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• Who is Anthropologie?
  • Mission Statement:
  "An inspiring place to
    shop for Women's
  clothing, accessories,
    and home decor."
•    Plenty of disposable cash
•   25 – 55 years old
                                 –   Active lifestyle and rich
•   College or post-
                                     in travel and cultural
    graduate education               events
•   Median household        •    Married couples with
    income: $91K - $93K         few children
•   Ethnically diverse with above
    average concentration of
    Asians
•   Young single professionals
•   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
• Anthropologie as a brand
  exudes a:
   – sense of
     romance, craftsmanship, b
     ohemian-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.
• 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
Logo: No more than 3
    different logo's.
Simple, clean, and easily
       identified.
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.
Anthropologie's affluent, cultured customer profile

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Anthropologie's affluent, cultured customer profile

  • 1.
  • 2. • Who is Anthropologie? • Mission Statement: "An inspiring place to shop for Women's clothing, accessories, and home decor."
  • 3. Plenty of disposable cash • 25 – 55 years old – Active lifestyle and rich • College or post- in travel and cultural graduate education events • Median household • Married couples with income: $91K - $93K few children • Ethnically diverse with above average concentration of Asians • Young single professionals
  • 4. 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
  • 5. • Anthropologie as a brand exudes a: – sense of romance, craftsmanship, b ohemian-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.
  • 6.
  • 7. • 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
  • 8.
  • 9. Logo: No more than 3 different logo's. Simple, clean, and easily identified.
  • 10.
  • 11. Store Front: Always artistic, detailed, and crafted window displays
  • 12. • - Sub-Brands: Leifsdottir, manufactured and distributed by UOI, exclusively sold at Anthropologie.
  • 13. • Aural Cues: Distinctly Anthropologie; as if you have stepped into another world.

Hinweis der Redaktion

  1. Founded in 1992 by its Parent company urban outfitters. Aimed at the 30 to 40-year old, trendy, affluent, professional woman.
  2. Weaknesses: