Anthropologie 6 Month Buying Plan Jenn Campbell FASM 245 - May 2014 Professor Alessandro Cannata
Contents
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Company History................................4 Company Philosophy......................6 Company Mission..............................8 Scope & Size.....................................10 Strengths................................................12 Products & Brands.........................14 Merchandising Strategies & Pricing......................16 Customer Profile...............................18 Competitors.........................................20 Competitor 1: ModCloth..........22 Competitor 2: Banana Republic............................24 Competitor 3: White House Black Market.......26 Perceptual Map..............................28 Market Trends....................................30
The Multifaceted Bow.................32 Balinese Boho....................................34 Elongated Drama...........................36 Dress Over Pants.............................38 Full Skirted.............................................40 6-Month Buying Plan...................42 Assortment Plan................................44 Store A: Los Angeles....................46 Store A: Los Angeles 6-Month Buying Plan...................48 Store B: New York...........................50 Store B: New York 6-Month Buying Plan...................52 Store C: Savannah........................54 Store C: Savannah 6-Month Buying Plan...................56 Sources...................................................58 FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Company History
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Today, URBN includes Urban Outfitters, Anthropologie, Free People, Terrian, and BHLDN. However, the first store opened in 1970... ...in Pennsylvania where it was actually named Free People. A few years later the name was changed to Urban Outfitters. The brand was very “seventies boho” inspired with a target market ranging from eighteen to thirty. While their customers were loyal, the company realized that around age thirty customers were outgrowing the brand and beginning to shop elsewhere. So in order to make sure that their customers remained lifelong shoppers, in 1984 URBN created Free People as the next age bracket store following Urban Outfitters. Free People has a higher target market making it an easy transition for an URBN customer who has out grown Urban Outfitters. After realizing that this plan was working, URBN opened their first Anthropologie store in 1994. Not only are Urban Outfitters and Free People sister stores of Anthropologie, so are Terrain and BHLDN. Terrain is a home furnishing company which was created in 2008 and BHLDN is a bridal company which was created in 2012. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Company Philosophy
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Anthropologie is a lifestyle brand that imparts a sense of beauty, optimism, and discovery to their customer. For her, Anthropologie is an escape from the everyday; it is a source of inspition and delight, where innovative merchandising, customer centricity and a curated array of products come together to create an unimagined experience. Anthropologie products are an expression of their customer’s appreciation for artfulness and good design. To that end, Anthropologie buyers and designers travel the world to uncover special products and to collaborate with talented artisans. Anthropologie’s assortment includes clothing, accessories, shoes, beauty, home furnishings, found objects, gifts, and décor that exhibit influences ranging from vintage to global.
FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Company Mission
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Anthropologie is committed to offering signature products and top-notch service to their customers. Their goal is to maintain a sense of beauty, optimism, and discovery throughout their products and their brand. Anthropologie’s mission statement is...
“Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally and offer fashion correct products on a timely basis. Our customers are the reason and the inspiration for everything we do.” FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Scope & Size
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Anthropologie has 175 stores throughout the United States, Canada, and the United Kingdom. URBN Annual Gross Profit:
URBN Annual Net Income:
As of January 31, 2012 - $860,536 2013 - $1,031,531 2014 - $1,161,342
As of January 31, 2012 - $185,251 2013 - $237,314 2014 - $282,360
URBN Annual Net Sales: As of January 31, 2012 - $2,473,801 2013 - $2,794,925 2014 - $3,086,608
Anthropologie Annual Net Sales: As of January 31, 2012 - $1,044,525 2013 - $1,118,609 2014 - $1,264,242 FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Strengths
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Loyal Customer Base: Anthropologie has a large amount od
repeat customers. Having customers that are devoted Anthropologie shoppers is a great strength of anthropologie.com.
Hard Goods & Soft Goods: Unlike Anthropologie’s
competitors, Anthropologie sells both hard and soft goods successfully.
