Brand Future

Free People is a brand I have long been devoted to. Everything about the lifestyle associated with them is definitely something I identify with. And I am sure I am not the only one who sees' themselves embodied in this company. Fun loving, light, and warm are all descriptors that come to mind when I think of the "Free People Girl" She is someone who knows who she is and isn't afraid to tell the world through her clothing. But, in my time working for the company I can't help but also think about all of the people who refuse to shop with them because the price point is simply too high. While I understand the world of fast fashion fairly well, I also know that a high price does not equal sustainability. Meaning, I know very well that for it's price, Free People still has a lot of work to do in order to keep up with brands whose main goal is sustainable fashion. I feel that people will more be able to justify spending hundreds of dollars in one shopping trip knowing it will be going towards a good cause. Just this year Free People rolled out a 3 piece workout set that is made entirely of recycled materials. As amazing as that is, if they know how to make an outfit out of recycled materials they should implement that on more than just one set of products. Another issue lies in their donation of the year process. With every bag skipped in stores they donate 10 cents to the charity of the year, this year's charity being Girls Inc.. I understand that a company donating any proceeds is a great example in itself, but I believe with as big of a corporation as it is, they could surely spare more than 10 cents a bag. But, all of this said, if any company is moving in a positive direction of change I believe it is this one. If they were to just go the extra mile to put all of their progress in  further action, they would likely see more and more consumers less concerned with the price of the product. I see this company progressing majorly within the next year and I cannot wait to see what steps towards sustainability they will end up taking.