Merchandise Plan & Buy: Free People Buying Plan

F R E E P E O P L E FOOTWEAR BUYING PLAN

BY: ALEXA WARD

MERCHANDISE PLAN AND BUY

TABLE OF CONTENTS

03

COMPANY INFORMATION

13

FP CUSTOMER

16

MARKET TRENDS

19

DEVELOPING A BUYING PLAN

30

ASSORTMENT PLAN

37

PLANNING FOR MARKET

39

PAYROLL

41

PROMOTIONAL PLAN

52

EXPENSE, OUTCOME AND PROFITABILITY

55

WORKS CITED

fp COMPANY INFO

THE BRAND STORE INTRODUCTION THE HISTORY Dick Haynes opened the first Free People store in the early 1970s in western Pennsylvania (Free People, n.d.).

He opened the retailer to attract free-spirited consumers looking to find freedom and expression within their clothing (Free People, n.d.). For a while, Free People disappeared under Haynes’ other companies, including Urban Outfitters and Anthropology, as the brand took off (Free People, n.d.). However, in 1984 Free People started again as a wholesale line (Free People, n.d.). It was not until 2001 when Haynes’ realized that the values Free People represented were what their customers wanted.

The brand symbolized “femineity, courage, and spirit” (Free People, n.d.). This realization led them to open the first Free People boutique in 2002 and revamp the brand into what it is today—a contemporary brand creating for the bold, unique, and confident girl (Free People, n.d.).

WHO IS FP?

Free People is a bohemian lifestyle and apparel company underneath the umbrella company Urban Outfitters, Inc. or URBN that sells women’s apparel, intimates, accessories, beauty, and wellness products (Free People, n.d.). Free People targets an independent, creative, oneof-a-kind girl who effortlessly blends tomboy edge with feminine styles; she is a risk-taker and traveler who is always on the go (Free People, n.d.). The logo for this brand is a handwritten scripted font that embodies their free-spirited identity. There are five Free People brand girls representing their target audience, as described on their website.

PAGE 04

THE

GIRL

1. MEET LOU arth down-to-E

Lou represents a carefree and down-to-earth girl whose style is always up for an adventure (Free People, n.d.). Her style is effortless and casual; worn-in-basics are her best friend.

2. MEET MEADOW t free-spiri

Meadow is a free-spirited dreamer and wanderer.

Her style is enchanting and bohemian (Free People, n.d.). She finds inspiration in nature; she wears a lot of neutral colors and flowing silhouettes.

PAGE 05

3. MEET CANDY romantic

Candy is ultra-feminine. Her style is soft, romantic, and girly; she is drawn to ethereal, girly, and delicate clothing and pale color schemes (Free People, n.d.).

4. MEET GINGER & sseoxpyhisticated

Ginger is the charming partygoer (Free People, n.d.). Her style is moody, sexy, and sophisticated, and her runway is a night out on the town (Free People, n.d.).

5. MEET SANDY chy bea

Sandy represents an effortlessly cool beach-girl (Free People, n.d.). She loves to be outside exploring the beautiful sandy beaches and ocean water. Her style is effortlessly beachy, beautiful, and cool (Free

PAGE 06

People, n.d.).

LOCATIONS FREE PEOPLE HAS 149 NORTH AMERICAN LOCATIONS (ELL, 2021).

PHILADELPHIA, PA The Philadelphia, PA location is Free People's first store.

ALPHARETTA, GA Located in the Avalon, a premium lifestyle center.

NEW YORK CITY, NY The Free People store at Rockefeller is its largest location.

AUSTIN, TX The Free People store at Rockefeller is its largest location.

FREE PEOPLE AVALON

NASHVILLE, TN Located in the Green Hills mall just minutes from downtown Nashville.

SAN DIEGO, CA Located in Fashion Valley, a hub of outdoor retail activity.

My Store

I am buying for the Free People located in Alpharetta, Georgia. This location is within the Avalon, a "mixed used development" or lifestyle center that hosts over “500,000 square feet of retail, […] premier theater, conference center, full-service hotel, family residences, and luxury rental homes” (Avalon, n.d.) It is focused on delivering a luxury shopping, dining, and living experience to the South (Avalon, n.d.). Free People does not have store rankings; each store carries merchandise of the same quality and price points with styles catered to each target demographic. If Free People ranked their stores, Free People Avalon would be an A-ranked store because of its high traffic location and affluent demographics.

PAGE 07

ORGANIZATIONAL STRUCTURE SHEILA HARRINGTON CEO & President

MARKETING

MARY WHITCRAFT

VALERIE AU-YUENG

Director, Brand Marketing and Partnerships

International Head of Sales

HAYLEY GLADDEN

LINDSAY FAYAD

Director, Client Engagement

KINDER ROTH Regional Brand Director

HUMAN RESOURCES

Director, Sales

DANIELLE ALALU Director, Sales (North America)

INFORMATION & TECHNOLOGY

KHIERY WARD

MARY WHITCRAFT

Manager, Labor Relations

Manager, Data Base

HAYLEY GLADDEN

AVA SADOCK

Manager, Training

HRIS Coordinator

LINDSAY RADEN

STEPHANIE GOLI

Associate Recruiter

IT Specialist

FINANCE

PAGE 08

SALES

TECHNICAL

RACHEL INNERS

MAJORIE SCHEPP

Director, FP Collection Shoes

Director, Product Development

MEAGAN KUHN

KYLE WRIGHT

Senior Manager, Finance

Senior Manager, Digital Production

JESSICA BOYLE

ALI TAHOURI

Senior Financial Analyst

Manager, Engineer

COMPETITION COMPETITION

NASTY GAL

URBAN OUTFITTERS Urban Outfitters, another brand under the URBN umbrella. Although these companies both contribute to the overall success of Urban Outfitters,

Inc.,

they

target

a

similar

marketplace and compete as internal rivals States

Securities

and

Exchange

Commission 2021). Both companies have mid to upper mid prices for quality clothing pieces.

Their target customer falls roughly in the same age range of teens to twenty-year old’s. Free People tends to cater to a slightly older audience, while Urban caters to the younger audience. Urban Outfitters has a larger social media following and generates more revenue per year. In the same quarterly sales study listed above, Urban Outfitters made $428 million compared to Free People’s $219 million (Ell, 2021). However, Free People’s revenues rose, and Urban Outfitters’ fell from the year prior. In conclusion, Free People and Urban Outfitters are competitors because they target a similar marketplace and contribute the most revenue to their parent corporation,

PAGE 09

URBN.

includes Nasty Gal. Nasty Gal is online apparel, accessories, and shoe retail store. They uphold similar values to the Free People brand, like

One of Free People’s main competitors is

(United

Competition outside of the URBN umbrella

inspiring confidence in women (Nasty Gal, n.d.). Their target market is women in their teens to mid-twenties, a slightly younger demographic than Free People. Although Nasty Gal is less expensive than Free People, they both cater to consumers looking for unique, edgy, and stylish clothing. People gravitate toward the brand because of its trendsetter, always up-to-date, and edgy styles (Nasty Gal, n.d.). When looking at overall engagement, Free People performs better than Nasty Gal; Free People had 5.57 million visits since May 2021 compared to Nasty Gal’s 4.47 million. On the site, Free People had an average of 7.36 pages per visit compared to Nasty Gal, with 5.69 pages per visit. The sources of traffic for Free People are most commonly directly (62.54%) and by search (27.91%) (Similar Web, n.d.). The sources of traffic for Nasty Gal are most commonly by search (56.60%) and directly (32.66%) (Similar Web, n.d.).

