1
Free People AW 21/22
Holistic Healing Pages 3-18
Introduction Pages 1-2
FUTURE FORECAST
Action Points Pages 31-32
Digitalisation Pages 19-30
Introducti FUTURE FORECAST
INTRODUCTION
In a world of incredible uncertainty, digital innovation has expanded like no other. Human connection is at the forefront of everyones mind as we navigate through a period of environmental crisis, economical instability and social anxiety. As we navigate through this period of isolation, people are looking to improve themselves internally through the means of wellness, embracing virtual escapism and holistic healing. People are also looking to digital platforms to maintain relationships with others, leading to digital acceptance from all generations. As a result off this we have demanded technological innovation at a rapid rate to keep up with the fast paced nature of society. Concepts that have always been considered far-fetch are now being accepted as the norm as people crave security in fear of what could happen to the planet. An example of this being the construction of the first space hotel by Orbital Assembly Corporation. This report will explore how Free People can continue to grow, expand and remain relevant to it’s consumers in an ever changing and increasingly challenging world.
1
ion
2
FUTURE FORECAST
After a year upended by the global Covid-19 pandemic, and with the uncertainty it has brought with it still pervading in all our lives today, health and wellness has been catapulted to the forefront of all our minds as we are now more acutely aware of the fragility of not only the human body but also the human mind. Consequently, the desire to achieve optimum wellness both physically and mentally has risen exponentially and seen the emergence of new brands and products that seek to satisfy both aspects of this growing consumer demand. Holistic healing welcomes and encourages this new comprehensive perception of wellness embracing ritualistic practices, purposeful products, and holism as consumer’s values are now guided by feeling good rather than looking good.
3
Holist Heali
HOLISTIC HEALING
tic ing
Garbstore x Bone Soda, 2020 4
FUTURE FORECAST
5
HOLISTIC HEALING
6
FUTURE FORECAST
Restoration
HOLISTIC HEALING
FELICITY
TRANQUIL
Stemming from a desire for a balanced body and mind, grounding calming colours offer a sense of escape in a hectic world.
HEATHER 7
COLOUR PALETTE
BLISS
SOOTHING SAGE 8
FUTURE FORECAST
9
HOLISTIC HEALING
DRIVERS
“76% agree
that the pandemic has affected the importance they place on wellness. oglivy wellness gap, 2020.
“ 10
FUTURE FORECAST
HOLISTIC HEALING
Self-Directed
Healing is now self-directed; gone are the times of wellness retreats and clinical experts, the industry is being democratised by consumers who are learning, practicing and then teaching each other mindful methods, harnessing the power of social media platforms such as TikTok to spread their message. Instagram have recently launched their new recommendations feature ‘guides’ providing an additional space for communal learning, and mindfulness app Headspace actively encourages uniting people together with the shared goal of healing the mind for greater overall wellbeing. The future trends that will define wellness will first emerge and ‘bubble-up’ from these growing online communities before spreading to wider society.
Instagram Wellness Guide, 2020 11
CONSUMER DEMAND
“
App downloads have doubled since mid-march. Headspace, 2020.
Calm, 2020
@livjanette, 2021
“
Headspace, 2020
@vip.privv, 2021 12
FUTURE FORECAST
HOLISTIC HEALING
Alternative & Ancient Healing Our perception of medicine is beginning to change. No longer confined to a pill capsule, consumers are hopeful of a healthy future by calling on ancient and alternative practices of the past, such as acupressure. Studios such as, WTHN wellness offer these ancient practices for a true mind-body connection harnessing a multi-sensory journey to truly engage with the soul. Nike’s N7 summer 2020 collection was inspired by traditional indigenous healing methods, acknowledging the restorative powers of the Earth, whilst a collaboration between Garbstore and Bone Soda F/W2020 editorial campaign focuses on activities that help keep a positive headspace, such as acupuncture. The medical industry is also welcoming an unorthodox approach to meditative practices in the form of art, such as Burjeel Medical City whose lighting installation creates a mood of calm using drawing and additionally, the recent #100NHSRooms campaign which saw artwork installed across London hospitals to promote mental wellness. Whether it’s cupping, art, or traditional Chinese medicinal practices the future of healing will take a step back in time.
