Free People Trend Prediction by Natalia0563

A/W 21/22 Trends

Natalia Sukany Lauren Grummitt Camille Traineau Marina Aparicio de Lucas 1

CONTENTS

4-5 introduction

6-7 key

18-27 wholesale

drivers

8-17 fp movement

28-29 summary

INTRODUCTION

Our trends that we have indentified for A/W 21/22 are grouped around the theme of an emotional response which will be seen as one of the key driving forces to how the consumer will approach their needs. In the current anxiety filled climate there will be a larger focus on mental wellbeing in the coming years. The trends are looking at how we can boost our moods with the use of colour and materials. In the coming years we will be looking to new and unconventional ways to achieve this idea of mood enchancement. From conducting primary research a key point we found was that consumers were apprehensive and anxious to be going back into ‘normality’ after the lockdown, so it is important for brands to make them feel more comfortable in their stores.

“Fear and anxiety are possibly the most common emotional responses any of us will feel as we approach the release from lockdown. Finding a way to pull ourselves through lockdown took a lot of our emotional energy and we may have found a place that lets us cope, and that we don’t want to leave behind just yet.” - Mental health foundation

@riviersneda

KEY TREND DRIVERS

Self-care has become more of a ritual to consumers as they explore themselves more throughout lock down, finding there own way of growth and higher selves.

Shopping experiences before Covid-19 were considered stressful and compared to a chore, consumers would like this outlook to be different.

Consumers are relived to go back to gyms once they re-open as they found once the gym had been taken away so had their daily release.

As a result of lack of interaction over the lock down period consumers have grown more apprehensive, anxious and socially inverted.

“Last week, Nuffield Health reported that around 80% of British people working from home now feel lockdown has had a negative impact on their mental health, while a quarter of those (25%) said they were finding it difficult to cope with the emotional challenges of isolation.” (Guardian, June 2020)

F P M OV

VEMENT

P u s h t h e b o d y, e a s e the mind The main trend our agency has predicted for the FP movement is the idea of combining sustainability with the importance of feeling relaxed. Boosting the consumers’ well-being while engaging in physical activity is an important aspect we feel future trends will comply with.

Lucy McRae, 2021

As we know, exercise is a great mood-boost and stress relief, but exercise alone is not enough. We have targeted the future of wellbeing and how substances incorporated into clothes can elevate your mental wellbeing. The growing demand of transparency from Free People will heighten as the fresh faced consumer won’t accept anything less than honesty. We feel that the Free People consumer will be adapting to a more ethical approach to their shopping, as well as prioritising their mental health.

Joe Malone, 2021

Athleta, 2021

Gucci, 2021

“To a certain extent, consumers will become investors and could spell the end of conspicuous consumption. In the future, young people — similar to corporations — will expect an ROI (return on investment) on their purchases. The return could be social, financial, educational or gross happiness.” Forbes, 2020

Vogue, 2021 Vogue, 2021

Coffee

Dusty

Mink 11

Tr e n d e v o l u t i o n

Acabada, A/W 19/20

Under Amour

First CBD-infused activewear brand

UA Mediridian capsule collection trough tiny moistu encapsulated i

“80 percent of textiles will co in the f International Organi

Di Petsa, 2021

r, A/W 20/21

+ Moisture Infuse n rehyfrates the skin uring microspheres in the soft fabric

A/W 21/22

We will see more infused clothes with wellness properties, having physical and mental health benefits

ontain smart fabric technology future.” ization of Scent 2020

Healing Comfor t

Hell How to implement: This development works best when it sits next to the skin, so concentrate on updating baselayers for great healing results. Back up the infusions with a smooth and slinky hand-feel, making sure not to aggravate the skin.

Smart Fiber, 2020

“In an era of uncertainty, nostalgic themes and physical comfort will become key requirements from consumers.” WGSN, 2020

Feelgoo

Calming mid-tones such as Jade, Butterscotch and Italian Clay have an aspirational and nostalgic quality, while still feeling era-less.

