Company Overview
Dick Hayne opened up the doors in the 1970's in West Philadelphia, Pennsylvania. Free People nurtured the young people who lived there and shopped there, who looked for a little of their own freedom in the clothes they wore. During 2001, they realized that it was really Free People that invoked some of our favorite images, those of femininity, courage, and spirit. It was time for them to get back to their roots. Free People shed its junior image and evolved into a more mature, contemporary brand.
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“Free People was founded on the values and principles of inclusivity and cultural understanding. Every day we strive to be better, to better serve our customer and, in turn, build a better community.”
Free Peoples Sustainability
Free People has upped their sustainability efforts since 2021. They have been partaking in responsible sourcing on the fabrics they are choosing to use. They follow high ethical and legal standards to work with vendors and suppliers who share their commitment, and are adamant about protecting the safety, freedom and rights of those they partner with to produce our products. They created a Polybag Recycling in 2021 that is their recycling program to diveret their garment polybags from the landfill. As of February 2022 the program has rolled out to 100% of Free People US stores, and they’ve already diverted over 115,000 polybags.
However their actual sustainability……
Our sustainable strategy
Our strategy starts by discussing how to dismantle the fast fashion business model and find unique ways to source materials that are environmentally friendly.
Introduce the idea of utilizing waste fabric from Free Peoples deadstock and having customers recycle old free peoples clothes to optimize the most amount of fabric to use.
Place boxes behind registers at all free people locations for customers to come and donate their old Free People clothes. Have posters in front of the door to advertise what this campaign is and also be more open in discussing the process behind this project.
our product
“The eternal flow skirt”
Our reversible skirt called the “Eternal Flow Skirt” is a one of a kind skirt that helps push the idea of repurposing old clothes that are not being used to its potential anymore to make it have potential again. In this sustainable collection, no two skirts will be the same as we are utilizing old fabrics from Free People’s waste and their customers old free peoples clothes to be remade into a flowy reversible skirt that can be used day to night.
Marketing strategy
PR Campaigns
There will be in-store campaigns that promote the sustainability aspect of the Eternal Flow skirt
Donation Boxes
Donation boxes will be placed behind the register that will be used to encourage customers to donate old Free People clothes they own for a 15% coupon to participate in the fabrication of this product.
Launch Event
Will be held a couple days before the products hits retail stores, that will include influencers who are fond of Free Peoples clothing to check out the product, learn about the products message, and promote the product on their social media accounts
Social Media
We will create and post impactful campaigns that display the transparency of the process to create the skirts and sustainability cause behind it.
We will create effective product shots of the new skirts that showcases the duality of the skirts and the features of the reversible skirt
Bilboards
We will create campaigns that showcase the product and the message behind the product to be displayed in major cities such as NYC, LA, Chicago, ect. where major shopping is show to promote to products to a larger audience.
