A new fashion boutique with a free spirit
A lot of fashion boutiques and brands like to stay as general as possible when asked to define a target demographic. “Oh, we appeal to all ages and all backgrounds,” is a predictable, frequent claim. Free People, on the other hand, has no problem getting specific about its customer.
“She’s 26 to 32, but closer to 26. She’s just out of school, just getting into the workforce. I think she’s casual, spirited, eclectic and creative,” says Beth Wehagen, director of stores for Free People, the 2,050-square-foot boutique that opens Friday at Fashion Show mall.
“She” sounds pretty cool, and thanks to the clothes at Free People, she looks pretty cool, too. The brand stays true to its name that dates back to the ’70s. It offers clothes and accessories with a very bohemian, free-spirited tone.
Just picture Vanessa Hudgens at Coachella or Kate Hudson at the Sundance film festival to get an idea of the look here. Both celebrities are fans of the brand, as are Taylor Swift and Blake Lively.
Sheer flowing blouses ($88-$128), fringed pullovers ($148) and sequined button-down shirts with a Western feel ($128) make up a diverse selection of tops. Gypsy dresses ($128) and trendy sequin minidresses ($258) work for holiday options. You’ll find the flared pants ($88-$148) here have even more flare than other retailers, but the skinny look isn’t lost on the brand, either.
A lot of the pieces are ideal for layering, a concept well-executed with the bohemian look. Intimates, outerwear, accessories and shoes are also available.
The Free People e-commerce site also sells vintage finds, such as Missoni originals that sell for as much as $1,198. Wehagen offers little on the source of Free People’s vintage treasures, only saying the buyer likes to stay “secretive” about those things.
For its 57th boutique, the brand went for a Free People-girl-goes-to-Vegas theme.
“The design has a playfulness to it,” Wehagen says. “It’s more whimsical than our other stores.”
Whereas boutiques in California tend toward the field of daisies kind of aesthetic, this one adds a little shimmer and shine. Broken mirrors form a mosaic throughout the store, which carries more looks that agree with a night on the town.
Free People and Urban Outfitters are under the same umbrella company, URBN.inc. The difference, Wehagen says, is the age of the customers. Urban concentrates on the college student while Free People wants the girl who’s been there, done that and is ready for something different.
This customer has a connection with vintage pieces and anything that speaks to her musical interests. Concert tees, for example, do exceptionally well here. What kind of concert tees? It can range from classic bands such as Pink Floyd to current pop stars.
As for the price points, which are one shelf above that of Forever 21 and H&M, Wehagen says the suffering economy “thankfully” hasn’t presented a problem as of yet. Although the shoppers are just entering the real world and the real world is scarce on job opportunities, it’s still an age group that prioritizes fashion.
The fashion-conscious in Vegas will likely find themselves prioritizing the Free People grand opening event from 4 to 7 p.m. today. Retro Bakery will provide the sweets and Wild and Free Jewelry will provide the treats — jewelry pieces in the first 100 goodie bags handed out.
Although it’s a national chain, expect the new boutique to partner up with local businesses during its first year of business. It’s not unusual for Free People boutiques to throw events that benefit pet adoption agencies and other well-deserving sources.
“We’re focused on building a community,” Wehagen says. “And, I’m hopeful for another store in the future.”
Free People is at Fashion Show mall, 868-0421.