Free People Report
The Escapism Report A Trend Forecast Report for Free People by Oracle.
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Chapter
1- Active Wear
Mountain Men Pg 11
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Comfort Cutouts Pg 23
Future Fabrics Pg 21
Feel Cocooned Pg
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Chapter
2- VM Opportunities
Cathartic Caves Pg
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Physedelic 70’s Pg 44
Mood Boost Pg42
VM Ventures Pg 48
Introduction Following intense research into the brief and the Free People consumer, we developed one trend for physical and digital visual merchandising and one for activewear. To develop these trends, we conducted extensive research into the worlds of fashion, architecture, science and culture as well as taking our questions to your consumers. With them, we focused on what their ideal retail store would be like and how that correlates with our findings. Our two A/W 21/22 trends focus on the theme of the natural forms and shapes of the environment as consumers start to venture outside following the pandemic. How can we make the transition into retail smooth and calming? How do we enhance the beauty of natural forms in activewear through sustainable methods? A report by Sophie Hicks, Eloise Sands, Erin Hadley, Melissa Atkinson and Lois Forey
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Key Trend
Statement: Lockdown Statement: Lockdown has accelerated the has accelerated the sustainability trend, sustainabilityit trend, transforming from a transforming it a growing trend to a from necessity growing trend to aa necessity within within plan. a business business plan. Trends to action: Living Off Trends to action: Living Off The Earth, Mountain Men, The Earth, FutureMountain Fabrics. Men, Future Fabrics. Example: The rise of zero Example: The particularly rise of zero waste stores, wastegrowing stores, particularly their presence in their growing presence in supermarkets. supermarkets.
Statement:The Statement:The consumer consumer has become has become more more dependant on technology dependant on technology within within every every day, day, to to satisfy satisfy this behaviour change, this behaviour change, retailers retailers must must introduce introduce digital into the digital into the shopping shopping experience in an experience inexciting an way. exciting way. Trends to action: Mood Trends to action: Boost Mood Boost Example: Example: Levi’s Levi’s next next gen gen stores see the use of stores see the use of consumer consumer data data to to provide provide tailored experiences. tailored experiences.
Statement: Statement: B must tailor th must tailor the plans towar plans toward customer as tr customer a to stagnate an continues prefe to st consumers shop p shop lo
Trends to Act Trends to Actio Caves, Mou Caves, Moun
Example: Self Example: away Selfri from away from tourists and bt tourists and be collaboration collaborations British b British br
Drivers
Businesses Businesses heir business eir rds business the local ds the local ravel continues as ndtravel consumers tagnate and er to prefer local. to ocal.
tion: Cathartic on: Cathartic untain Men. ntain Men.
fridges moves moves midges targeting targeting begins to host egins to host ns with iconic sbrands. with iconic rands.
Statement: The consumer wants to gain new experiences once out of confinement and see new worlds whilst remaining on-shore. Trends to action: Cathartic Caves, 70’s, Mood Boost. Example: Marc Jacobs NYC flagship houses a bookshop, cafe and pop up section creating a day out, within one building.
Free People Report
Statement: As the average day is now spent inside, consumers desire comfort above all else both within store design and athleisure. Trends to action: Mountain Men, Future Fabrics, Cathartic Caves, Mood Boost. Example: Loungewear sales rose by 1,300% over lockdown.
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Chapter 1- Active wear
Living Off The Earth The trend comes from the intrigue of the outside world, drawing inspiration from the world’s natural elements. In activewear, this can be adopted through the use of sustainable fabrics, a focus on creating cut out shapes and taking inspiration from the inhabitants in the Alpine mountains. To coax consumers out of their home comforts following the pandemic, cocooning will sweep them up and into the 21/22 season.
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Chpt 1- XXX Cave (mini 70’s) -Titled page
Brooke Didonato 9
Active
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Wear
Free People Report
Living off the earth trend is all about shape and form while staying authentic. Natural materials are essential in staying sustainable and keeping products circular which is what consumers are looking for more and more. Shape is important in making women feel empowered yet comfortable and supported.
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Active
Colour Palette
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Wear
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Active
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Wear
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Mountain Men Mountain people is a trend romanticsing the alpine way of life. This trend is deep routed within nature. Reflected in the colours and comforting textures that the natural materials hold. Consumers have being using the open air as a form of escape from life, going back to traditional mountain views. The things that connect us are nature, craft and heritage by connecting with this, it relates to the consumer.
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Stella McCartney
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Active
Future Fabrics
It is now crucial to be transparent with the consumer on sourcing materials, and the use of sustainable materials is key across all activewear. Free People should use chemical free alternatives to create a more sustainable supply chain, material innovation is at the forefront of design, allowing lfor longevity.
Wear
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Active
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Wear
Free People Report
Comfort Cutouts The focus is on transforming the average asymmetric cut outs by accentuating the curvaceous female body. Through biofabrication processes, bespoke, skin-like activewear that experiment with shapes and embrace femininity can be created. Other features include attachable/ detachable elements that allow transformative qualities to emerge.
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Free People Report
25 Space Cowboy by Alexander-Julian Gibbson and Emmanuel Monsalve
Active
Cocooned
Emerging from the pandemic will come as an stressful task to many, keeping that form of protection and comfort from the home will make consumers feel at ease. Daily activewear should make the consuemer feel safe and nurtured with no judgement featuring cocooning and supporting properties.
