FREE PEOPLE Trend report

Free People - Trend Prediction AW21/22

Ryan Davis, Antonia Dale, Izzy Carroll, Francesca Terry, Daniel Grenfell

Contents 1 - 2 Introduction 3 - 14 FP Movement - Transcendence 3 - Hero Image, what is Transcendence 4 - Key Drivers 5-6 Lexicon 7-8 Moodboard 9-10 Key inspirations 11-12 - Opportunities 13-14 Key takeaways

15-24 Wholesale Trend - Phantasmagoria 15 - Hero Image, What is Phantasmagoria 16- Key Drivers 17- Lexicon 18- What Can this trend do?

19-20 Moodboard 21-22 Inspiration 23-24 Key Takeaways

25-26 Conclusion

Introduction This trend report for Free People’s forecast AW 21/22 aims to provide an insight into the most beneficial trends for increasing sales and consumer engagement. The two trends we will focus on are in the following sectors.

1- Sustainable female activewear (including garments, shapes, colours, fabrics, graphics, sustainable innovations) 2- Wholesale International Growth Strategy - InStore and Digital VM (including global locations showing growth, experience, windows, marketing opportunities etc) The two trends we have focused on specifically will offer your consumers new, interesting products and experiences when they shop, that aim to increase their wellbeing, and engage with them more personally.

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FP Movement - Transcendence.

Key drivers -Consumers desire streamline their purchasing and reduce consumption by incorporating multiple functions into clothing. e.g. infection fighting properties, skincare, self-cleaning materials.

- Increased awareness of health and hygiene influenced by the pandemic has lead to a demand for defensive textiles.

- Wellness being viewed as a communal act. Influenced by localised/community living as a result of the pandemic.

- Increase in home workout VS Reopening of gyms.

‘Expect to see both virtual programmes and IRL gyms pivot to create holistic health- and wellbeing-orientated communities and spaces.’ (WGSN) -‘Wellness’ trend has become toxic. Trend is becoming more democratic, the consumer needs accessibility and inclusivity.

As a spirtality-focused counter-culture emerges, we look to redefine the true meaning of wellness in a post-pandemic age.

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Lexicon Invigorate Self Care

Holistic

Ancestral/ancient/ indigenous

Mindfulness

Healing/ Attenuating

Reconnect/Regenerate/ recharge/revive Invigorate

“As mindfulness and exercise increasingly intertwine, many turn to fitness to boost mood... cementing a shift in purpose for exercise away from personal bests and physical fitness to mental wellbeing.” – WGSN. From this, we found that many people are looking to implement holistic wellness rituals into their workout routines, including an emphasis on post-workout healing through methods such as meditation, healing materials or active ingredients. There are many possible opportunities to incorporate these ideas into activewear design.

Spiritual Transcendent/ Sacred/Divine

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Transcendence.

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Sense of Self - Bathhouse Rob Woodcox - Photography

Karen Lynch - Artwork Inspiring artwork that illustrates the idea of being free and relaxed in nature.

Calming, pastel colours reflect on the trends idea of self care.

Work revolves around BIPOC and LGBT communities, which ties into the idea of wellness and self-care in a new light accessibility and inclusivity.

A wellness community that uses its space to draw on global practices to meet modern needs, in an inclusive way.

Key inspirations

Remind Studio - Meditation A meditation, mind healing studio in central London, helps attendees improve meditation skills, breathing, sound healing and intuative movement.

Max and Vera Loungewear

Nomads - Swimwear Destination inspired size inclusive swimwear.

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Bra styles that implement healing crystals and unique stones, wearing them near your heart chakra allows you to love more deeply and live from the heart.

Well for culture - Indigenous wellness & movement Promotes holistically well lifestyles. Focuses around mind-body-spirit optimization through the seven circles of wellness.

Ghost Flower - Activewear

California based brand founded to help women take charge of their own health and vitality, clothing built around the body’s natural energy channels.

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Opportunities

Post-workout wear

Design Innovation Use of more optimistic, calming and mood boosting colours (Colours inspired by nature and proven to enhance mood, neutrals, plant-based and crystal dyes).

Use of ‘comforting materials’ to encourage relaxation and recovery (cocooning, cosy cover ups).

Use of phone blocking fabric to encourage the wearer to unwind.

Use of crystal embellishments and/or pockets for crystals.

Use of self-cleaning and antimicrobial fabrics.

Use of healing materials or active ingredients (CBD, Acupressure sensors, Crystals)

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Opportunity to incorporate beauty care into activewear by using ingredients with skincare benefits (from aloe vera or caffeine to vitamin E).

Use of comforting materials (Cosy materials).

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Key Takeaways Building on FP Movement’s involvement in the health and wellness sector, allow the consumer to experience a new meaning of holistic wellness through intelligent activewear design choices.

