"WE DON'T EVEN LIKE
SCIENCE..!"
PAPÀ is....
OBSESSED. We are obsessed with the human mind and the science behind consumer behaviour (some may even call it a problem). We are a consultancy led by behavioural science and use scientific methods to explore neurological, biological, psychological and societal factors that influence purchase decisions. What makes us unique is our extensive knowledge of luxury fashion, retail management & operations, consumer lifestyle and fashion media. Our leadership team have amassed almost eight decades working within these industries.
We are effective by our ability to act as one. Our scientists are academically qualified in fashion and consumer psychology, while our strategic & retail consultants have worked with some of the world's leading brands. We are disabused of the notion that two brands are alike, therefore our approach is tailored to the specific needs of each client. We use in-house and global data including evidence-based techniques to create solutions that enable our clients to make informed business decisions.
THE RING LEADERS
Jeremiah
Head of Behavioural Science
A behavioural scientist with a specialisation in consumer and fashion psychology. During a 19-year tenure, Jeremiah has worked as a creative director in menswear, brand consultant, editor-in-chief, and publisher of numerous fashion and lifestyle publications.
As strategic counsel, Jeremiah uses scientific approaches to identify opportunities where behavioural interventions can be applied, which offers our clients a competitive advantage, including a unique perspective on factors that influence behaviours within the fashion industry.
Equally, as former deputy chair and steering committee member of two NHS services providing emotional, psychological and social care services for adults, Jeremiah works with brands to incorporate initiatives that foster ethical practices that consider the impact of consumption on mental health.
Bruno
Head of Brand Strategy
A strategist with more than 20 years experience in identifying consumer needs and delivering actionable results.
During his 18-year tenure as Group Commercial Director for Condé Nast España, Bruno developed and implemented strategies for brand, content, communication and advertising, for fashion and beauty industry-leaders in collaboration with Vogue, Glamour, Vanity Fair, Condé Nast Traveller, GQ, and Architectural Digest.
Bruno works with our clients within the beauty, fashion, luxury, automotive, and hospitality industries to grow and adapt their businesses and solve their most complex challenges.
Anwar
Head of Retail Management
An expert with a focus on retail management. Throughout his career, Anwar has helped brands such as Versace, Uniqlo, Tom Ford, and Guess strategically market and scale their businesses to millions of consumers.
As program director of the Master of Management in Retailing at one of the world’s most prestigious universities, Anwar uses his experience to educate future industry leaders on consumer behaviour and strategies that personalise and enhance the consumer experience.
Similarly, as head of our retail management division, Anwar provides solutions for our clients with boutiques and/or digital consumer channels, in becoming more dynamic when attracting new consumers while continuously meeting the demands of their existing customers.
BSc (Hons) | MSc | MBPsS
BA | MA
B.S | M.B.A
Richard
BA (Hons)
Head of Retail Design and Development
Laura
BSc (Hons) | MSc | CPsychol
Head of Consumer Journey
and Activation
Omer
BA (Hons) | MA
Experience Design Lead
A fashion psychologist, with a 12-year background in clinical psychology and a specialisation in psychotherapy.
Her work has explored the influence of the fashion industry on society‘s values system and consumer choices, including,
the influence of beauty and the repercussions on wellbeing. Her latest research focuses on the future of the fashion modelling industry from the models’ perspectives.
As a mental health care worker at NHS service, she is specialised in identity construction mechanisms, and supports our clients by applying this knowledge to enhance their understanding of consumer choices and the awareness of identity.
Laura also supports the mental health of our fashion professionals, with whom she works to develop sustainable and ethical practices, and creating healthier working environments.
An artistic director who possesses a strong command of psychological principles and creative execution.
As a music therapist, Omer has used music to create interventions that have supported the well-being and personal development of service users.
As part of our experience team, Omer is tasked with using his knowledge of human reactions to sounds and visual communications, to create fully branded experiences and environments. This knowledge leads to an improved customer attitude, which contributes to increased sales and helps develop strategies that provide cues to customers for how they interact within retail environments.
Owning to a comprehensive understanding of experience maps and consumer journeys, Omer works with our clients to construct retail experiences that meet their needs, and translate into clear, actionable and creative strategies for their consumers.
A specialist with over 18 years experience in design leadership delivering architectural solutions for global brands.
Throughout his career, Richard has managed the design, engineering, development, and implementation of commercial spaces for retail leaders such as Hugo Boss, Swarovski, Pernod Ricard, and Nike.
As Head of Retail Design and Development, Richard works intimately with internal departments to develop architectural and design solutions, that enhance the consumer experience and exceed our commercial business partners.
Richard also utilises insights generated from our internal research to design and lead in making innovative and impactful consumer journeys for our clients with commercial premises and those with short-term retail environments such as pop-up shops.