AMELIA
ORSLER
FREE PEOPLE
2 0 1 0 2 4 8 7 2
N A T U R A L I N D E P E N C E
CUSTOMER PROFILE TREND CONCEPT PRIMARY IDEAS COLOUR PALETTES, MOODS, YARNS, TEXTURES & FABRICS
SILHOUETTES TREND PACKAGE
CONTENTS
TABLE OF
4 5 6 7 8 18 19
BRAND ANALYSIS
BRAND ANALYSIS Free People Free People is a brand founded in the 1970's in Pennsylvania, America. After researching I realised they had a clear picture of what their target market was; 'a twenty six year old girl, smart, creative and confident in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with travelling and hanging out and everything in between' Free People says it conveys an image of femininity, courage and spirit. It has a target audience of a young female customer base. The brands aim is to create unusual and unique experience for all different kinds of women. It has a free spirited vibe all round, and you can see that clearly throughout their collection of clothes these include; bohemian, festival, beachwear, floaty materials, any element of clothing that emulates the word ‘free’. Free People’s demographic is a young woman aged in their twenties, who enjoys being creative and independent. She is open about her style, and enjoys the outdoors. She has big aspirations in life, that may be dreamlike but achievable.
CUSTOMER PROFILE
India Ashor
Interests & Opinions India is a student at Falmouth University, she enjoys travelling, attending music festivals, drawing, photography, yoga and meditation. She is influenced by fashion and music, enjoying the concept of live - living happy go lucky. Social media She regularly checks social media such as Facebook and Instagram, using Facebook to communicate with friends and family and Instagram to post pictures of her day to day life. However India doesn’t feel the need to be constantly on social media as she has more important activities to do. Fashion Needs She is a keen advocate of feminism, and enjoys shopping at clothes brands that realise feminism is very important and combine it in within their garments. Free People have been aiming their brand at mainly women in their twenties, that are independent and enjoy having a free spirit and are lighthearted. India is trendy and loves keeping up to date with new fashion trends, Free People offers her a platform releasing new garments keeping up with the season. Brands they wear Other brands that India wears includes; Topshop, Urban Outfitters, ASOS and Pull & Bear. Emotional Motivations India is motivated by her friends and family around her, as a young person she believes there is a lot out there in the world to see. She is influenced by people’s own stories, wanting to experience this herself. In terms of buying clothes, she normally looks for something that isn’t too expensive and will only make a big purchase if she really adores the clothing.
TREND CONCEPT Natural Independence -Â Natural (adj): existing in or derived from nature; not made or caused by humankind. Independence (adj): Â not influenced or controlled by others in matters of opinion, conduct, etc.; thinking or acting for oneself Natural independence takes into consideration the importance of making decisions solely without any infliction from unbalanced and biased opinions. By thinking purely , with only the influence of naturalistic aspects around oneself will create a definitive and creative outcome.
PRIMARY COLOUR & FABRIC IDEAS After analysing the majority of Free Peoples online website, I picked out these base colours as they were the most commonly used.Â
Then after analysing these colours, I looked at the fabrics Free People used. This included a lot of products that were 100% rayon and 100% cotton. However in this trend package I wanted to bring in floaty materials such as chiffon and silk.
NEUTRAL TONES
Neutral colours help put the focus on other colours, or if being used as a single block colour it creates a much more subtle affect that the consumer enjoys. Many of Free People's clothing uses these colours, because it is connoting a natural message. In the trend package there will be many neutral tones used, such as stone, earthy colours, sand and shade of beige.
FABRICS, TEXTURES & YARNS
PEACH ORANGE
Peach orange is a becoming a popular colour used in spring/summer collections because of its vibrancy and energy. It creates a warm and summery feel to any garment of clothing. Garments such as trousers would be an interesting item to dye peach orange, with a green leaf patterns on it. By focusing on the colour aspects and differences of both peach orange and blood orange it brings out ultimately a warming SS19 collection.
FABRICS, TEXTURES & YARNS
NAVY BLUE
Navy blue will be used in the colour palette because Free People uses it often in a lot of their clothing. It suggests a calm, relaxing effect bringing through peaceful tones. Navy blue contrasts effectively against strong vibrant colours such as peach orange. In the images above, it is creating a mysterious and elusive effect. Blue is a colour that goes well with many colours, it would be a great colour to combine in this trend package
FABRICS, TEXTURES & YARNS
BLOOD ORANGE
Blood orange is a bold colour choice, this is a positive factor. It can be related to sunsets, hot sand and long summers making it the perfect colour to wear in the heat of summer.It pairs well with the neutral colours such as grey, stone, and light beige. It will be used on statement pieces, such as unusual tops or trousers.
