ONE E ST IMA T E A N D SCH ED UL E BRA N D RESEA RCH C OMPET IT IVE A N A LYSIS MISSION STATEMENT AND TAG LINE DEVELOPMENT
A N T H ROPOLOG IE
Table of Contents Estimate & Schedule Brand Research
3 9
Research on a Successful Brand
13
Competitive Analysis
17
Industry Position
22
Tag Line Development
29
Mission Statement Development
33
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ESTIMATE/ SCHEDULE DELIVERA BLES
3
ESTIMATE / SCHEDULE
Scope of Work Research and Competitive Analysis Mission Statement and Tag Line Development Logo Design Development Logo Design Refinement (3 rounds) Logo Usage / Standards Guide Brand Development and Applications
Project Objective Create a brand that speaks to Anthropologie’s name and feel. Create cohesion between the store, website and brand applications. Reflect the space and experience of Anthropologie in the brand.
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Estimate Hours
Cost
10
$ 2,500
30
$ 7,500
Development
80
$ 20,000
Logo Refinement 1
50
$ 12,500
Logo Refinement 2
30
$ 7,500
Logo Refinement 3
10
$ 2,500
20
$ 5,000
and Applications
90
$ 22,500
Total
320
$ 80,000
Hourly Rate
$ 250 / hour
Research and Competitive Analysis Mission Statement and Tag Line Development Logo Design and
Logo Usage / Standards Guide Brand Development
5
ESTIMATE / SCHEDULE
Schedule
January WK1
WK2
February WK3
WK4
WK5
WK6
TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU 17
Research and Competitive Analysis Mission Statement and Tag Line Development Logo Design Development Logo Design Refinement Round 1 Logo Design Refinement Round 2 Logo Design Refinement Round 3 Logo Usage / Standards Guide Brand Development and Applications
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19
24
26
31
02
07
09
14
16
21
23
March WK7
WK8
WK9
April WK10
WK11
WK12
WK13
WK14
WK15
TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU 28
02
07
09
14
16
21
23
28
30
04
06
11
13
18
20
25
27
Presentations
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ESTIMATE / SCHEDULE
Presentation Dates February 28, 2017 - Logo Design Presentation March 9, 2017 - Refined Logo Presentation April 11, 2017 - Mid-way Brand Development Presentation April 27, 2017 - Final Presentation
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BRAND RESEARCH A N T H ROPOLOG IE
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BRAND RESEARCH - ANTHROPOLOGIE
Who Anthropologie Part of the Urban Outfitters Inc. Group of companies
What “Our product offering consists of women’s apparel and accessories, intimates, home furniture and décor, beauty and gifts. Each caters to the lifestyle of our five muses: soft & delicate; boho chic; easy cool; elegant classic; and modern sporty.”1
Where Headquarters: Philadelphia, PA Locations: U.S. and Canada
Why “Executives admitted this month that the brand is still not hitting its fashion mark” and that “it had struggled to merchandise for its customers’ lifestyle” 2
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Existing Logo
Tag Line No tag line was found
Mission Statement Anthropolgie offers a one-of-a-kind and compelling shopping experience that makes women feel beautiful, hopeful and connected. We invite you into our world - whether it’s our store, website or catalog - with the hope you take a deep breath and explore until your heart’s content. Although you enjoy the clever details and fine craftsmanship of our products, you come to us for more than that. You come to escape and to connect, to spend time and to make. Complex as you are, you remain our inspiration and because of this, we endeavor to bring you an unimagined experience.
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BRAND RESEARCH - ANTHROPOLOGIE
Brand Visuals
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NIKE RESEA RC H O N A SUCCESSF UL BRA N D
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NIKE - SUCCESSFUL BR AND
Why Nike? Huge brand recognition. Marketing to men and women with a wide range of product offerings. Effectively utilizing sports sponsorships to promote themselves. Constantly improving and inventing new versions of their products. Innovations benefit their consumers by offering enhanced performance. Nike has a culture around it, entering pop-culture through the media Give a voice to athletes. Associate themselves with big names in sports. Same slogan: “Just do it.� for almost 30 years
How are they using their brand? Is it consistent? Do products align with the brand visuals? Nike Swoosh is recognizable even without the company name. Slogan never changes. Everything they produce has the brand as the main design element. Most products use the Nike swoosh at the least. Nike Swoosh is a consistent visual despite other elements changing.
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NIKE - SUCCESSFUL BR AND
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ANALYSIS CO MPET IN G BRA N D S
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ANALYSIS - COMPETIN G BRANDS
Tag Line Finest Italian Fabrics
Mission Statement J. CrewÂŽ is a nationally recognized apparel and accessories retailer that we believe embraces a high standard of style, craftsmanship, quality and customer service. We are a fully integrated multi-channel, multi-brand, specialty retailer. We seek to consistently communicate our vision of J. Crew through every aspect of our business, including through the imagery in our catalogs and on our Internet website and the inviting atmosphere of our stores.
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Tag Line Accessible Luxury
Mission Statement Banana Republic offers versatile, contemporary classics, designed for today with style that endures. Through thoughtful design, we create clothing and accessories with detailed craftsmanship in luxurious materials. We dress men and women who see every day as full of possibilities and seek to make the most of every moment and opportunity. We see life a little differently. We take it all in. We add to it. We make it our own and we live with style.
