The purpose of the hereby presented thesis is to showcase a market oriented research done by Osklen, one of the most relevant textile brands in Brazil. Such research aims to discuss the different aspects regarded by professionals at Osklen, who noticed that some of the franchises were not achieving the expected results. In light of this, a market research was conducted in order to point out the products which were sold the most in certain franchises. Based on that, the conclusion was that some stores sold a specific product in large-scale, while other stores had their sales focused on a whole different product. According to these analysis, the brand decided to run tests in their stores and also changed its targeted profile, so these stores would service a specific customer profile called collection. The tests resulted in a raise in sales, and beyond that, a growth in customer loyalty, proving that each customer has a preference for the store which better fits their needs. Due to the success brought by store segmentation, mixed products and customer profile, Osklen currently acts through three types of stores all around Brazil, in addition to having franchises in five other countries.