free people Nurturing & Reviving t h e YO U T H 1
1.research Free People profile Market Postion Current Situation Communcations Message Tarket Market Objectives Inspiration What not to do
2.editorial 3.look book
Inspiration Settings Photograhper Models/muses Styling 2
Josefine Davidson Fashion Marketing & Communication MIED 506, Level 5 Computer Tools 2, CWK4 Nicolas Godon
4.mini website https://freepeoplejosefinedavidson.wordpress.com/
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“We believe design and
creativity generates everything�
(Richard Hayne, CEO 2014)
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CORPORATE PROFILE has the exact opposite political connotation it has now... The connotation in 1970 was about the lifestyle of that generation, and the connotation today is much more American flag. “(Richard Hayne, 2014). The brand offers bohemian inspired women clothing that attributes femininity, courage and spirit. Free People considered themselves as mature and contemporary brand that offers clothing specifically to women in their 20’s, addressing their intelligence, creativity and individuality in the design process of the clothing lines. Additionally, manage to maintain high quality and keep it affordable for most customers. (Free People, 2014) Today Free People is distributed globally with over 75 stores in the US and can be found in over 1,500 specialty boutiques and department stores worldwide. (Urban Outfitters Inc, 2014)
Free People is an American lifestyle oriented clothing brand that is part of the Urban Outfitters Inc family, along with Urban Outfitters, Anthropologie, BHLDN and Terrain. (Urban Outfitters Inc, 2014) It was founded by Rickard Hayne in 1970s, together with his current wife at that time. The first store opened up in West Philidelphia and they decided to call it Free People, due to their aspiration of nurturing and providing clothes that reflected freedom to the young people living in that area. (Free People, 2014) Richard Hayne explains it further; “The name seemed very appropriate for the time - it was a very political time. It had a political connotation at the time, and it probably almost
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“We do not want to be commercial, which is the biggest enemy of cool� (Richard Hayne, CEO 2014)
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MARKET POSITION Free People is placed in the premium apparel market. The brand is offering several seasonal collections every year associated with vintage and bohemian attributes, while keeping great quality. Free people is a lifestyle retailer rather than a retailer following the latest trends, as the brand strongly value personal style and therefor establish a variety in their collections in order to reach different clienteles and to keep their authentic image. Their strategic approach is so much more than promoting products. For instance, the way they utilize Instagram as a tool for promoting their products, in this case, jeans. The idea is for the customers to tag themselves wearing the jeans, which is then directly uploaded at the website denim section. This approach lets the customers be a part of the promotion as well as the Free People culture. (Free People, 2014) “We do not want to be commercial, which is the biggest enemy of cool” stated by the CEO Richard Hayne. He say the Free people offers her (as in the customer) what she wants in environments that inspire her. (Richard, Hayne 2014)
In the beginning, their first store was considered to be associated with hippie culture even though Richard Hayne never saw himself
as a part of that culture, but he was more inspired by the fashion of that time. (Richard, Hayne 2014). The concept started to gain recognition, the demand increased and it resulted in several store openings, which later on started to evolve into a wholesale line that is now recognized and praised worldwide. (Free People, 2014) Free people has been delivering impressive performances in sales, with an increase of 25% in netsales since last year, along with Anthropologie (8%) which is currently the cash-cows of the Urban Outfitters Inc group, which also made up for the less successful performance made by Urban Outfitters the same year. (Maggie McGrath, 2014) “I am pleased to announce record Urban first quarter sales driven by strong performances at both the Anthropologie and Free People brands” Richard Hayne, commented about the situation. (Richard Hayne, 2014).The price range of the most popular products, dresses and knits is from 70 up to 300 €, higher than the average customer budget, used to buying fast fashion. (Free People, 2014)
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CURRENT SITUATION Free People are praised for their innovative marketing strategies. The company uses a lot of different social media tools to reach out and get customer connected with the brand by giving them inspirational lifestyle oriented content. Most recently, the brand launched an Instagram campaign consisted of selfies taken by famous models and bloggers dressed in Free People clothing. (Eliza Brooke, 2014) The brand tries to keep up with their social brand status. Kathryn O’Connor says that the brand is providing an inspiring shopping experience for the carefree, confident and curious young woman who appreciates our distinctive assortment of apparel, accessories and housewares. (Kathryn O’Connor, 2014) Even though their communications is innovative it is starting to lose its connection
with its brand roots. Back in the 70’s when Richard Hayne opened the first store the idea was to nurture and encourage people living in the area. However, in their latest campaign the brand is using famous people to reach out to their customers, rather than relatable personalities. As them being a lifestyle brand providing vintage collections for women who live free through fashion, art, music and travel this new communication strategy is not as coherent to their brand values. The focus should lie on finding and reviving local aspiring people or up and coming artists within the art and music scene to be part of their new campaign, giving the brand a more artistic approach contributed by the people that actually make the brand come alive. 8
“Our customers are a huge source of inspiration and we wanted to give them a space to show their style and interact with each other.”
