Being a Fashion Communication & Promotion student opened several doors to explore where my strengths lay. One such door was the trend brief that we had to respond to as a group. We were to create a trend prediction for Autumn/Winter 2021/22 for the brand Free People. A destination for the creative spirit, Free People wanted a trend forecast for their sustainable female activewear line, FP Movement, and an International Growth Strategy for Free People Wholesale.

My role in this project was to feed the group with contextual research over our brand and to create the final -- textual and visual body – of the trend report document. Working on this brief was a really knowledgeable formative experience and the feedback that we received from the marketing manager, Emma Witte, was genuinely positive and uplifting. She emphasized on how we nailed our understanding of the brand, their consumer and their aesthetic, which I took as a pat on my back.

You can read the entire trend forecasting report here.

On the right, you will find a quick condensation of my contextual research that I collated visually, which includes finding adjectives for the brand, understanding their consumer by creating consumer boards and placing them on a brand positioning map to identify their competitors.