OBJECTIVE:
To show women that Free People activewear will inspire them to create change in a world of conventionality because being healthy isn’t just physical
TARGET:
The target audience is young women who are dreamers, women who aim to be strong and have a desire to make a difference in the world around them. They want to wear a different brand (other than Nike, for example) so as not to be labeled. Free People wearing women are empowered and are not afraid to speak up for what they believe in.
SUPPORT:
On a journey to empower women, Free People teamed up with Girls Inc (Insert video) to demonstrate strength and creativity in both the physical articles of clothing and among women themselves.
BRAND CHARACTER:
Emphasizes change and movement both collectively AND individually. These clothes do not just benefit you. Nike and Adidas want to emphasize competition but Free People moves to initiate conversation and compassion.
TONE:
The tone is inspiring, motivational, hopeful, ever-evolving, strong, and empowering.
SIMPLE MINDED PROPOSITION:
- “A little bit of freedom”
- Freedom in all aspects of life
- Nonconformity
BIG IDEA:
- Wellness isn’t just physical
- Healthy relationships with others and self
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