communication & target Free peoples communication strategies is all devoted to lifestyle oriented material and making sure customers feel connected with them. The concept is very successful due tothe fact that the brand is listening to their customer’s ideas and opinions. “Our customers are a huge source of inspiration and we wanted to give them a space to show their style and interact with each other.” said senior marketing manag-
er, Kathryn O’Connor. (Kathryn O’Connor, 2014) On a daily basis the brand do a lot of fashion media and blogger influencer outreach, using social sharing tools to send out messages related to their brand value, to enforce their lifestyle and engage customers. Free Peoples’ blog have been active since 2006, where the employees of the brand share their thoughts and everyday situations, yet again life-style oriented communications. 9
The Midnight Hour collection 2014 Karlie Kloss in Free People’s January campaign 2012
The editorials and campaigns come with catchy and inspirational titles that are attention grabbing, representing the brands core values. Each collection is named after experiences and ideas, e.g this year’s December collection is named The Midnight Hour. (Free People, 2014) Another example, is their 2012 January campaign featuring Karlie Kloss, the It girl at that time. This campaign is shot in New York, where Karlie is strutting around the city doing a variety of New York-y things, representing
the typical Free People woman, the one who likes to travel and explore, yet looking chic. The word Free is frequently used in their slogans and it’s talking about the independent woman who romanticizes life and is free from the constraints of being labeled. Inspirational quotes like “Replace fear of the unknown with curiosity” expresses the essence of the brand and is showing the customers who they can be. How they can achieve this identity by taking part of the free people culture. 10
According to the company website, the brand wants to reach “a 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street.” (Free People, 2014) This could be translated into, a woman who is bohemian yet chic, hardworking but relaxed, ready to face the world and who is not afraid of sticking up for herself.
Free People is targeting the 20 something free spirited women who has their own sense of style when it comes to fashion, art, music and who breathes adventure as traveling explorers. The brand tries to connect on an intimate level with their customers by using their brand image and create a serene atmosphere, which makes it easier for the customers to relate and be inspired by.
“If we’re drawing girls into the free people lifestyle, chances are that they‘ll also be attracted to the clothes”
To be able to reach a wider clientele, and to cover several different personalities the brand created and identified five Free People customer types back in 2010. The clothing line featured five different styles; “Meadow” The bohemian customer
Kathryn O’Connor, Senior Marketing Manager 2013
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“Candy”
The girly customer
“Ginger”
The body-con customer
“Lou”
The tomboy customer
“Sandy”
The beach customer
COMMUNICATION STRATEGY and TARGET The main strategy for Free People is to embrace their roots, by reinforce the nurturing of the youth and embracing up and coming artists, musicians and inspirational women that is going to be the new inspirational ambassadors and influencers behind the brand. In this case, the chosen ones are Doe Paoro and Shae Detar. They’ll be a part of the brand by featuring as models in their campaign for the new collection and create their own setting for the editorial. The collaboration is going to help the brand to enhance their brand values ever further and gain recognition
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as a brand that truly appreciate and show dedication for the young generation, acknowledging new talents with in the art and music scene. By choosing this direction the brand will increase their innovation within the esthetic aspect, by adding more artistic details to their visual communications, campaigns and editorial. Furthermore, the new models (influencers) as in Doe Paoro and Shae Detar, will contribute more personality and creativity to the brand visual, and make it easier for the customers to relate to the story behind the photo. The target market is not going to change, it is still aiming towards the free spirited 20 something woman that enjoy traveling and expresses herself freely within art, music and fashion.
“A Brand that truly show dedication for the young generation�
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OBJECTIVES The main aim for Free People is to reclaim their original roots by reviving the youth, And show their appreciation and encourage aspiring people and up and coming artists to contribute their individual thoughts, creativity and ideas to improve and be the inspiration behind the Free People culture. Free People’s new artistic campaign and editorial is aiming towards improving their reputation as a lifestyle oriented brand. Additionally, reaching their customers through an artistic and profound approach to enhance the brand value even further and derive the Free People culture into a much higher standard, level of belonging.
