Overall Store Profile
1.What type of store are you analyzing? (department, specialty, etc) what is the
stores image and does the merchandise fit the image?
1. Free people is an innovative specialty retail company which offers a variety of
lifestyle merchandise to highly defined customer niches in the United States Canada,
and Europe, catalogs and websites. Their stores are very sixties and seventies
inspired. Free People offers a merchandise mix of casual women’s apparel, shoes,
and accessories. The stores all have a bohemian style that is inspired by a casual
mix of hippie, ethnic, gypsy and vintage elements. The stores are all very colorful
with vibrant and loud colors surrounding the entire store. The merchandise fits
the store image perfectly and the clothing along with the art displayed match
one another and tell a color story.
2.Target customer-specifically define the target customer, addressing broad-based
demographics and psychographics. Does the merchandise carried fit the profile of
the target customer that you have described?
Target market:” a 26-year-old girl, smart, creative, confident and
comfortable in all aspects of her being, free and adventurous, sweet to tough
to tomboy to romantic. A girl who likes to keep busy and push life to its
limits, with traveling and hanging out and everything in between. Free
People identified 5 different customer types: "Meadow" the bohemian customer,
"Candy" the girly customer, "Ginger" the body-con customer, "Lou" the tomboy
customer, and "Sandy" the beach customer.” (freepeople.com.) I also spoke
with the manager of the store and she validated the customer identities, but
she also stated that if she were to say who the target market was it would be
from girls ages 16-28. The Company’s Free People company profile report said
that the retail stores primarily offer Free People-branded merchandise targeted to
women aged 25 to 30 years.
3.Location-specific location in the mall or shopping district. Why do you think this
location was chosen?
Free People retail stores average approximately 1,400 square feet of selling space,
carry up to 18,000 SKUs, and are located in enclosed malls, upscale street
locations and specialty retail centers. The company believes that highly visible
store locations, creative store design, broad merchandise selection and visual
presentation are key enticements for customers to enter and explore their stores
and buy their merchandise. The store I decided to observe was located in
Studio City on Ventura blvd. Ventura Blvd is very famous for attracting the
fashion forward clientele base. The stors which are located on the strip for
example are Urban outfitters, delias and Wasteland who also target about the
same audience as free people. Urban outfitters actually owns Free People,
but their main difference is that Urban sells mens clothing. I believe this
location was chosen, because Ventura is known for their boutiques and their
very trendy, hipster and risk taking customer base.
3.Overall look of the store-briefly discuss visual presentation, standards, and
There is a vibrant and cozy lounging area, where customers can sit back
and soak up the lovely surroundings. All of the fixtures are handmade,
including the hangers which are crotched. There were many mannequins in the
store which were next to most of the tables and racks displaying how you can pair
the items together in a very trendy and fashionable manner. The decor within
each stores was also unique, although the atmosphere is pretty much similar
throughout the chain, casual and fun. Much of this was due to the staff and the
company's policy of listening to its customers. They hire their staff within the
targeted age group and...