The Protected Eccentric - Trend Report for Free People AW21/22

TREND REPORT

Free People

Trend Prediction AW21/22

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Introduction

Key Trend Drivers

The Eccentric Consumer

Key Insights

Active Wear

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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