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In the field of marketing, a trend study is a forward-looking exploration aimed at revealing emerging and future trends. It examines a wide range of topics such as lifestyles and consumer behavior, and can focus on specific sectors like retail, hospitality, or fashion. Trend studies, widely used in the fashion industry, are generally produced by recognized experts in the field. These studies may be made available free of charge by communication agencies or consulting firms, which use them to refine their strategic positioning. However, when these studies are produced by agencies specializing in trend analysis, they are generally offered for sale. A concrete example of a trend study available on the market would be:

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