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The company doesn't take out ads in print publications or run commercials on radio or TV—and it never has. Instead, it relies on its website, apps, email campaigns, social media, blogs, and its storefronts and displays to reach its customers

By understanding their use of advertising and how it’s effective when reaching their target customer, means I can look at these options for my App homepage and social media post.

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The company briefly sold Men's clothes but they were unsuccessful in doing so.

This information is helpful as to what the brand has attempted and been unsuccessful in. This implies it's a market not to expand into and to explore other ways to create brand growth.

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Anthropologie leases rather than buys its spaces, and often chooses interesting and historic buildings over Shopping centres, using each space’s quirks in the design of the store.

Each area tells a story for the customer to explore and discover, and following the movements of going through a home-like layout

This tells me they use architecture within their store designs. Therefore, in my store I would like to highlight the natural brick and keep the walls creating different walkways and areas for the customers.

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In 2015, Anthropologie customers spent an average of 75 minutes shopping in stores.

This shows that customers spend a long time browsing each area in the store. Suggesting shoppers don't aim to just walk in and out, they browse and explore meaning I need to ensure an easy, spacious store layout.

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Their customer is a creative-minded woman, who wants to look like herself, not the masses.

She has a sense of adventure about what she wears, and fashion is important to her.

She is too busy enjoying life to be governed by the latest trends.

About half of their shoppers are 30–49 years old, although they cater to all ages – you’ll often see generations of women shopping together in their stores.

Most customers are educated and professionally active.

They care deeply about their families, passions, hobbies, and causes.

They’re enchanted by travel and are up for every adventure.

An average income of £200,000 a year.

Having research on the target customer helps me to create a successful project plan that will be profitable.

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Shopping at Anthropologie is an undeniably unique retail experience. The mood lighting, dreamy music, and handcrafted art pieces give the space an overwhelmingly homey feel—and that's very much on purpose.

Everything about Anthropologie's stores is meticulously calculated.

In an age where companies are closing brick-and-mortar stores and spending money on perfecting the e-commerce experience, Anthropologie has its eyes focused on its retail settings and the sensory components that attract their dedicated shoppers.

Anthropologie spends time on ensuring customers have a pleasant store experience. With this I should explore scents, decorative pieces and art for inside the store.

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Anthropologie's tactics different is that they're based on comfort and inclusivity.

Scented candles are stocked by the hundreds and sales associates even burn incense inside the stores before the doors open.

The brand's merchandise is displayed not just on racks, but also on tables and quirky shelves, where items are stacked playfully.

Anthropologie is also incredibly strategic about its store blueprint; furniture and racks must align at 35-to-40-degree angles to create satisfying symmetry for its shoppers.

All floor and window displays are handmade by employees and local artists.

Leaning about how Anthropologie go about attracting customers in and around their store, helps me gather ideas for my planograms. In response I will create a table display and ensure the displays are well balanced.

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29 stores worldwide

13 stores in Europe

11 stores in the UK (six of which are in London)

Smallest Anthropologie store in the UK, located in Tunbridge Wells.

Largest Anthropologie store in the UK, located in Regent Street, London

Largest Anthropologie store outside the UK, is located in Bedford Square, Westport in Connecticut.

Outsourced brands make up 10% of store offer, the rest is own brand.

Fashion makes up 50% of store offering, the is rest split equally between gifting and homeware.

Online currently makes up 30% of sales.

Fashion retail prices range from £10 for a hair clip to £425 for a jacket

Educating myself on Anthropologie's store locations begins to get me thinking on where I want my concept displayed. Also by knowing what percentage of products Anthropologie sells, it helps me when thinking of my planograms and what products to display.

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Loyal customer base

Quality goods

Loyal Customer Base: Anthropologie has a large amount of repeat customers. Having customers that are devoted Anthropologie shoppers is a great strength of Anthropologie.com.

Hard Goods and Soft Goods: Unlike Anthropologies competitors, Anthropologie sells both hard and soft goods successfully.

