TREND REPORT
Free People
Trend Prediction AW21/22
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6
10
12
14
Introduction
Key Trend Drivers
The Eccentric Consumer
Key Insights
Active Wear
20
22
26
30
32
Key Insights
Visual Merchandising
Digital Upsurge
Key Insights
Conclusion
CONTENTS
Free People
Trend Prediction AW21/22
HELLO!
Welcome to our introduction to our trend report.
A
s a team we have looked into the upcoming trends for A/W 21/22, in keeping with Free People’s ethos and brand vision, as well as uncovering some ways in which the brand can develop with the ever-changing world we live in. Our aim as trend predictors is to encourage you to think about upcoming issues, advancements, innovations and how this will apply to fashion and lifestyle choices in the future, while bearing in mind the Free People Activewear and Wholesale strategies, both VM and digital.
Our predictions stem from a plethora of supported and credible material of history, theory, current statistics and all importantly what our consumers want going forward. We recommend that you consider our viewpoint on what we expect to grow and become the normality in 2021 & 2022 to benefit your future business and brand evolution.
Come and take a look
Fig 1
Free People
Trend Prediction AW21/22
KEY TREND DRIVERS The Covid-19 Pandemic
The pandemic has triggered a massive change
People want to feel part of something, there is a
will definitely impact our futures for a long time
is uncertainty when it comes to what a ‘post
in most people’s lives over the past year and
to come. The pandemic has made many of us feel isolated, disconnected and anxious due to
multiple lockdowns, tiered systems and rules. Having said that there has also been an insti-
gation of community and coming together, even if it is from a distance.
need for safety and self care. In addition, there Covid’ world will look like, the apprehension of
when we can finally step outside of our protected bubbles and normally work, travel and so-
cialise again. Therefore, there is a definite need for support, positivity and protection when it comes to our futures.
Fig 2 The first key driver
Free People
Trend Prediction AW21/22
KEY TREND DRIVERS Health and wellbeing
Health and wellbeing have been on the rise for
Mental and physical health is so important
many years now so there is no surprise that next
especially in difficult times like these. There has
year we will see this trend in full fruition, especially
been a huge rise in awareness surrounding
after a year of self reflection and focus. People
mental and physical health that we see this in
are more educated and have more time now
our fashion and lifestyle choices everyday and
so are now watching what they put into their
this will only greaten as we experience freedom
bodies, whether that is for dietary, ethical or
and see in an increase of attitudes to seize the
health reasons, as well as exercising their bodies
day.
and therefore their brains.
The second key driver
Fig 3
Free People
Trend Prediction AW21/22
THE ECCENTRIC CONSUMER Who are they?
In a post pandemic world as we start to see restrictions
change in society and use this to forecast future trends
we will see a new sense of liberation occur resulting in a
suggest events and stages of society and history repeat
being lifted and freedom beginning to return, it is likely more eccentric consumer who wants to break free after
a duration of feeling restricted and trapped. We will see a new found buzz of social gatherings and a burst of cutting-
edge creativity which will be supported by innovations in entertainment resulting in greater found freedom of selfexpression. As we start to see the consumer bursting out
of the cocoon they’ve been in during isolation we will find we are seeing an eccentric consumer.
The eccentric consumer will find themselves interested in a more vibrant social life and this will be reflected
through their behaviours, interests and fashion. We will see this because history and social psychology offer insight into how the current pandemic could change consumer behaviour and develop trends. By drawing
parallels from history and analysing the roaring 20’s we
can see what post war trends occurred during a similar
. This is supported by the social cycle theory which themselves, with implications that there can be social progress to fit the times. Using this theory to analyse the current consumer climate and societal developments it is likely we will see a new roaring twenties emerge.
Fig 4
The eccentric consumer will be bold, social and in
“We had individuality. We did as we pleased. We stayed up late. We dressed the way we wanted”
search of freedom however they will also need to be eased into normality as this may be a daunting, new
experience. This is where we will see emerging trends
of comfort and protection developing in order to calm the eccentric consumer and make this a fluid and comfortable transition process. The protected eccentric trends we will see will be driven by the need of safety
and assurance; we will see trends emerge such as safe
shopping experiences through advances in technology and protective clothing.
