F/W 15 BUYING PLAN
TABLE OF CONTENTS 03
12
04
16
06
20
MISSION STATEMENT
THEIR STORY
SCOPE & SIZE
MARKET STRATEGIES
COMPETITIVE MARKETPLACE
TRENDS
28
BUYING PLAN
34
PRODUCT CATEGORY
08
44
BRAND IDENTITY
ASSORTMENT PLAN
10
46
CUSTOMER PROFILE
STATEMENT OF OPPORTUNITY
“ ANTHROPOLOGIE REMAINS A DESTINATION FOR WOMEN WANTING A
CURATED MIX OF CLOTHING, ACCESSORIES, GIFTS AND HOME DECOR THAT REFLECTS THEIR PERSONAL STYLE AND FUELS THEIR LIVES’ PASSION, FROM FASHION TO ART TO ENTERTAINING
”
03
THEIR STORY
FOUNDED IN 1992 PART OF THE URBN INC. UMBRELLA free people | urban outfitters | terrain | bhldn
COMMITTED TO OFFERING CUSTOMERS SIGNATURE PRODUCTS AND UNMATCHED SERVICES
05
SCOPE & SIZE
UNITED STATES: 164 UNITED KINGDOM: 9 CANADA: 12
07
BRAND IDENTITY
WHIMSICAL ECLECTIC FEMININE MODERN WITH A TWIST UPTOWN MEETS DOWNTOWN
09
ANTHROPOLOGIE’S TARGET CONSUMERS ARE WOMEN IN THEIR 20s - 50s WHO LIVE STABLE LIVES. SHE IS WELL-READ AND WELL TRAVELED. ANTHROPOLOGIE’S PRESIDENT, GLEN SENK, SAYS “SHE GETS OUR REFERENCES, WHETHER IT’S TO A TOWN IN EUROPE OR TO A BOOK OR A MOVIE. SHE’S URBAN MINDED. SHE’S INTO COOKING, GARDENING, AND WINE. SHE HAS A NATURED CURIOSITY ABOUT THE WORLD...”
CUSTOMER PROFILE
LAUREN
RACHEL
KATIE
AGE 28 IN A RELATIONSHIP INCOME: $40,000 OCCUPATION: ASSISTANT TO INTERIOR DESIGNER SUNDAY TIMES COLUMNIST AESTHETIC: POLISHED BOHEMIAN LIFESTYLE: ENJOYS BRUNCH INTERESTED IN HOME DECOR KEEPS UP WITH TRENDS INDEPENDENT
AGE 24 SINGLE INCOME: $25,000 OCCUPATION: RECENT GRADUATE BARISTA AESTHETIC: QUIRKY & CASUAL LIFESTYLE: OUTDOORSY ACTIVE LOVES TRAVELING CURIOUS ABOUT CULTURE
AGE 40 MARRIED WITH 3 CHILDREN COMBINED INCOME: $130,000 OCCUPATION: CREATIVE DIRECTOR BUSINESS PARTNER WITH HUSBAND AESTHETIC: SOPHISTICATED EDGE LIFESTYLE: CAREER DRIVEN CITY DWELLER SHOPS AT THE FARMER’S MARKET RELAXES WITH YOGA
11
ANTHROPOLOGIE IS AN EXPERIENCE FOR THEIR SHOPPERS. IT IS ALSO A BRAND AWARE OF ITS SURROUNDINGS. WITH THE ACKNOWLEDGMENT OF SOCIAL MEDIA’S ABILITY TO REACH POTENTIAL CUSTOMERS, THE BRAND CHOSE TO EXPAND THEIR DIGITAL PRESENCE. THIS RESULTED IN EIGHT CHANNELS; THREE OF WHICH INCLUDE ITS IPHONE APP, INSTAGRAM, AND BLOG. WITH THESE NEW ADDITIONS, THE BRAND IS ABLE TO TRANSLATE ITS ENGAGING ATMOSPHERE ONLINE, WITH EQUALLY PLEASING VISUALS AS WELL AS LIFESTYLE TRENDS AND INSPIRATIONS.