Strong Brand Names: Anthropologie has significant
creditability and carries unique brands that fit the Anthropologie aesthetic.
A Lifestyle Brand: Anthropologie represents a lifestyle through their campaigns, window displays, and their wide range of products.
Recognizable Aesthetic: Anthropologie has a unique
aesthetic that is targeted towards a younger, sophisticated woman who likes to buy unique pieces of clothing and jewelry that have a girly and vintage feeling to them.
Welcoming Shopping Environment: Anthropologie has
interesting and unique store layouts that display products in a friendly and open environment.
Various Locations: Anthropologie currently has 175 stores
throughout the United States, Canada, and the United Kingdom. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Products & Brands
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Anthropologie carries more than simply clothing. The brand extends to accessories, shoes, beauty products, home furnishings, found object pieces, gifts, and decor. They also carry international, designer, and vintage products. Popular brands include... Nanette Lepore Paper Crown Sachin + Babi Zimmermann Moth Sarah Magid Missoni Tova The Horse Suki Stella McCartney Robert Ogden Sky Eyes Oryany Second Nature by Hand
Champagne & Strawberry 67 Collection Deletta Emma Go For Love & Lemons Miss Albright Fig + Yarrow Matt Bernson J Brand Illume Holding Horses Gee Wawa Rifle Paper Co. Bonnie and Neil Ashley Longshore FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Merchandising Strategies & Pricing
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Catalogs: Anthropologie’s catalogs are beautiful
look-books that tell a story and create a fresh, intimate, and evervescent world filled with colorful baubles and fantastic clothes.
Anthro Blog: Anthropologie’s blog is a collage of
living the brand lifestyle, the perfect lesson book for all fans who dream of living within the store’s pristinely cluttered walls.
Social Media: Anthropologie has a Pinterest,
Instagram, Facebook, Twitter, Vimeo, Google+, and a YouTube channel. All of these outlets are perfectly cooridnated to support the latest brand content.
Visual Displays:
Anthropologie is known for their creative and interesting window displays that reflect the aesthetics of the merchandise within the store.
Clothing Price Range:
$38 (Basic Tshirt) - $895 (Dress)
Shoes Price Range:
$58 (Sandals) - $528 (Heels)
Accessories Price Range: $5 (Soap) - $1,998 (Necklace)
House & Home Price Range: $5 (Light Bulb) - $2,998 (Table)
FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Customer Profile
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When describing their customer, Anthropologie says...
“She is very aware. She gets our references, whether it’s a town in Europe or a book or a movie. She’s urban minded. She’s into cooking, gardening, and wine. She has a natural curiosity about the world. She loves learning new trades and isn’t scared to ask questions. She is relatively fit.” Name: Charlotte White Occupation: Freelance writer/ blogger Age: 29 Income/Salary: $97,000 Lifestyle: Married, kids to come, always writing in a notebok or typing on her laptop, avid traveler seeking new writing topics. Hobbies: Blogging, farmer’s markets, traveling, reading, DIY crafts, antique shops, gardening. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Competitors
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FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Competitor 1: ModCloth
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ModCloth was founded in 2006 by Susan and Eric Koger. It is an American online retailer that speacializes in vintage, vintage inspired, and indie clothing, accessories, and decor. ModCloth features over 700 independent designers on their site and works with many more. ModCloth wants to fundamentally change and the fashion industry by creating a vibrant, social marketplace that empowers indie designers, suppliers, and the community. ModCloth’s mission is to democratize the fashion industry and empower customers with ample opportunities to have their voice heard. ModCloth’s target market consists of millennial women between the ages of 18 to 31 who have grown up in the age of technology. ModCloth has a similar aesthetic to Anthropologie but different target consumers, however some still shop at both. ModCloth’s website is slightly stronger than Anthropologie’s but considering they are an online only retailer this is expected. ModCloth offers speacial services such as “Be the Buyer” and “ModStylists”. “Be the Buyer” is a program that gives customers the power to vote items from emerging designers into production and “ModStylists” are stylists whom customers can consult for first-rate fashion advice and assistance. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Competitor 2: Banana Republic
