Table of Contents

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1 ..... table of contents2 ..... client profile3 ..... creative brief4 ..... SWOT analysis5 ..... expanded target market6 ..... mood board 7 ..... competitor analysis8 ..... style guide 9 ..... logo design10..... print ad 11..... media & merch12..... 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 emotional-ly, 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 busi-ness oriented and located in a large bustling city. They have a strong sense of fashion and have an affin-ity 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 mer-chandise 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 advrtise-ments and magazine spreads.

NICHE

High-fashion and lifestyle branding.

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Creative Brief BACKGROUND/OVERVIEW

Since its establishment, he business has had major success, opening other popular brands such as Ur-ban Outfitters and Antrhopologie. Luckily, there are three wholesale showrooms in the United States, lo-cated 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 Ur-ban Outfitters and Antrhopologie. Luckily, there are three wholesale showrooms in the United States, lo-cated 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 stag-es 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.

Free People’s promotions will be aimed at women in between the ages of 20 and 30. This type of wom-an 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.

TARGET AUDIENCE

WORDS FOR VISUALS

Fun, friendly, contemporary, wanderlust, urban, cosmopolitan, mature, and confident.

TAG LINES

CALL TO ACTION

“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”

You can visit the website http://www.freepeople.com to find out more information!

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Swot Analysis

STRENGTHS

THREATS

OPPORTUNITIES

WEAKNESSES

1. unique brand image2. social media / web presence 3. quality clothing materials

1. expensive merchandise2. too specific taget market 3. exclusiveness of brand

1. opening up more store locations2. branding a lifestyle 3. merging sister stores

1. competitors such as H&M, J Crew, etc.2. specialty boutique and vintage shops 3. decline in target audience spending

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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.

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Mood Board

Competitor Analysis

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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

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FONTS

PWMamuel

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Type Wheel

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COLORS

C=51 M=83 Y=21 K=3 C=23 M=31 Y=62 K=1 C=13 M=22 Y=44 K=0

Logo Design

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Print Ad

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Media & Merch VINTAGE BACKPACK

FEATHER COINPURSE

RETAIL TAGS

FLORAL MAKEUP BAG

BUSY BEE TOTE

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