TREND REPORT
Multi-functional Minimalism
FREE PEOPLE
Contents 4-5
Introduction
6-9
Trend Drivers
10-19
Global Wholesale Strategy (VM) Trend- Versatile VM
20-27
Activewear (FP Movement) Trend- Athle-tech.
28-29
Conclusion
30-31
Bibliography
Introd
Multi-funtional Minimalis of living with less with dua climate crisis becomes an consumers are looking fo minimal and more sustainab to this, the shift to more m may not only be a sustainab something that we do out of out of a global pandemic a consumers will be looking to retailers must find a way to no expense to style. The idea fits with this perfectly wi pandemic recession mental value a products purpose an us to de-clutter our lives and
4
INTRODUCTION
duction
sm combines the idea al-purpose design. As increasing concern, or ways to adapt to a ble lifestyle. In addition minimal consumption bility choice, but also neccessity. As we come and into a recession, o simplify their life, and accomodate this with a of multi-functionality ith this as the postlity will mean we will nd quality, and it allows d maximise efficiency.
INTRODUCTION
5
Sustainability 83% of consumers consider the environment in their purchasing decisions. As the climate crisis becomes a more and more pressing issue, consumers increasingly value products that represent sustainability. This goes past the obvious, going into the future the sustainability trend will reach further than just organic/recyclable products, we need to start considering how sustainability is represented as a lifestyle. Focus on maximalism/indulgence may decrease going into the future as this imagary is associated with an unsustainable lifestyle, so focus will shift to a more stripped back, minimalistic style.
6
TREND DRIVERS
COVID-19 “It seems we are massively entering a quarantine of consumption where we will learn how to be happy just with a simple dress, rediscovering old favourites we own, reading a forgotten book and cooking up a storm to make life beautiful.” – Trend Forecaster Li Edelkoort. Coming out of the pandemic, there will be an increased sense of individual social responsibility resulting in a surge of people looking a try out a more minimal lifestyle in order to reduce their consumption. This means customers will be considerate when shopping, looking for products with real value and quality. Furthermore, shoppers will be keen to return to the shops in the future, but the regulated shopping experience we saw during the pandemic means they will be used to a safer and less hectic shopping experience. Because of this, Stores will celebrate a slower pace and provide a refuge for shoppers, with strict backspaces that take a less-but-better approach to design. This will boost emotional and mental well-being and provide respite and moments of calm.
TREND DRIVERS
7
TH
“A 26-yea of her bei A girl who hanging o loves The street.”
The free p loves to tr a year, 6 m time.
Multi-fun of this per sustainabi However, will still s is where m intrigued products allowing h
8
TREND DRIVERS
HE CONSUMER
ar-old girl, smart, creative, confident and comfortable in all aspects ing, free and adventurous, sweet to tough to tomboy to romantic. o likes to keep busy and push life to its limits, with traveling and out and everything in between. Who loves Donovan as much as she e Dears, and can’t resist petting any dog that passes her by on the
people consumer is a woman who is outdoorsy, adventurous, creative, ravel (research shows that Millenials have an average of 35 travel days more than Gen Z) and values relaxation and mindfulness in her leisure
ntional minimalism is a concept that will fit seamlessly into the world rson. Her love of the outdoors means she is already focused on ility and will be attracted by the idea of a more minimalistic lifestyle. , the adventurous and creative nature of the consumer means that she seek excitement alongside this more stripped back way of living. This multi-functionality comes in- she likes to try new things, so will be by innovative, dual-purpose products. As well as this, multifuntional will provide efficiency in her busy, travel-filled lifestyle whilst still her to value minimalism.
TREND DRIVERS
9
WHOLESALE GLOBAL ST
Versati
This trend sees multi-functionality and minimalism re-bor merchandising. Going into the future, consumers will be dr making multifunctionality the key inspiration for this trend decorative, producing flexible fixtures and fittings that are a of the store and/or make space for events,
The minimalistic style of this trend makes it perfect for F VM takes a muted colour palette, raw materials, soft fabric atmosphere that allows consumers to have a rel
LEXI
10
Understated
Muted
Minimalist
Soft
Multifunctional
Subtle
WHOLESALE STRATEGY
TRATEGY (VM) TREND:
ile VM
rn and brought back to life through various areas of visual rawn to a more flexible, unconventional in-store experience, d. Versatile VM focuses on design that is both practical and able to be relocated or altered in order to change the design , with no comprimise to beauty and style.