Anthropologie has significant creditability, they are part of Urban Outfitters Inc. which all of their brands (Urban Outfitters, Free People)  have high creditability as well.

Weaknesses
Limited target audience
limited advertising and marketing
limited sizes
Limited Target Audience: Anthropologie only offers merchandise to women. This limits the growth in other markets like men's or children's clothes.

Opportunities
Rewards for customers
Entering into other markets
Anthropologie has the opportunity to create an even better online experience by having a live online chat for any questions

Threats
The economic downturn which has affected disposable income
competitors
The economic downturn which has affected the disposal income that consumers have to spend on hard and soft goods.

Competitors with similar items and lower prices.

A SWOT analysis will help understand the brand and looking for areas I can improve on or highlight their key strengths.

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Use of recycled materials in a shop window

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Use of recycled materials in a shop window

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Looking into recycled materials so I can gather inspiration for material that can be used in my sustainable shop window.

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Positive message in a shop window after COVID lockdown.

Looking at other brand's use of positive messaging, is something to keep in mind with my project. Addressing customers in an upbeat, friendly manner can attract customers.

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Anthropologies use of recycled materials

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Anthropologies use of recycled materials

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Anthropologie transforming the 'ordinary into extraordinary' in this video. They create sea elements using lightbulbs and bottle caps and coral made from cardboard.

Discovering how Anthropologie have handcrafted previous shop windows and how they involve recycled materials has given me inspiration for designing my shop window.

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Behind the Scenes at Anthropologie, New York

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Exploring images of how Anthropologie uses recycled materials, helps me get inspired for how to incorporate this is my shop window design.

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This is the first draft of my customer profile board. I collected images relating to the research I found.

By doing an initial draft it means that I can decide on images that are relevant to my research and then later develop this ensuring I clearly inform the viewer on the customer I'm targeting.

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Within its walls teams of artists work harmoniously. Combined, they’ll spend 100-plus hours a week using everything from power tools to paint brushes in order to handcraft every element of our in-store displays and window installations. It’s an approach that’s extremely rare in retail.

Shop windows are an important part of their store with many hours spent constructing it therefore I need to create a successful shop window concept making it worthwhile for the team creating it by the profits generated.

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Their advertising campaigns and online catalogues also contradict Anthropologie's purported ideal demographic. A flip through any of their monthly online catalogues reveals models who look like they are in their early 20s and enjoying a young vibrant life rather than a settled one.

This is part of Anthropologie's branding genius: They make the older women feel young and cool, while designing stuff that appeals to the aesthetic sensibilities of twenty somethings who aspire to make enough money to shop at Anthropologie more or less regularly.

This is a clever way of attracting their customers on social media, I can use this within my social media post in order to advertise their products.

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'Range of people' be more specific.
Very clear concept
'Effective clothes' Be more specific.
Mention costing sheet and keeping to a low budget.
Check certain words and see if they are relevant.
Great approach and concept.
Mention Lockdown ending for launch of the collection.
Turn bold lines into normal.

By getting feedback I can develop and improve my project plan. Providing a clear view of my concept and intentions.

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Fully biodegradable and made from coconut fibres.

Exploring Brands that have successfully used sustainable materials in their shop windows, inspires me to consider a range of materials that can be used when I design my own.

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Changes to be aware of in shopping habits

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Changes to be aware of in shopping habits

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Increased competitors.

Closing stores.

Financial crisis.

Online shopping increasing.

45% will still be shopping online
utilising store staff digitally.

13.9% increase in shopping .

higher number of purchases made in May (When restrictions were lifted).

66% will avoid crowds.

athletic and lounge wear purchases will increase.

less formal wear sales as people work from home.

desperation for 'normality' meaning more people clothes shopping.

Restriction being lifted means going out wear sales as people meeting friends and return to pubs/restaurants.

Learning about how COVID will impact the fashion industry is important to keep in mind when creating my project. Including aspects like creating a spacious store layouts and focusing on social media and the brand's website.

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A look into a 30-40 year old Women's shopping habits:

The purchase clothes six to eight times annually at the beginning of each season.

