Jandira Torquato
8309608
The story of the brand is linked with its founder Dick Hayne, when in 1990 noticed that their customer was longing for a store to ‘’indulge her creative side’’ and build a lifestyle brand in addition to his other brands. Anthropologie was named after his graduation studies’ name and established in 1992 in Wayne, Pennsylvania. Opened their first store in London in 2009, was considered as a portal of discovery to 28-30 years old creative, educated, fashionable, well-travelled women who appreciate art and innovation. The brand support collaborations and partnerships with upcoming and established artist to luring their consumers with a mix of different products that reflect their bohemian style and personal passions (URBN, 2020; (Anthropologie, 2020).
The campaign The communication campaign chosen to analyse was part of the online brand strategy in Christmas 2019 called #ThisMerryMoment.
Figure 2. The campaign video
https://www.youtube.com/watch?v=ofVMHwiL8N8
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