Free People as it aligns with their brand identity. Versatile cs and curved lines and creates an understated yet enticing laxing, mindful and gratifying store experience.
ICON Indulgent
Flexible
Sophisticated
Clarity
Simplistic
Unwind
WHOLESALE STRATEGY
11
12
WHOLESALE STRATEGY
WHOLESALE STRATEGY
13
Inspiration Alessandro Isola We’ve taken inspiration from London based designer and architect Alessandro Isola, who practices multidisciplinary design. Multidisciplinary design uses a variety of skill sets and elements to create one specific topic or product. In this case Isola was inspired by the creases in rugs and carpets that one can stumble upon and has used it to create coffee table with a functional effect as well as the rug being decorative. Free People could potentially use this design idea in the same way or on a larger scale to create display tables for products in the store.
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WHOLESALE STRATEGY
Selo Store- Sao Paulo Multifunctionality works based on its capability to deliver across a multitude of areas. It needs to be high quality, needs to look good and it needs to be comfortable. With all these three things in place it means that the consumer will buy them at a higher more premium price because they are seen as a worthwhile investment. For example, wearing the same clothing to the airport, to the gym or even at home because it can perfectly apply to all three and more. Selo perfectly exemplifies this. The seemless look of Selo’s Sao Paulo store is designed to provide a sense of escapism for customers and gives them a premium feel.
WHOLESALE STRATEGY
15
Space In Free People stores, wall partitions/moving walls can change the space significantly. Creating either a bigger or small space which can be useful for hosting events or creating areas for popular collections.
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WHOLESALE STRATEGY
Finishings & Soft Furnishings Softer and more understated furnishings and finishes will take away from the harsher industrial materials of the space, such as concrete and wood to help maintain the minimalistic feel to the store whilst not making it feel cold. In concessions these subtle yet cosy attributes will work well to entice consumers into the smaller space.
WHOLESALE STRATEGY
17
Lighting Soft, elegant lighting that blends into the background whilst also highlighting key areas/products in the store. The ability to move the light fittings up and down can enable Free People to create a different atmosphere and space in their stores.
18
WHOLESALE STRATEGY
Key Takeaways Less is more. Using one product that has multiple functions can save on money as well as using less harmful materials. A relaxing yet enjoyable experience in store is important after the pandemic.
WHOLESALE STRATEGY
19
ACTIVEWEA
Athle-
Coming under the macro-trend Multi-funtional Minimalis the use of wearable technology in FP Movement activewear clean, simple aesthetic. FP Movement’s ‘to-from’ approach m utilising this trend will allow Free People to take this one ste and style into the wea
LEXI
20
Dual-purpose
Minimalism
Athletic
Muted-Tones
Technology
Pastels
ACTIVEWEAR TREND
AR TREND:
-Tech
sm, Athle-tech brings in the multifuntional aspect through r, whilst using a minimalistic style to appeal to Free People’s means they are well-versed in multifunctional activewear, but ep further, whilst filling a gap in the market- bringing beauty arable tech landscape.
ICON Wearable technology
Flexible
Tech-Infused
Multifunctional
Revolutionary
Innovative
ACTIVEWEAR TREND
21
22
ACTIVEWEAR TREND
ACTIVEWEAR TREND
23
Shapes
Flexible, striking activewear shapes that can be versatile, taking you from the gym to the shops. These minimal, innovative designs will be available in a variety of muted tones and textures ready for the upcoming spring/ summer season. A collection of shapes and styles that will incorporate fitness technology throughout, whether it be sports bra with banded heart rate tracking or leggings with step counter technology, each piece will be unique and tech infused.
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ACTIVEWEAR TREND
Technology Activewear garments will incorporate a variety of fitness tech devices, all of which have the ability to Bluetooth connect to your phone for fitness tracking viewpoints. Whether you’re a runner, workout fanatic or just enjoy a stroll on the beach this collection offers technology for everyone. Sports bras, leggings and sweat tops that do just what your Fitbit does… what’s not to like. As well as bluetooth, activewear could incorperate UV protection, or temperature regulation technology. Perfect for the Free People consumer who loves to travel! Her activewear will be perfect for her in all climates she visits.
