Abstract
Introduction
Having achieved considerable financial growth in 2010, Anthropologie of the US is poised to become a strong international player in women' s clothing as it embarks on European expansion. This case study examines the source of Anthropologie' s success focusing specifically on the retailer’s use of product and merchandising to create boutique retail experiences that other retailers can learn from.
Features and benefits
• Unearth some new merchandising concepts by reviewing Anthropologie' s approach at bringing boutique retail experiences to the high street.
• Glean ideas for innovative instore and community events by uncovering the activities of Anthropologie in this area.
• Benchmark your company against Anthropologie by accessing sales and operational data on the US retailer.
• If partnering with Anthropologie, inform your business pitches and enhance your relationship by understanding more about its strategy.
Highlights
Launched in Philadelphia in the US in 1992, Anthropologie opened its first international stores in 2009 in Canada and the UK. As of January 2011 the company operates a portfolio of 153 stores, two e-commerce sites and two catalogs for its 28-45 female target market.
Anthropologie offers women' s clothing, accessories and footwear, homeware and gifts. Each store' s product mix comprises one off items that have been sourced internationally, designer ranges, vintage products and own-brand labels. The company regularly diversifies it product portfolio and has recently launched a bridal wear range.
The company operates stores in specialty retail centers, upscale street locations, and enclosed malls. Each Anthropologie store employs a team of artists to create innovative displays. Although each outlet is unique, Anthropologie unifies its store portfolio by ensuring a vintage feel and through the use of scent and sound.
Your key questions answered
• How many stores does Anthropologie have, what are its expansion plans and where is its new wedding range, BHLDN, available?
• Who are Anthropolgie' s target market and how has it used store location, design and product mix to create a boutique retail experience for them?
• How has Anthropologie unified its chain of boutiques to create a consistent brand identity?
• What is Anthropolgie’s approach to marketing and promotions and what type of instore events does it offer for its customers?
• What different formats does the retailer have and what is its strategy with regards to store sizes?
Table of Contents
OVERVIEW
Summary
STRATEGIC ACTION POINTS INSPIRED BY ANTHROPOLOGIE
Anthropologie has implemented some strategies that clothing retailers with similar aspirations can learn from
Attract consumers by offering occasion wear and vintage jewelry
Complement a boutique-style store with other promotional and sales channels
Engage with the local community and niche environmental initiatives
ANTHROPOLOGIE' S OPERATIONS IN FOCUS
Anthropologie originated in Philadelphia in 1992 and is an American womenswear retailer
After establishing itself in North America, Anthropologie has looked globally
Anthropologie' s international store presence is in its infancy
Anthropologie operates two direct channels to expand its global reach
Anthropologie defied the recession and achieved sales growth
Anthropologie targets premium female consumers looking for niche products
Anthropologie sources products internationally to create a unique product mix
Anthropologie is continuously reinventing itself to keep consumers interested
Anthropologie has launched a standalone accessories store
A new bridal range under the BHDLN brand now complements Anthropologie' s offer
Anthropologie has launched its first footwear department in Europe
Anthropologie feels and operates like a collection of independent boutiques
Like a boutique, Anthropologie favors the operation of small standalone stores in upmarket locations
Anthropologie enhances its stores' boutique environment through merchandising techniques
Like a boutique, Anthropologie relies on word-of-mouth recommendations
Anthropologie unifies its portfolio of boutique stores through its use of sensory techniques
APPENDIX
Distribution of Anthropologie' s stores globally
Retail Innovations case studies
Methodology
Further reading
Global Retail FreeView
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