Front cover
Contents 1-2 Key trend drivers 3-4 Macrotrends over the years 5-6 Introduction to positive consumption 7-8 Positive Consumption 9-10 About Free People 11 Trend Personality 12 Colour Palette 13-14 SWOT Analysis 15-16 Trend Summary 17-18 Chaotic Serinity 19-20 Artist Inspiration 21-22 Fixtures and Materials
23-24 Colour Palette 25-26 Trend Personality 27-28 SWOT Analysis 29-30 Trend summary 31-32 The extra scoop 33-38 Primary research 39-40 Key Insights 41-42 Critical path 43-44 Methodology 45 Action plan 46 Team manifesto 47-50 Meeting minutes
Key Trend Drivers - Black Lives Matter -Coronavirus -Immigration -Brexit -US Presidential Election -France Riots
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Macrotrends 0ver the Years 2007 The Female Web
2003 Corporate Social Responsibility
201 Genera
201 New Bricolag Neutral C
2006 The G-Tech Revolution
2010 Future Media Landscapes
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2019 Resilience Culture
2020 Music Powerment
13 ation I
15 ge Living & Culture
2020 Recuperative Living
2015 5D Branding & Retail Futures
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Positive Consumption
Trend 1 Mo
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ood Board
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Trend 1 Mo
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ood Board
This trend uses organic cottons, eco-fabrics, natural dyes and reversible materials. It features a recycling element where old free people clothing is used to make active wear to encourage exercise.
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Trend Personality
Trend 1 Per
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rsonality
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SWOT
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Trend Summary
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Positive consumption is the perfect innovative sustainable strategy for Free People to incorporate into their AW21/22 collection. As the trend compliments the natural aesthetic of free people, it will attract new consumers that have developed a deeper and broader knowledge of sustainable practices, a newfound love of DIY, and a higher demand for saving costs following on from the pandemic. This trend will drive Free People forward in appealing to the consumers’ new core values and needs as well as advertising Free People as a highly eco-conscious brand.
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Chaotic Serenity
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Artist Inspiration
Exhibition at the Tate Modern, London Yayoi found art healing for her own mental health issues and her work is inspirational, positive and uplifting and really shows the power of art. one of her main goals has always been to inspire joy and happiness. She paved the way in the 20th century for women in art and has become enormously successful in the male dominated art world.
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Materials & Fixtures Props vary from large art sculptural inspired pieces to small functional accessories.
Joyful Environment
Trend 2 Mo
Fluid lines in props and pathways through the stor
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Flowing complementary shapes
ood Board Peaceful
Optimistic aesthetics
Visually Calming
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Colour palette
Amber: Happiness, optimism, creativity
Crimson: Passionate, energised, warm Peppermint: Relaxed, refreshed, calm Orchid Pink: Compassion, happiness, calming Ink Blue: Tranquil, secure
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Trend 2 Mo
ood Board
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Trend Personality
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SWOT Analysis
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Trend Summary
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Chaotic Serenity: An original, forward facing, sustainable trend which complements Free People as a brand. Its approach has an avant garde attitude taking Free People to the modern shopping experience. The colour palette lends itself to a European ambiance. Its approach perfectly complements a café culture city atmosphere that wouldn’t fit as well elsewhere. The Japanese maximalist inspired look is combined with an effortless sustainable foundation, bringing Chaotic Serenity as the visual merchandising trend for Autumn/ Winter 2022.
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The Extra Scoop
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Consumer Profile
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Primary Research
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primary research
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Key Insights
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Critical Path
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Methodology
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Action Plan AIMS To present a successful trend report to Free People. To create 2 accurate trend predictions for AW21/22. To reflect on feedback that we receive so we can improve and move forward with further projects.