MARKET STRATEGIES
13
14
ANTHROPOLOGIE’S IPHONE APP, FEATURED ON ITUNES, PROVIDES ITS CUSTOMERS WITH THE EASE AND CONVENIENCE OF SHOPPING ONLINE. BY SCANNING A BARCODE IN STORES, THE ITEMS AUTOMATICALLY APPEAR IN THE SHOPPING BASKET, WITH THE PRODUCT DETAILS AND RATINGS. SPECIAL PROMOTIONS AND EVENTS ARE ADVERTISED AS WELL AS A CUSTOMIZED REGISTRY TO SHOP FOR SPECIFIC OCCASIONS, SUCH AS WEDDINGS AND BABY SHOWERS. CUSTOMERS CAN SHARE FAVORITE FINDS VIA TEXT, EMAIL, FACEBOOK OR TWITTER.
15
COMPETITIVE MARKETPLACE
ANTHROPOLOGIE HAS MANY SPECIFIC STRENGTHS THAT HAVE CONTRIBUTED TO THE SUCCESS OF THE BRAND. ONE OF THE MOST IMPORTANT STRENGTHS OF ANTHROPOLOGIE IS THEIR CLEAR IDEA OF THEIR AESTHETIC AND CUSTOMER. THIS HELPS THE COMPANY KEEP ITS CONSISTENCY AND ALLOWS THEM TO PROVIDE EXCEPTIONAL CUSTOMER SERVICE. FURTHERMORE, ANTHROPOLOGIE IS WELL KNOWN FOR ITS VISUALLY APPEALING STORES AND LAID BACK ATMOSPHERE. ANTHROPOLOGIE’S CONSISTENCY IN MAINTAINING ITS STRENGTHS HELP ENSURE THE BRAND’S STEADY GROWTH.
17
THIRD STREET HABIT, MADEWELL, AND FOR LOVE & LEMONS ARE ALL KEY APPAREL COMPETITORS OF ANTHROPOLOGIE DUE TO SIMILARITY IN AESTHETIC AND PRODUCT RANGE. VARIETY IN PRICE POINTS OF THE COMPETITORS ATTRACT CERTAIN ANTHROPOLOGIE CUSTOMERS, THOUGH RESTRICT OTHERS WITH THEIR HIGHER MARKED UP PRODUCTS. UNLIKE ANTHROPOLOGIE AND MADEWELL, THIRD STREET HABIT AND FOR LOVE & LEMONS HAVE LIMITED LOCATIONS WITH A STRONGER ONLINE PRESENCE.
18
POTTERY BARN, SERENA & LILY, AND PROSPECTOR CO. ARE KEY HOME AND PERSONAL CARE COMPETITORS OF ANTHROPOLOGIE. WHILE THESE COMPETITORS AND ANTHROPOLOGIE HAVE A SIMILAR PRODUCT RANGE, POTTERY BARN AND SERENA & LILY OFFER A WIDER SELECTION OF FURNITURE, WHEREAS ANTHROPOLOGIE HAS MORE OF A WHIMSICAL AESTHETIC AND A VARIETY OF DECORATIVE PIECES.
19
TRENDS
21
NO. 21
TREND |
UMA WANG
RAW, UNFINISHED EDGES
PROENZA SCHOULER
23
MICHAEL KORS
TREND |
KNITWEAR
BCBG
TESS GIBERSON
25
CHRISTOPHE LEMAIRE
TREND |
J. CREW
BLANKET SCARVES
GREG LAUREN
27
WHEN FORMATTING THE 6 MONTH BUYING PLAN FOR ANTHROPOLOGIE, THERE WERE A FEW FACTORS WE TOOK INTO CONSIDERATION. GIVEN THAT OUR PRODUCT CATEGORY IS HOME AND PERSONAL CARE, A TURNOVER RATE OF 2 WAS NOT NECESSARY. UNLIKE APPAREL ITEMS, HOME AND PERSONAL CARE PRODUCTS ARE NOT RAPIDLY CHANGING OR GOING OUT OF STYLE. ALSO GIVEN THESE REASONS, A RELATIVELY EVEN MARKDOWN RATE WAS APPLIED THROUGHOUT THE SEASON. THE MONTHS OF NOVEMBER AND DECEMBER HAVE THE HIGHEST DEMAND FOR HOME AND PERSONAL CARE PRODUCTS DUE TO THE HOLIDAYS. THIS IS REFLECTED IN OUR DISTRIBUTION OF PLANNED SALES PERCENTAGES. WE CHOSE TWO ANTHROPOLOGIE LOCATIONS TO COMPARE IN SALES. WE DECIDED TO DO STORES ON SEPARATE COASTS TO DEPICT HOW CLIMATE AND DEMOGRAPHICS INFLUENCE SALES. TO REPRESENT THIS WE DECIDED UPON A STORE IN LOS GATOS, CALIFORNIA AND A STORE IN SOHO, NEW YORK. LOS GATOS, CALIFORNIA HAS A MORE MATURE AUDIENCE BASE WHEREAS SOHO, NEW YORK CATERS TOWARDS A YOUNGER CUSTOMER. THE LOS GATOS BUYING PLAN MIRRORS THE CORPORATE BUYING PLAN IN TURNOVER RATE AND SALES WHILE THE SOHO BUYING PLAN HAS A FASTER TURNOVER RATE DUE TO ITS FAST PACED, URBAN SETTING.