COMPETITION COMPETITION PAGE 10

REFORMATION Another

competitor

of

Free

People

is

Reformation. According to Owler, Reformation ranks 6th in Free People Competitors (Owler, n.d.).

Free

People

started

in

1970;

Reformation is a much newer brand, getting its start in Los Angeles circa 2009.

The mission of reformation is to "create beautiful clothes that cause a fraction of the environmental impact of other fashion brands" (Reformation, n.d.) Reformation has a similar bohemian aesthetic as Free People at a similar to more-expensive price point. Sustainability is at the core of the brand; they are dedicated to creating environmentally-conscious clothing by sourcing sustainable textiles (Reformation, n.d.).

Free People revenue is substantially higher than Reformation's, but Reformation, as a new brand, continues to grow with every year. It's similar aesthetic, price-point, and USP of sustainability make it competitive against the Free People name.

MODCLOTH ModCloth, an indie brand founded in 2002, is one of Free People's largest competitors.

According to Owler, ModCloth is Free People's #1 competitor.

ModCloth

carries

similar

bohemian

and

vintage clothing styles at a fraction of the price of the FP brand. Their brand focuses on inclusivity and body positivity within the fashion world; their size chart ranges from 00 to

28.

They

are

size-inclusive,

photoshopping,

and

strive

for

antifemale

leadership and empowerment (ModCloth, n.d.)

MY DEPARTMENT FOOTWEAR

For this project, I am buying for the Women’s footwear department. Free People carries various shoe brands within this department that all meet at least one of their five personas, documented previously. I chose to buy for Free People’s shoe department because their shoe department sells brands outside their private label styles; this is different from their women’s or accessories department. I thought it would be interesting to learn about the buying process from this angle. I chose Free People as my company because Free People is a brand, I am interested in one day. I enjoy their company culture, easy-going styles, and overall brand aesthetic. Through this project, I can learn more about the Free People brand and add portfolio work focused on a company I genuinely love.

PAGE 11

fp THE FP CUSTOMER

DEMOGRAPHICS FP AVALON / ALPHARETTA, GA

MEET ALPHARETTA, GA

Alpharetta, GA, located in Fulton County, is located between the North Georgia Mountains and the beautiful City of Atlanta. Alpharetta is a vibrant suburban city with a thriving music scene, hundreds of shops, and amazing restaurants.

01

POPULATION

According to Data USA, the current population of Alpharetta, GA is approximately 65.6k people (Data USA, n.d.). Of the 65.6k people, 85.1% are residents and 26.2% were born outside of the USA (Data USA).

02

INCOME

The median household income is $113, 802 representing the 24.3k households in Alpharetta (U.S. Census Bureau, 2019). The average household income within the United States is $67,521 in 2020, making the median household income of Alpharetta significantly higher.

PAGE 13

03

EDUCATION

Alpharetta High School ranks 13th in Georgia and 401st nationally (U.S. News, n.d.). In Alpharetta, 96.7% of people have a high school diploma or higher and 69.2% have a bachelor’s degree or higher (U.S. Census Bureau, 2019).

04

ECONOMIC DATA

The median household income in Alpharetta is $113, 802.

Alpharetta employs over 34,000 people. Its largest industries include Professional, Scientific, and Technical Services, Manufacturing, and Retail Trade (Data USA, n.d.)

THE CONSUMER WHO'S BUYING FP IN ALPHARETTA, GA? AVERAGE AGE The brand primarily targets the contemporary women between 25-30 (United States Securities and Exchange Commission 2021). The average Free People customer is 25 years old.

VALS PROFILE Th Free People customer is an Experiencer. Experiencers are not afraid to beat to the tune of their own drum. They are bold, spontaneous, visually stimulated, and are not afraid to go against the norm. They are fashion risk-takers and the first to take on new trends (Strategic Business Insights, n.d.). Recreationally, they enjoy outdoor recreational activities or social settings.

REGIONAL & CULTURAL IMPLICATIONS Alpharetta, GA is located about approximately 40 minutes outside of the city of Atlanta. it is a hub of attractions and things to do in a family-friendly area. According to Data USA, the racial makeup of Alpharetta is 63.3% White, 20/3% Asian, and 12% Black or African American.

KEY BRANDS The key fashion brands worn by the Free People customer (outside of Free People) are: Reformation, H&M, Nasty Gal, Abercrombie & Fitch, Aritzia, Revolve, For Love and Lemons, Zara, and Show Me Your Mumu.

PAGE 14

fp MARKET TRENDS

FASHION TRENDS

SPRING/SUMMER 2022

The United States has the largest footwear industry, bringing in approximately 91B dollars of revenue every year. To survive the coronavirus pandemic, the footwear industry, like many other retail sectors, adapted to meet new consumer demand and innovated unique marketing and positioning strategies (FDRA, n.d.). Pantone recently released their 2022 Color Trend Report. The colors are primarily bold and bright and are supported by neutral brown towns. Free People will thrive on these predicted trends because their normal footwear buying strategy is on-trend shoes in neutral basics and fun pops of color.

Many of their shoes come in neutrals and a bright color (pink, purple, orange, etc.), giving consumers the option to buy a classic or fun, trendy shoe. Both "athleisure" and western style continue to dominate the trends in sporty sandals and western boots (Cosmopolitan 2021).

Free People will buy sporty sandals and other elevated casual shoes to support their relaxed-fit clothing.

Western boots go perfectly with their bohemian style. Free People buys for a mid-to-high priced shoe. The average price of their shoes is around $190.

PAGE 16

FOOTWEAR INDUSTRY INDUSTRY TRENDS

The footwear industry continues to grow rapidly, expecting to reach $425.2 billion by 2022 (Chouhan et al., 2017). Consumers continue to seek comfortable footwear options, making athletic footwear a dominating global trend (Chouhan et al., 2017). COVID-19 turned consumers toward outdoor, athletic activities that continue this push into 2022. The footwear industry consists of several different shoe styles and materials, including rubber, leather, plastic, fabric, and more; the most popular material continues to be leather (Chouhan et al., 2017). As women continue to enter the workplace, producing stylish, on-trend becomes more and more important to potential consumers; this explains the rise in non-athletic footwear or athleisure footwear not intended for working out (Chouhan et al., 2017).

When buying within the footwear industry, one must look at the different distribution channels, enduser goals, material (leather vs. non-leather), type (athletic vs. non-athletic), and region. Free People sells brands outside of its label, We the Free; Free People collaborates with a few popular brands like Converse, Vans, Sam Edelman, and Dolce Vita (Chouhan et al., 2017).

CONSUMER TRENDS Start It Up recently released an article documenting consumer trends that are here to stay in 2022. Many of these trends originated because of the coronavirus pandemic. The first trend is that consumers want brands to be helpful (Greimel 2022).

Consumers needed brands to show value and support during an emotionally and financially draining pandemic. After the pandemic, consumers want to be delivered this same level of support. Brands can do this by informing the public of their activities, improving or resolving an environmental or ethical issue (e.g., Improving sustainability efforts), or innovating to meet a customer's need (Greimel 2022). A brand being helpful is a need going into 2022. The second trend highlighted in this article was brand loyalty. Brand loyalty faltered during the pandemic because of product shortages and supply chain issues. Consumers switched brands to cut costs or because a different brand was more convenient. To build brand loyalty in 2022, a brand must create a unique shopping experience that is convenient for the consumer (Greimel, 2021). The final consumer trend is hybrid events. The world became digital as it shut down for the pandemic. Companies and consumers relied on Zooms, Instagram Lives, and webinars to connect with people and brands. As companies offer virtual events to reach a wider audience, motivating and engaging them is essential, even behind the screen. To do this, brands should encourage camera usage and participation (Greimel 2021).

PAGE 17

fp DEVELOPING A BUYING PLAN

SALES INCREASE/DECREASE JUSTIFICATION YOUR PLAN: $450,000

PERCENTAGE INCREASE/DECREASE: 3.93%

DOLLAR INCREASE/DECREASE: $17,000

"The Avalon Free People, located in Alpharetta, Georgia, expects a 3.93% increase in sales over the next year. This increase represents a jump from sales totaling $433,000 to $450,000 or a $17,000 difference from the prior year. The footwear department of Free People justifies this increase in sales by noting the growing population of Alpharetta, Georgia, and Fulton County, the location within a bustling lifestyle center, and the planned growth of the footwear industry.

The demographics of Alpharetta, Georgia, justify this percent increase in sales because the population and income continue to grow. As more people with higher household incomes come into an area, they boost the economy because they can spend more money purchasing goods and services. Alpharetta, Georgia, is currently home to 69,125 residents, a record high population (World Population Review, n.d.). Data USA predicts it to continue growing at 1.42% annually (Data USA, n.d.). The median household income in Alpharetta in 2019 was $113,802; Alpharetta's current median household income in 2021 is $153808. There was a 35.14% increase in median household income over the last two years. Alpharetta also has a strategic economic development plan to continue advancing towards a choice destination that is commercially and residentially successful. The 10-year plan titled ""LIVE GROW WORK"" documents Alpharetta's strategy to grow commercially and residentially by accounting for changing demographics and investing in their retail sector. The plan highlights the population rise in younger people, ages 25 to 44, in Alpharetta. As the Baby Boomer generation retires, the influx of young adults contributes positively toward their economic development. Outside of improving the economy in Alpharetta, the rise in young adults grows the potential target market of Free People at the Avalon location. Free People primarily caters to college students and young adults between the ages of 25-35. Statista also points out that consumers aged 35 to 44 spent the most money on footwear, and consumers aged 25-35 spent the third-highest on footwear in 2019; Alpharetta's demographic represents an age group that spends more heavily on footwear than others (Blázquez 2021).

As the city sees growth, Free People will, too, justifying the 3.93% increase in sales predicted for this location.

The location of this Free People store also accounts for the 3.93% predicted increase in sales. Alpharetta Free People resides in the Avalon, a thriving ""86-acre community [that] features more than 500,000 square feet of retail […] delivering the luxury of the modern South"" (Experience Avalon). The amenities offered by Avalon, including the Avalon Hotel, extensive retail space, ample dining, movie theater, and conference center, draws in thousands of consumers from the Fulton County Region. The Avalon's focus on providing luxury in the south reaches families with higher disposable income, making the Avalon the perfect location to reach Free People's target customers. Therefore, the location of Free People Alpharetta within the Avalon lifestyle center justifies the planned sales increase of 3.93%.

Lastly, the global and national footwear industries support the sales increase. According to Statista, the United States has the largest footwear industry globally; the shoe industry brings in roughly 91 billion dollars of revenue to the U.S. each year (Shahbandeh 2021). The global footwear industry is worth $352 billion in sales or 17% of total apparel spending (The Size of the Global Footwear Market). Common Objective notes that the global market continues to grow at 3.3% every year.

Free People entices consumers to shop their footwear because of their in-house We the Free Brand and collaborations with popular brands like Hoka, New Balance, Jeffery Campbell, Dr. Marten, Converse, and Frye. Many of these brands are top competitors within the market; IBIS World documented that New Balance holds the largest market share in the Shoe & Manufacturing industry within the United States. Free People's assorted variety of footwear offerings make it a one-stop destination for shoe-lovers. Their unique selection of footwear alongside industry trends justifies the predicted 3.93% increase in sales within the Free People Avalon footwear sector.

In conclusion, Free People's 3.93% increase is justified by a growing population, increasing household income, highly trafficked location, and expanding shoe industry."

PAGE 19

MONTHLY SALES PLAN

PAGE 20

MONTHLY SALES PLAN MONTHLY JUSTIFICATION

FEBRUARY Free People Alpharetta expects 10% of total sales to come from February. This accounts for $45,000 of the total $450,000 in planned sales and represents the lowest sales percentage of the 6-month buying plan. Free People planned for 10% of sales to fall within this month because of the historical footwear buying trends, consumer spending habits during the post-holiday season, and the lack of events driving footwear purchases in February.

Historically, footwear sales decline during February. FRED Economic Data found that consumers spent $2512 in shoe stores during February 2021 (FRED Economic Data). In March 2021, consumers spent 37.86% more, purchasing $3463 worth of shoes; this represents one of the highest spending months for the footwear industry (FRED Economic Data). The decline in sales coincides with the post-holiday spending mindset. Typically, people want to spend less after the holidays because they dished out lots of money buying gifts or participating in seasonal festivities; in turn, people want to balance out their over-spending by saving in January and February. Many make saving part of their New Year's Resolutions. Outside of the post-holiday spending trends, there are no events driving people to purchase footwear during this month. Shoes are not a common Valentine's Day gift; as people turn their attention to jewelry, the footwear industry takes the backseat. Because of these two reasons, Free People Avalon expects February to only bring in 10% of the total anticipated sales.

To attract customers during this time, Free People Alpharetta has an After-Holiday Sales marking down merchandise up to 50%.

PAGE 21

MARCH Free People Alpharetta expects 20% or $ 90,000 of total planned sales to come from March. This month represents the highest percentage of planned sales of the 6-month plan. The Coronavirus pandemic impacted the sales trends of footwear during 2021; more specifically, the pandemic amplified a preexisting shoe buying trend. March is typically a high-sales month for the footwear industry. Looking at 2019, March represented the third highest-sales month of the year with $3,383 spent on shoes. In 2021, March was one of the highest-sales months because Government stimulus checks, and tax refunds surged discretionary income throughout the United States. March continues to be a high-sales month going into 2022 because people recovered from their holiday spending and are excited to purchase Spring/Summer styles, and excited to get outdoors.

After conserving their money in January and February, consumers want to spend money in March. They are excited for new emerging styles and trends and the warmer weather on the horizon. The first day of Spring is March 20th, 2022.

Consumers start making purchases for the spring and summer.

Many college seniors begin taking their senior photos.

In conclusion, Free People Alpharetta plans for March to makeup 20% of their total planned sales because of previous buying trends, the start of Spring/Summer merchandise, warmer weather, and revived bank accounts following the holiday season. Therefore, Free People Alpharetta plans for 20% of total planned sales to come from March 2022 because of historical buying trends in March, start of Spring/Summer Merchandise, recovered bank accounts after the holidays, and desire to purchase new shoes to go with the warmer weather.

MONTHLY SALES PLAN MONTHLY JUSTIFICATION

APRIL Free People Alpharetta expects plans for 16% of sales to come from the month of April. The predicted sales of $72,000 for the month are average for Free People, despite representing a 3% decrease in sales from the prior month. April is a continuation of March, luring people in with spring and summer merchandise and the excitement of warm weather and outdoor activities to come. According to Statista and FRED Economic Data, April’s sales fall around those between March and July.

Therefore, planning for average sales is to be expected.

The major holiday during April is Easter; many people believe it is good luck to wear all new clothing on Easter and may purchase new shoes for the event. The National Retail Federation found Easter to be one of the top five consumer spending holidays. In conclusion, Free People Alpharetta plans to bring in 16% of total planned sales by continuing off the trends preceding them in March. They prepare for May which represents an increase in planned sales because of Graduations, the start of summer vacation, and a historically high industry sales trend. esents an increase in planned sales because of graduation, summer vacation, and a historically high industry sales trend.

MAY Free People Alpharetta plans for May to account for 19% or $85,500 of their total planned sales. According to Statista, 33% of consumers start making spring and summer footwear purchases in May (Blázquez, 2021). According to the FDRA Footwear Buying Trend Report 2021, the two largest footwear types purchased are sneakers or other casual footwear and running or athletic shoes. 54% of all shoe purchases are sneakers or casual footwear, and 32% of sales are athletic or running shoes. As May brings in summer weather, people are looking for sneakers and athletic shoes to take them from working out to shopping on the town. The good weather also brings more business to the Avalon location because people want to spend time shopping outdoors.

Two events influencing consumers' purchasing decisions during May are the start of summer vacation and high school or college graduations. Georgia State University is a college located 45 minutes from Alpharetta; their last scheduled day of class is May 11, 2022 (Georgia State University). Other Universities and high schools within the area get out around the same time. As students begin traveling home, parents often plan to take paid time off or use their vacation days during the summer months to travel with friends and family.

Graduating students are looking to complete their graduation outfits with the perfect pair of kicks. Families may also purchase a more expensive pair of shoes that their graduating student wants as a gift. Mother's Day also falls during this month. The National Retail Federation found Mother's Day to be fourth in their top five consumer spending holidays.

Therefore, May accounts for 19% of planned sales for the Free People Alpharetta location because of the significant purchasing events in the month, like Mother's Day and Graduation, the increase in travel coming up during the summer months, and the consumer desire to get outside. .

PAGE 22

MONTHLY SALES PLAN MONTHLY JUSTIFICATION

JUNE Free People Alpharetta plans for 16% of sales to come from the month of June or $72,000 of the $450,000 total planned sales. The decrease in sales from May to June occurs because summer is now in full swing. People have already purchased their seasons footwear in March, April, or May; they bought all the shoes they wanted when the new styles and colors released. As Mother’s Day, a major spending holiday, and graduations come to an end, sales die down. Spring weather leaves and makes way for true Georgia heat to come in.

According to Weather US, June averages between a low of 67.8 degrees Fahrenheit and high of 87.1degrees Fahrenheit.

As temperatures creep to the upper range, less consumers want to shop outdoors. Therefore, June accounts for only 16% of total planned sales because of fewer activities and higher temperatures.

JULY Free People Alpharetta plans for July to make up 19% or $85,500 of planned sales. The predicted sales increase back to 19% from 16% during June because of the Fourth of July Holiday and back-to-school shopping season. Atlanta hosts the AJC Peachtree Road Race 10K each Fourth of July. This Atlanta tradition draws in thousands of runners and their families to the Atlanta streets to compete. In preparation for this event, people purchase new running shoes. Free People collaborates with athletic brands like New Balance, Hoka, and Veja to create athletic shoes in unique colorways. An increase in athletic sneaker purchases occurs within Fulton County during this time. Many people also purchase patriotic merchandise in the form of a red, blue, or white ensemble. Free People offers a wide selection of clothing in an assortment of colors. Free People may advertise an outfit guide to help people create the perfect Independence Day look.

The rise in planned sales during July also coincides with the back-to-school shopping season. Free People targets collegeaged to young adults between the ages of 25 to 35 years old.

Some of their target audience is preparing to go back to college and needs to stock up on outfits for class, date parties, football games, and other collegiate events. According to the National Retail Federation, back-to-college is the top consumer spending event in the United States, with consumers purchases averaging $1,200.32 per person (Holiday and Season Trends 2021). Back-to-College season justifies Free People expected 19% in sales because their target market purchases an increased amount of clothing to carry them through their semester away. Therefore, Free People Alpharetta justifies their 19% planned sales during July because of the Fourth of July Holiday and back-to-school shopping.

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STOCKS/SALES RATIO MONTHLY JUSTIFICATION

FEBRUARY

MARCH

February accounts for the lowest percentage of planned sales at 10% of the total planned sales. A slower season occurs because of post-holiday consumer mindset. Many drastically reduce their spending after the holiday season to make up for big purchases during the month of December. Because February accounts for such a low percentage of sales, Free People Alpharetta wants to keep February’s stock-to-sales ratio around 1.5. Less purchases from consumers means that Free People Alpharetta does not need to stock merchandise as frequently.

