Free People: Final Presentation

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Supply Chain Management

SCM is THE most important component in e-commerce. It affects so many variables such as Collaborative Planning, Forecasting, and Replenishment, Vendor-managed Inventory, Customer Relationship Management, brand awareness, targeting, positioning, and segmenting. Its main goal is to get the merchandise to the customer as effectively and efficiently as possible. This is all accomplished via the internet.

CPFR acts as an outline of what each employee involved in the manufacturing process needs to do in order to get tasks completed. FP is in charge of every aspect in production planning. That means that communication is key. With all of these different outlets and jobs to be done, they are not all done at the same place at the same time. In order for the manufacturing process to be completed correctly, there needs to be some sort of communication daily. CPRF assists the employees in getting all tasks done so that ultimately, the customer is happy with the merchandise she ordered in her size, color, and price.

VMI- The supplier and retailer need to be on common grounds and have a relationship that will better the company in the long run. FP's supplier receives orders from the retailer who then maintains a certain amount of inventory from the supplier. The supplier will replenish the retailer with orders they see are running low.

CRM organizes and simplifies the entire business process with the use of technology. The main goal of CRM is to ensure the customers are happy and to keep them buying. This is gained through marketing, sales, and customer service.

FP does a fine job in ensuring their customers will come back and buy again. They email you the right amount to where it is not too much and not too little. They segment and target their consumer base the right way by knowing what their customer wants and giving it to them.

They connect with their target market on a person level. They use social media outlets that they know their customer is on, and adhere to them by doing give-a-ways, and holding contests that they know a majority of their customers will par take in.

Marketing Campaign

FP Marketing Campaign:

Girls love animals.

FP markets itself on every social media outlet. With teaming up with a good cause like the ASPCA and tying Instagram, Twitter, Pinterest, and Facebook into it, there is no way FP can fail.

Security & Behavioral Analytics

Upon entering the FP website, they give you the option to make an account, and sign up for emails so you'll be the "first to know." They do not hassle you with emails but do let you know when a certain item of clothing is back in stock or when holiday sales are approaching.

As far as privacy policy, they give you a run down of the information they take from you, how they use it, and what they do to protect it.

FP lacks the use of behavioral analytics. They use location information based on where your orders are being shipped and billed to through the GPS located in the computer. The website does not change based on location however they do track previous items that you have looked at and make suggestions for you. They make sure to cross-sell and up-sell.

Blog Lovin'

FP's blog is your go to blog when you are looking for the latest trends, tips, advice, you name it.

FP is also features in many important blogs like Refinery29.

Global Affair

The site itself is in English and can be viewed in two ways:
Global Site
United Kingdom Site

It also lets you select by currency.

By clicking on view all currency, FP categorizes all international shopping preferences.

 

Since FP only has their global site and the United Kingdom site, all merchandise is kept on and the customer is in full control of what they want to purchase. 

FP might want to take into consideration translating their sites into different languages so people can more easily shop.  

A Virtual Journey

The main component in differentiating the brick & mortar stores from the FP website is the lack of merchandise being shown in the stores themselves. The stores tend to focus more on the aesthetics and the experience of the brand rather than the clothing itself. The FP website is a virtual journey in itself. All merchandise and products that FP has to offer are on the website. Not even half of FP's merchandise makes it into their stores. That is because FP is mostly small boutiques. They hand pick what merchandise they want in stores that go hand in hand with the overall display and theme of the store. FP stores are always changing displays. 

 The online store is easy to navigate and is an experience within itself. Shoppers can view all the different lookbooks FP showcases on the site either by month, or what is currently trending.

FP uploads all of its catalogs that customers subscribe to digitally. If your catalog was lost in the mail, or you left home without it, you can view the catalogs on their site.

 November  Catalog.

 October Catalog.

By clicking on an image of one of the looks, it tells you exactly what the model is wearing from head to toe, how much each item is, colors and sizes it is offered in, and gives you the option of adding it to your shopping cart, storing it in your wishlist, or locating it in one of FP's stores.

Free People: Brick & Mortar vs. Online

FP launched as an independent brand in 1984 and has since then evolved into a more mature, contemporary brand. They have boutiques across the US, three wholesale showrooms located in New York, LA, & Chicago. Their line sells in over 1000 specialty stores worldwide. Even though they have narrowed their department store relationships, business with Nordstrom and Bloomingdales happily continues to flourish. They have created in-store concept shops to enhance the beauty of the clothes themselves, and provide their customers with the quintessential Free People experience.

First store in Paramus, NJ

 

In all of FP's stores, the aesthetic is immediately apparent. There are vibrant and cozy lounging areas, where customers can sit back and soak up the lovely surroundings. And all of the Free People fixtures are handmade, right down to the crocheted hangers. The aesthetics of the stores correlate directly with the overall identity of the brand. Free People tells a story. Their clothing, their website, and their stores are all pages out of the FB book.