Older women believe 'too fashionable' clothes are for younger people.

Good fit and quality are the most important aspects when it comes to clothing.

Care labels and seams are checked to assess the quality of the material and garments that need dry cleaning are avoided.

Preference of more expensive clothes that will last longer.

Having an insight into the market I'm targeting helps me to create an effective project plan that will appeal to these customers.

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This shop window is based on sustainability, with the focus of ocean pollution. A hot topic during current times, it would be a relevant social message to put out.

The turtle in the centre will be attached to nylon thread on the ceiling and it will be made fro recycled materials including glass bottles, plastic pieces, buttons, bottle tops, netting and cardboard. There will be a spotlight on the turtle

Behind will be a wave in a grey colour with plastic pieces and fishing nets.

At the front will be 3 blue platforms in different heights. On these platforms will sustainable products including a bag, water bottles and beauty products.

By showing my final drawing of my shop window

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By exploring different initial shop window designs, it ensures the one chosen is the most relevant and beneficial for the brand.

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By exploring different initial shop window designs, it ensures the one chosen is the most relevant and beneficial for the brand.

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This is to form ideas for concepts and for shop window creations and materials. By doing a mind map I can ensure I've explored ideas and will create a profitable concept for the brand.

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This is a mind map exploring the customer I need to target, by doing this I can create ideas based on the likes and interest of this customer base.

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The brand’s designs are ageless and inclusive.

Previous campaigns have included Transgender women and over 70 years old.

They sell everything from soap to shoes and sweatshirts.

It’s reasonably priced.

It’s the brands unique, conceptual approach to design that sets it apart.

Exploring competition helps me to develop my brand by looking for gaps in the market and new opportunities for growth.

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Strengths
Meeting customers styles and taste
Strong brand image and consistent online presence
Quality products at accessible prices
Trend influenced products with a touch of feminity
Range of styles
Consistently themed and visually appealing VM
Unique VM styles create emotive shopping and creates the idea of a product journey.
In store recycling program

Weaknesses
Only 6 brick and mortar stores nationwide
Target market demographic may be too wide, not specific enough

Opportunity
Advertise in store recycling program better
Resale and up-cycling program is growing due to value conscious consumers and increase awareness of waste.

Threats
Rise in retail prices due to Brexit
Business flexibility is challenging high street retailers, maintaining consistent consumer experiences

By looking into the competition, I can discover their strength and weaknesses in order to give my brand a competitive advantage.

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Strengths
Filled a niche in the market
USP, brand identity and reputation
Social media presence
Wide range and product mix
Store presentation
Multichannel retailer
Collaboration with other brands
Established
Signature white items
Good online presence
Consistent packaging

Weaknesses
Too niche
Hard to expand
Seasonality
Product visibility
Expensive
Not much commercial presence

Opportunities
App’s
QR codes
Expansion
Underwear range
Travel bags

Threats
Click and collect
Seasonality
Overseas expansion
Store location
Possible recession backlash
Competitiors

By looking into the competition, I can discover their strength and weaknesses in order to give my brand a competitive advantage.

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Throughout the store it mainly uses tables and wall displays. This gives customers the changes to feel and touch the products while also looking appealing, something I can take forward in my planograms.

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Warming 'welcome back' sign.
Shows a relationship with customers.

Their friendly messaging to customers, I can use for my social media messaging in order to connect with them.

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Living wall shows the brands push for sustainability.

Their use of living plants and the repetition of nature, I can involve in my concept encouraging sustainability.

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They've involved use of levels in order to display their products.

Using plants in the shop window creates a natural, organic feel.

Learning how competitors create their shop window relevant to their brand. This helps me to develop my shop window ideas looking for new, innovative layouts.

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-Expand on points
-Sounds more like a product launch.

Another set of feedback given from my one to one. Using this I can work back into my project plan, ensuring my concept is clearly explained.

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Bold key terminology

mention about the recession which is in line with her brand.

Mention about if certain parties won the election.

demographic changes

Data protection.

These are notes gathered for example work. This will help me to develop my evaluating in my PESTLE analysis.