6 MONTH BUYING PLAN |
CORPORATE
FALL 2015 HOME & PERSONAL CARE PLAN NET SALES, FALL 2015: EST. NET SALES, FALL 2014: PLAN % LAST YEAR: AVERAGE STOCK, RETAIL: INVENTORY TURNOVER: PLANNED REDUCTIONS $: REDUCTIONS % SALES: PLAN IMU %:
(000’s)
CORPORATE FALL 2015 6 MONTH BUYING PLAN AUGUST
NET SALES % FALL PLAN BOM STOCK STOCK / SALES RATIO PLAN EOM STOCK PLAN REDUCTIONS % FALL PURCHASES, RETAIL PURCHASES, COST
190,000.0 162,047.0 17.25% 102,808.6 1.85 26,600.0 14.00% 52.00%
24,700.0 13.00% 96,330.0 3.9 103,360.0 3,990.0 15.00% 35,720.0 171,145.6
SEPTEMBER OCTOBER 32,300.0 17.00% 103,360.0 3.2 98,420.0 3,990.0 15.00% 31,350.0 15,048
26,600.0 14.00% 98,420.0 3.7 114,000.0 3,990.0 15.00% 46,170.0 22,161.6
NOVEMBER
DECEMBER
JANUARY
FALL 2015
38,000.0 20.00% 114,000.0 3.0 123,500.0 5,320.0 20.00% 52,820.0 25,353.6
47,500.0 25.00% 123,500.0 2.6 94,050.0 5,320.0 20.00% 23,370.0 11,217.6
20,900.0 11.00% 94,050.0 4.5 90,000.0 3,990.0 15.00% 20,840.0 10,003.2
190,000.0 100.00% 102,808.6 26,600.0 100.00% 210.270.0 100,929.6
29
6 MONTH BUYING PLAN |
CALIFORNIA
FALL 2015 PLAN NET SALES, FALL 2015: EST. NET SALES, FALL 2014: PLAN % LAST YEAR: AVERAGE STOCK, RETAIL: INVENTORY TURNOVER: PLANNED REDUCTIONS $: REDUCTIONS % SALES: PLAN IMU %:
(000’s)
LOS GATOS CALIFORNIA FALL 2015 6 MONTH BUYING PLAN AUGUST
NET SALES % FALL PLAN BOM STOCK STOCK / SALES RATIO PLAN EOM STOCK PLAN REDUCTIONS % FALL PURCHASES, RETAIL PURCHASES, COST
1,000.0 850.0 17.65% 543.4 1.84 140.0 14.00% 52.00%
130.0 13.00% 507.0 3.9 544.0 21.0 15.00% 188.0 90.24
SEPTEMBER OCTOBER 170.0 17.00% 544.0 3.2 518.0 21.0 15.00% 243.0 116.64
140.0 14.00% 518.0 3.7 600.0 21.0 15.00% 243.0 116.64
NOVEMBER
DECEMBER
JANUARY
FALL 2015
200.0 20.00% 600.0 3.0 650.0 28.0 20.00% 123.0 59.04
250.0 25.00% 650.0 2.6 495.0 28.0 20.00% 123.0 59.04
110.0 11.00% 495.0 4.5 490.0 21.0 15.00% 126.0 60.48
1,000.0 100.00% 543.4 140.0 100.00% 1,123.0 539.04
31
6 MONTH BUYING PLAN |
NEW YORK
FALL 2015 PLAN NET SALES, FALL 2015: EST. NET SALES, FALL 2014: PLAN % LAST YEAR: AVERAGE STOCK, RETAIL: INVENTORY TURNOVER: PLANNED REDUCTIONS $: REDUCTIONS % SALES: PLAN IMU %:
(000’s)
SOHO NEW YORK FALL 2015 6 MONTH BUYING PLAN AUGUST
NET SALES % FALL PLAN BOM STOCK STOCK / SALES RATIO PLAN EOM STOCK PLAN REDUCTIONS % FALL PURCHASES, RETAIL PURCHASES, COST
