Jandira Torquato
8309608
Conclusion/ recommendations According to the information analysed in this report, also the primary research that consisted into a store visit and a manager and costumer interview I can conclude that some advancements are required to the improvement of the brand. Although they have been a successful brand without advertising, I guess that promote the brand through different channels, such as printed media can help to increase the clients base and expand the target market. Apparently, the company have reached their goals, since that they still have loyal customers who will chose Anthropologie over the competition, but create awareness with their social media content and build a constant connection in which consumers can relate not only with brand values and its products, but also with the social media image upgrade their attitudes towards the brand and maybe based the behaviour purchase in cognitive more than feelings. The sustainable image they want to express should be improved by development of collaborations with in-local artists raising competitive advantage and local appreciation of the brand. And by the improvement of the transparency in their supply chain and actively work for more sustainable habits in the sore environmental, such as, according with the interviewed, they should decrease or stop the plastic package in e-commerce and deliveries. And be aware of the manufacturers and supply source and continuously confirm if they are well adjusted with ethical and positive practices (work conditions, pay rate) as the brand promote, knowing that consumers are becoming more eco-literate and won’t be easily green-wash.
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