The big store chains and clothes brands analyze and segment people as consumers, so they can offer an "X" product of their taste. The strategy consists in over multiply the offer inside the same frame and renovate it according to the trends.

The segmentation results from the classification of stereotypes, an idea that not only includes tastes but a whole framework of behaviors, values and attitudes that constitute a specific lifestyle. The offer that follow these characteristics is called the planned offer.

Thus, the decision of choosing A, B or A and B within the planned offer becomes irrelevant… the only significant decision has been made by entering the store and by taking in that moment the particularities of the specific stereotype, determining like that the significations of our garment, and by extension, of our lives.