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The oceans represent over 99% of the living space on earth.

12 Millon tonnes of plastic are poured into the ocean every year.

Plastic consistently makes up 80% of all marine debris studied.

10,000 marine mammals and turtles are killed by marine plastic pollution annually.

Around 20% of plastic in the ocean comes from human activities at sea.

Approx 5,000 items of marine plastic pollution have been found per mile of beaches in the uk.

Less than a third of all plastic in the uk is recycled.

As my shop window is based on the ocean pollution, I wanted to do research on the impact it is having so I can create a relevant concept.

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Women, Aged 30
Married
Adventurous, creative and well educated.
Settled down in their career
High disposable income.
Fashion is important to them, enjoys being experimental with clothes.
Active lifestyle
Natural curiosity for the world
urban minded
Enjoys cooking, gardening and wine

A customer profile means I can understand the audience I need to reach though my project.

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In store they involve sustainable products using labels to emphasis this.

Showing they are already pushing to involve sustainable products. Means my sustainable concept is relevant and a step in the right direction for the brand.

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Birds created from paper, this is an effective use of recycled materials.

They handcraft features and use sustainable materials inside their store, I aim to do this which will be show in my planograms.

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Dwell area is used to encourage shoppers to view shopping as a 'day out' and create a lasting memory.

A dwell area would be an effective part of my store, it works with the brands friendly, comforting persona.

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Similarities
The use of table displays for key outfits and homeware.

Colour coordinating

Use of plants in store

Spacious and easy to move around the store.

The same flower shop window theme.

Floor markings and hand sanitisers.

Clothes correlate with the colours of the displays

Differences
Seen in the Tunbridge Wells store, Recycled materials used on the walls including leather and rustic wood.

Different themes in the sections of the store, In London there was a butterfly theme where as in Tunbridge wells it was parrots.

Mannequins- full body vs half body

Learning about the similarities and differences between two store locations means I can understand what the brand involves across their stores and what works effectively for their brand image.

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The white stuff keep their shop windows neutral and is thoughtfully laid out, adding in accessories and furniture items.

Learning how competitors create their shop window relevant to the brands. This helps me to develop my shop window ideas looking for new, innovative layouts.

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They've involved both homeware and clothing.

The use of white around the products makes them stand out.

Learning how competitors create their shop window relevant to the brands. This helps me to develop my shop window ideas looking for new, innovative layouts.

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8 million metric tonnes of plastic

Breaks down into small pieces of plastic

Rethink plastic production, so plastic never becomes waste.

Watching this video has helped me understand the extent of the plastic problem. The large amount of plastic will be shown in my shop window informing customers of the environmental damage this is having.

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How We Can Keep Plastics Out of Our Ocean | National Geographic

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This is the beginning of my wall planogram, I have used a recycled wood wall as the background. On Photoshop I have begun placing tops, I have been altering compositions looking at what displays the product in the best way for customers to view.

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This is the finish result, I have done fading colours as Anthropologie use this approach throughout their stores to display products.

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This is the initial sketch I did for my label design, I knew the elements I needed to included and I just needed to decide on a layout that would be most clear for customers.

This design is Clear and simple and isn’t vibrant enough to take away from the product itself. I wanted to make it’s sustainably made quality clear so I mention this on the front of the clothing label.

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Moving my sketch into photoshop, I started putting together each aspect of the label.

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This is an initial idea I had for my shop window which I decided not to go ahead with as it wasn’t clear what it was advertising and would of confused customers.

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This is another social media design I decided to explored, but I decided on it not being on brand with their current social media and it didn’t give off a clear message.

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This is the Social media post I decided on.

'Bring back life to our ocean' is a clear message about what this new concept is about.

I mentioned World Ocean Day as I want to raise awareness for it as well as informing customers about why this concept is launching.

The model image I chose is positive and shows the product in its best light. By using a white background it makes the colours stand out.

Also from research into the brand's current social media, this was in line with their current social media designs.

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Pink Bath Simple UI Beauty Business Static Feed Ad (5)

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This is my initial sketch of my App homepage.

