Intro • Who is Anthropologie?

• Mission Statement:"An inspiring place to

shop for Women's clothing, accessories,

and home decor."

The Customer: Demographics

• 25 – 55 years old• College or post-

graduate education• Median household

income: $91K - $93K• Ethnically diverse with

above average concentration of Asians

• Young single professionals

• Plenty of disposable cash

– Active lifestyle and rich in travel and cultural events

• Married couples with

few children

Psychographic: Women

• Grocery Shop’s at Trader Joe’s and Whole Foods

• Travels to Spain, Portugal, or Japan

• Tech-savvy• Well-read

• Reads the New York Times and Interested in cooking, gardening, and wine

• Relatively fit• Attends Classical/Opera

performance• In tune with trends, but a

confident individualist when it comes to style

Brand Positioning

• Anthropologie as a brand exudes a:– sense of romance,

craftsmanship, bohemian-ness, as well as creativity.

• Brand Salience - Anthropologie effectively achieves brand salience by simply being located at one of the busiest streets in San Francisco, Market Street.

Image and Strengths

• Brand Quality-– High quality, fair

trade products made from fine fabrics and hard to find exclusive prints

• Brand Creditability– Strong company

history in 1992– Internationally

known – Trust in Urban

Outfitters

• Brand Consideration-– Trust comes from such the

brand position– When its high, the brand

automatically comes to mind.

• Brand Superiority-– Final Step– Customers choose Anthro

over competitors because all elements of marketing techniques are successful

Brand Strategies• Window Displays

– Intricate front window displays in high traffic areas• Bags

– Shopping bags advertise the logo to trigger emotion when different consumers see the bag

• Catalogues, Online• Corporate Social Responsibility

– Believes in spending big money on charity rather than advertising

• Social Media – Facebook, Twitter, YouTube

• They really adapt well to their growing market

Field Research Checklist

Logo: No more than 3 different logo's.

Simple, clean, and easily identified.

• Color/materials- palette: wide range of colors and fabrics offered.

• Simple, sophisticated, clean vs. creative, energetic, luxurious.

Store Front: Always artistic, detailed, and crafted window

displays

• - Sub-Brands: Leifsdottir, manufactured and distributed by UOI, exclusively sold at Anthropologie.

• Aural Cues: Distinctly Anthropologie; as if you have stepped into another world.

The End