The Free People Girl

Now the point of this article is not to dissect my shopping habits, but my definition of window shopping is totally different from Merriam Webster’s; once I see a display I like, there’s no stopping me from going inside the store.

And that’s exactly why I  am Free People’s target audience. Free People expects to grab their consumers through images, colors, and individualism. Free People’s origin story is even shared on their website, where they explain what kind of consumer they expect to appeal to.

“And that’s just who we wanted to reach: 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. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street.”

https://www.freepeople.com/help/our-story/

Free People’s Story began with a husband and wife in 1970s Philadelphia but is now a colossal clothing theme beyond just their brand, everywhere women look for that FP-esq boho vintage wear. Still, their marketing concepts can be as simple as a boutique window display. Fashion Law looks at the way brands connect products with trusting consumers and the relationships that are built through brand marketing.

Months ago I walked past a Free People storefront and saw a mannequin sporting the cutest pair of plaid pants. I love a good pair of pants, but more than that, I trust a good pair of Free People pants. Long story short, I was rushed by my mom and sister, couldn’t find any plaid numbers on the rack, and left pantsless (well I was wearing leggings but…you know what I mean).

If you think that stopped me, you’re wrong because one of Free People’s greatest marketing schemes saved me. Each of their items is uniquely named, so when inquiring about a pair of plaid pants, one must know if they are looking for the “Love Buzz”, “Scotch & Soda” or “Jules” pair. And can I just say, this is pure genius! Not only is the brand ensuring that retailers and consumers can identify articles of clothing, but they are also making the shopping experience entirely personal.

Because if these particular pants were just called “Yellow Plaid” I would not have looked so hard, but they weren’t. They were called Plaid Jules Pants in the Blackbird Combo Color and that “Jules” part kept me interested. It was like I was back in Kindergarten trying to find my name on the giftshop keychain. And perhaps, every other Julia felt this way since they’ve been sold out for 5 months (If anyone finds them I’m a size 4).

I digress…

For decades, some of our favorite fashion products have been personified through names whether we realized it or not.

Arguably the most iconic and luxurious bag known to man, the Hermès Birkin Bag was named after British actress Jane Birkin after she sat next to Hermès Chief Executive on a 1983 flight. But for the everyday girl, smaller boutiques and clothing stores we mostly all can afford, name their items too. I’m wearing Brandy Melville’s Jules top as we speak (I can’t help that everything stylish is named after me).

Like the 26-year-old Free People girl, brands pick clothing themes and names that coincide with one another and allow you to take on their persona. Not only does naming your items allow for recognition, but it also allows for girls to play dress-up again. Fashion is an experience and the way we shop should reflect that.

Almost every mentor and practicing Fashion Attorney I have had the opportunity to connect with has reiterated the fact that Fashion Law is marketing. We all market ourselves and the way we dress while doing it, markets for these clothing brands. So as I sit here head to toe in anything named Jules, I say, the Free Peoples of the world are doing it right.