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This will be featured as the website and App homepage.

I used clear product images which when the mouse moves over will flip to its product description including the size and price.

I added social media icons which when clicked will take you to that social media page, making it easily accessible for customers.

I included the message of World ocean day again to reiterate the message to customers and mentioned our aim to donate to The Marine Conservation Society.

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I began placing images together in Photoshop in line with the Shop window sketch I created.

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I developed my previous images, deciding that these best portray my image of how the Shop window will look.

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This is my shop window concept board.

I will be sticking to an orange and blue colour scheme. The blues linking with the ocean and orange referring to the last of the coral reef's vibrant colours. Also thinking about summer trends and the bright, colourful clothes seen in the summer.

The wave will be filled with recycled materials found on the beach including plastic bottles, lids and fishing equipment.

The turtle is the focus point

A concept board helped me to put together my ideas, making sure it flows before developing a shop window drawing from it.

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This is my costing sheet for my shop window.

I aimed to keep to a low budget and source sustainably.

Mosaic tiles I found on Etsy which are made from recycled glass.

The plastic litter, which will make up a large proportion of my shop window, will be sourced by attending beach clean-ups.

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This is my initial sketch for my floor fixture.

I created this so that I can develop this on photoshop and by doing a sketch I could add to it as I though of new ideas to include.

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First steps to creating a floor fixture, I found a wall design made from recycled wood and the table made from melted down plastic. Keeping in line with my sustainable approach.

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This is my finished Floor fixture.

The wall is made from recycled wood planks.
In the middle is a glass box within the wall which will inside feature a handcrafted coral display made from cardboard.

This table display is focused on accessories including water bottles, soap and hand cream.

The table is made from melted plastic.

I aimed to create a sustainable display that is clear and easily visible for customers,

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This is my physical Concept board for In-store which I created.

I used watercolour paint to show the colour palette I will use.

I used recycled fabric with plastic cups over as a feature wall within the store.

The bottle tops and buttons will also be featured on a wall.

I will use a variety of sea creatures around the store.

Fishing nets will be hanging from parts of the ceiling.

And recycled furniture will be used to display products.

This concept boards lays out how I will bring the ocean theme and sustainability into the store.

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My Smart chart lays out my plans and intentions and how I will achieve them in this project.

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This is my journey of reflection through this project showing how I've resolved problems along the way and my development.

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The use of animation creates a youthful feel.

The audio has an old audio sound which gives it a vintage theme.

It's comedic with the bedroom setup outside.

The women is happy and makes the viewer feel uplifted.

This has shown me that within their advertising they aim to make their customers feel young again. A strategy I could include in my social media post.

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Here at Anthropologie, our artists have a reputation for going above and beyond.

They travel the globe in search of the perfect fabrics, scale store walls to install handcrafted holiday décor, and transform shopping bags into works of art. Even a pumpkin-carving contest inspires our Home Office go-getters. (Insider tip: If your pumpkin cottage doesn't have custom wallpaper, don't bother entering - the art department is in it to win it.)

So yes, the extraordinary is almost expected. But even so, our crafty colleagues still manage to surprise us.

Case in point? This impossibly charming video shot by our creative director, Halligan Norris Smith, and her talented team. Originally intended to support our summer bedding campaign, it took on a life of its own.

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Here at Anthropologie, our artists have a reputation for going above and beyond. They travel the globe in search of the perfect fabrics, scale store walls to install handcrafted holiday décor, and transform shopping bags into works of art. Even a pumpkin-carving contest inspires our Home Office go-getters.

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I took these photographs at the London Anthropologie store. These images have inspired me to think of unique ways of displaying products, to have the shop window flowing to inside the store and to have neat, organised displays.

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These are the images I took at their store in Tunbridge Wells. These images are helpful to refer back too and helped me to understand the shopping experience they are trying to provide their customers.

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I conducted an interview with a shopper at Anthropologie, this helped me get an insight into what the shopping experience is like for others helping me to either improve it or develop the brand's existing good qualities.