ACTIVEWEAR TREND
25
Wearable Tech Trend Dual purpose sports bra, with heart rate tracking band built in, this device uses Bluetooth connection to your mobile device to retrieve heart rate and calorie information during your workouts. The Athle-tech trend will offer garments made from sustainable materials that offer UV protection and evaporative cooling technology, perfect for those beach runs in the summer.
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ACTIVEWEAR TREND
Key Takeaways Consumers want innovative garments with dual purpose, that they can wear to the gym, on their travels and for a coffee/catch up with a friend. Wearable technology is the future. Multifunctional smart activewear consumers spending on fitness tech devices by offering built in technology to sustainable garments.
ACTIVEWEAR TREND
27
Concl The shift to a more minimalist mindset will take a number of forms. Today’s flexible home must accommodate multiple activities in smaller spaces but at no expense to style. Stores don’t always have to be a place to entertain; they can simply offer an experience that transports consumers away from the stresses of everyday life. In post pandemic living people are craving opportunities of calm and comfort as well as a sense of stability. The whole idea of Multifunctional Minimalism is to embrace a more mindful approach to personal expenditure, which is reflected in a minimalist approach to design. In an age of over consumption, eclectic maximalism and in store experiences, consumers are seeking out a more personalised shopping experience. Stores will adopt a slower pace and provide refuge for shoppers. Sustainability remains a priority for consumers, boosted by a reduction in disposable income, as consumers seek multi-functional products that offer longevity and present themselves as more of an investment for the more mindful post-covid consumer. As we know it’s currently under the urban outfitters branch, the Free People stores don’t look as though they have their own individual identity. Incorporating a minimalist look to their stores will cater to the needs of the current consumer. By using fixtures and rails that can be moved easily, the space can be rendered as dual purpose; retail space and event holding.
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CONCLUSION
lusion As we come out of covid, we know that more people are going to be travelling. As gathered from our insights. During covid, activewear sales soared because people preferred comfort over style since being homebound. Free people will build on the ongoing activewear trend. By incorporating in built tech and style, this in turn makes those products dual purpose, increasing their attractiveness to the consumer. We recommend examples like built in bluetooth technology and UV protection for our travelling Millenial’s. Free People need to ensure that their garments will be high quality, look good and are comfortable. With all these three things in place it means that the consumer will buy them at a higher more premium price because they are seen as a worthwhile investment.
CONCLUSION
29
Bibliography https://alessandroisola.com/about/ - Alessandro Isola – Stumble Upon Coffee Table https://financesonline.com/retail-trends/ - Finances Online - Retail Trends
https://www.designboom.com/architecture/arquitecturag-acne-studios-store-nagoya-japan-
https://www.designboom.com/architecture/mnma-selo-sao-paulo-brazil-retail-interior-11-2
https://www.dezeen.com/2020/08/12/off-white-miami-design-district-flagship-virgil-abloh-
https://www.fooddive.com/news/consumers-still-care-about-sustainability-amid-pandemichttps://www.freepeople.com/ - Free People
https://www.psychologytoday.com/us/blog/the-science-behind-behavior/202005/how-consu
https://www-lsnglobal-com.ntu.idm.oclc.org/big-ideas/article/22683/material-far-futures - L
https://www-lsnglobal-com.ntu.idm.oclc.org/big-ideas/article/26547/inter-covid-roadmap-2
https://www-wgsn-com.ntu.idm.oclc.org/fashion/article/86183#page_1 – WGSN Conscious
https://www-wgsn-com.ntu.idm.oclc.org/fashion/article/86727#page_6 - WGSN – Catwalk
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BIBLIOGRAPHY
-02-05-2020/ - Design Boom – Acne Studios VM
24-19/ - Design Boom - Selo Sao Paulo Store
-amo/ - dezeen – Off-White flagship store Miami
-report-finds/576682/ - Food Dive - Sustainability Trends
umer-behavior-will-change-after-the-pandemic - Psychology Today - Consumer Behaviour
LS:N Global - Material Far Futures
2021 - LS:N Global - Inter-covid roadmap 2021 – new opportunities for businesses and brands
s Clarity A/W 21/22 VM Trend
ks
BIBLIOGRAPHY
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