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Banana Republic first opened in Mill Valley, California in 1978. In 1983, Banana Republic became a subsidiary of Gap Inc. Originally, Banana Republic sold safari and expedition wear but has recently branched out in selling housewares, footwear, formal, and casual wear. Gap Inc’s mission statement states, “Gap Inc is a brand builder. We create emotional connections with customers around the world through inspiring product design, unique experiences, and compelling marketing.” Banana Republic brings a fresh twist on classic apparel to men and women around the world. As a company that started out as a safari outfitter, Banana Republic now outfits a whole new generation of explorers in clothes that walk the line between easy and refined. Banana Republic offers apparel, handbags, shoes, jewelry, personal care products, and eyewear for men and women. Customers can purchase items from franchise stores, outlet stores, and online. Banana Republic targets men and women ages 25 to 45 that live in middle to high income households. Its customer is focused on work but also in being social, therefore they set aside time during their lunch break to shop. Banana Republic is built from its heritage in travel and living a life full of passion that is open to discovery. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Competitor 3: White House Black Market
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Established in 1983, Chico’s Retail Services began in a small store on Sanibel Island, Florida selling Mexican folk art and cotton sweaters. The company now sells exclusively designed, private label women’s clothing and related accessories through its retail outlets and catalog. The company has more than 780 women’s specialty stores including stores in 47 states, the District of Columbia, the Virgin Islands, and Puerto Rico. White House Black Market states, “Throughout everything, our passion has always been to make women feel beautiful. That’s what we’re about. And our clothing remains a symbol of who we are: the honest simplicity of black and white, and the remarkable individuality of the different styles we build from it. White House Black Market offers a wide range of women’s apparel including dresses, skirts, tops, sweaters, and pants. The brand also sells prom dresses, bridal gowns, and formal wear. They offer a wide range of shoes and accessories as well. White House Black Market’s customer is in her 40’s, very busy, and focused on work during the week leaving the weekend to shop. She wants to feel beautiful wearing the label’s products and wants to be on trend yet still dressed appropriate for her age.
FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Perceptual Map
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High Price
Classic
Trendy
Low Price
FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Market Trends
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The Multifaceted Bow
Balinese Boho Elongated Drama Dress Over Pants Full Skirted FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
The Multifaceted Bow 3/29/14
Gone are the days where preconceptions about bows conjure up images of Minnie Mouse or Little Bow Peep. Bows are now showing up on the runway and the street. They can be demure, playful, stiff, or floppy. Oversized bows can be used as headbands, while prim bows create elegance as neckties, scarves, and necklaces. Designers are reinterpreting this perennial girl’s favorite by placing them on anything from casual tops to skinny belts. In the recent runway shows we saw several designers showing us their take on today’s bow. While in a modest tie or knot around the neck, the bow can lend a masculine edge to a look or a feminie edge if placed around the waist or on the shoulder. Saint Laurent showed a flat, wide bow tied closely to the neck while Agnes B and Roccobarocco showed two different ribbon bows. Ermanno Scervino’s collection had an oversized, asymmetrically tied bow while Sharon Wauchob loosely knotted her bow. My personal two favorite bow styles were done by Kenneth Cole and Alexis Mabille. Kenneth Cole’s was a classic bow tie made of leather and Alexis Mabille’s was an oversized silk bow tied closely to the neck. Alexis Mabille played with bows in both his Fall/Winter 2014 and his Spring/ Summer 2014 collections. In his Fall/Winter 2014 collection he played with bows primarily around the neck and the waist. The bows placed around the neck were oversized and made of silk while the ones around the waist were skinnier and functional as a drawstring in several jumpsuits. In his Spring/Summer 2014 collection he used bows in the accessories. All the models wore silk bow headbands and several carried bow clutches. I loved Alexis Mabille’s transitioning of a trend in between seasons. I could see this trend transition being used by women today who love wearing a bow year round yet still wants to update their style for the next season. The bow is a multifaceted trend ranging from fashion to accessories to fabrics. It can add a masculine touch to a look or it can even soften a very feminine look. Bows are being printed like polka dots on tops and being tied around the waist of skirts. Bows have even been studded and spiked giving this previously girly look a more punk edge. Whether it’s a bow blouse by Marc Jacobs, a bow shoe by Prada, or a bow cape by Alexis Mabille the everevolving trend is being loved by women around the world; each with their own unique take on how to wear a bow.
