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Anthropologie's Brand Position

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Anthropologie's Brand Position

  1. 1. • Who is Anthropologie? • Mission Statement: "An inspiring place to shop for Women's clothing, accessories, and home decor."
  2. 2. • 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
  3. 3. • 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
  4. 4. • 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.
  5. 5. • 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
  6. 6. Logo: No more than 3 different logo's. Simple, clean, and easily identified.
  7. 7. Store Front: Always artistic, detailed, and crafted window displays
  8. 8. • - Sub-Brands: Leifsdottir, manufactured and distributed by UOI, exclusively sold at Anthropologie.
  9. 9. • Aural Cues: Distinctly Anthropologie; as if you have stepped into another world.

Hinweis der Redaktion

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

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