March accounts for the largest percentage of planned sales at 20% of the total planned sales. This prediction falls in line with previous March buying patterns within the shoe industry. The increase in spending occurs because new merchandise for spring and summer comes out, consumers prepare for incoming warm weather and future vacation plans, and consumers are ready to spend money after reducing their spending following the holiday season. Because March sees a significant increase in purchases, Free People Alpharetta keeps its stock-to-sales ratio at around 2.7. As more people make purchases at the store, Free People employees must re-stock merchandise. The stock needs to keep up with the inventory turnover caused by the sales, so the stock-to-sales ratio is kept higher at 2.7.

APRIL April accounts for 16% of total planned sales and represents an average sales month for Free People. The expected inventory turnover is less than March; therefore, the stock-tosales ratio drops from 2.7 to 2.2. During this month, consumers continue purchasing merchandise from the prior month to clear it out before a surge in sales during May. In May, merchandise changes from spring to summer; leftover winter shoes and spring boots make room for summer sandals, wedges, and casual sneakers to dress up an outfit on Graduation, Mother's Day, and other summer events. Although Sales continue at an average level, they are not as significant as the sales made during March or May because April lacks a major spending holiday or event. Because of this, the stock-to-sales ratio decreases by 0.5.

PAGE 24

MAY May represents 19% of planned purchases, the secondhighest percentage following March’s 20%. Free People Alpharetta intends to keep the stock-to-sales ratio around 2.5.

Inventory turns over faster during May because most people purchase their summer footwear during this month. Statista found that 33% of people buy their spring/summer shoes during this month. Inventory also turns over faster this month as people get excited for upcoming travel plans and warmer weather. Important events like Graduation or Mother’s Day increase consumer sales during this month. Therefore, Free People want to have enough Merchandise stocked to keep up with consumers' buying habits.

STOCKS/SALES RATIO MONTHLY JUSTIFICATION

JUNE June accounts for 16% of planned sales. The decrease in sales corresponds to the decline in inventory stock. Free People Alpharetta intends to keep the stock-to-sales ratio around 2.2.

Consumers buy an average amount of merchandise during this month because no spending holidays or important events are enticing them to purchase new shoes. The temperature increase during the summer keeps consumers at home.

Therefore, Free People Alpharetta does not need to have as much inventory on hand as they would in a busy month, like March or May.

JULY July accounts for 19% of planned sales, the same amount as May. Free People Alpharetta expects to keep the stock-tosales ratio around 2.5 during this month. Inventory turns over faster during this month because back-to-college and back-toschool shopping is in full swing. Summer merchandise starts to make room for fall essentials. Back-to-college represents the top consumer spending holiday in the United States, according to the National Retail Federation. Therefore, Free People Alpharetta needs a stock-to-sales ratio that allows them to replenish inventory at the rate of purchase.

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PLANNNED REDUCTIONS MONTHLY JUSTIFICATION

FEBRUARY

MARCH

February has the least percentage of plans sales and the lowest stock-to-sales ratio. This month represents a slow season of purchasing because consumers tend to save more following the holiday season. Because of this, February has the largest reduction percentage. Free People Alpharetta wants markdowns to draw customers in to clear out any leftover merchandise from the winter season. March welcomes new spring and summer arrivals, making the previous months' merchandise out of stock. Free People Alpharetta wants consumers to purchase the inventory at reduced levels before the sales floor is cleared for the next season.

March has the largest percentage of planned sales and the highest stock-to-sales ratio. Customers flood the store to check out new spring and summer merchandise; they are ready to spend money after taking a break after the holidays. This month, Reductions are lower than during February because Free People Alpharetta expects high customer traffic and increased purchases. Free People wants to take advantage of this by selling as much merchandise at full price as possible.

Moreover, Free People wants to take a break from reductions following the extreme reduction period in February.

MAY APRIL April represents an average selling period for Free People Alpharetta. Planned sales fall from 20% to 16% following the massive influx of customers during March. Although sales are typical, reductions increase from April to May to make room for the subsequent inventory in May. Some of the spring merchandise brought in March has not sold yet. Therefore reductions are used to entice customers and improve sales.

JUNE June also represents an average selling period for Free People Alpharetta. There is no spending holiday or new emerging trends to increase sales during this month. People settled into their summer routine at this point, purchasing the majority of their summer wardrobe in the prior month. Reductions in June remain relatively similar to the two previous months.

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May is the second highest selling month, alongside July, and represents a surge in sales back to 19%. Similar to what happened in March, Free People Alpharetta limits reductions to take advantage of the high-volume of sales epxected during May. The influx of consumers during this month coincides with summer arrivals, better weather, Mother's Day, college and high- school graduations, and other events impacting consumer buying habits. Merchandise cleared in the previous month to make room for the new arrivals, therefore Free People does not have to impose reductions to make room.

JULY July sees an increase in reductions to entice customers to shop the back-to-college and back-to-school sales. During back-toschool, brands compete to offer the best deals on all back-toschool apparel, accessories, and footwear to keep students stylish. Free People remains competitive without sacrificing our pricing during a peak month by increasing reductions. These reductions are not as significant during the post-holiday reductions but are necessary to draw in Free People's target market and make room for the upcoming Fall trends.

PLANNED REDUCTIONS

MARKDOWN STRATEGY, SH

ORTAGE, RETURN POLICY

Markdown Strategy

Shortage

Return Policy PAGE 27

Free People stores only markdown merchandise after selling 85% of the original stock or if the merchandise is out of season. Merchandise that is out of season should not be sold in the following season. This helps with broken assortments. The markup percentage for the season is Our markdown percentage for the season is 80%. Our markdown sequence consists of four markdowns moving upward from 25% to our final markdown at 75%.

ULoss prevention is extremely important to the Free People brand. Free People tries to keep both internal and external theft to 1.5%. Free People has a camera system monitoring both the employees and customers; cameras allow authorities to reference the video if anything goes awry. Smaller, more easily stolen merchandise falls on the store's left and right walls, center, and center-back. The store layout makes it more difficult for consumer theft because they must walk several feet into the store to reach merchandise that is easily hidden. It would be apparent to store employees if someone snatched something from these areas and attempted to leave.

Garment sensors are attached to higher-priced merchandise within the store. Employees train to interact and greet customers to build relationships and make them less likely to carry out the theft. The URBN brand sometimes uses code words to communicate unusual behavior (Reed 2020). However, this received backlash for being discriminatory in 2020 (Reed, 2020). Each of these methods attempts to keep loss prevention to a minimum.

Free People gladly accept unwashed, unworn, and undamaged merchandise for returns or exchanges up to thirty days after the initial purchase. Inventory intended for returns or exchanges must have the original sales tag present; the purchaser returning the merchandise must have the original receipt. If returns occur after 30 days, the customer receives in-store credit in a Free People gift card.

