e e fr ople pe
content
02
04
mission
05
company intro
06
the fp customer
08
keep austin weird
10
inspiration
14
the PROCESS
16
the trends
20
THe final LOCATION
26
marketing
mission Free People, a specialty women’s clothing brand, is the destination for bohemian fashion that features the latest trends and vintage collections for women who live free through fashion, art, music, and travel. The establishment of this new retail concept will introduce a new experience for the Free People customer. By introducing one of our Austin locations as an ever changing trend shop, we allow our customers to experience the brand evolve as much as we do. Each room on the second story will be dedicated to a separate trend chosen by the company that will feature more targeted styles. The trends chosen for May are Peruvian Trek, Into The City, and FP Movement. Each trend will be featured in its own separate room and evolve each month. This allows the consumer to have constant updates of styles put forth by the company and create a new experience that will establish lasting relationships.
04
05
the free pe ople customer i s... comfortable independent creative adventurous laidback confident inspiring authentic
Our girls don’t shy from self expression, they thrive in it. By shopping at Free People, she’s given an outlet to express her creativity and welcome anything that life throws at her. Whether she’s sweet, tough, a tomboy, or a romantic, we pride ourselves in providing her with the ability to have it all. Through our passion for adventure and a sense of wanderlust, our customer accepts and welcomes our vigorous and lively spirit.
07
x t , n i t s au The capital of Texas, Austin is the sixteenth largest city in the United States and the fourth largest in Texas with a population approaching 700,000 people. The city is one of the fastest growing in the United States that is home to creative individuals and open self expression. Located in central Texas, Austin showcases numerous music festivals, The University of Texas, exciting bars and restaurants, and a mindset unmatched by any other Texas city. With a motto to “Keep Austin Weird” adopted by eccentric and creative Austinites, and by local businesses small and large, it has become shorthand for all that is hip in the city. I chose to introduce a new Free People store in Austin because of its welcoming spirit to art and creativity. Although Austin loves to support local businesses, by incorporating the life of the city into the new retail location, I believe that it will be a positive addition to its surrounding community and businesses. This new location will combine the aspects of the Free People brand with what makes Austin weird, creating a new experience for the consumer. Whether it’s a loyal patron or someone who is new to the brand, the combination of this store with Austin’s ecclectic atmosphere will help create authentic experiences with lasting customer relationships.
08
09
10
setting the mood My inspiration for the mood of the store is very clean and ecclectic while maintaining the aesthetic of the Free People brand. By incoporating the casual and artistic vibe of Austin, I wanted to achieve a balance of minimalistic harmony while remaining vibrant and free. I also wanted to incorporate nature into the store, allowing it to blend into the surroundings and create a very natural atmosphere.
11
n g i s e d store n o i t a r i insp My inspiration for the interiors of this Free People location are taken from previous FP stores, ecclectic tiling, and incorporating the spirit of Austin, Texas into the confines of the space. While maintaining the aesthetic of the Free People brand, I wanted to create a retail space that showcased an appropriate amount of product without feeling clustered. By establishing a balance of space with the amount of product shown, this new Free People location will benefit it’s surrounding community and the brand ideals.
12
13
s s e c o r the p
14
15
16
the trends PERUVIAN TREK Trail-blazing prints and sunseeking silhouettes signal the start of a new season.
INTO THE CITY Street style stripes and easy silhouettes set the tone for a game-winning season.
FP MOVEMENT Movement finds its way into all aspects of being, nourishing the mind, body, and soul through yoga, dance, running, or your exercise of choice.
17
t u o y a l final
20
21
22
23
24
fp me #fp austin
25