Balinese Boho 4/5/14
Indonesian influences are bringing a fresh wave of inspiration to the ethnic trend arising in 2014. Designers are exploring Balinese embellishment and embroidery to update this already existing ethnic trend. Designer brands such as Denim and Supply Ralph Lauren, Sachin + Babi, and MSGN have incorporated Balinese embellishments and embroidery into their collections this season. From denim to accessories, Indonesian influences are popping up everywhere. These Balinese details create an interesting and fun look perfectly suited for everyday wear. This decorative needlework combines intricate patterns and rich multihued threads over saturated indigo fabrics, such as denim. This creates a travel-chic appeal to many denim and accessory assortments. The placement of the embellishments and embroidery help create a modern, color-blocked look. Because the nature of this trend appears to be more of the relaxed, every day wear; it is more commonly seen on sundresses, vests, casual skirts, jeans, sandals, and bags. This trend is perfect for the girl who is not afraid of color and making a bold statement. I could see this trend being pushed even farther for seasons to come. I’d like to see it being used on tops as shoulder details, hats, loose fitting tunics, and even non-denim pants. I think the girl who would wear this trend tends to incorporate statement pieces into her wardrobe. By placing these Balinese embellishments and embroidery details in unexpected ways on garments and accessories you could create a bold statement piece perfect for this kind of girl. She likes pieces that stand out, yet are wearable and comfortable making Balinese bohemian the perfect trend for her. Balinese bohemian is a fun, new way to make a statement through fashion. It’s expressive, diverse, and easily worn. This casual look can be seen on denim of all kinds to short, sundresses perfect for summer time. It’s a trend that has easily emerged into accessories as well, ranging from sandals to mary janes. For the girl who likes a little bit of casual fun fashion, this is for you.
Elongated Drama 4/12/14
Floor sweeping maxi lengths in flared layers of fluid chiffon and elegant lace are producing a striking effect this season. Designers such as Dolce & Gabbana, Leonard, Michael Kors, Vera Wang, Valentino, Christian Dior, and Fendi are sending their models down the runway in dramatically elongated dresses that make the models look as if they are floating down the runway. Of course, each designer creates their own take on the trend. For instance, Vera Wang and Christian Dior do theirs in a high-low style while Dolce & Gabbana design theirs with an empire waist. Both Fendi and Leonard chose translucent layers in their dresses and Michael Kors designed his with blouson sleeves. Prabal Gurung showed floor length dresses in his show as well. Prabal Gurung incorporated high slits and cut outs creating fluidity and texture in his designs. Deep v-necks were popular among many designers including Valentino, Josie Natori, Jason Wu, Akris, Peter Som, and Mara Hoffman. Floor length dresses are not only easy to wear; they are also extremely comfortable and feminine. Whether they are made from layers of fluid chiffon or sheer lace, these dresses create an elegant look that feels amazing to wear. Something that I think is unique to maxi length dresses is that depending on the designer, maxi length dresses can be fun and whimsical, sexy and confident, or even classic and feminine. If you look at the designs of Dolce & Gabbana and Mara Hoffman you can see that their maxi length dresses have fresh, young, whimsical prints on them. They have a beautiful fluidity to them yet they still show off a woman’s figure. On the other hand, if you look at the designs of Valentino, Prabal Gurung, and Vera Wang you can see that their maxi length dresses are made with lace and show off a lot more skin creating a sexy and confident feeling. And lastly, designers such as Michael Kors and Jason Wu designed their maxi length dresses to be more classic yet still very feminine. Over twenty designers incorporated longer dresses into their collections this season. Because of their ease and beauty, I don’t see these dresses ever going out of style. They are an essential for every girl, year round, whether she’s heading to an elegant dinner or to the beach. A maxi length dress can be paired with heels and diamond earrings or sandals and a floppy hat. You can dress it up or you can dress it down, but if one thing is for sure you can’t make it go away.