FABRICS, TEXTURES & YARNS
PALE MAUVE
Pale mauve is such a delicate colour that really adds a sense of femininity to the collection. It is important that a dainty colour is used in this collection because Free People love to express their creative ideas to do with bohemian apparel, this colour can be used in all sorts of ways and in lots of different types of materials. A light delicate colour will contrast effectively with the other bold colours in the palette.
FABRICS, TEXTURES & YARNS
SILHOUTTES - Neutral
- Navy
- Peach Orange
- Blood Orange
- Pale Mauve
TREND PACKAGE 021 - 63 -30
100% Rayon
These flared trousers are inspired by the 1970s, the material is 100% rayon. Allowing the material to gracefully shape the body in a delicate way. The material falls down to the ground of the floor creating a streamline effect. It is combining Free People's naturalistic style with the concept of Independence as it is an independent statement piece due to the bold colour choice.
016 - 49 - 37
The shape of this tunic is loose and off the shoulder which connotes naturalistic relaxed tones. The fabric is polyester and has a silky satin surface, creating a luxurious illusion. The neck line is made from elastane to pull in and ruffle the material at the top, clinging to the silhouette's body. The colour of the tunic is blood orange, it conveys a summer romance concept to the package.
95% Polyester 5% Elastane
19 -40 - 29
This cropped camisole has a V neck line which draws attention to the tied spaghetti straps looping through the hole of the front. The colour is a deep navy blue, with a thin silk material. It is a light and floaty material, perfect for summer wear.The spaghetti straps are made out of a simple chain that is a light sand colour - mixing with the neutral palette.
039 - 80 - 20
80% Silk 10% Polyester 10% Elastane
14 - 00 - 02
This low cut loose playsuit design is simple and clean cut. It is in the colour of light stone, and made from 95% cotton. The playsuit is pulled together by an elastane band in the waist, showing off the silhouette's frame. The shorts flare off at the end, emulating a lot of Free People's original pieces, the sleeves also ruffle at the ends creating a bohemian style.
95% Cotton 5% Elastane
16 - 26 - 14
This spaghetti strap cocktail dress is a great example of a simple summer evening outfit with a twist. The pale mauve colour makes the dress feminine, adding to this effect is the material used - 100% rayon. Allowing the dress to float elegantly downwards. The ruffles glide diagonally down the silhouette's frame adding a touch of complexity and layering texture.
100% Rayon
All image references Free People photos https://www.popsugar.com/fashion/Free-People-Campaign-April-2016-40737040 https://www.pinterest.co.uk/pin/29273466308024527/ https://www.freepeople.com/shop/loving-on-you-buttondown-top/?category=tops&color=067 https://www.freepeople.com/shop/we-the-free-adorn-me-halter/?category=tops&color=001 https://www.freepeople.com/shop/field-of-butterflies-tunic/?category=tops&color=011 https://www.tumblr.com/search/orange%20flower%20bouquets http://thedailygypsy.net/fashion-inspiration-free-people-catalog/ https://www.refinery29.uk/free-people-festival-collection
Fabric & Textures Neutral https://www.pinterest.co.uk/pin/235946467948216394/ https://www.pinterest.co.uk/pin/445152744408328075/ https://www.pinterest.co.uk/pin/390687336402665757/ https://www.pinterest.co.uk/pin/323555554464737897/ https://www.pinterest.co.uk/pin/444167581983507092/ https://www.pinterest.co.uk/pin/541980136385121744/ https://www.pinterest.co.uk/pin/777011741934808376/ https://www.pinterest.co.uk/pin/527273068845728767/ https://www.pinterest.co.uk/pin/160511174198690218/ Peach Orange https://www.pinterest.co.uk/pin/7248049385344638/ https://www.pinterest.co.uk/pin/717479784354966286/ https://www.pinterest.co.uk/pin/864550459688889399/ https://www.pinterest.co.uk/pin/692006298967094110/ https://www.pinterest.co.uk/pin/554153929140642623/ https://www.pinterest.co.uk/pin/436215913897096595/ https://www.pinterest.co.uk/pin/680606562410329686/ https://www.pinterest.co.uk/pin/423690277438049192/ Navy Blue https://www.pinterest.co.uk/pin/775182154584216330/ https://www.pinterest.co.uk/pin/14847873756437405/ https://www.pinterest.co.uk/pin/336925615865076323/ https://www.pinterest.co.uk/pin/543880092492771804/ https://www.pinterest.co.uk/pin/238127899026249863/ https://www.pinterest.co.uk/pin/417075615486257152/