- Clara Bow
Fig 5
Free People
Trend Prediction AW21/22
KEY INSIGHTS
• History and social cycle theory suggests we will see a new roaring 20’s post pandemic • Greater found freedom and self expression • An eccentric, social and bold consumer • A need of comfort and safety to ease into normality • Emergence of trends that offer protection and assurance • Calming VM shopping experiences and protective clothing
Fig 6
Free People
Trend Prediction AW21/22
ACTIVE WEAR Where is it going?
W
e
predict
the
activewear
trend
This also refers to this stepping out and
inspired
safety precautions such as activewear masks
will move into a more comforting, versatile
and
wellness
pathway. With high demand for more support and protection in uncertain times, athleisure
will also have to move in this direction. Home comforts and reassurance are presented in the form of these oversized, padded jackets that symbolise a blanket or duvet, referring to this cocooning effect.
emerging while continuing to be safe. Other
should still be in place along with clothing that can also double as something that can also
be worn not just for sports and exercise but for
around the house, work and socialising. This versatility that we will see from garments suits the post Covid world, the demands of everyday life and increase of working at home.
See our appendix for further research
Fig 7
Free People
Trend Prediction AW21/22
CALMING CANNABIDIOL The new trend on the rise
I
n the current climate of today’s society, anxiety,
fights anti-aging, helps to cure acne, boots
too common. But when you pair this with the
helps to reduce anxiety and stress.
stress, and sleepless nights are becoming far
new trend of wellness and self-care, you are left
with a gap trying to harmonise the two. Enter CBD the new chemical being infused into a variety of products to help us reach a new level of calming and healing.
CBD is the legal, non-psychoactive chemical found in cannabis. CBD is in skincare, food,
drinks, and bedding and is on track to reach as estimated £1 billion by 2025.
CBD’s success has led some to compare it
to the new avocado on toast, but with much better benefits. Its benefits include having anti-
Having an active and healthy lifestyle is becoming a fashion trend all on its own. People
cognition, improved the quality of sleep and
are exercising more as part of the self-care
movement. So why not try to marry the two? We
CBD is also now newly legal in sports as of 2018
are seeing CBD being infused into activewear
experiencing this is because of the amount of
mentally and physically beneficial. We can
effects it has on the human body. It helps to
introducing this clothing in 2019 and having
and is taking this industry by storm. We are
that is not only aesthetically pleasing, but
research conducted showing the beneficial
see this on the rise due to the brand Acabada
strengthen the immune system and as a result
surprising success.
can make the body more resilient. It also helps
to reduce somatic arousal, more commonly
known as butterflies in the stomach. This can cause tense muscles, sweating, and nausea, all negative emotions that hinder motivation and productivity.
inflammatory properties, enhances skin health, To find out further about current products on the market and the history behind it, see our appendix. Fig 8
Fig 9
Free People
W
Trend Prediction AW21/22
e know there is a market excited to try this product and trend as we conducted primary research and
asked multiple people of varying ages, gender,
and athletic ability what they felt about the trend.
Whilst only 7% of respondents are currently using CBD supplements, those that do have
“Yes, this is something I would try - am always trying to find better and legal ways to improve my running ability”
explained that they do experience a decrease
in stress and anxiety and feel more relaxed and less sore after exercising.
Most importantly,
100% of them said they are aware of the benefits
and are excited by the idea and would want to trial the clothing and experience the natural benefits as an alternative to supplements.
- Jake Smith, British Under 23’s record holder for Half marathon
Free People
Trend Prediction AW21/22
KEY INSIGHTS
• Comforting and verstille activewear inspired by wellness trends • High demand for support and protective clothing during uncertain times • Home comforts represent through oversized, padded jackets symbolising a cocooning effect • Emergence of safety precautions such as active wear masks made from breathable fabric • Emerging trend of CBD infused activewear which enforce mental and physical benefits • CBD activewear offers protection and ability to calm a potential eccentric consumer by decreasing stress and anxiety.