Dress Over Pants 4/18/14 Why wear just a dress when you can completely alter the look by layering it over a great pair of trousers? This use of layers creates looks that are both sweeping and dramatic or relaxed and bohemian. These exact looks have been extremely popular among designers this season. Such designers include Richard Chai Love, Haider Ackermann, Roksanda Illincic, Dries Van Noten, The Row, and many others. I believe that this trend of layering a dress over trousers is fresh, diverse, and an interesting pair between two fashion classics. My personal favorite take on this trend was done by Roksanda Illincic. Several of Roksanda’s looks included bold, color blocked dresses layered over a more tailored three quarter length trouser. I think this is a very wearable way to approach the trend while still making a bold fashion statement. Other designers such as Dries Van Noten, Chanel, and Ann Demeulemeester took a more feminine approach by using lace and more sheer fabrics for both the dress and the trousers. And finally, designers such as Valentino, The Row, and Creatures of Comfort designed their looks to have more of a bohemian feeling. What I love most about this trend is that it allows you to have the comfort of a trouser while also having the femininity and movement of a dress. Most designers went for a more neutral colored trouser, while others used their trousers as a statement piece by either adding a pop of color or an interesting print. Richard Chai Love designed his trousers with a floral print that helped create dramatic femininity within his look while Tsumori Chisato added a pop of pink to the look through the trousers. The second way designers have used their trousers has been as an overall coherent look, using the same print or colors on both the dress and the trousers. Designers such as Comfort of Creatures, Emporio Armani, and Laura Biagiotti created looks with both the dress and the trousers having the same print and color. This dress over trousers trend is perfect for the woman who likes to have a look she can dress up or dress down while remaining comfortable and feminine. This trend is an interesting way to create layers with two essential fashion pieces that every girl should own. Going forward, I can see this trend becoming popular among women of all ages. It’s an easy way to express your personal style and add a little fun through the addition of accessories as well. No matter what your style, layering a dress over a pair of trousers is a trend every girl must try.
Full Skirted 4/26/14
Voluminous skirt proportions are creating dynamic silhouettes on the runways this season. From deconstructed and wrapped to folded and layered, new constructions take this classic shape into new territory. Designers such as Kenzo, Peter Pilotto, Mary Katrantzou, Temperley London, and Christian Dior have all been designing full skirted looks within their collections. The most popular techniques for creating this voluminous skirt look include interesting folds, ruffles, and stiffer fabrics. This full skirted trend not only creates a statement but also flatters a women’s figure by creating the illusion of a smaller waist. My personal favorite take on this trend was done by Peter Pilotto. Peter Pilotto’s collection focused on creating hourglass silhouettes through the use of a voluminous skirt. The collection emphasized sculpted full skirts; where in some cases, a crinoline underneath was exposed. Peter Pilotto discovered an expression for the full skirt shape that didn’t seem costumey or atavistic but rather flattering and youthful. Between the engineered prints done in bold colors and the full skirts creating beautiful silhouettes, Peter Pilotto’s collection carries on the brands keen eye for feminine designs. What I believe is so great about this trend is the many ways in which it can be interpreted. Designers such as Kenzo, Byblos, Mary Katrantzou, and Peter Pilotto used interesting folds in the designs of their skirts. Others such as Christian Dior and Milly created texture in their skirts through the use of ruffles and quilted fabrics. A common trend that all the designers seemed to be incorporating into their skirts was the use of color, whether it be in a print or applique. It is just so fascinating to me to see several designers take the same trend and do it in such a way that truly shows off each designer’s personal aesthetic. This voluminous skirt trend is sure to be popular among girls who desire a feminine silhouette but with a bold statement. There is such an array of designs within this trend that I could definitely see this being a trend incorporated into outfits from day into night. A voluminous skirt is an easy way to give an illusion of a smaller waistline while at the same time adding something flirty and fun to your look. Going forward, I think I could see this trend being done in more classic and elegant way in which you could wear it to a more formal event. However, as of right now a voluminous skirt is a fresh and playful way to turn something as simple as a skirt into a trendy must-have.