Wear
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Living Off The Earth A strong desire to escape can be shown through the romantic outlook on Alpine environments. This is set to become a big trend in activewear but also a new way of life consumers are desperate to experience. Romantism follows onto the shapes and designs of activewear which are going to transform the female body, accentuating their curves through asymmetric shapes by celebrating and freeing the female form instead of restricting it. Products are going to be more circular and new innovation within materials are going to be a key feature within design but also performance. There is a gap in the market for both beautifully crafted garments that also include new materials and a strong stance on sustainability.
Gucci X North Face
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Chapter 2- Visual Merchandising
Cathartic Caves The cave trend comes from apprehension of crossing the threshold from the house into the unknown outside. In VM this can be created with soft furnishings, a focus on curves and standalone fixtures that disrupt shoppers journey.
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David Adjaye 31
Visual
-Overview Erin
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The outside world is full of chaos and more recently comes with an increased risk attached to it. To encourage consumers to trust retail again and leave their safety (their houses), a calming cut off space from the outside world is imperative.
Merchandising
Free People Report
The future looking design with hints of escapist nostalgia need to be soft and mood boosting, creating an experience of restoration. It will be all about the positive and safe atmosphere that is created, and less about over decorated or complicated spaces. Consumers want to feel cut off from the outside and be completely immersed within your brand.
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Javier Senosian 35
Visual
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Merchandising
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Colour Palette
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Visual
Inside the Cave Consumers find comfort within curves. To create a cosy like atmosphere soft furniture and furnishings are a must to encourage moments of calm. Moveable standalone fixtures or built-in fixtures that disrupt shoppers journey mimic the cosy cave feel that consumers crave. Cave-like hideouts where shoppers can reset, using soft, plush chairs or cubby holes positioned alongside lighting installations will prove favourable and make a retail space memorable and dynamic making the consumer feel it was worthwhile to leave their sofas to experience your retail space.
Merchandising
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BCV 40 Architects
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Visual
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Merchandising
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Mood Boost According to our visual merchandising survey, 80% of consumers prefer soft or specular lighting that has warm tones. This is due to its power to create a feeling of safety, in particular, reminding them of the comfort and warmth of their home. With digital becoming more embedded in consumers’ lives, light filtering and colour changing effects will be explored to push the blurred boundaries further. The warm tones will be transferred alongside bolder, more saturated colours to stand out on screen - creating shareability while feeling safe at home.
Visual
70’s
Architecture Like 2020, the 1970’s were a period of pivotal change, with social progression, individualism and maximalism. 70’s cave like architecture swept across north and southern America with abstract features and bold shades, yet contrasted with soft and comforting curves. Pushed by architects such as Senosiain and Hernandez with key focuses on conversational living and community spaces.
Merchandising
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Garden Room Pali Hill47
Visual Carhartt X Selfridges
Christian Louboutin X Selfridges
Selfridges Collaboration Although spreading the Free People brand further internationally is important, we feel that creating a stronger and more established brand within the UK should be the priority. The consumer is moving towards a more localised approach to shopping and is prioritising sustainability and transparency above all. Hence why Selfridges is the perfect partner.
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Merchandising
Free People Report Prada Re-Nylon X Selfridges
Selfridges Clothing Tags
Introducing clothing rental, a second-hand fashion shop, and a “concierge” to help organise product repairs. They are also providing more support and exposure to brands that exhibit sustainable behaviours, setting targets for brands stocked in its stores to meet minimum sustainability standards by 2025. Whilst signing up to the G7 as well. We feel that if Free People adopt more sustainable practices, such as our suggested innovative materials, they stand themselves in a strong position
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Cathartic Caves Conclusion
The newly apprehensive consumer will value spaces that restore their trust in brands and make their ventures outside a worthwhile and restorative experience. The home outside the home is going to be something imperative to the consumer and the way this is executed will be vital in deciding whether they leave the house to experience your brand or stay at home altogether. Caves are routed in comfort and escapism but also have a newly paved place in Visual Merchandising with nods to 70’s nostalgia but also mood boosting qualities and future facing furnishings. The colour palette injects serenity and peace into the space and the ‘honey’ colour focuses on creating a warm and welcoming environment. Neutral and organic colour palettes can transcend season to season and inject positivity and spirituality to those who see it, it is only going to grow in popularity as an organic and natural way of life grows with it.
Interiors Now! by Angelika Taschen51
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Greg Lin Jiajie
Free People Report
In Conclusion As the consumer exits from confinement they are going to crave experiences of escapism and adventure, whilst exhibiting anxious behaviour. Hence, it is key that FP develop VM and activewear that is restorative and supportive. Key trends of ‘Cathartic Caves’ and ‘Living Off The Earth’ all link to a desire for comfort, sustainability and spirituality. To make a journey out of their home, the consumer must have trust in the brands they visit, consequently, transparency throughout the supply chain and material production is key to gaining a loyal customer. The FP woman’s new found interest in sustainability is evident in their pull towards neutral and organic colour palettes and desire to escape to nature. Free People have a great opportunity (taking on our recommendations) to create supportive and transformative activewear that is complimented by comforting and nostalgic
Appendix
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Appendix
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Thank You A report by Eloise Sands, Erin Hadley, Melissa Atkinson, Sophie Hicks and Lois Forey Report Design by Sophie Hicks If you have any questions feel free to get in contact: Sophie Hicks: Sophie.hicks@hotmail.co.uk Erin Hadley: Erinhadley789@gmail.com Melissa Atkinson: melissajatkinson@outlook.com Eloise 58 Sands: eloisesands@outlook.com