PLEASE CLICK AND VIE W DIGITALLY PUBLISHED
SARAH BRANSDORFER MONICA PASCUAL MIA GUITERREZ AMY KULP
Opened its ver y first doors in the autumn of 1992 in Wayne, Pennsylvania Anthropologie released its first catalog in 1998
Currently operate over 200 stores worldwide Produc t offering consists of women’s apparel and accessories, intimates, home furniture and dÊcor, beaut y and gif ts
OUR CUSTOMER
O ur target customer is creative -minded, loves fashion, and is all about design. Not concer ned about pr ice, she has a sense of adventure about what she wears and always stays true to herself.
PRODUCT Sustainably made bowls created from upc ycled plastics bags A heating technique is used to mold the shape of the bowls and then a naturally made resin is poured and painted all over to harden it
They come in t wo different sizes a variet y of patterns can be chosen from
PLACE
We will be launching the RE VIVE-A-BOWL collec tion in t wo Anthropologie & Co locations: Palo Alto, Ca and Westpor t, Ct. Anthropologie & Co stores are larger than average and offer a larger produc t assor tment as well as showrooms, garden spaces and even a cafe in the Palo Alto, Ca location.
PROMOTION We will be giving a por tion of our proceeds to Plastic Oceans, a foundation that works towards eliminating plastic pollution th rough education and raising awareness on the harm that it is causing to our environment. We will on ly focus on different forms of digital adver tising in order to avoid creating any more waste.
The price for our produc t ranges from: $15-$25
PRICE
is featuring Revive-A-Bowl!
For this sp ecial produc t release, we are teaming up with Gw yneth Paltrow to bring awareness to the R evive -abowl collec tion. Gw yneth is the per fec t spokesperson because she believes in sustainabilit y, social awareness, and being environmentally friendly. Anthropologie will receive free publicit y from Paltrow ’s luxur y lifest yle website and she will attrac t our older customers, our largest consumer base.
PROMOTION
PEOPLE Age group: 28-45 G ender: Women M arital Status: M arried I ncome: $45,000-$80,000 Occupation: Holds a prestigious job Education: B achelor ’s, M aster ’s, PHD
TA R G E T C U S T O M E R O ur target customer is creative -minded, loves fashion, and is all about design. Not concerned about price, she has a sense of adventure about what she wears and always stays true to herself.
G enuine appreciation for ar t and aesthetics, ver y cultured, free spirit, independent mind, ver y culturally aware
STRENGTHS • RE VIVE-A-BOWL aligns well with Anthropologie’s aesthetic of bohemian chic and they currently stock sustainable fashion produc ts. • The process of creating the bowls would be ver y cheap
• I f successful produc t line could easily be expanded • Possible growth of sustainable lines within the brand • Possibly growing into using other t ypes of plastic
O P P O RT U N I T I E S
WEAKNESSES • When recreated at a larger scale, they may not hold up as well or they may look differently. • Competition from a sturdier material beside plastic bags and resin that are still sustainable • Consumers could become confused on purpose of bowl • Consumers not finding bowl attrac tive enough to purchase • Since it is cheap and fairly easy to make other b rands can easily recreate • Competitors may be developing other forms of sustainable
T H R E AT S
C O M P E T I T O R A N A LY S I S QUALITY
PRICE
REVIVE-A-BOWL
PROCESS
IN-STORE SIGNAGE
EMAIL BLAST
EMAIL BLAST
REVIVE-A-BOWL
THANK YOU
SARAH BRANSDORFER MONICA PASCUAL MIA GUITERREZ AMY KULP