OBJECTIVES To receive constructive feedback on our trend report from representatives of Free People. To make sure our primary research helps aid our trend predictions. Make sure all primary research is carried out ethically
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Team Manifesto -GIVE HONEST AND CONSTRUCTIVE FEEDBACK -DISTRIBUTE WORK EVENLY AND FAIRLY -RESPECT EVERYONE'S WORK AND VIEWS -COMMUNICATE WITH EACH OTHER REGULARLY
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Team meeting minutes Date: 16/02/2021 Location: Online teams meeting 33mins Present: Lucy Weibel, Susannah Wares, Mia Perry, Maya Gregg, Sarah Lynch Actions from last meeting: Discussed the brief Discussed what we needed to research and who was going to research what Meeting aim: Decide who would research what Brief notes of discussion/actions: Susannah- Sustainable female activewear Maya- Free people movement/ what are free people doing? Lucy- Visual merchandising trends UK/Global Sarah- How brands are marketing globally Mia- Competitors Completed by 18th Feb Date of next meeting: 18th Feb - Put research together into a presentation and start context stage, plan primary research, create critical path and team manifesto Date: 18/02/2021 Location: In person (3 hours) and on teams (20 mins) Present: Lucy, Susannah Apologies: Maya, Sarah, Mia (at work) Actions from last meeting: Team manifesto, critical path, secondary research, planning primary research Meeting aim: Complete team working folder documents Date of next meeting: 19th Feb - Sorting out primary research eg interviews, surveys
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Date: 19/02/2021 Location: teams meeting - 27 mins Present: Lucy, Susannah, Maya, Mia, Sarah Actions from last meeting: Have these been achieved? What needs to be carried over? Meeting aim: to discuss and share secondary research in more detail Date of next meeting: 22nd Feb 2021 Date: 22/02/2021 Location: In person Present: Lucy, Susannah, Maya Apologies: Sarah, Mia Actions from last meeting: Have these been achieved? What needs to be carried over? Meeting aim: EG finalise creative concept Date: 27/02/2021 Location: teams meeting - 49 minutes Present: Lucy, Susannah, Maya, Sarah Apologies: Mia. Has been suffering from headaches all week unable to attend most meetings. Emailed Matt to make him aware. Meeting aim: distribute work for trend report Actions: Lucy- Colour palette and materials mood boards. Maya- Props and fixtures mood boards, artist inspiration, colour palette. Susannah- Macro trends timeline, meeting minutes Sarah- 2 trend personality chaotic serenity and positive consumption. Mia- Read through all secondary research and take out most important parts (Key insights) Date of next meeting: 28/02/2021
Date: 27/02/2021 Location: FaceTime (50 mins) Present: Mia, Sarah Meeting aim: Go through what needs to be done for trend report and talk through each others findings Actions: Briefed each other on what we are doing separately Started trend personality SWOT analysis on each trend Date of next meeting: 02/03/2021 before seminar Date: 02/02/2021 Location: FaceTime (50 mins) Present: Lucy, Susannah Apologies: Mia, Maya, Sarah Meeting aim: Go through what needs to be done for trend report and talk through each others findings Actions: Briefed each other on what we are doing separately Started report Looked over action plan and critical path Date of next meeting: 02/03/2021 before seminar Team Meeting Minutes Date: 02/02/2021 Location: Teams Meeting (2 hours) Present: Lucy, Susannah, Mia, Maya, Sarah Actions from last meeting: Have these been achieved? What needs to be carried over? Meeting aim: Putting together general aesthetic of the report and adding all of the last parts that need to go onto the report
Date: 01/02/2021 Location: teams call (20 mins) Present: Lucy, Susannah Actions from last meeting: Showed and discussed each other’s progress and work and discussed what to do next regarding the trend report Meeting aim: To complete all work which will go into the trend report and gather everyone’s work Date of next meeting: 2nd march - Finalise report
Date: 04/02/2021 Location: teams call (50 mins) 12pm Present: Lucy, Susannah Location: teams call (4 hour) 1pm Present: Lucy, Susannah, Sarah, Mia, Maya Actions from last meeting: Gathering everything to put on the report and finishing work which hasn’t yet been done earlier on Meeting aim: Complete report Rehearse presentation Date of next meeting: N/A
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