Fig 10
Free People
Trend Prediction AW21/22
VISUAL MERCHANDISING Protecting our consumers
S
lowing down the pace for consumers will be
Protection from the post-pandemic future is shown
shopping a much more enjoyable experience.
cocoon-like space. Circles represent connection,
essential, creating a safe space and making
A more mindful approach will be taken, protecting the
consumer’s
minds
through
VM,
boosting
emotional and mental wellbeing. Stores don’t always
need to entertain, they can take away the stresses of everyday life, creating a balance between calm and comfort with a sense of stability.
through curved architecture, creating a reassuring community and comfort, decreasing the consumer’s anxieties about their everyday lives. It’s pleasure
with purpose, embracing guilt-free indulgence and
putting oneself first. A soft muted colour palette would be incorporated with a retro-futuristic attitude,
a happy in-between of past, present, and future, creating a sense of escapism for consumers..
For further analysis see our appendix.
Fig 11
Free People
Trend Prediction AW21/22
SMARTER STORE LAYOUTS
DIGITAL MODELS & VIRTUAL CLOTHING
D
ue to the pandemic, stores are having to completely
store strategies may even continue to be implemented in
3D tech allows brands to visualise clothes which haven’t even
Emerging brands The Fabricant and Dress X are leaders
customers as safe as possible, following on from A
being created in person.
in making garments. One of the biggest problems in the
digital and never physical, and the aim is to see if they can
change the layout of their retail space to keep
Different Kind of PPE. By implementing one-way systems, the journey of both the customer and the eyeline is having to completely change.
Although these changes should only be temporary, it is up to Free People to be innovative in their execution of this, and
do something other brands are not. By including advanced
the post-COVID word. online, but only around 50 people saw Consumers like personalised products and exclusivity, which is why many Gen Z consumers will only wear certain
items a handful of times. With the ability to virtually wear these items with no harming impact on the Earth, this will unquestionably continue to be a growing trend.
been made yet, without wasting any materials or resources industry is returns or too much stock, so by helping minimise this in any way is beneficial to sustainability programmes.
This links to the protective trend as these virtual models and
clothing are helping to protect and nurture the environment. During the past year, an increased number of brands have
adapted digital modelling due to physical restrictions.
technology and exciting yet nurturing store designs, these
Start-up brand Hanifa debuted their first collection via an
Instagram live, featuring entirely virtual models and outfits.
consumption. CEO of The Fabricant, Amber Slooten, became concerned about the environmental impacts of fast fashion
when studying in Amsterdam’s Fashion Institute. One of
her purely DIGITAL products sold for almost $10,000. It was a custom dress which millions of people saw her ‘wearing’
online, but only around 50 people saw being created in person.
Consumers like personalised products and exclusivity, which
debut their newest collection through a VR headset, with
handful of times. With the ability to virtually wear these items
their models as digital avatars. Afterwards, they then released an actual game - the first fashion brand ever to do
so. Therefore, it is evident the future on fashion is focused on digital modelling and virtual fashion.
Fig 13
create a more sustainable way of shopping and fashion
It was described as “one of the most creative fashion shows
ever”. Similarly, in late December 2020 we saw Balenciaga
Fig 12
of the virtual fashion landscape. Their clothes are always
is why many Gen Z consumers will only wear certain items a with no harming impact on the Earth, this will unquestionably continue to be a growing trend.