PLANNED SALES & 6 MO. PLAN

Planned Sales

Six Month Merchandise Plan

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fp ASSORTMENT PLAN

SALES BY CLASSIFICATION

mules clogs heels wedges sandals slippers sneakers gs heels wedges sandals slippers sneakers boots m slippers sneaker boots mules clogs heels wedges

SALES BY CLASSIFICATION

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ASSORTMENT BY COLOR 5% CORAL ROSE

15% HUMU

5%

5%

BUBBLEGUM

FRAGILE SPROUT

5% ORCHID BLOOM

20% WHITE ALYSSUM

15%

10% NORTHERN DROPLET

BLACK

20% CREAM

JUSTIFICATION Free People is a specialty brand that provides bohemian, contemporary, and relaxed designs targeting women in their mid-twenties (Free People, n.d.). A free people girl is adventurous, effortless, bold, urethral, free-spirited, and charming (Free People, n.d.).

The colors above match the overall aesthetic and direction of the Free People brand. Black, white, and neutral sandy tones were chosen because Free People typically begins with a foundational base. They offer a wide selection of their shoes in a neutral, effortless, and more-boho color. The Free People brand is also known to incorporate bright colors and loud prints into its collections. These colors tend to fall on the warmer side to match their boho aesthetic. The Pantone 2022 Color predictions see an upcoming trend of eye-catching color choices like Bubblegum or Coral Rose (Pantone, n.d.). These colors align with the pops of color already incorporated into the Free People brand, making them a perfect fit for the upcoming season.

Following the COVID-19 pandemic, consumers shifted to Emotional Maximalism and Prepared Essentialism in their buying trends, resulting in a rise of brighter colors, dramatic details, and utility within clothes and shoes (Velasquez, 2020). This mindset shift justifies Free People's introduction of timeless neutrals paired with bold pops of color for the Spring/Summer 2022 season. Emotional Maximalism recognizes a consumer's desire to indulge post-lockdown.

According to Sourcing Journal, indulging makes people "happy and calm [and] electrically charged colors are an instant mood booster" (Velasquez, 2020). To lift their spirits during lockdown, consumers wanted to indulge themselves; in fashion, this translated to an admiration of playful and dramatic details like ruffles, fringe, feathers, and color. Therefore, introducing bright pops of color allows Free People to meet target market needs while maintaining their FP aesthetic.

Prepared Essentialism is another trend coming out of COVID-19. With this trend, utility and functionality within clothing and footwear is important. Consumers are not impulse buying; they are making "considered purchases" based on performance, functionality, etc. (Velasquez, 2020). This trend justifies Free People supporting bold colors with neutrals because they provide customers with functional, easy-to-wear footwear pieces.

In conclusion, neutral colors appeal to a wider audience because of their functionality and allow customers to build a staple summer wardrobe. After stocking their wardrobe with basics, the brighter colors serve as accents to brighten their wardrobe. Bold colors are perfect for summer because people want more fun within their wardrobe following a gloomy winter season. Therefore, based on current consumer trends, seasonal trends, and the Free People target market, neutral colors with 2022 trending colors are perfect for the Free People brand.

ASSORTMENT BY FABRIC JUSTIFICATION

The justification were drawn from analysis of the current FP website, industry trends, and the various FP shoe vendors. The industry trends discussed earlier in this paper found the footwear industry to be full of materials like rubber, plastic, leather, and more. Of these, leather is the most popular; this justifies the largest percentage of shoe material being leather (40%) (Chouhan et al., 2017). Season after season, Free People's leather boots and booties continue to sell out (Free People, n.d.). The majority of Free People shoes, especially boots, heels, and sandals, are made of leather or rubber (Free People, n.d.). This explains the prevalence of fabrication selections coming from one of these two. The other most popular category is canvas because various sneakers, including Vans and Converse, provided by the FP, contain canvas primarily (Free People, n.d.). Rubber is often used to create the sole of the shoes and makes a whole shoe in some instances. The lower percentage can be explained by less material being used to create the shoes.

Slippers primarily contain faux fur (Free People, n.d.). The fabrications are chosen because they are on par with what Free People typically purchases during the summer. These fabrications fit the Free People bohemian brand aesthetic. They are also easy to care for, which matches a Free People girl's effortless, relaxed style; they want comfortable, easy to wear and care for shoes to last them on their summer adventures.

40%

10%

LEATHER

20%

FAUX FUR

5% WOOD

RUBBER

25% CANVAS

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CLASSIFICATION MONTHLY SALES

PAGE 34

PAGE 35

BY PRICE LINE

ASSORTMENT ASSORTMENT

BY PRICE LINE

fp PLANNING FOR MARKET

PLANNING FOR PLANNING FOR MARKET MARKET

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fp PAYROLL

PAYROLL MANAGER - $52,784 ANNUAL SALARY

ASSISTANT MANAGER $16 PER HOUR JAssistant Managers: Full-time position ‐ Age: 25, college graduate ‐ General weekly hours=32 at $16.00 an hour ‐ The Free People Assistant Manager supports the Store Manager and Visual Manager to complete goals and drive sales. They assist in planning, scheduling, and motivating the store's team.

The FP Assistant Manager's day-to-day tasks include displaying visual merchandise on the sales floor, assisting customers, and styling. They have extensive retail experience (5+ years) and can increase sales season after season. The Assistant Manager should be a strong communicator, expert on trends, and hardworking.

SALES ASSOCIATE $11 PER HOUR Sales Associate: Age: 18 ‐ College student ‐ General weekly hours= 15 at $11.00 ‐ A Free People Sales Associate assists in carrying out the vision and brand of Free People within their store. They greet customers and foster a positive, unique, and inspirational experience for them. An FP Sales Associate assists in daily retail tasks (e.g., Managing inventory, checkout, fitting rooms, and customers). They are new to retail, a quicklearner, and social. They enjoy working with people and partner with an assistant on styling projects.

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fp PROMOTION PLAN

ni stagram

OVERVIEW

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WE THE FREE

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p u p o p y t4 hinsopfirjautilon

g a B s ' e n i t n Vale

Errazo interior design

website s d a e l g gmooockup

potential influencer collabs

PAGE 42

PROMOTIONAL PLAN EXECUTIVE SUMMARY SOCIAL MEDIA OVERVIEW Social media drives the world of marketing in an evergrowing technology-based world. The target market of Free People is college students and young adults, focusing primarily on women aged 25-30 years old.

These women are most likely to use social media sites like Pinterest, Instagram, or Facebook over the newcomer Tik Tok. To market Free People footwear to its target demographic, Free People will run various social media campaigns across these platforms.

FACEBOOK Free People use Facebook to launch and link new product offerings with product pictures and a short-hand caption.

For the 6-month footwear promotional plan, Free People continues to use this style of branding. Free People plans to post on Facebook 14 times a week or 2x per day. Of these 14 posts, one-third highlight Free People Footwear; these posts show new or popular products in this category that Free People offers. Paid Facebook Ads will supplement these posts. Paid advertising via Facebook yields some of the best ROI when compared to other social sites.

