Contents About Free People Target Market SWOT Analysis Brand Extendtion-Rural Kids Mood/Theme Board Promotional plan development Press Release
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ree People, a specialty women’s clothing brand, is the destination for bohemian fashion that features the latest trends and vintage collections for women who live free through fashion, art, music, and travel. The brand offers a wide range of products from apparel, to accessories, intimates, outerwear, home, and beauty – all reflecting a high level of quality, invoking attributes of femininity, spirit, and creativity in its design, while creating the perfect festival clothing. The vintage collections are exclusively available on FreePeople.com, and are bursting with rare personality and eclectic history.
Target Market
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ree People has shed its junior image and evolved into a more mature, contemporary brand. This allowed twenty-something women to appreciate the line of clothing that catered to their intelligence, creativity and individuality, while keeping with its great quality and affordability. And just who did we want to reach: a 26-year-old woman, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A woman who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street.
S W O T
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hat is a SWOT analysis you ask? We have you covered. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis can be carried out for a specific project, organization or even a whole sector. This analysis leads to a richer understanding of what the project or organization can offer, the key weaknesses that need to be worked upon in order to succeed, and where to bring in external partners for assistance. In short, identifying and mapping the internal and external factors that are either assisting or hindering you from reaching your goal is key in making it happen. A SWOT analysis will do so as such and mybe even more. We have created a quick SWOT analysis snapshot for Free People for your viewing pleasure. It will give you more of an idea of how we came up with this brand extension.
Strengths 1. Unique brand image 2. Social Media/ Web Presence 3. Quality clothing materials 4. Has strong sister brands (UO and Anthropologie) 5. Customer Loyalty
Weaknesses 1. Prices may be high 2. Specific target market 3.Exclusiveness of brand 4. Lacking in large sizes 5. Limited advertising
6. Shopping environment is visually pleasing and welcoming
Oppportunities
Threats
1. Expansion and growth
1. Cheaper options such as
2. Innovation
(Target, TJMaxx)
3. Online and catalogue shop
2. Competition with other fast fashion brands
4. 173.6 billion dollar industry when entering children clothing (fashion bi)
3. Has been tagged as culturally and socially insensitive
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Rural kids
ree People is proud to introduce our new brand extension Rural Kids. Our vision for this line is to create a brand new start by using sustainable fabrics, natural dyes, and ethical production. We want parents to have a piece of mind and know that we are producing the best products for their children. We want your children to be and feel comfortable in our breathable fabrics. Our collection is inspired by the outdoors to advocate nature exploration and to be who they are. Through our SWOT analysis, we have an opportunity to broaden our target market, join the children’s industry, and to compete with our competitors. We also want to strengthen our brand image and take steps to becoming a more sustainable brand.
Mood
growing w
with style
Board
Promotional Ads Now that you’ve seen our inspirations and mood for our collection, these are the campain ads for future posts. The way you can follows us and track our new brand extension is thourgh our socail media platforms: Twitter, Facebook, Instagram, and Youtube to name a few. For our print and billborad advertadising, please continue on to the next page.
Print & Billboards Ads
Press release U.S based Bohemian apparel and lifestyle retail company, Free People, is proud to announce the release of their new children’s line. Rural Kids is a new extension to Free People and broadens the opportunity for mothers to find their clothes along with their children. The announcement comes in perfect timing as the launch day is set for June 28th 2018. The launch will first happen online in U.S market only and later branch into stores and for worldwide sales. The brand is pleased to be able to provide a line of children’s clothing that is natural in fabrics and dyes along with ethical in production. This will be taking one worry away from the mother who doesn’t want to think twice about what their child is wearing. Free people is keeping true to their nature themed brand by keeping the focus of this launch toward the outdoors, encouraging kid to go outside and “Grow in Style”.
Sources *Pictures; 1. Google 2. http://haileyfariaphotography.com 3. https://ewmccall.com 4. Lexy’s cousin Information 1.freepeople.com 2. https://www.mindtools.com/pages/article/newTMC_05.htm 3. https://issuu.com/charbritten/docs/freepeople_movement_project