6-Month Buying Plan
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Justifications:
In order to raise last year’s net sales by our goal of 12%, our planned net sales for this year is $707,121. Fashion apparel sales begin somewhat slowly in the majority of our stores due to the conclusion of the holiday season. Planned sales then peak in March due to Spring Break shopping but then decrease in April and May reflecting normal spring time traffic. In June, sales are planned to peak due to the start of the summer season and then slightly drop back down to average in July. Markdowns begin slightly higher, concluding the holiday season. They then remain realatively average throughout the Spring season, dropping slightly more in May. However, markdowns are planned to increase significantly in July as the weather begins to change and back-to-school shopping begins. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Assortment Plan
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Justifications:
During the spring selling season, Anthropologie’s most popular dress styles are maxis, midis, and casual dresses due to the warmer weather. Because of this we planned for a buying percent of 23% for the maxi & midi styles and 20% for the casual styles. Paper Crown and Zimmermann are popular dress brands that offer various maxi, midi, and casual dresses which is why we have planned a buying percent of 25% for these two brands. Anthropologie’s customers are typically young adults between the ages of 28 to 35. Though the Anthropologie customer is generally fit, we believe that the average size for our target market is a size six. Thus, 22% of our purchases will be made in that size. The majority of Anthropologie’s maxi, midi, and casual dresses are within the price range of $100 - $199 which is why we have planned a buying percent for this price range of 45%.
FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Store A: Los Angeles
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Los Angeles 6301 W 3rd St Los Angeles, CA 90036 323.934.8433
The Los Angeles Anthropologie had a sales volume of $11,649,000 in 2013. This location offers eclectic and innovative women’s apparel, accessories, and home furnishings that are designed to inspire envy. Located in The Grove shopping center, Anthropologie is accompanied by stores such as Banana Republic, J. Crew, Topshop, and Forever 21. The Grove is known for offering the hottest, newest fashions, the must-have gadgets, the dreamiest beauty products, the most gorgeous decor, the hippest furniture, and the niftiest homeware. The Los Angeles Anthropologie customer typically has a feminine, vintage inspired style. She loves mixing silks and embroideries that create one of a kind looks allowing her to stand out in the Southern California crowd. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Store A: Los Angeles 6-Month Buying Plan 48
Justifications:
Since the Los Angeles location is one of Anthropologie’s larger stores, we have set the planned net sales for Spring 2015 at 45% of the master Anthropologie buying plan’s planned net sales. This leaves us with a planned net sales for the season of $318,204. Fashion apparel sales will start out slowly due to the conlusion of the holiday shopping season. Planned sales then peak in March due to Spring Break shopping but then decrease in April and May reflecting normal spring time traffic. In June, sales are planned to peak due to the start of the summer season and then slightly drop back down to average in July. Markdowns begin slightly higher, concluding the holiday season. They then remain realatively average throughout the Spring season, dropping slightly more in May. However, markdowns are planned to increase significantly in July as the weather begins to change and back-to-school shopping begins. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Store B: New York
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New York 375 W Broadway #A New York, NY 10012 212.343.7070