Blood orange https://www.pinterest.co.uk/pin/436215913897096595/ https://www.pinterest.co.uk/pin/191403052892472151/ https://www.pinterest.co.uk/pin/546624473498366914/ https://www.pinterest.co.uk/pin/268456827759775338/ https://www.pinterest.co.uk/pin/853924779319731929/ https://www.pinterest.co.uk/pin/420664421427286436/ Mauve https://www.pinterest.co.uk/pin/362117626277038513/ https://www.pinterest.co.uk/pin/442760207099365055/ https://www.pinterest.co.uk/pin/114560384257018075/ https://www.pinterest.co.uk/pin/419608890265535119/ https://www.pinterest.co.uk/pin/AWyV5DVtTl92Mt0XIB07C2J3594Vvx9j3T_5dcMrUfhsztQ CxL9Mbwc/ https://www.pinterest.co.uk/pin/855965472900522780/ https://www.pinterest.co.uk/pin/494410865335810631/ Silhouettes https://www.pinterest.co.uk/pin/763782418028539157/ https://www.pinterest.co.uk/pin/153615037260066570/ https://www.pinterest.co.uk/pin/111956740719887007/ https://www.pinterest.co.uk/pin/AaM2Q1MaH7Bt8FCkB8QjofjBWesppocfkakYx3mKQZvUv dZ9j5b9XYI/ https://www.pinterest.co.uk/pin/AcJU7v3Z1WV8zYmYS1cF65ExcAIp7XP2IiqoMB5HX1kW HVSmu2DswIg/
Wgsn https://www.wgsn.com/content/board_viewer/#/68812/page/11 https://www.wgsn.com/content/board_viewer/#/70747/page/5 https://www.wgsn.com/content/board_viewer/#/77544/page/8 Pictures: https://www.pinterest.com/natbarthes/sand/ https://www.pinterest.co.uk/pin/550705860678104904/ https://www.pinterest.co.uk/pin/A-7TUgEQgPUGitdLyYn3s7k/ https://www.pinterest.co.uk/pin/299278337721520231/ https://www.pinterest.co.uk/pin/451908143846232587/ https://www.pinterest.co.uk/pin/383228249520526468/ https://www.pinterest.co.uk/pin/409264684880050319/ https://www.pinterest.co.uk/pin/588493876281732368/ https://www.pinterest.co.uk/pin/418131146645512010/ https://www.pinterest.co.uk/pin/492159065523144047/
https://www.pinterest.co.uk/pin/555068722812326136/ https://www.pinterest.co.uk/pin/374361787767139383/ https://www.pinterest.co.uk/pin/511299363924998030/ https://www.pinterest.co.uk/pin/268456827767013588/ https://www.pinterest.co.uk/pin/43980533841447214/ https://www.pinterest.co.uk/pin/319544536046295631/ https://www.pinterest.co.uk/pin/433893745340459917/ https://www.pinterest.co.uk/pin/648377677573393605/ Colours https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/neutral https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/neutral https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/peach https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/peach https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/peach https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/navy https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/navy https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/navy https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/red%20orange https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/red%20orange https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/red%20orange https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/mauve https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/mauve https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/mauve https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/orange%20red https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/stone https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475 https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/dark%20yellow https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/blue https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475 Fabrics https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/mauve https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/mauve https://www.wgsn.com/library/results/05203404fcb059f74f04b60785839475/mauve https://www.wgsn.com/library/results/7848bacf860a6b21c50e559b6b74d118 https://www.wgsn.com/library/results/6098b242df9311959ab1437fcf574e62 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7 https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7/linen https://www.wgsn.com/library/results/c6db373569d17628c27ecfddc81cd7b7/linen
Clothes https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/blouse https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/blouse https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/blouse%7C%5E Blouses%20%26%20Woven%20Tops https://www.wgsn.com/library/results/757e8eed77de376def62521847966133/trousers https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/dress https://www.wgsn.com/library/results/757e8eed77de376def62521847966133/playsuit https://www.wgsn.com/library/results/757e8eed77de376def62521847966133/%5ECocktail%20 Dress
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