The Ask
Ideation
Looking at a fashion brand through the lens of social phenomenon, I had a goal of integrating my specific phenomenon into the stores model while maintaining brand integrity and authenticity.
When deciding on a brand, I wanted to pick a fairly well-established brand and decided on Free People. After this, I chose a lens of improvement to look at the brand through to see how it could draw in more consumers as well as create a better impact.
Free People is a brand with an overall rating of not good enough on GoodOnYou. Eco needs to implement changes to become more environmentally friendly and ethical. The brands Levis and Patagonia have successful plans with their products, including recycling denim and using recycled materials like recycled denim or polyester. Free People, which does not make enough progress to be considered sustainable, could greatly benefit from expanding sustainability programs. If Free People were to start a recycling program, use recycled fabrics, use sustainable materials, and work to educate their target market on sustainability, their company would benefit tremendously.