trend streetwear lover. We dug deep into their city; Liverpool, shopping behaviour, style, product wants & needs and values. With insight from the 4 talents, they helped to create, inspire and feed the Spring Summer 2021 collection for a new younger line, with more attitude from Reebok called Meet You There (MYT). This gave a better understanding of youth culture and evolving style choices.