Anthropologie: Boutique Retail on the High Street
Verdict Research Ltd
May 3, 2011 25 Pages - SKU: VERA6385231
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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?
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- 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
- Ask the analyst
- Consulting
- Disclaimer
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