The New York Anthropologie had a sales volume of $5,567,000 in 2013. Located in lower Manhattan, this Anthropologie location is accompanied by Century 21, American Apparel, Ann Taylor, Banana Republic, and Topshop. Most busy New York women don’t have time to investigate back-road flea markets and obscure craft stores in search of unique vintage pieces, but they can buy close approximations at this Anthropologie location. Shoppers enter through heavy, cathedral-like wooden doors where garments are offered in careful context, presented in various faux-French-country style room displays. The New York Anthropologie customer likes searching for weathered teacups and A-line skirts that will evoke another era in the city’s crowded streets. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Store B: New York 6-Month Buying Plan 52
Justifications:
Since the New York location is one of Anthropologie’s medium sized stores, we have set the planned net sales for Spring 2015 at 35% of the master Anthropologie buying plan’s planned net sales. This leaves us with a planned net sales for the season of $247,492. Fashion apparel sales will start out slowly due to the conlusion of the holiday shopping season. Planned sales then peak in March due to Spring Break shopping but then decrease in April and May reflecting normal spring time traffic. In June, sales are planned to peak due to the start of the summer season and then slightly drop back down to average in July. Markdowns begin slightly higher, concluding the holiday season. They then remain realatively average throughout the Spring season, dropping slightly more in May. However, markdowns are planned to increase significantly in July as the weather begins to change and back-to-school shopping begins. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Store C: Savannah
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Savannah 38 Montgomery St Savannah, GA 31401 912.944.6113
The Savannah Anthropologie had a sales volume of $3,994,000 in 2013. Located in the heart of Savannah, Anthropologie is accompanied by stores such as Marc by Marc Jacobs, Banana Republic, Kate Spade, and The Gap. Anthropologie is located just a few blocks off the Savannah River in the City Market area of Franklin Square. The building that now holds this classic women’s lifestyle brand was built in the early 1800’s to act as the center of Savannah’s historically significant cotton trade. The Savannah Anthropologie customer is willing to buy more expensive products for the benefit of her home and family. She has a preppy, southern style and is drawn towards classic silhouettes accessorized with statement pieces that fit perfectly for work, but also for an afternoon shopping trip with her friends. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Store C: Savannah 6-Month Buying Plan 56
Justifications:
Since the Savannah location is one of Anthropologie’s smaller stores, we have set the planned net sales for Spring 2015 at 20% of the master Anthropologie buying plan’s planned net sales. This leaves us with a planned net sales for the season of $141,424. Fashion apparel sales will start out slowly due to the conlusion of the holiday shopping season. Planned sales then peak in March due to Spring Break shopping but then decrease in April and May reflecting normal spring time traffic. In June, sales are planned to peak due to the start of the summer season and then slightly drop back down to average in July. Markdowns begin slightly higher, concluding the holiday season. They then remain realatively average throughout the Spring season, dropping slightly more in May. However, markdowns are planned to increase significantly in July as the weather begins to change and back-to-school shopping begins. FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Sources
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- http://0-www.referenceusa.com.library.scad.edu/Hom/ Home - http://effortlessanthropologie.blogspot.com/2013/11 notes-from-urban-outfitters-q3-2014.html - http://news.urbn.com/phoenix.zhtml?c=115825&p=rol-newsArticle&ID=1671792&highlight - http://news.urbn.com/phoenix.zhtml?c=115825&p=rol-newsArticle&ID=1898613&highlight= - http://www.prdaily.com/Main/Articles/Anthropologies_fa bulous_approach_to_content_market_15343.aspx# - http://anthropologieko.wordpress.com/2013/04/29 /swat-analysis/ - http://www.trefis.com/stock/urbn/articles/191274/u rban-outfitters-a-review-of-anthropologies-slump-and-revival/2013-06-17 - http://finance.yahoo.com/q/is?s=URBN+Income+Stat ement&annual
FASM 245 - Anthropologie, Women’s Wear 6 Month Buying Plan
Anthropologie