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ANALYSIS - COMPETIN G BRANDS
Tag Line Fashion and quality at the best price
Mission Statement H&M’s purpose is to offer their customers fashion and quality at the best price. H&M states numerous of times that quality is more than making sure that products meet or exceed their customers expectations. H&M is constantly working to better their products by manufacturing under good working conditions, and with limited impact on the environment. H&M takes responsibility for how their operations affect people and the environment which is key for their profit and growth.
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Tag Line Tag line for a fall 2015 presentation: “Switch the context, change the story.�
Mission Statement Madewell, like our name suggests, focuses on getting the highest quality goods to our consumers at an affordable price. Since 1937 we’ve been building strong relationships with people to get them looking and feeling their best, no matter their personal style. Our community, our environment, and our customers are the most important things to us and we strive to serve and give back in the best way we know how.
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ANALYSIS - COMPETIN G BRANDS
Comparison Currently, the Anthropologie brand looks similar to its competitors in that it is a text based logo with no graphic. The brand is applied to items with no variation in the mark.
The following section will outline Anthropologie position in the industry compared to its competitors.
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INDUSTRY POSITION A N A LYSIS
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INDUSTRY POSITION - ANTHROPOLOGIE
Product Quality Well Crafted
Synthetic
Natural
Trendy
Classic
Fashion Refined
Poorly Crafted
Environment Relaxed
Style Targeted
Everyday
Sophisticated
Cultural
Rudimentary
Rustic
General
Sterile
Adults
Children
Products Women
Men 24
Anthropologie
Anthropologie Recognized as a lifestyle brand by its customers, Anthropologie offers products that target adult women. Attention is paid to product quality, with well crafted and natural materials. The style is influenced from cultures around the globe, proving a unique look. Known for their store environment, Anthropologie stores feel homey yet exotic at the same time.
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INDUSTRY ANALYSIS - COMPETITIVE LANDSCAPE
Refined
Well Crafted
Natural
Trendy
Poorly Crafted
Environment
Style
Relaxed
Targeted
Everyday
Sophisticated
Cultural
Rudimentary
Rustic
Sterile
26
Synthetic
Product Quality
Classic
Fashion
General
Products
Adults
Children
Women
Anthropologie J.Crew Banana Republic H&M Madewell
Men
Known more for women’s clothing than home goods, Anthropologie’s competitors are also apparel companies. Customers appreciate Anthropologie’s attention to their fabrics and materials, as well as their store environment.
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INDUSTRY ANALYSIS - COMPETITIVE LANDSCAPE
Experience
Product Quality
Services
Location
Anthropologie excels in services,
Anthropologie
experience, and product quality.
J.Crew
These attributes are vital to the
Banana Republic
perception of the company and
H&M
will continue to be reinforced in
Madewell
the re-brand. 28
TAG
LINE
DEVELOPMEN T
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TAG LINE - DEVELOPMENT
Influential Words The following words, gathered from the existing brand and from personal experience, played a prominent role in the development of the tag line.
Natural
Culture
Free
Craftsmanship
Escape
Discover
Curiosity
Experience
Spirit
Fashion
Wanderer
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Strongest Tag Lines During Development Phase 1:
Discover your...
Material Culture
Cultural Curiosity
Phase 2:
Cultural Curiosity
Crafted for the...culturally curious
Fashions Natural Wonders
The Fashion Wanderers
The Fashion Wonderers
Phase 3:
Cultural Curiosity
The Fashion Wanderers
Choosing between Cultural Curiosity and The Fashion Wanderers was difficult. I needed to see how both of these tag lines would translate into brand applications. Both reflected the sense of fascination and adventure with the words “curiosity” and “wanderers.”
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TAG LINE - DEVELOPMENT
Final Tag Line Cultural Curiosity
Cultural Curiosity is better able to reflects Anthropologie’s range of styles and products influenced by locations around the world, while maintaining the sense of adventure.
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MISSION STATEMENT DEVELOPMEN T
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MISSION STATEMENT - DEVELOPMENT
Mission Statement Development Overview When developing the new mission statement for Anthropologie it was important to highlight the experience of being in an Anthropologie store. As a lifestyle brand, the stores are very welcoming and customers become immersed in a space that feels comfortable yet exotic, as there are products inspired from things all around the globe. The fine craftsmanship and quality of materials also deserve attention for how they allow women to feel beautiful and confident.
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Mission Statement Development Iteration 1:
Anthropologie offers an escape to a unique retail experience.
With beautiful fabrics, crafted from natural materials, we strive
to help you feel confident, elegant, and cultured.
Anthropologie’s homey environment offers women an escape
where they can immerse themselves in fine craftsmanship
while they explore material culture.
Iteration 2:
Anthropologie offers an escape to a unique retail experience.
With exquisite fashion crafted from natural materials, we strive
to help you feel confident and elegant, by sparking your
cultural curiosities.
The orange text indicates the phrases that were working well and that should inspire further development.
Final Mission Statement Anthropologie offers an escape to a unique retail experience. With exquisite womens fashion crafted from natural materials, we strive to help you feel confident and elegant by igniting your cultural curiosities.
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Sources 1. https://www.anthropologie.com/help/our-story 2. https://www.washingtonpost.com/posteverything/wp/2016/08/26/ why-are-sales-suffering-at-so-many-womens-stores-they-made-badclothes/?utm_term=.5d0d4e392d83 - All images found on google
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ALEX H A MMA RSK J OL D 38