Free People Marketing Plan
Free People-Company report
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
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