Tee Shirt Project Kelly Murphy & Annika DuPree FASM 310/Private Label Product Development Professor Mary Alonso/Fall 2017
Anthropologie opened its first storefront, autumn of 1992 in Wayne, Pennsylvania. Part of the URBN family, Anthropologie was founded by the current URBN chairman and president Dick Hayne after hearing the plea of a friend who was in need of a wardrobe to cater to the educated and affluent 30-45 year old woman, who felt distanced from Urban Outfitters yet still longed to express her creative side. Today, Anthropologie operates over 200 stores worldwide, offering a wide range of products from women’s apparel and accessories, intimates, home furniture and dÊcor, beauty and gifts.
[ BE CRUELTY-FREE ]
Founded in 1991, the Humane Society International is a subdivision of the Humane Society of the United States. It encompasses Central and South America, Africa, and Asia as well as offices in Australia, Canada, and Europe that carry out field activities and programs. The Humane Society comes to the aid of animals in crisis, while also attacking the root causes of problems. Their most important goal is to prevent animals from getting into situations of distress in the first place. They drive transformational change for animals—bringing a wide set of tools to take on the biggest fights, confronting multibillion dollar industries and staying the course until they achieve reform.
Mission Celebrating animals, confronting cruelty.
Ours is a tale of our customer. And how listening--really, truly listening does right by her: then, now and evermore.
overview: revenue Revenue for The Humane Society International charity will be generated through the sales of the “My Darling Dachshund� benefit tee. Specifically, 10% of the proceeds from the sales of this tee will go to the charity. The Humane Society International can use the donation as they please, however, donations are typically applied to further their efforts in ending animal cruelty and educating the general public about animal rights. Furthermore, it will go towards the funding of life-saving veterinary care, food,transport kennels, rescue operations, and protection services.
company perceptions Overall, the Humane Society International has upheld an honorable reputation in their efforts to end animal cruelty. The general public perceives it in a positive light and supports the work done by this society. The Humane Society International targets animal lovers of all kinds and those who are willing to stand up for animals and their rights.
Anthropologie has received a positive perception due to its reputation of higher quality goods, however there is some negative light that is brought upon the Anthropologie brand due to high pricing. The target customer is an affluent educated woman who is willing to pay the price for high quality and a unique shopping experience.
humane society Marketing strategy The Humane Society International applies a marketing strategy centered around pathos and a sense of urgency and moving people to want to help with phrases such as “without you, they’ll suffer.� Photographs of animals in need also aid the cause of the society. Their message is to help end animal cruelty.
anthropologie Marketing strategy Anthropologie markets through an aspirational lifestyle by catering to the lifestyle of their five muses: soft & delicate; boho chic; easy cool; elegant classic; and modern sporty. They execute this strategy through fun and playful photographs paired with quirky copy that fits the target customer. They not only market their product, but the lifestyle of their customers through their social media. Their message is to shop and live an Anthropologie lifestyle.
Target Customer Ally Barker
~35 years old ~Engaged ~Pediatrician $175,000/year ~Vegan ~Has a golden doodle named Tarzan ~In her free time she likes to volunteer in her local animal shelter ~Shops Anthropologie for home and clothing ~Innovator & experiencer
My darling dachshund
Mon Chéri
Anthro girls possess a love of dogs, so naturally they would want to wear a cute little pup dressed in the Parisian colors with a matching beret. Add the French phrase for “my darling” and you’ve got the ultimate cute and quirky dog tee! Dog lovers everywhere will envy this little Parisian darling shirt and race to possess one of their own.
specs Size Range
Wash/Care Instructions
XS, S, M, L
Size Labels
Fabric Contents
Care Contents Label 1x2.5 in
Poly-Cotton
Brand & Size Label 2x.625 in
50% Polyester
Hang Tag
50% Combed Cotton
Fabric Weight 3.7 oz/yd^2
1.5x2.5 in
Blanks and printing provided by Threadbird
Machine Wash Cold
Do Not Bleach
Tumble Dry Low
Use Warm Iron if Needed
Do Not Iron on Decoration
Do Not Dry Clean
Hangtags
Digital marketing mockups
print mockup
Size spec-points of measurement
HPS Front
26 in
Chest
36.5 in
Cross Shoulder
17 in
Bottom Opening
18.25 in
Front Neck Drop
3.5 in
Back Neck Drop
1 in
Neck Width
6.25 in
Sleeve Length
16 in
Sleeve Opening
14 in
Armhole Curve
10.75 in
Rib Band Height
.5 in
Blank Shirt
Cost breakdown
+3 color standard premium ink print
$8.25
Insertion/Attachment of Hang Tags
$0.25
Woven Tag
$0.20
Brand + Size End Fold
Care & Content Label
printed soft satin loop fold
1x2.5 inches
Hang Tag
18 pt premium white linen
1.5x2.5 inches
Full color front, black & white back
1/8 hole punch, top center, white string
$0.22
$0.33
First Cost
$9.25
Shipping
$0.018
Tax
$0.65
TLC
$9.92
Pricing Retail Markup %
87.3%
Retail Price
$78.00
Markup $
$68.08
10% of proceeds go to The Humane Society $7.80 per T-shirt
make an animal smile by donating to the Humane Society Today!