dream byfree people
free people
“Back in the 1970's, a young man named Dick Hayne planted a seed in the maze of streets and trees that make up West Philadelphia, Pennsylvania. He opened a store and called it Free People. Free People nurtured the young people who lived there and shopped there, who looked for a little of their own freedom in the clothes they wore.” “Free People draws, designs, sews, and buys for their girl. They offer her countless options within their own Free People collection, so that even if she takes her best pal shopping, they won't come out looking at all alike. With so many creative and unique designs she is able to express herself through Free People’s collection.”
“She is a free spirit. She wakes up to see the sun shine, stays up to catch a falling star. She is our FREE PEOPLE girl and she is the reason we do what we do. Through all facets of our brand, we look to her, appease her, and inspire her, and sharing with her our collection of made-with-love sweaters, knits, wovens and accessories. We offer it in settings adorned with handmade fixtures. Our goal always is to bring her happiness galore, in every experience that is FREE PEOPLE.”
free people
Archetype The archetypes of Free People are both the explorer and the creator. Free People’s brand evokes femininity, courage, and a free spirit. Free People is for the adventurous and strong woman. Free People is also the creator because they design and create a whole experience for their customer. They build, sew, create, and design every aspect of the brand, from the clothing down to the hand-made artwork showcased in their stores. Competitive Analysis Threadsense is a lifestyle brand catered to the free-spirited and the indie-inspired. The brand is carefree and evokes an exuberant party lifestyle. Nightcap combines loungewear and sportswear in a sexy urban way. Their designs are very flirty and mature. Nightcaps’ concept is that you can wear their clothes from day into night. Gypsy 05 is a reflection of the Southern California lifestyle not only do they use innovative fabrics but have exclusive dye techniques. They offer effortless clothing for women, men and children. Anthropologie, the sister brand of Free People, is brand for women who want to incorporate their personal style not only in their clothing but also in every aspect of their lives. They have a strong and emotional bond with their customers.
free people
The store aesthetic is immediately apparent once you walk into a Free People Store. There is a vibrant and cozy lounging area, where customers can sit back and soak up the lovely surroundings. And all of the Free People fixtures are handmade, right down to the crocheted hangers. Every detail is ornate and beautiful. The store atmosphere allows the customer to have an inviting and inspiring shopping experience. Along with their Free People stores they also sell at Nordstrom and Bloomingdales. I was able to look at Free People from a different view and atmosphere. While visiting I was able to talk with a sales associate who had confirmed the Free People section was their most popular brand there.
junior market
Me-tail The pervasive social media presence throughout the youth has made a large impact on buyer behaviors. Shopping trips to the mall were once a bonding experience within groups of young girls but now, these juniors are opting to do their shopping solo and online. Girls are now more focused on themselves. With sites like Pinterest girls are just clicks away from their own favorite items as well as their friends.
Retail Subsides Brands that were once leading the junior market are now dwindling. Junior brands such as Wet Seal, Pink, Pac Sun are being scrutinized for fraud, bankruptcy, and controversy. We find the junior market with no potential leaders, leaving this unique target market with no concrete ground to shop on.
trend research Neo-Geo Neo-Geo juniors explores the new age nomad through relaxed silhouettes and a return to basics – think primitive, raw and recycled. With an earthy colour palette marbling and abstract geometrics this is a casual collection of mixed denim, knits and handcrafts. -WGSN
US Junior Brands Nasty Gal: offers inspirational designs and details. Elliat: offers feminine designs at fair market price Gypsy Junkies: offers boho-chic festival wear
Essential Items in Junior Market - grunge babydoll dress - sleevless denim top - festival kimono - embroidery or embellishments - geo prints - fringe
opportunity
To create a junior diffusion brand for Free People, to be launched Spring/Summer 14. This brand is for the younger sister or friend of the loyal Free People customer, who looks up to her older sister’s creative, feminine, and courageous style and aspires to discover her own as well.
justification Free People is a leading brand in the fashion industry. With the fall of the junior markets, Free People should capitalize on this target and reestablish a unique and extraordinary shopping experience for the young Free People girl. With their strong online presence, Free People, can truly connect with these influential consumers. Juniors are at the age where they are defining themselves and truly trying to figure out who they are. Free People can go back to their roots and market towards a younger market to establish a life long customer.
lena
Courageous. Beautiful. Eccentric. Her style is unique and youthful. It’s edgy yet pretty. The wave in her hair gives her attitude. The scar on her leg shows her strength. Her eyes depict determination. Her hands adorned with accessories. Her biggest role model, her sister, Nora Her only fear, Nora leaving. Her weakness mint chocolate chip ice cream. Her favorite class, art. Music moves her. New shoes soothe her. She gets a thrill from thrifting. Passionate about painting. Believes there is no thing as imperfection, only originality. She is wanderlust, a traveler. An avid dreamer and lover. She is both easily inspired and inspiring. She is the free people girl.
concept
color palette & fabric deep copper luminesce tea rose pink romance pastel sea midnight dream powder blue amethyst misted mauve dusted lilac airy grey
100% cotton denim
100% cotton chambray
60% cotton 40% modal
100% cotton
95% rayon 5% spandex
10% silk 80%viscose
Low Back Tank Fabric: 60% cotton 40% modal Sizes: XS, S, M, L Skus: 16 Price: $38
Distressed Denim Short Fabric: 100% cotton Sizes: 23 - 29 Skus: 14 Price: $58
Sleeveless Open Cardi Fabric: 10% silk 90% viscose Sizes: XS, S, M, L Skus: 8 Price: $68
Cropped Fringe Tank Fabric: 100% cotton Sizes: XS, S, M, L Skus: 12 Price: $38
Wide Leg Pant Fabric: 95% rayon 5% spandex Sizes: XS, S, M, L Skus: 16 Price: $78
Embroidered Dress Fabric: 95% rayon 5% spandex Sizes: XS, S, M, L Skus: 12 Price:$98
High-Lo Babydoll Fabric: 60% cotton 40% modal Sizes: XS, S, M, L Skus: 12 Price: $58
Bralette Fabric: 100% cotton Sizes: XS, S, M, L Skus: 16 Price:$28
Maxi Skirt Fabric: 60% cotton 40% modal Sizes: XS, S, M, L Skus: 12 Price: $58
Name: Off the Shoulder Top Fabric: 95% rayon 5% spandex Sizes: XS, S, M, L Skus: 8 Price: $68
Distressed Denim Fabric: 100% cotton Sizes: 23-29 Skus: 14 Price:$78
Sleeveless Chambray Fabric: 100% cotton Sizes: XS, S, M, L Skus: 4 Price:$48
Embroidered Slim Pant Fabric: 100% cotton 40% modal Sizes: 23-29 Skus: 14 Price: $88
Embroidered Drop Shoulder Fabric: 95% rayon 5% spandex Sizes: XS, S, M, L Skus: 8 Price: 78$
Colored Raw Hem Shorts Fabric: 100% cotton Sizes: 23-29 Skus: 28 Price: $68
Racer Maxi Dress Fabric: 90% viscose 10% silk Sizes: XS, S, M, L Skus: 12 Price: $88
Dolman Tee Fabric: 60% cotton 40% modal Sizes: XS, S, M, L Skus: 16 Price: $38
Festival Kimono Fabric: 90% viscose 10% silk Sizes: XS, S, M, L Skus: 8 Price: $98
High-Rise Denim Shorts Fabric: 100% cotton Sizes: 23-29 Skus: 14 Price: $68
dream byfree people
Angelique Tatad Fashion Design tatadad@mail.uc.edu 567-204-4442