“Psychedelic mushrooms offer new possibilities for the beauty and we as they take on anxiety, addiction and free radicals” -WGSN, date unknown

“Another derivative of the cannabis plant, CBN has stronger sedativ CBD, making it particularly relevant during this post-pandemic era w somnia’ and anxiety are part of the new norm.” WGSN,2021 14

ly Hansen, 2021

Sensitive Hope Possibilities Soothing Comforting Wellness Psychedelic Evocative Freedom Emotional

WGSN, Shangrala family fun, date unknown

odcouture, 2021

ellness industries

ve qualities than where ‘CovidUnder Amour, 2020 15

“Transparency is scary for brands, because it shows up any and all gaps in their production for all to see, and no brand is perfect, but it’s absolutely vital when it comes to creating fairer working conditions for all.” TALA website, 2021

TALA website, 2021

“Many brands will talk about sustainability, but far fewer will have the evidence to back it up. When this occurs, it is likely the company is greenwashing. ” TALA website, 2021 TALA website, 2021

TA L A Ta l k s “According to the research, which was carried out by a team from the Green Lifestyles Alternative Models and Upscaling Regional Sustainability (GLAMURS) project, when people involved in grassroots climate movements take it upon themselves to buy and consume less, they actually experience greater lifestyle satisfaction compared to the people who do nothing.” - Lauren Geall, stylist magazine 2020

Honest Transparent

Sage

Inclusive Positive

Petal

Understanding Elegant

Orchid

Respectful Gentle Sensitive

Cream Peach

WHOLESALE

E S T R AT E GY

Solace Sanctuar y The main trend for our wholesale strategy is called Solace Sanctuary. This trend cooperates aspects of a healing, calm environment alongside the aesthetic of the emerging virtual/digital world. This trend design is mostly to do with the feeling it gives when the consumer enters the space, a space that enhances the feeling of comfort and protection. Due to the current climate people will be seeking spaces where they feel safe and comfortable, to achieve this colour and light play a large factor as this contributes the moodboosting effects. The use of cave like interiors enhances this feeling of comfort and protection. There is a fusion of the futuristic/digital aesthetic in the use of lighting with irridescent undertones.

Sleek Magazine

sixnfive

Studiopepe

Atrezzo Mannequins

Celadon

Baby Blush

Ivory

@riviersneda

Yearling

For wards to Futur ism Accents of futurism play a part in the trend as we see key colours and shapes have influence. The retro style curve furniture and interiors are on looking to be on the rise as nostalgia to the past is a key emotional factor. This also links to the digital age we are in and will further be going in to.

“Interior design of creative studio workshop in futurism style creates an atmosphere of unusual places, like it is on another planet or in a parallel world, and will stimulate the creative process. Futurism in the interior of the housing is a practical and concise, combined with originality”small design ideas

pierre cardin

Wildfire

Evokes a calming mood as well as sense of nostalgia with retro undertones.

patricia bustos st

Sangria

Aspen 22

nautilus house

studio brasch

tudio

peter tarka

lifestyle hotels

@riviersneda

the ze

wormhole library

ed rooms

Cur ved Decor “Curved architecture and interior decor has been shown to increase brain activity as well as helping with fluid and intuitive navigation” - WGSN, 2020 “Circular shapes are much friendlier shape than the others for encompassing other images within. Because they tend to “invite” the viewers into their “completeness”. – UX collective

Grapefruit

Mint

andres reisinger

Scarlet

Malt Chocolate

Completeness Love Movement Eternity Protection Intellectualism Femininity 25

Tuskan Terracotta

@neonsaltwater

sow

@riviersneda

jaspal

Colour and Lighting Light filters and colour changing effects contribute to the aesthetic of the digital as well as have mood boosting effects that are important for mental wellbeing.

@angel_oloshove

Great focus on digitally inspired irridescent surfaces and accents, there is an increasing focus on digtal appeal of colour.

Sundance

what

Scandinavian Pink “Colors can make us feel happy or sad, and they can make us feel hungry or relaxed. These reactions are rooted in psychological effects, biological conditioning and cultural imprinting.” – 99 designs

Periwinkle

Amethyst

Chartreuse

SUMMARY

Overall, by looking at both of these trends we thought of a way that Free People could implement it into their stores. This focus on mental wellbeing and mood will be essential look into post covid living, by having a more personal experience for their consumer they should become more appealing. One of the ways Free People could interpret this and to give more of an idea of what it could look like in the future, is a quick design we have put together (as seen on the right). An eyecatching design empowering the colours chosen by the consumer through primary research.