2,000.0 1,701.0 17.58% 962.6 2.08 280.0 14.00% 52.00%
260.0 13.00% 910.0 3.5 986.0 42.0 15.00% 378.0 181.44
SEPTEMBER OCTOBER 340.0 17.00% 986.0 2.9 924.0 42.0 15.00% 320.0 153.6
280.0 14.00% 924.0 3.3 1,040.0 42.0 15.00% 438.0 210.24
NOVEMBER
DECEMBER
JANUARY
FALL 2015
400.0 20.00% 1,040.0 2.6 1,150.0 56.0 20.00% 566.0 271.68
500.0 25.00% 1,150 2.3 858.0 56.0 20.00% 264.0 126.72
220.0 11.00% 858.0 3.9 870.0 42.0 15.00% 274.0 131.52
2,000.0 100.00% 962.6 280.0 100.00% 2,240.0 1,075.2
33
PRODUCT CATEGORY
PRODUCT CATEGORY |
HOME
37
CANVAS HOME
PARACHUTE HOME
BUILDING OFF OF ANTHROPOLOGIE’S SUCCESSFUL HOME DEPARTMENT, WE FELT THE FOLLOWING BRANDS COULD CONTRIBUTE TO CONTINUED GROWTH. THESE PRODUCTS COMPLIMENT ANTHROPOLOGIE’S STRONG AESTHETIC WITH A BALANCE OF SIMPLE LUXURIES.
38
URBANARA
NEOM
39
PRODUCT CATEGORY |
PERSONAL CARE
41
LEAVES OF TREES
FRANK BODY
PERSONAL CARE IS A MORE RECENT INTRODUCTION TO ANTHROPOLOGIE. WE SEE POTENTIAL IN EXPANDING THEIR CURRENT PRODUCT LINES BY INTRODUCING BRANDS THAT SHARE SIMILAR QUALITIES AND AESTHETIC, AS WELL AS MORALLY CONSCIOUS VALUES WITH THE USE OF ORGANIC AND NATURAL INGREDIENTS
42
RICA
INDIE LEE
43
FOR THE ASSORTMENT PLAN, WE DECIDED TO DIVIDE THE PORTIONS OF HOME AND PERSONAL CARE PRODUCTS BY 70% AND 30% BECAUSE OF THE HOME CATEGORY’S CONSISTENT FLOW OF INCOME. BY PLACING PERSONAL CARE AT 30% WE ARE GIVEN THE OPPORTUNITY TO TEST THE CONSUMER’S RESPONSE TO NEW PRODUCTS IN THE MARKETPLACE.
ASSORTMENT PLAN
HOME CLASSIFICATION
% TOTAL
$ PURCHASES
MUGS CANDLES BLANKETS PILLOWS OTHER
15.00% 20.00% 15.00% 10.00% 10.00% 70.00%
$31,540,500 $42,054,000 $31,540,500 $21,027,000 $21,027,000 $141,189,000
PERSONAL CARE CLASSIFICATION
% TOTAL
$ PURCHASES
SCRUBS FACE MASKS MOISTURIZERS SOAPS FRAGRANCES
5.00% 5.00% 10.00% 7.00% 3.00% 30.00%
$10,513,500 $10,513,500 $21,027,000 $14,718,900 $6,308,100 $63,081,000
45
STATEMENT OF OPPORTUNITY
BY INTRODUCING BRANDS THAT SHARE SIMILAR KEY QUALITIES TO THE ALREADY EXISTING HOME AND PERSONAL CARE, BOTH AESTHETICALLY AND ETHICALLY, WE FEEL THAT THE LAUNCH OF THESE NEW BRANDS ACT AS AN OPPORTUNITY FOR THE PRODUCTS TO THRIVE IN STORES AND BRING CONTINUED SUCCESS TO ANTHROPOLOGIE.
49
SOURCES
WGSN.COM STYLE.COM PINTEREST.COM ANTHROPOLOGIE.COM BLOG.ANTHROPOLOGIE.COM INSTAGRAM.COM/ANTHROPOLOGIE
CHELSEA BALDWIN | SOPHIE DI SANTO | CARRIE SULLIVAN | JONI TAI