Free People
Trend Prediction AW21/22
DIGITAL UPSURGE
A
ccording to Nikki Baird, contributor to Forbes magazine*, digital transformation
Our current world
= instead of buying low, brands should sell high, and optimize everything in between (a supply chain view). Retailers must focus on the
P
digital value chain by putting lots of effort into
hysical, brick-and-mortar stores have
Pre-pandemic,
with each other and be exciting, as well
of digitisation of the global retail environment.
to work extremely hard to compete
as competing with online shopping and the ‘death of the high street’. An ever-growing trend of the rise in technology, is one way of
creating an innovative store experience. Tech can be used in various ways and for multiple reasons. For example, for experiential purposes
which appeal to mobile users, for increasing
2020
had
already
collecting data about products, customers,
been
and locations, turning that data into insights,
predicted as a vital year in the development With
product
personalisation,
then turning those insights into action.
augmented
reality and artificial intelligence on the rise and at the foreground, some estimations now project that COVID-19 has in fact brought
Fig 14
forward this global digital transformation progress by a minimum of 5 years.
convenience for shoppers, or to promote a retailer’s online presence.
Fig 15
Fig 16
Free People
Trend Prediction AW21/22
CONCEPT STORES Futuristic floors
These are the future of in-store retail. Physical stores as
For Nike, each location is full of innovative features
the past, and emerging in their place is the retail store of
For example, their “sneaker bar” (image to the left/below/
we’ve always known are rapidly becoming antiques of the future - the smart-concept stores. The idea of these
is to use in-store locations as more than just a place to sell goods, and rather these locations will be used to enhance the overall customer experience.
We have just seen Zara open their first smart-concept
store in Bluewater, London, which is a model for their online and in-store integration. It supplies consumers with an omni-channel experience that sets a prime example for the future of retail, and we will definitely see brands following in their path. The new store features a
personal shopper area, an automated collection point,
self-service tills, and dedicated refund tills to ensure the
related to athletics, sportswear, and fashion combined. etc) is a space for fashion-conscious consumers looking for just the right trainers for their wardrobe.
From our primary research we know that consumers
Fig 17
are missing in-store shopping due to the overall store experiences and the ‘day out’ which a shopping trip provides.
As technology continues to evolve, and consumers are
allowed back into the real-shopping world, we will see brands looking for continued new and exciting ways to implement tech into their smart-concept store experience.
experience is “as seamless as possible”.
Fig 18
Fig 19
Free People
Trend Prediction AW21/22
KEY INSIGHTS
• A more mindful approach to shopping will be taken, boosting mental and emotional wellbeing • Curved architecture represents connection, community and comfort • Retailers must focus on collecting data about products, customers, and locations, then turn that data into insights, followed by actions • The future of brick and mortar is being greatly challenged against the ever-growing digital trend • Concept stores are the new way forward
Fig 20
Free People
Trend Prediction AW21/22
T
his is the colour palette that will be trending
CONCLUSION
for A/W 2021/22. A combination of earthy
tones and rich, exotic colours entice us as
Colours | Linking to FP | Trends linking
we move into a new and refreshing time.
The earthy colours connote a grounded and natural aesthetic, referencing our healthy living
and active trend. References to fresh yellows, natural olive greens and fruity oranges shows
this compliment to the outdoors and food
produce. The popping purple and vibrant bright tones also connect to our eccentric consumer
trend as something bold, daring, playful and offer a liberated point of view. This cool blue
also creates a calming ambience along with
the positive yellow, supporting the increased importance of mental health awareness, selfcare and hopeful mindsets.
S
o how can this link to Free People? Free People is a brand that promotes
community, care and wellness, all aspects
that tie into what will be trending. Therefore, with
our advice, Free People should be thriving in the future year with it’s development of activewear, wellbeing products and charity support of
different communities. We also noticed that
Free People heroes this sense of community and connection with it’s consumers, something
that people will be seeking after the pandemic.
Fig 21
This can be achieved through creating personal shopping
experiences,
promoting
exercise
classes in conjunction with influencers who
could promote this lifestyle and Free People’s
products, encouraging a sense of calm with aromatherapy products in connection with your
FP movement collection. There are definitely opportunities for Free People to expand and
improve their popularity and appeal to more customers by keeping our predictions in sight and responding to these future trends.
Thank you