Free People is a unique, creative brand that targets women in their 20's who want to feel simple pleasure, and freedom in the clothes and styles they wear. The focus for Free people is to create different looks for women, no matter what their personalities, so not one person will come out of the store dressed like the rest of the customers who shop there. Selling mostly through wholesale, and more recently branching to boutique stores around the country, Free People is growing, and looking for energetic, confident women constomers.
Core Identity
Product Thrust: stylish, contemporary clothing, accessories, and shoes
User Profile: women in their 20's who are creative and confident. These women like freedom in their dress so that their clothes can be as unique as each of their personalities.
Clothing Quality: well-made, durable, strongly constructed clothing at an affordable price
Core Image: appeals to the images of "femininity, courage, and spirit"
Extended Identity
Brand Personality: exciting, fun, stylish, creative, adventurous, romantic, spirited; for every woman, for every day, in every life
Product Scope: affordable stylish clothes, shoes, and accessories, and recycled vintage attire
Subbrands: WE THE FREE, vintage decorative hand made clothing
Logo: the image of a dragonfly; symbolizing freedom. The customers are free, able to fly/soar to new heights, and confident to reach their goals while staying comfortable and true with themselves
Brand Colors: neutrals and vivid pastels, or darker hues; very feminine and natural
Heritage: In the 1970's Dick Hayne developed a clothing line in Pennsylvania that allowed women to feel freedom and creativity through their dress
Value Proposition
Functional Benefits: Affordable clothing line that provides comfort as well as style and uniqueness with extras like a vibrant lounging area for boutique customers, and artistic hand made fixtures to bring an aesthetically pleasing experience to all customers.
Emotional Benefits: Feeling free to be yourself, while pleasing an artistic personality. Subbrands give back to the environment by recycling and re-designing vintage clothing articles
Self-expressive Symbolic Benefits: Self-expression is very evident throughout the entire Free People theme through handmade articles of clothing and fixtures, to encourage women to be themselves: confident, comfortable, creative, unique, romantic, adventurous, and strong beings.
Credibility: Creative, functional quality clothing that is comfortable
All Information found through Free People in the "Our Story" section of www.freepeople.com. 2008.
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2 comments:
i glad to see you've followed the aaker format for the brand analysis. however, while you have got a lot of good information from the brand website - i think you need to put in more thought about the brand - think from a marketing perspective. why does the dragonfly mean freedom? is it simply because the company says so? what do you think it means to the consumer? what about the associations with urban outfitters? there are many more questions you have to go through before you can come up with the analysis. its a good effort but needs more work.
ok, i can change some of the points to add more details. The dragonfly representing freedom was actually just an idea i threw in there...i saw that most pages on their wesite had a dragonfly in the top left corner, so i took that to be their logo, and then i just thought of a reason why they might want a dragonfly as their logo..and of course, the obvious is to represent freedom. :)
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