Competitor Benchmarking allows you to understand your competitors performance individually and its trade performance. While trend performance allows you to understand what is trending in the market

As a best practice, you are encouraged to narrow down your research to a certain segment as not all brands in the market would have the same target audience. To do so, you may select several retailers or brands most relevant to you. This would give you more accurate research and you would have a better gauge of what is trending within a specific market segment.

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