Shae Detar, painted photo 2014
editorial The Editorial is going to be featured by up and coming artists within the art and music scene, in this case Doe Paoro and Shae Detar. Each of them are going to collaborate with the rest of the editorial crew as in the creative director/photographer and the stylist, plus using their individual style in order to create an own unique setting in an abandonded place, yet keeping the brand
values as a core of the making process. As well as naming it. The editorial will include QR codes that direct the customers to the Mini website, where they will get exclusive behind the scene features of the editorial, in form of pictures and videos, including interviews with the artists and a concert performed by Doe Paoro at her own unique setting.
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The Editorial is going to be featured by up and coming artists within the art and music scene, Doe Paoro and Shae Detar.
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MODELS The chosen models, Doe Paoro and Shae Detare matches Free People’s ideal target in that sense that both of them are frequent travelers and expresses themselves freely through art and music, as well as having a unique sense of style, which is highly appreciated by Free People. Doe Paoro, in Wisconsin 2014
DOE PAORO Doe Paoro is a Brooklyn based singer-songwriter whose sounds is influenced by pop, soul and R&B. She released her first album in 2012 and her latest album was recorded in Bon Iver’s studio in Wisconsin. She recently spent three months traveling across India, and she believes that creativity comes from curiosity and the eager to explore everything that’s new. (Aaron Flack, 2014) Doe Paoro, 2012
“Spontaneity and new experiences are the keys to inspiration” 16
SHAE DETAR
Shae Detar Self Portrait, 2013
Shae Detar is New York photographer, painter & fine artist who are starting to gain recognition for her innovational photographic prints, where she is combining photography and painting. She recently photographed an editorial for The Wild Magazine In her late teens she was traveling a lot, working as a model and that’s when she found inspiration for supernatural locations and exquisite costumes. (Shae Detar, 2014)
Shae Detar , painted photo 2013
Shae Detar for The Wild Magazine 2013
Shae Detar photo 2013 17
photographer creative director
Tim Walker, Self portrait 2011
creations he often use a story telling approach. His photographs appear frequently in Vogue, as well as other high profile magazines including W and Harper’s Bazaar. By choosing Time Walker, Free People could establish a greater and a more in depth esthetic setting for the editoiral.
TIM WALKER Tim Walker is a photographer/creative director based in London. He is known for his extravagant and romantic, yet dreamy motifs that characterize his style. In his
Henry Cotton AW 2010
Beds on Cars, 2004 18
Sleeping Dragon, W Magazine, March 2012
“Fantasy isn’t something I put into the pictures; I don’t try and eject them with a sense of play. But it’s about being an honest photographer; A photograph is as much of a mirror of the photographer as it’s object.”
Mulberry Campaign A/W 2014.
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stylist & make up
The 2 Bandits, Styling Coryn Madley
Bonodrag, Styling Coryn Madley
CORYN MADLEY Coryn Madley is a stylist that is mostly working with editorials and commercials. She has been working, with brands like The 2 Bandits, Bonodrag and Wasteland all of them in the same category of style as Free People (bohemian and ethnic styles). (Coryn Madley, 2014) Her styling is little more edgy and artistic compared to Free People’s previous style in campaigns and editorial and therefor she would be a great fit when it comes to establish a more artistic esthetic. These three few looks could be the inspiration for the the make up, using gold and face decorations with a mix of jewelry.
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LOCATION The location of the editorial is going to be shot at an abandoned place, for e.g. a torn down concert hall, theatre, mansion, warehouse etc. to initiate an enchanting and authentic atmosphere. Additionally, create a more artistic esthetic setting.
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The lost magnificent wonderer She was lost yet filled with anticpation of what’s to come
Photographer Tim Walker
stylist
Coryn Madley
Models
Doe Paoro Shae Detar 23
look book The Look Book will feature both Doe Paoro and Shae Detar but the setting is going to more relaxed compared to the style of he editorial, in order to the enchance the clothing. It will consist of one larger picture with additonal smaller pictures that show the clothing and accessorries more in detail.
Dime a Dozen Midi Dress Style: 34528968
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Metallic Quartz CuffStyle Style: 73421289
Solid Cocoon Wool Coat Style: 54672399
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Manchester Tall Boot Style: 96783452
mini website The Mini Website’s main purpose is to engage and update customers of their new collaboration with up and coming artists and musicians, by providing them with the latest news of their new artistic concept. The QR codes, placed on the bottom corner of the editorial will direct the customers to the website, where they’ll can watch behind the scene footage of the editorial and interviews and videos of the emerging artists.
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