URBN -- the company behind Anthropologie, Urban Outfitters, and Free People -- had a meeting with analysts back in September 2012. During this meeting, they described the customers served by each of their brands, and the descriptions were leaked to the media. I read these descriptions out of curiosity, only to come away a little ... well, freaked out, actually. Come to find out, I fit the Free People consumer to a T.
According to Free People president, Meg Hayne, the FP girl "is independent yet loves being with her friends, her family and her mate. She travels every spring to festivals, Coachella and Wanderlust being her favorite. She runs and practices yoga to stay fit and balanced. She is influenced by fashion but yet seeks inspiration from all over the world to put together a look that is her own. She is a mix of sweet, cool and boho and everything in between. We target age 26..."
- Despite my independence, I do indeed love my mate.
- All I want to do ever in life is go to both Coachella AND Wanderlust (Wanderlust Oahu, in particular).
- I am influenced by fashion, and yet not a slave to trends.
- I do, in fact, practice yoga AND I run. What??
But I'm not quite 26 ... AHA! Take that, Free People.
I'm still a little worried, though. I am a little obsessed with Free People's new yoga line...