I chose to focus my corporation brand blog on the corporation URBN, but more specifically one of their brands, Free People. This brand means a lot to me: it encapsulates the excitement of high school girls eagerly shopping for the perfect dress to impress their date at the school dance. I enjoyed my shopping experience as the bohemian vibes of the store and unique style of the clothes made me feel like “I am not like other girls”. However, Free People focuses on so much more than just pleasing the materialistic needs of consumers.
In 1970, Dick Hayne opened the first Free People store on the streets of Pennsylvania, hoping to provide college-students with second-hand clothing, jewelry, and home decor in a fun environment (urbn.com). Soon, the demand was so overwhelming, Dick had to separate the businesses, the company expressed itself through different lines: Ecote, bulldog, Anthropologie, etc.
In 2001, the founder realized his deep-rooted inspiration from Free People and launched the first Free People store (as a brand) in 2002, reminding “[him] of [his] favorite images, those of femininity, courage, and spirit” (freepeople.com) The company envisions their customers as one who is “… intelligent, creative and confident. She pushes the limits. She is a strong spirit, guided by the beat of her own drum. As feminine as she is edgy, there is no one else like her” (urbn.com). Indeed, every time I visit a store I see all sorts of clothing articles fitting the needs and styles of different customers: florals, stripes, solids, sporty, and much more. The company’s mission is to” offer her countless options within our own Free People collection so that even if she takes her best pal shopping, they won’t come out looking at all alike” (urbn.com). I appreciate the expansive spectrum of products they carry, and this also shows how much the company values the individuality of the customers and their wish to bring out the uniqueness in each and every person.
Furthermore, Free People also prides themself on how they impact the community. The brand emphasizes their desire as”[they] want [their] customers to immerse themselves in the glow of who [Free People is] while becoming a significant part of [the Free People] story” (urbn.com). The brand partners with a non-profit organization, Girls Inc., that inspires girls to be strong, smart, and bold — furthering their mission statement by getting involved in the community. Furthermore, Free People values sustainability. With their Skip a Bag program, Free People saved 514,000 bags from hitting landfills in 2019 while offering reusable cloth bags made out durable, polypropylene fabric (urbn.com). Furthermore, Free People introduced a new, sustainable activewear line made of ECONYL: a yarn using 100% regenerated nylon fiber made of discarded waste collected from landfills and oceans –6.3 lbs of carbon-dioxide emissions is avoided for every pound of ECONYL!
The stores are decorated with cozy furniture, creating a welcoming and uplifting atmosphere. I feel like I am visiting someone’s home because of the sense of familiarity I get from the inviting experience (which probably makes me spend more money). It is a store where each and every single one of my friends can find something they feel confident in. The brand’s mission statement of highlighting the femininity, courage, and spirit of the powerful woman, and its dedication towards sustainability makes me feel good when shopping at Free People.
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