Table of Contents Background Company Portfolio Current Design Current Promotions Business Objective Project Ownership Target Market Category Review Competitors Visual Inventory Print Environmental Commercial Digital Guerrilla Design Overview Research Questions
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Background Anthropologie is a lifestyle fashion brand targeted at women who are well-read and well-traveled age range 30-40, with a high discretionary income. The brand has an organic, feminine and natural quality and the clothes are classy and stylish. They sell a wide range of items in addition to clothes including home goods, furniture, and jewelry. Anthropologie is run under the company Urban Outfitters, which also includes Free People.
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Company Portfolio H I S T ORY Anthropologie was founded by current chairman and president Richard Hayne. It’s first store was opened in 1992 in Wayne, PA. It expanded internationally in 2009 to Toronto. Today, Anthropologie operates over 135 retain stores in the United States. It is owned by Urban Outfitters Inc., which also owns Urban Outfitters, Free People, Terrain, and BHLDN.
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P O S I T ION Anthropologie partners with nonprofits and donates to charities for underprivileged children. Proceeds from saving bags and donations are accepted throughout the year. The company also partners with local charities in the community for the holidays.
ST R UC T U R E Anthropologie is currently headquartered in Philadelphia. It operates over 135 retain stores throughout the United states, as well as one store in Toronto and another in London. The website and catalog ship to over 30 countries worldwide. The company has a number of design committees at each branch which are responsible for the display and designs. Global copresidents Wendy McDevitt and Wendy Wurtzburger manage the company. Separate branches have their own art and creative directors who manage subdivisions of the creative team.
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Current Design Anthropologie currently relies solely on in-store advertising and word of mouth. While this has proved effective for them, a campaign targeted at a younger audience would boost their recognition, ultimately bringing up their sales. The design of this campaign is aimed to target that audience and boost brand loyalty and recognition. Anthropologie’s designs are eye-catching and unique, and fit well within their store atmosphere. However, they need to bring the store’s environmental-chic look outside the boundaries of their stores and launch a cohesive campaign to target their younger demographic.
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Consumers never see outside advertisements for Anthropologie because all their advertising budget goes into store decoration. They have many products that most consumers aren’t aware of, including home goods and estate jewelry. Many customers prefer shopping in-store because of the successful atmosphere they have created, however they need to drive consumers to their website to make them aware of what they have to offer that is not in-store. They also have events, partnerships, catalogs, and featured artists that are not general knowledge to many consumers.
Current Promotions S A M P L E P RO M O S Anthropologie advertises through their recycled store and window displays, which are changed often. Anthropologie hosts events such as book drives for local charities. Anthropologie delivers catalogs in the mail and features online catalogs every month. Anthropologie chronicles featured artists on their blog “The Anthropologist�
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Business Objective OBJ E C T I V E Create an advertising campaign that targets 18-30 women, promotes Anthropologie’s natural-chic looks, and builds brand loyalty and recognition. This new design will attract Anthropologie’s current secondary target market, which includes younger women aged 1830 who have a strong interest in fashion and lifestyle and purchase luxury items. This secondary market is very prominent in Anthropologie’s stores yet they have not made extensive advertising efforts to reach out and connect with them. This creates a disconnect between the brand and that market segment because they are not directly reaching out to them. This advertising campaign will follow the style of their current artwork and visuals but will visibly appeal to a younger audience.
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Project Ownership A N T H RO P O L O G I E T E A M Richard Hayne – President and CEO of Urban Outfitters Corporation Glen Senk – President of Anthropologie Kristin Norris – Executive Creative Director of Anthropologie Carolyn Keer – Art Director Sophie Barrett – European PR Manager D E S IG N T E A M Selena Slavenburg - Campaign Manager Claudine Jaenichen - Campaign Manager Amber Van Weerden and Rachel Robertson, two of Anthropologie’s window display designers.
