ANTHROPOLOGIE Megan Brady
Store Profile “Anthropologie offers a one-of-a-kind and compelling shopping experience that makes women feel beautiful, hopeful and connected.� Established in 1992, Anthropologie provides a range of clothing, accessories and homegoods all wrapped up in a zen and cohesive experience giving their customers a sophisticated and feminine lifestyle.
Santana Row •
San Jose, CA
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City Area: 178.2 sq. miles
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Population: 967,487
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Average temp: 60°-70° F
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Beautiful palm tree lined outdoor shopping center
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Mixture of high-end and middle-tier retailers
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Santana Row contains local and chain restaurants as well as residential properties •
www.santanarow.com/shopping
The Grove •
Los Angeles, CA
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City size: 502.7 sq. miles
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Population: 3,819,702
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Average temp: 65°-75° F
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Located in the Fairfax District Popular outdoor shopping attraction, sees a lot of tourist traffic
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Surrounded by Banana Republic, Forever 21 and American Girl Place •
www.thegrovela.com
Fashion Island • • • • • •
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Newport Beach, CA City size: 39.8 sq. miles Population: 86,484 Average temp: 60°-70° F “Italian inspired” feel Orange County’s leading shopping destination on the coast Boutiques, luxury stores and many dining options Surrounded by Bloomindales, Neiman Marcus and many smaller retailers. •
www.shopfashionisland.com
Customer Profile TARGET MARKET SEGMENT DEMOGRAPHICS: •Age: 28-45 years old •Sex: Female •Family Life Cycle: Married/some with kids •Income: $75,000/year •Education: College educated •Occupation: Stay at home parent •Religion: Christian •Ethnic Background: American PSYCHOGRAPHICS: •Social Class: Upper middle class •Personality: Hippie chic •Life-style: Married or committed relationship, world traveler, well read
Market Research Average Age
Percent Married
Average Household Income
Financials
6 Month Plan
Classification Percentages
Classification Plan
Product Assortment
Solid Lights
Solid Lights
Solid Darks
Solid Brights
Solid Brights
Patterns
Patterns
Other
Market Purchases
September
October
Purchase Justification Sizing •
Queen size bedding is what majority of consumers shop for.
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Twin and King size bedding found less frequently and will vary depending on location and color.
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King size bedding most popular in Newport Beach because of income, marriage rates and space; larger houses equates to more space and bigger beds.
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In Los Angeles, due to space you will find a larger number of twin sized beds
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In San Jose there is an even number of twin to king sizes, depending on age and income of the customer, but both still in our target customer demographic.
Solid Lights Solid Lights is the largest and most popular class, therefore has the most variety. Natural colors are favorable for bedding and easy to decorate with accent colors (pillows and walls). Being our target customer is either married or in a committed relationship, this class is where they can find gender neutral options. Store Breakdown Newport Beach will be expected to bring in the most sales for this category because of a significantly higher income and this class appeals the most to this location specifically. Assortment Changes and Replenishment The assortment changes three times throughout the season. Although Anthropologie is a chic and feminine brand, it is important that each assortment has a simple and gender neutral option as well as a variety of shades because customers tend to be particular about the color they are looking for in this class. Queen sizes are replenished most frequently, and twin and king as needed. Sheets also have a larger variety because it is expected that they will be matched with bedding from other classes as well.
Solid Darks Solid Darks is the smallest class due to popularity, but sales do rise throughout the season as we move into winter months. Store Breakdown This class will be more popular in Los Angeles and San Jose over Newport Beach due to customer age and lifestyle. Majority of sizes offered will be queen, with a few twin and king sizes available and will be replenished when necessary. Assortment Changes and Replenishment Assortment changes twice throughout the season, adding new color to refresh the class. There are no sheets available for this class because it is expected this bedding will be paired with sheets from the other three classifications. Unlike the other classes, percent of sales rise significantly for this class as the season goes on due to winter buying patterns and color.
Solid Brights & Pattern Solid Brights and Pattern classes see a similar and straight forward sales throughout the season, not changing too much month to month. Store Breakdown These classes definitely appeal more to a younger demographic, and are going to be available mostly in queen and twin sizes- very few king sizes. San Jose and Los Angeles are expected to see the most sales with this class, and majority of sales from Newport Beach will be bought by mothers for their child/teen. Assortment Changes and Replenishment Assortment changes twice throughout the season and in January there will be less replenishment compared to other classes due to popularity at that point in the year. Sheets from this class are expected to be paired with bedding from the Light or Dark classes and more king sizes are offered for the sheets.
Other This classification consists of seasonal items or specialty goods that don’t fit into other classifications. Store Breakdown San Jose and Los Angeles are projected at similar sales for this class and slightly less for Newport Beach. Newport Beach prefers more basic items, so they won’t shop this class as frequently as the other stores. Assortment Changes and Replenishment In the beginning of the season this class features a multi colored quilt set that has a bit higher price point so we only wanted to carry for a short period of time. Starting in October, this class features Throws for the winter months.