Advertisement

Anthropologie utilizes all types of advertisement in order to attract new and potential customers. Their main goal is to use advertising to catch viewers attention, in hopes to lure them in to the store.


The company uses billboards since specific geographic locations may be chosen, which allows these particular ads to be placed in areas occupied by a large majority of the target market. The billboards tend to be placed in areas such as market centers, design districts, and shopping hotspots.



Bus stop advertisements are also used for the purpose of choosing specific locations. These advertisements tend to be used in more city areas in order to attract the target audience living in those areas.



Online advertising is use through trade magazine websites, which ensures that large portions of industry professionals are likely to be exposed to the advertisements. It also allows a direct connection between the advertisement and the Anthropologie website where customers may browse through merchandise. Online advertising also includes ads that are published on Facebook, Twitter, and Instagram.

Promotional flyer are used  as a direct marketing tool in which Anthropologie will be able to physically hand out advertisement for the brand, while giving potential customers excess to employees who know information regarding the company and other promotions.

Fraud and Security

Orders placed on the Anthropologie website are encrypted using SSL technology. Secure Socket Layer  is a technology used by vendors to ensure the security of online business. It negotiates and employs the essential functions of mutul authentication, data encryption and data integrity for secure transactions. In order for SSL security to work, you must use an SSL enabled browser.

Cookies are used to collect product and purchase information from the pages customers access. Anthropologie may use this combined information for future marketing initiatives to help improve their website presentation and the customers overall shopping experience.

Aesthetics

All of the images within the site are very clear and visually appealing. The photos of the merchandise are taken in order for the customer to view all the details of each garment. All of the aesthetics used on the site are used to help create an in-store experience to the online customer. Descriptions under the merchandise offers the online customer an extensive features of the product.

Marketing Campaign

Merchandise

Anthropologie provides a wide range of assortments. As for apparel, merchandise consists of dresses, pants, jeans, skirts, shorts, dresses, tops, lounge wear, and outerwear.

Tops: $60-150

Dresses: $80-300

Pants/Jeans: $80-200

 

Skirts/Shorts: $70-300


Outerwear: $100-300


Lounge Wear: $50-80


As for accessories, merchandise consists of jewelry, shoes, hair pieces, hats, bags, belts, etc.
Shoes: $70-200

Jewelry: $25-$150  
Other: $20-$200
 


House and Home: bedding, furniture, kitchen, garden, rugs, curtains, etc.

The company carries many collections in their store, both online and in the stores. Some of these brands consist of:

-Made In Kind
-Splendid
-AG
-Citizen of Humanity
-Joe’s Jeans

Supply Chain

Anthropologie falls under the Urban Outfitters Inc.. Urban Outfitters Inc. uses a warehouse management system called Manhattan Associates. By working with MA, the whole company was able to transform its supply chain process and develop long- term solutions. Since working with MA Urban outfitters have seen great progress and have increase productivity and supply chain visibility.

35% Decrease in total labor
80% Decrease in manifesting and invoicing processes
66% Decrease in turn time
60% Increase in restock efficiency

Site vs Brick and Mortar Store

Brick and Mortar:

Each Anthropologie store is a unique expression of the location and its employees. The store offers many different categories such as apparel, house & home, and accessories. The creative window displays catch the attention of customers and inspire them, which helps to create a fun and unimaginative shopping experience. Anthropologie’s main goal within the brick & mortar locations is to create a compelling environment. The apparel concepts inspire the display elements that are crafted at each store. The direction of the store is about the type of mood, color, silhouette, and trend.

Site:

Anthropologie has successfully differentiated their brand through their visual presentation of their merchandise on their website. “The Magazine” was launched through their e-commerce site and it displays all aspects that are inspiring the company, including favorite artists, gardening, travel, and activities.

http://www.anthropologie.com/anthro/category/pack+your+bags+giveaway+guide/anthro-mag-getaway_me.jsp

SWOT Basis

Most companies have websites which obtain basic characteristics including, addressability, interactivity, accessibility, memory, digitalization, and control in order to make the customer’s experience as best as it could be.

Addressability:
-Account
-Basket
-Sign In
-Wish List
-Order Status
-Special features, such as ”You May Also Like”

Interactivity:
-Customer Reviews

-5 Star Rating
s
-Share Review on: Facebook & Tumblr
-Access to “pin” on Pinterest

Memory:
-Information is obtained and saved through customers billing or email information


Control:
-Search engine
- Shop by category, including size, price range, and product


Accessibility:
-Privacy & Security
-Contact Us
-Help

-Store Locator
-Shop the catalogue
- E-mail sign up
-The Magazine

Digitalization:
-Digital Zoom-Link to open product image in larger window

Brand Awareness

Anthropologie’s current promotional strategy relies heavily on visual merchandising, store atmosphere, and 'word of mouth'. The brand also focuses on promotions through various forms of social media, such as, Facebook, as well as through email promotions and special offers. Anthropologie aims to reach out to a specific target market and create meaningful connections with those customers. 

One of the greatest strengths of Anthropologie’s promotional strategy is the amount of originality and creativity, which has set the brand apart from its competitors. Innovative displays have created a significant amount of recognition for the brand throughout time. The company's strategy does exceptionally well by creating a solid relationship between the customer and the brand.

Company Positioning

Anthropologie is a significant example of lifestyle retailing. The company designs innovative stores that      vibe with the target audience by offering an extensive mix of merchandise and construct unique product displays that incorporate eccentric objects. The emphasis is on creativity. The goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an connection to the brand and is persuaded to buy.       

CRM

The ultimate goal of the customer relationship management process is to seek and attract new customers, while retaining and continuing to please current customers. Anthropologie uses media throughout its retail website to catch customers attention.

Quick View:
Allows a customer to zoom in on merchandise and view the garment details.

You May Also Like:
This tab shows the customer merchandise similar to item they recently clicked on. This is used as a way to build outfits and cross merchandise other products with the current garment.

Sizing:
Sizing is a key element into purchasing clothes. Anthropologie provides their customer with a sizing conversion chart with each garment.

Along with these features, Anthropologie provides their customers with a review tab for their merchandise. This is based on a 5 star rating system, which helps to connect customers with their purchases. You also have the option to share the review on Facebook or Pintrest to potential customers.

Value Proposition

  

The company's value proposition is to provide a magical experience for their customers. Anthropologie strives to make women feel beautiful, confident, youthful, and optimistic through a unique and fascinating shopping experience. Anthropologie remains a destination for women who desire a combination of clothing, accessories, gifts and home décor that portrays their style and fulfills their deepest passions.

About The Company/Customer

One major appealing aspect of Anthropologie is the ability to produce luxury merchandise in order to satisfy their customer. Anthropolgie truly understands the wants and needs of their customer, which contributes to the company’s success.

Anthropologie targets women between the ages of 30-40. These women are professional, luxurious, and innovative individuals who portray their creativity through their style.

The company caters to women who value fashion as well as, family, and career. They tend to have interests in travel, the arts, gardening, and reading. Therefore, the company provides products that fulfill their whole life style, including household merchandise.