WTHN - Holistic Wellbeing Studio, 2020 13
ALTERNATIVE & ANCIENT HEALING
Nike N7 Summer 2020
Garbstore x Bone Soda, 2020
Henry Hudson - 100 NHS Rooms, 2020
Burjeel Medical City, 2020 14
FUTURE FORECAST
HOLISTIC HEALING
Tadao Ando - Meditation Space, 2020
Copenhagen Fashion Week 2021 15
Tomoaki Uno, 2020
Elastique
e Athletics, 2020
FUNCTION NOT FAD
Function Not Fad What it means to be healthy is no longer defined by outward appearance and so fickle fads do not satisfy the conscious consumer. Instead, greater value is now held for those brands that truly serve and benefit the human body and mind.
Catwalks and street style alike show an affinity for classic garments that are resistant to trends and change such as the trench coat and suit jacket. Clean cut lines and tailored silhouettes dominate, demonstrating this consumer value shift to practical garments bought for purpose rather than pose, and similarly, wellness architecture adopts such a linear design style prioritising function and restoration. Elastique athletics innovates leading in the market with its unique combination of activewear and wellness in the form of their MicroPerle bead lining which encourages movement of the lymphatic fluid throughout the body during exercise.
Acne Studio F/W 2021
Expect consumers to seek reassurance and evidence of the benefits of new products.
Good Source Snacks, 2020 16
FUTURE FORECAST
Holism
HOLISTIC HEALING
Alo Yoga, the fastest growing activewear brand of 2020, promote not only physical wellness but also offer their consumers a considered support system for mental well-being which is encapsulated in ‘Alo Moves’. This platform exclusively focuses on the mind and emphasises the importance of mindfulness. Liz Beecroft’s collaboration with UNKNWN in the creation of ‘The Sport of Self-Care’ collection connects sport and mental health.
Liz Beecroft X UNKNWN, 2020 17
Liz Beecroft X UNKNWN, 2020
HOLISM
Alo Yoga, 2020
Alo Yoga, 2020
Mind, body and soul can no longer be considered in isolation as society is now undoubtedly aware of the impact each has on the other. It is crucial for brands who want to succeed to consider the entire lifestyle of their consumers if they wish to positively impact on their lives.
Liz Beecroft X UNKNWN, 2020 18
FUTURE FORECAST
DIGITALISATION
Digitalisation
19
20
FUTURE FORECAST
Digi-scape
DIGITALISATION
The pandemic has caused a surge in the eco-conscious mindset, consumers are far more present in society and aware of the environment around them. Driven by technological advances in isolation, people are actively seeking human connection. This is resulting in a steady acceptance of gamification and the digital landscape, impacting the future of fashion business models. With digital and physical realities steadily intertwining, investing in a digital landscape is pivotal for brands wanting to remain relevant. Digital avatars are making an appearance in the fashion industry, offering a new creative outlook that is a sustainable alternative to fast fashion business models. The Fabricant, for example, is a digital fashion house that creates digital-only couture in which customers can see how the garments would look on their body prior to purchase. There is a rise in content-first, product-second mentality, with consumers spending more time in virtual communities. Generating a shift towards virtual apparel will captivate consumers because brands will be able to go beyond the realm of possibility with innovative designs.
“In the future, bricks-and-
mortar stores will only exist if they are technologically advanced with the latest in-store innovations and a fully integrated e-commerce back end” (Markus Eichinger, Wirecard)
N 21
DIGI-SCAPE
Angel Chen X Canada Goose, 2021
Vogue, Taiwan, 2020
Nikita Replyanski, 2020
Aww Inc, Plusticboy X Imma , 2020
The Fabricant, 2020
Studio Acci , 2020 22
FUTURE FORECAST
DIGITALISATION
Social Synergy
A lack of human interaction on a global scale has lead to hollow urban spaces and a desynchronsied society that are heavily reliant on social media platforms. Tik Tok has seen a huge surge in active users, being on track for 1.2 billion active users in 2021 (fanbytes.co.uk), turning the platform into a hub for social commerce. As a form of escapsim people are investing more in themselves, taking up new skills and trying out new products, with a rise in ASMR and creative outlets shown on social media platforms. Brands need to adopt an omnichannel digital presence to maintain engagament and take consumers on a digital journey.
Stephy Fung, Tik Tok, 2020
“In the West, luxury is most
often defined by the physical retail experience (…) In China companies are being challenge to create luxury experiences for mobile first shoppers who often prefer a digital environment and
”
this is driving novel solutions ramalytics.com
Dress-X, Tik Tok, 2020
23
Blossoming Blush
Revitalising Turquouise
Electrical Blue
Refreshing Berry
Nourishing Lilac
Opalescent
SOCIAL SYNERGY
Ivaany for Annaiss Yucra, 2020
Insitute of Digital Fashion X Machine-A, 2020
Stephy Fung, ‘The New order’, Selfriedges, 2019
Rodolfo Olf, Vogue Singapore, 2020
Davina India, Dazed beauty, 2020 24
FUTURE FORECAST
25
DIGITALISATION
26
FUTURE FORECAST
DIGITALISATION
Utopian vs Dystopian The political and social unrest caused by our current climate has forced consumers into two brackets. The consumers who are dwelling on their emotions and embracing these dark moments, opposed to consumers who are escaping into situations of comfort and a hopeful future. Both with this need for digitalisation which has increased because of the pandemic, becoming a familiarity to most.
Taking inspiration from immersion rooms that allow the consumer to experience alternative realities. A key focus on colour and this experiential element that creates a dreamscape or landscape of gore for the consumer. Within these immersion rooms comes elements of fetish and risk, with dystopia and synergy and hope, with utopia. Use these game inspired aspects to create the reality that your consumers are longing for.
Dream Corporation’s O
“The point was never to make
a catwalk show in VR. Our focus is on shared [virtual] experiences that are real-time, live and immersive – a reimagining not a
”
replication.
RYOT, Fabric of reality, 2020.
Cataclysmic
27
Endless Black
Monstrous turquoise
Gore Red Soothing yellow
Laser Orange
Experien
UTOPIAN VS DYSTOPIAN
Otherworld VR arcade, London, 2019
The room: A dark matter, Fireproof games, 2019
Dreamscape immersive, Lionel Hahn, 2019 Mechdyne cave virtual reality room
ncing the fabric of reality, RYOT, 2020
Refik Anadol latent being, LAS, Kraftwerk Berlin, 2019
FUTURE FORECAST
DIGITALISATION
“ Dystopian fashion gave society a
chance to face contemporary problems
”
and pursue a better society
Sanghee Kwon, A Study of Fashion Influenced by Dystopian Ideas
29
30
FUTURE FORECAST
CONCLUSION
Action Points
Consider the use of multi-sensory experiences to promote wellness, creating a space for healing and offering emotional support e.g. in store experiences and online communities. Activewear clothing should make use of grounding colours and function should be at the forefront of design. Innovative fabrics that will enhance performance ensuring the consumer is able to get the greatest benefit from their exercise. Activewear should embody the values it promotes; consider the consumers conscious when buying and wearing product. Ethical and sustainable clothing will contribute to the positive headspace of consumers. Take inspiration and influence from ancient and alternative practices when creating graphics, pattern and silhouettes.
31
ACTION POINTS
Consider adapting a fast fashion business model through the use of digital avatars to provide a sustainable alternative. Acknowledge the need for more body inclusivity, creating digital avatars of different shapes and sizes throughout social platforms to encompass womanhood in all forms. Recognise trending platforms and creating innovative content that stands out from other brands through the use of digitalisation. Provide a virtual narrative and experience that will push the brand promises of wellness, fitness and happiness, used as part of your VM or shared across social media platforms. Stores existing as alternative realities. Alternative realities side by side in window displays. Alternative reality Tiktoks that share their garments related to the alternative realities in the background of the videos. QR code that could be posted throughout shopping centres to immerse consumers in a VR experience and/or lead them to the store. Consider small/localised stores: In gaming (which is an influence of this trend), this sense of exclusivity engages people - engage with this sense of community that the two alternative realities bring e.g. small immersion room experiences in their store or through pop-ups. 32
FUTURE FORECAST
Elisha Burgess Nushmia Hopper Ela Sonpal Ella Oulton Faye Halliwell