On Facebook, Free People will host a variety of free, online events for customers to enjoy. This content will redirect customers to make purchases of specific product offerings. For example, Free People may host a Free People Movement Cycling Events during the summer to encourage customers to get outside and get active, a popular summer hobby. In turn, the event advertises specific merchandise, like Free People athletic sneakers, that peaks participant interest.

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EXECUTIVE SUMMARY/ SOCIAL MEDIA OVERVIEW CONT.

PROMOTIONAL PLAN PROMOTIONAL PLAN PAGE 43

INSTAGRAM REELS Instagram Reels are short-form videos, like those found on TikTok, allowing brands to

PINTEREST Pinterest is a growing platform that uses primarily visual media. Young, affluent females most traffic it; this makes it a perfect social media site to reach Free People’s target audience. Free People will use Pinterest as a visual catalog of items for sale. This product

reach a broader audience. Instagram Reels generate new followers. Examples of content for Instagram reels include a Back-to-School Shoes

Essentials

Free

People

Movement video focused on Free People Athletic Sneakers and styling videos.

catalog will be updated each season to reflect

INSTAGRAM GUIDES

the latest offerings. Pinterest is a. platform FP currently uses; to maintain this, FP will host a number of content creation photoshoots.

video,

oInstagram Guides are the newest feature to Instagram that allows companies to group

INSTAGRAM

products or posts. Instagram guides will be

Instagram targets a younger audience than Facebook

and

will

reach

the

younger

demographic of the Gen Z and Millennial Free

most effective around the holidays and vacations,

for

Instagram Reels, Instagram TV, and Instagram Guides to best utilize Instagram.

Valentine’s

Day,

Spring Break, or Summer Vacation.

People shoppers. Free People will post Instagram Stories, Instagram Feed Posts,

example,

TIK TOK InOver the six months, Free People will utilize micro-influencer-generated

content

to

produce Tik-Tok videos alongside employee content. To find the micro-influencer content, Free People hosts a contest on TikTok where

INSTAGRAM STORIES

users may submit entries. Free People selects several

brand

ambassadors

to

produce

ISome topics posted on Free People Instagram

content for the brand in exchange for

stories include new merchandise, gift guides,

merchandise of the applicant pool. Most of

Spring/Summer

customer-

these collaborations are unpaid. Free People

generated content, and team styling or

does partner with a few high-profiting

product recommendations.

influencers and micro-influencers in paid

Collections,

partnerships or advertisements.

EXECUTIVE SUMMARY SOCIAL MEDIA OVERVIEW CONTINUED

PAID ADVERTISING Free People will focus its paid advertising efforts on internet advertising. Free People will use Facebook Ads, Instagram Ads, and TikTok ads during the 6-month period. Free People will utilize influencers in paid-promotion efforts to advertise specific products during the time. For paid advertising on the internet, Free People uses Google Ads and Display Ads to reach potential customers or re-market merchandise to its target market.

WEBSITE Free People currently hosts an amazing online website; it has beautiful imagery and easy layout to make shopping easy. To further optimize its website, FP use Search Engine Optimization (SEO) and keyword research. Resources like SpyFu allow Free People to determine its best-performing keywords and analyze the top keywords of competitors.

Search Engine Optimization and keyword research allow Free People to be found easier when customers do simple product searches. Free People footwear will also utilize the Free People website by highlighting specific collections or allowing people to shop the season. For example, Free People will post Valentine’s Day Guide with shoe essentials for every type of Valentine’s Day (date night out on the town vs. date night at home, etc.)

EMAIL CAMPAIGN Free People will utilize their email campaigns to encourage subscribers to shop for their latest arrivals. Free People will send out an email once a day during the six months, including aesthetic images and links to products that allow viewers to quickly scan the email content and click on what interests them. Email content will highlight any promotions during the period (Back-to-School Sales, Holiday Sales, Spring Break Sales, etc.). The email campaign uses consistent Free People branding and imagery that allows them to have an optimized omni-channel experience.

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Special Events

Content Scheduling

Visual Merchandising

PAGE 45

one of the largest summer events in Atlanta, Georgia, is the Peachtree Road Race, a 10k on Fourth of July hosted in Downtown Atlanta. Free People Alpharetta will take advantage of this event by creating a local running club to prepare shoppers for the big race. At the race, Free People x Free People Movement will have a tent to sell FP athletic wear and FP shoes before, during, and after the race. Free People will host events in collaboration with local colleges (Georgia State University, University of North GA, Kennesaw State University, Georgia College and State University, and the University of Georgia) to host back-to-school pop-up shops. These pop-up shops also allow Free People to receive applications for their ambassador program. #FPescapes plans events for Free People influencers to take trips across the globe. Free People Footwear will host its own #FPescape to send influencers on a paid beach vacation to advertise their summer shoes. The paid vacation is a way for influencers to create content centered around the FP shoes in a beautiful location; this content will be posted on the FP Facebook, Tik Tok, and Instagram and the platforms of all participating influencers.

Most of the Free People advertising relies on social media content across a variety of platforms. The key to gaining and maintaining a following on social media is to post consistently and provide valuable content to the viewer. Free People creates content calendars that schedule content for each month at least two months to produce quality content and stay on top of the content. To schedule posts, Free People will utilize a social media scheduler like Hootsuite or Buffer to schedule content in advance.

Free People is a free-spirited, passionate, bold, and creative bohemian brand. Free People designs their store’s atmospherics to be creative, warm, and inviting. The overall aesthetic of each store is consistent across the country; however, the merchandise varies based on the target demographic of the location. The visual merchandising of the Alpharetta store must fit the criteria of the Alpharetta customer. The mannequins should be frequently changed and styled to match what is upcoming and foster intrigue among frequent customers. The location of the Avalon Free People is a high-end lifestyle center with residents, offices, a hotel, movie theater, dining, and ample shopping. Many people come to this lifestyle center frequently; it is in the best interest of the Free People visual merchandising to rotate to encourage repeat viewing or purchasing.

PROMOTIONAL PLAN CONTENT CALENDARS

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PROMOTIONAL PLAN CONTENT CALENDARS

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PROMOTIONAL PLAN CONTENT CALENDARS

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PROMOTIONAL PLAN PRESS RELEASE

fp

PRESS RELEASE

FOR IMMEDIATE RELEASE: July 2022 Alexa Ward Free People Footwear XXX.XXX.XXXX amw1322@msstate.edu For the first time ever, Free People will host a pop-up shop at the AJC Peachtree Road Race in July 2022.

New collaboration destined to bring traction for new FP movement stores and FP athletic footwear!

ATLANTA, GA: Free People announced they are joining forces with AJC Peachtree Road Race to host a pop-up shop at the 2022 Half Marathon.

This pop-up event will sell merchandise from the FP Movement line along with FP athletic sneakers and comfortable post-race shoes for runners and supports. FP X AJC stickers and muslin bags are available for free at their tent.