Encourage exercise and relaxation by offering garments that maximise the wearer’s potential, mentally, physically and spiritually.

With multiple functions, activewear collections can easily merge with beauty, leisure and spirituality sectors to create an optimal health & wellness experience for the consumer.

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Wholesale Trend - Phantasmagoria

Key Drivers -Stores are needing new ways to break through to consumers, and keep things new and original -Stores need ways to keep sales high, whilst their physical stores are closed or even if they don’t have one at all.

- Consumers are losing interest in Highstreet stores and need to offer more of an experience to keep things exciting.

Our survey showed that 72% of people find looking through a retail store can be therapeutic, as well as preferring a physical store to online shopping and 67% also said they find current retail layouts to be boring or uninspired.

-82% of people said they would go out of their way to visit a store if it offered a more unique experience.

-60% of people would be interested in having a physical retail experience through online or digital methods.

(Results from a survey of 50 people.)

Tapping into the dreamlike, mystery and fantastical imagery for a darker, more theatrical mood, Phantasmagoria is the next step in exciting visual merchandising.

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Lexicon Digital

Dystopian

Abstract

The Fantasmagorie exhibition at Galerie des Ateliers showcased luminous objects, displayed on plinths covered in creased plastic sheeting, in a dimly lit smoke-filled space.

Escapism

What Can this Trend Do? Pleasure

1 - Offer a sense of escape - Help consumers escape to a new reality with dreamlike themes.

Inspired Intrigue

Horror

Fear

Anxiety Theatrical

Dreamlike

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3 - Delve into the darkness - Global fear and uncertainty will drive dark aesthetics.

4 - Twist the Past - Bring an element of fun to sustainable designs by combining repurposed antique pieces with quirky details.

Emotional

Clashing

2 - Encourage pleasure - Design spaces that invite interaction, create intrigue, and raise a smile.

Conceptual

Iceland’s pavilion at the Venice Biennale, where Hrafnhildur Arnardóttir presented a series of colourful cavernous chambers lined entirely with synthetic hair.

Resembles plant like overgrowth.

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Phantasmagoria - In Dreams -Dreamlike -Strange -Inspiration from a range of conceptual artists -HP Lovecraft visuals -Transcending the need for physical instore VM to combat the death of the Highstreet.

-Opens up far more possibilities for brands and collaborators.

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Inspiration Mood -

In an ever changing, stressful lifestyle, consumers are seeking inspiration through renders of imaginary worlds.

Bureau Betak’s catwalk set for Ermenegildo Zegna’s A/W 20/21 show used light and suspended ribbons to create a structure with an otherworldly appearance.

Mannequins -

Create ghostly or otherworldly aesthetics for mannequins with the broader influence of horror themes across fashion and culture.

Props & Fixtures Taking inspiration from antiques, updated with innovative and unexpected twists. They invite interaction and create intrigue. Take inspiration from sculptrual art such as Floris Wubben’s experimental ceramics.

Lighting -

Combine surreal inspirations with ghostly themes, and forms that resemble strange creatures. Take inspiration from the work of Aia Jüdes, sculpture artist.

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Illustrate the dreamlike tone with strange unmemorable faces. AI Faces can substitute for models.

Materials, Surface & Pattern Materials that elicit reactions ranging from fascination to horror.

Experiment with translucent materials that partially obscure and distort.

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Key Takeaways Being on top of this trend allows your brand to be prepared for the future of Visual Merchandising, creates many opportunities for collaboration with graphic designers and visual effect artists, and allows your store to offer a memorable experience with your consumers that will make them want to return to your stores even more. Taking inspiration from other forms of media such as film and art allows your brand to break through to multiple sectors.

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Conclusion Transcendence As a spirtality-focused counter-culture emerges, we look to redefine the true meaning of wellness in a post-pandemic age.

This can be implemented into clothing through holistically improved products to keep mental and physical health in balance.

Phantasmagoria The Phantasmagoria trend is based on fantastical and dreamlike alternate realities. It can be implemented into Visual Merchandising through digital 3D rendering to make digital stores have more impact than a physical store.

Key Insights

Consumers are excited to visit retail stores but are getting bored with the current structure of them.

Spreading your brands messaging to multiple sectors will attract a wider audience and improve brand image.

Winding down post workout is not only a great way to improve your physical health, but also your mental health.

Consumers currently don’t have access to clothing with health benefits but would be interested in it if it was more easily available.

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If these two trends can be capitalised on effectively, you can expect to draw in a much wider of a consumer to your brand. You will find that consumers will come to your brand for more than just clothing, but a full shopping experience that will benefit them through mental stimulation and provide products that will improve their mental and physical wellbeing.

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