Anthropologie Buying Plan

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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

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SCOPE & SIZE


UNITED STATES: 164 UNITED KINGDOM: 9 CANADA: 12

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BRAND IDENTITY


WHIMSICAL ECLECTIC FEMININE MODERN WITH A TWIST UPTOWN MEETS DOWNTOWN

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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

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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


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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.

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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.

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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.

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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.

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TRENDS


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NO. 21

TREND |

UMA WANG

RAW, UNFINISHED EDGES

PROENZA SCHOULER


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MICHAEL KORS

TREND |

KNITWEAR

BCBG

TESS GIBERSON


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CHRISTOPHE LEMAIRE

TREND |

J. CREW

BLANKET SCARVES

GREG LAUREN


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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

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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

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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

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PRODUCT CATEGORY



PRODUCT CATEGORY |

HOME


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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.

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URBANARA

NEOM

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PRODUCT CATEGORY |

PERSONAL CARE


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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

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RICA

INDIE LEE

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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

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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.

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SOURCES

WGSN.COM STYLE.COM PINTEREST.COM ANTHROPOLOGIE.COM BLOG.ANTHROPOLOGIE.COM INSTAGRAM.COM/ANTHROPOLOGIE

CHELSEA BALDWIN | SOPHIE DI SANTO | CARRIE SULLIVAN | JONI TAI



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