“I think the collaboration is a great idea! Free People empowers young women; their new FP movement line encourages mind, body, and soul wellness and encourages people to get active. Their pop-up will excite young women runners, especially newcomers, into the world of running for the betterment of themselves.” Says Sara Hall, Women’s Winner of the 2021 AJC Peachtree Road Race.

Free People will continue to update the public on their pop-up offerings and road race essentials. Sign up for their newsletter to learn more about the Free People brand.

The “Free People x AJC Pop Up Shop” will be at the AJC Peachtree Road Race on July 4th, 2022. For more information on this event, visit https://blog.freepeople.com/

PROMOTIONAL PLAN PROMOTIONAL BUDGET

Free People utilizes most of its $10,000 budget on social media marketing efforts, including micro-influencer/influencer collaborations, Facebook Ads, Instagram Ads, Tik Tok Ads, and content creation. Internet marketing practices like Search Engine Optimization and keyword research are also crucial to the Free People brand. Paid promotion outside of social media marketing includes graphic designers for the email campaign, branding for special occasions, and any other specialty items produced. During February, Free People utilizes its budget to target Valentine's Day customers through social media marketing. Marketing footwear for Valentine's Day is difficult because people typically purchase gifts like jewelry, flowers, or Chocolates. Free People designed Valentine's Day campaigns to target their footwear department by creating outfit guides focused on every date night. The goal of the Free People campaign is not only to sell FP footwear as the perfect gift but as the perfect accessory to completing the perfect Valentine's Day. The highest-paid advertising months are March, May, and July. Free People spends the most during these months because they predict to have the most in-person and online activity due to the season festivities or upcoming events; promotion during these months aligns with their planned sales. March is a high spending month because people have financially recovered from the holidays and are ready to spend again. Campaigns during this month focus on post-holiday sales and Spring Break. People are looking for outfits to accompany them on their beach vacations after Winter; therefore, they are likely candidates searching for new shoes to top off their looks. May is a high spending month because it is the start of summer vacation. School begins to end, and people look forward to spending styling their summer wardrobe. The beginning of the season purchases is expected to be high during this month. Campaigns during this Month focus on the best summer ever. July is a highly promoted month because back-to-school campaigns start. FP wants to take advantage of their demographic shopping for back-to-school or upcoming fall basics.

During all these months, there will be daily Instagram, Facebook, and email content. During each of these month's FP will utilize brand ambassadors that represent the values and culture of the FP brand. The ambassadors will be chosen based on their application to an ambassador program contest. There will also be a Google Ads Campaign running for these months. Content highlights new arrivals most-shopped and trends or holidays during the time. FP stylists curate looks, and Visual Merchandisers match the store window display to the vision for the upcoming month. This promotion plan aims to create a seamless FP experience across all Free People assets and provide valuable content that turns viewers into customers.

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fp EXPENSES, OUTOME, & PROFITABILITY

OPERATING EXPENSES

INCOME INCOME STATEMENT STATEMENT The Free People Footwear department proved profitable, bringing in $218,659.96 in net profit before taxes at 48.59%. This profit may differ from actual sales depending on how the marketing efforts perform. As the season starts, it may be essential to adjust marketing efforts to drive consumer sales. This high profit may be explained by the effective use of budget and desire to keep operational costs low.

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fp WORKS CITED

WORKS CITED AGreimel, N. (2021, August 3). 3 fundamental consumer trends that will stay in 2022. Medium. Retrieved September 17, 2021, from https://medium.com/swlh/3fundamental-consumer-trends-that-will-stay-in-2022-5278557abf48 Industry market research, reports, and Statistics. IBISWorld. (n.d.). Retrieved December 5, 2021, from https://www.ibisworld.com/united-states/marketresearch-reports/shoe-footwear-manufacturing-industry/.

Lynch, A. (n.d.). Vals consumer types. VALS Consumer Types | Annette Lynch.

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Nastygal.com market share & traffic analytics. Similarweb. (n.d.). Retrieved December 5, 2021, from https://www.similarweb.com/website/nastygal.com/? competitors=freepeople.com.

Published by Statista Research Department, & 9, N. (2021, November 9).

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ReportLinker. (2021, July 12). Global footwear market to reach $440 billion by 2026. GlobeNewswire Newsroom. Retrieved December 5, 2021, from https://www.globenewswire.com/newsrelease/2021/07/12/2260906/0/en/Global-Footwear-Market-to-Reach-440Billion-by-2026.html.

Reservation calendar 2021-2022. Office of the Registrar. (n.d.). Retrieved December 5, 2021, from https://registrar.gsu.edu/roomreservations/reservation-calendar/.

Retail sales: Shoe Stores. FRED. (2021, November 16). Retrieved December 5, 2021, from https://fred.stlouisfed.org/series/MRTSSM4482USS. Sam Reed Jun 23, 2020 @ 10:00 am. (n.d.). Ex-urban outfitters employees share how code words were used in stores. InStyle. Retrieved December 5, 2021, from https://www.instyle.com/news/urban-outfitters-code-words-nick-meaning.

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WORKS CITED Shahbandeh, M. (n.d.). Topic: Apparel and Footwear Consumer Behavior in the U.S. Statista. Retrieved December 5, 2021, from https://www.statista.com/topics/4653/apparel-and-footwear-consumerbehavior-in-the-us/#dossierSummary__chapter1.

Shahbandeh, M. (n.d.). Topic: U.S. footwear market. Statista. Retrieved September 19, 2021, from https://www.statista.com/topics/4704/us-footwearmarket/.

Shahbandeh, M. (n.d.). Topic: U.S. footwear market. Statista. Retrieved December 5, 2021, from https://www.statista.com/topics/4704/us-footwear-market/.

Sustainable women's clothing and accessories. Reformation. (n.d.). Retrieved December 5, 2021, from https://www.thereformation.com/.

U.S. News. (n.d.). Alpharetta High School. https://www.usnews.com/education/best-highschools/georgia/districts/fulton-county/alpharetta-high-school-5921 Urban Outfitters, Inc. (n.d.). Free people. https://www.urbn.com/ourbrands/free-people. Women's boho clothing & Bohemian fashion. Free People. (n.d.). https://www.freepeople.com/ Urban outfitters. Urban Outfitters. (n.d.). Retrieved December 5, 2021, from https://www.urbanoutfitters.com/.

US Department of Commerce. (n.d.). QuickFacts Alpharetta city, Georgia. United States Census Bureau. Retrieved September 19, 2021, from https://www.census.gov/quickfacts/alpharettacitygeorgia.

Welcome to Avalon. About Us & Information | Avalon in Alpharetta, GA. (n.d.).

Retrieved December 5, 2021, from https://www.experienceavalon.com/about/.

Women's clothing: Dresses, tops, skirts & shoes. ModCloth. (n.d.). Retrieved December 5, 2021, from https://modcloth.com/.

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fp THE END.