Brand Project #1 - Free People

Why - To live freely

The store was opened in the 1970s in a small town in West Philadelphia by a man named Dick Hayne. Hayne believed that women should have rights and live "freely", and that this should be shown through their everyday style.

Their goal is to promote "creativity, travel, and neat style"

"Looked for a little of their own freedom in the clothes they wore." 

How - 

They are constantly changing and evolving the brand. They are well-versed on the social media aspect of the brand, as their store are very Instagram-friendly. There are over 1,400 Free People stores worldwide.

"Strong product is the lifeblood of our business and our design."

"Even if she takes her best pal shopping, they won't come out looking at all alike."

What - The brand our group decided upon is Free People. Free People promotes an authentic and healthy lifestyle through their clothes and products. Many people have heard of the popular clothing store Urban Outfitters, which is also owned by the same group, URBN. Free People is known as URBN's more contemporary brand. Free People sells a range of clothing styles from bohemian to edgy, while still keeping it cohesive with the company's overall message. Going to Free People stores is an experience - there is a homey aesthetic, from the lounging area with worn down couches to the wooden planked floors.

Attributes - 

Every product is eco-friendly. They only give reusable shopping bags. Everything is certified vegan by PETA. They use LED efficient lighting in all of their stores. They make sure that there is fuel efficiency when their products are being transported.

Prices range from $4 to upwards of $2,500, reaching consumers of all different price points.

In 2016, Free People partnered with Girls, Inc., a charity that supports the success of smart and strong young women across the US and Canada. Whenever a customer either re-uses or refuses to use one of their reusable shopping bags at store checkouts, Free People donates $0.25 to Girls, Inc.