Brand Extension: Anthropologie Kids Fall/Winter
By: Claudia Leiva, Joanna Ehatt and Mary Anderson
Table of Contents Target Consumer Overview Company Overview Target Consumer Overview Brand Extension Concept Clothing Mock-up’s Pontential Patterns Store Signage Email Advertisement Digital Marketing Web Page Window Dsiplay
Company Overview Anthropologie is a women’s lifestyle brand that is geared towards women ages 25-45 who are too often tired of aging out of the styles they enjoy. Anthropologie opened its first store in 1992 and is now one of the top brands of the URBN group of Philadlphia, PA, site of the first Anthropologie store. URBN also owns Free People Urban Outfittters and Vetri Family. Anthropologie has grown to a chain of over 200 stores worldwide with a thriving online presence. Several Anthropologie brand extensions have already been fully integrated into their existing brand, helping make Anthropologie and the URBN group strong and growing stronger. URBN knows the Anthropologie customer is a creative, adventurous, educated and stylish woman that dresses as she likes. She is not concerned with current trends – she has a classic style, but can pull off trendier, bolder pieces and accessories when it pleases her. Anthropologie products run from women’s apparel, accesories, intimates to complementary beauty products, home furnishing and décor, to gifts. The brand categorizes its products as soft and delicate, boho chic, easy cool, elegant classic, or modern sporty. Anthropologie recently launched another brand extension BHLDN (pronounced “beholden”) which sells wedding dresses, bridal party dresses, accessories, gifts, and décor suited for an Anthropologie woman’s wedding. BHLDN products are as unique and elegant as the brides that buy them.
http://karapaslaydesigns.com/my-anthro-displays-doily-fossilsand-moss-balls/
https://www.flickr.com/photos/mday212/4708324210/
https://www.pinterest.com/pin/204350901821965510/
Picture by: Joanna Ehatt
Target Consumer Overview Psychographics The ideal target psychographic segment for this proposed Anthropologie Kids brand extension is mothers with a strong sense of style that they want to share with their children. Typically, women with a passion for their clothes dress their children in a similarly expressive manner. These mothers tend to be adventurous in their dress and frequently dislike the imposed, style-less norms for “kids� clothing. They want them to be versatile and shareable once siblings outgrown them. This brand extension will give these women one place to find their distict variety of clothing that also has styles that cathc the eye of their special younger audience. As a whole, Anthropologie motherstend to be cultured and well-travelled, which broadens their search for a more eclectic taste. They look beyond the fleeting norms and fashions of popular society; with a newclothing line focused on their children, Anthropologie mothers will have a portal for clothes both they and their children can love!
Demographics Our target consumers are mothers who already know Anthropologie --middle-to upper-class women are in their 20s to mid 30s who accustomed to spending for styles that are uniquely their own. They are settled in their careers with higher disposable income that will allow them to express themselves through fashion for themselves and their children. The Anthropologie Kids extension is for children from 5 to 7, with versatility and timeless taste to allow for clothes to be passed on to younger siblings without losing their appeal and cache. These famalies’ urban location gives them occasion to buy outfits for varieties of outings- a day in the park, at the beach, a meal out or an uptown function.
Brand Extension Concept Product Initially, the specific products for Anthropologie Kids will focus on Fall and Winter, and on accessories for both girls and boys. To begin with these will include pants and dresses, and sweaters, coats, jackets, hats and scarves. Materials will be seasonably heavier and suited to cooler weather, including denim, knits and wool. Sizing would be for young children in the 5-7 age range. The products can be initially presented as a capsule collection to measure interest in the extension. The capsule will appeal to discerning parents with an Anthropologie aesthetic who would love to finally be able to share their taste and style and pass them on to their children.
http://www.boysbecool.com
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http://www.refinery29.com/2016/08/119906/gender-neutralchildrens-clothing#slide-4
Place The Anthropologie Kids extension can be launched first as a capsule collection in late summer at Anthropologie stores in Philadelphia, Pennsylvania, celebrating the birthplace of the brand itself. From there, and maximizing those lines and products with highest popularity, the extension could be adjusted as needed, distributed to other stores throughout the country and be adjusted as needed, distributed to other stores throught the country and be made available on online.
Promotion The extension will be pomoted through selected social media outlets on which Anthropologie already has a presence with their target demographic (fashion-conscious women, 20s to mid 30s, with disposable income), such as Pinterest and Instagram. Parallel and attractive catalogue sections, supplements and flyers, combined with window displays that echo themes and draw the attention of street and foot traffic, are all important. Finally, an email blast to current Anthropologie customers would complete the campaign and make for a highly-visible and effective launch.
Price The Anthropologie Kids brand extension will target women who typically shop for themselves at Anthropologie and would like to purchase clothes that make a similar style statement for their children. An Anthropologie woman has a solid career or disposable income that lets her spend on quality clothes for herself and her children. With Anthropologie Kids she will know that her choices will be well -made and treasured hand-me-downs to younger siblings in the near future. Anthropologie Kids products will sell at a wide range of price points. Some accessories and smaller pieces like scarves can start at $20, while the higher-end items like dresses, coats and jackets, can price around $250. This would be comfortably similar to Anthropologie’s women’s line with its wide price range; basics there also startaround $20 and the highest-end dresses price near $800. Anthropologie could offer startup sales and percentages off of combinations or sale items, as it does for other lines. “Everyday” items will be the at the lowest price points in the new Anthropologie Kid’s line. Simple leggings, t-shirts, stretch pants, light sweaters and scarves will range somewhere from $20 to $60. Jeans, sweaters, casual dresses, dress pants and lighter coats will range from around $50 to $150. Outfits for special events and heavier coats will be at the higher price points, ranging from $75 to $250 for a full outfit, dress or winter coat. Children will be proud to wear these for a wedding, for family photos, cool-weather travel and much more.
People
Brand Embassadors While the Anthropologie Kids brand extension is focused on children, we know children don’t buy their own clothes but depend on their parents to buy them clothes they enjoy. Our research shows that women are the most likely of both parents to shop for their children. Anthropologie’s principal clients are women and it is natural that this brand extension partners with some of the fashion world’s best-known mothers. Alessandra Ambrosio and her children are the ideal brand ambassadors for Anthropologie Kids. Alessandra embodies an ideal Anthropologie woman and mother - she exudes her own style, comfort in her image and a lavish travelling lifestyle while always putting her children first. Alessandra and her children will help us bring awareness to this new product extension and excite a new audience of Anthropologie mothers who have always wanted to buy versatile, longlasting clothing for kids of both genders. http://alessandrasbeijos.com
Clothing Mock-up’s
Potential Patterns
In-store Signage
Email Advertisment
Digital Marketing Web Page
https://us.burberry.com/childrens-gifts/
http://shop.mango.com/NL/p0/kinderen/meisje/jurken/corduroyovergooier?id=73083590_31&n=1&s=prendas_kidsA.vestidos
http://theberry.com/2012/01/10/do -you-make-that-outfit-in-grown-up-size -20-photos-2/
Window Display
Window Display
http://www.abeillephotography.com/myblog/2015/12/15/fall-honeybee-sessions-rain-or-shine
Coming Soon.....