The era of hyper-segmentation signifies a shift where the traditional distinction between premium and value-for-money brands is being redefined based on individual consumer preferences.

This suggests that conventional brand strategies are no longer sufficient to gain broad market recognition.

In this presentation, we will explore the background of the hyper-segmentation era and examine effective brand strategies for this new landscape. Additionally, through the case study of HOKA, we will analyze:

• Customer segmentation strategies

• Messaging strategies that resonate with consumers

• Algorithm-driven channel strategies

This session will provide insights into how brands can adapt and thrive in an era where consumer preferences are more diverse than ever.