Table of Contents
1 ..... table of contents 2 ..... client profile 3 ..... creative brief 4 ..... SWOT analysis 5 ..... expanded target market 6 ..... mood board 7 ..... competitor analysis 8 ..... style guide 9 ..... logo design 10..... print ad 11..... media & merch 12..... free people spread
Client Profile ABOUT THE COMPANY Today, Free People is a women’s specialty clothing brand that expresses the mood of bohemian style through a variety of clothing pieces that fit every figure of the female body. They brand their clothes to be more than a statement piece, but a lifestyle that women can showcase themselves through in the forms of art, music, design, fashion, and travel. Originating in the 70’s, a young man by the name of Dick Hayne opened a store on the crowded streets of West Philadelphia, Pennsylvania. He named it Free People, coining a brand that would evolve over the decades into a fashion industry leader.
MISSION, VALUES, GOALS “Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the reason and the inspiration for everything we do.”
TARGET AUDIENCE Women between the ages 25-35, with a college degree and an average income level of $40,000 and above. This type of woman would be described as smart, creative, confident and comfortable in all areas of her life; but most importantly free-spirited and courageous. These women would most likely be business oriented and located in a large bustling city. They have a strong sense of fashion and have an affinity for the finer things in life. She is ambitious, strong, and willful; yet sweet, playful, and romantic.
INDUSTRY Free People is a retail industry that has a brand personality of American bohemian apparel. Their merchandise line consists of women’s clothing, accessories, shoes, intimates and swimwear.
CORE COMPETENCIES Positioning themselves as a lifestyle industry and much more than merely a brand. They area fashion industry leader with a constanty evolving apparel lookbook. They inspire women all over the world to be ambitious and to feel freely in their own skin. With many locations in the U.S. and on an international scale, they are breaking barriers across high ashion lines.
TONE/CURRENT DESIGN Bohemian flare with a renifed edge. A lot of whimsical and floral accents are used in current advrtisements and magazine spreads.
NICHE High-fashion and lifestyle branding.
Creative Brief BACKGROUND/OVERVIEW Since its establishment, he business has had major success, opening other popular brands such as Urban Outfitters and Antrhopologie. Luckily, there are three wholesale showrooms in the United States, located in Los Angeles, New York, and Chicago. Free People is also growing tremendously and has 1,400 specialty stores world wide. The brand inspires girls to be more confident and free-spirited. The overall message Free People is trying to provoke is for girls of all ages to feel great in all aspects of their life and feeling fashionable by wearing these essentials.
UNIQUE SELLING PROPOSITION Since its establishment, he business has had major success, opening other popular brands such as Urban Outfitters and Antrhopologie. Luckily, there are three wholesale showrooms in the United States, located in Los Angeles, New York, and Chicago. Free People is also growing tremendously and has 1,400 specialty stores world wide. The brand inspires girls to be more confident and free-spirited. The overall message Free People is trying to provoke is for girls of all ages to feel great in all aspects of their life and feeling fashionable by wearing these essentials.
OBJECTIVE/PURPOSE/GOAL The mission that Free People wants to accomplish is to inspire girls to dress contemporary through stages of their life. We want to communicate to females that they can feel well grounded and comfortable while wearing our apparel. We are the type of brand that will leave an everlasting impression on women and will not face any challenges with competing stores.
TARGET AUDIENCE Free People’s promotions will be aimed at women in between the ages of 20 and 30. This type of woman values independent thinking and isn’t afraid to be adventurous. This girl is confident and comfortable which has made her inspire to have a life of fulfillment.
WORDS FOR VISUALS Fun, friendly, contemporary, wanderlust, urban, cosmopolitan, mature, and confident.
TAG LINES “All good things are wild and free” or “My beauty comes from having my own style, living my own way and knowing my own mind”
CALL TO ACTION You can visit the website http://www.freepeople.com to find out more information!
Swot Analysis STRENGTHS 1. unique brand image 2. social media / web presence 3. quality clothing materials
WEAKNESSES 1. expensive merchandise 2. too specific taget market 3. exclusiveness of brand
OPPORTUNITIES 1. opening up more store locations 2. branding a lifestyle 3. merging sister stores
THREATS 1. competitors such as H&M, J Crew, etc. 2. specialty boutique and vintage shops 3. decline in target audience spending
Expanded Target Market Age: 25 Gender: Female Location: L.A. Income Level:52,000 Social Class:Middle ClasS Occupation:Vogue Assistant Magazine Editor Education: Journalism major at Northwester University Marital Status: Single Hobbies: Sketching and scrapbooking Mini Bio: Audrey is interested in going to operas and plays on the weekends.Her favorite food is sushi and she enjoys watching Gossip Girl when she gets home from work.
Competitor Analysis COMPETITORS: H&M, Modcloth, J Crew, specialty boutiques, vintage stores, online sites with sales
DIFFERENCES: prices are high, clothing displayed in higher end shopping centers, online presence is strong, provides lifestyle brand that isn't often offered.
Style Guide FONTS PWMamuel ABCDEGFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Type Wheel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
C=51 M=83 Y=21 K=3
C=23 M=31 Y=62 K=1
C=13 M=22 Y=44 K=0
Media & Merch VINTAGE BACKPACK
FLORAL MAKEUP BAG
BUSY BEE TOTE