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Target Market
Ashley, 19 Ashley has just graduated high school and recently started her first year in college. She is intrinsically motivated and keeps her own journal. She is currently planning to study abroad her sophomore year in Australia. She loves photography and scrapbooks in her free time. Her parents manage her financials, and she constantly asks them to take her shopping. Olivia, 22 Olivia is a senior in college. She has been very successful at her private school and worked a job in fashion the last two years of her college career. Olivia depends on her parents still for her rent, food, etc. but pays for her own luxury items. Olivia aspires to work in fashion and in her free time she sketches. Tiffany, 28 Tiffany has a high-paying job as an art director in a creative agency. She makes roughly 100k a year and spends it all on herself, as she is not married. She travels often with her company and likes to explore countries on her own. In her free time, she likes to read and write.
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T I F F A N Y, 2 8
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Category Review CLOTHING Anthropologie’s clothing is usually characterized by feminine touches such as lace, pastels, rich colors, knits, and beading. Their material is high quality, and often needs to be dry-cleaned or hand washed. Their clothes appear as original and unique pieces that may be worn day to day or for nicer occasions. Their pieces are classy, feminine, and fashion-forward. Their clothing line is very successful for their target demographics.
J E W E L RY Anthropologie’s jewelry is unique, delicate and sometimes bulky, and classified as bold. Their pieces have feminine touches as well. Most are good quality, and some (their estate jewelry) are one-of-a-kind vintage pieces. Their jewelry can be both affordable and highly pricey. It is not as popular as their clothing line.
HOM E G O OD S Anthropologie’s home goods are stylized and feminine. Their inspiration comes from Victorian and French influences, as well as brightly colored African and worldly décor. The pieces are globally inspired and unique, and are priced high to reflect quality and originality. They are high-priced and have smaller items featured in-store.
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While Anthropologie is most popular for its clothing line, its home goods are very successful as well. The furniture is comparable to brands such as Pottery Barn and Crate and Barrel, and they feature a wide variety of products online. Anthropologie’s beauty line is available in most stores and online. Their perfume is spread out throughout the store and their fragrances are comparable to brands seen at Nordstrom, Bloomingdales and Sephora. Anthropologie has a section of their website defined as Hobbies/Leisure. They offer high quality kids toys and games, as well as other products that fit within their lifestyle brand. These products rival bigger toy chains such as Toys R Us as well as designer toy companies such as FAO Schwarz. Anthropologie loves to display select books throughout their stores. The cover design is often unique, and they tend to be re-released editions of classic novels. Anthropologie’s accessories are comparable to Free People and Urban Outfitters in both pricing and style. Their clothing line and accessories rival department stores such as Macy’s and Nordstrom, as well as smaller boutique stores such as Aldo and Betsey Johnson.
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Competitors
Clothing – “Liberal”, hipster, trendy, edgy, unique. Provide fashionable pieces that are interesting and within an affordable range for their target audience. They are more reasonably priced than Anthropologie, making them more accessible for 18-30 year olds. ($40-$200) Accessories – Cheap, affordable, fashionable. Pieces reflect new styles and hippy-chic. Their jewelry is present in stores but not well-known compared to Anthropologie. Home Goods – “Apartment style” trendy, obscure pieces that are loud and make an impression. Prices marked up, but still affordable for those who want to decorate an apartment and want original pieces. They often dedicate a floor to their wide variety of home goods and their products are very successful.
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Clothing – Vintage, bright, trendy, hippy-chic. Items are priced on the high side, but quality is high. Their clothing is very successful for their target demographic. Items range from $40 to $800, with most items priced around $80-$130. Jewelry – Eclectic, beaded, hippy-chic. Their jewelry ranges from cheaper styles in store ($30-$60) to pricey online ($100-$900). Their pieces are very similar to Anthropologie’s jewelry. Shoes – Trendy, very bold and in your face. Their shoes are not as popular as clothing items, and are not featured in the store. They are priced on the higher side ($80-$400)
Furniture – Features furniture for living room, kitchen, bathroom, bedroom, and home office. Their style is simple, modern, chic, and beach-y. Prices are high, as well as quality. Couches on average are $2000, which is similar to Anthropologie’s prices. Lighting – Modern, white, beach-y, home-y. Range from $50-$300 Bedding – Patterns are clean, home-y, quilted, organic, resort-like. Their bedding is pricey, and they have many options for different styles.
P R I C E S / P RO M O T I O N S Urban Outfitters – Clothing ($40-$200), Jewelry (on the cheaper side)($5-350), Home goods ($20-1,000), Shoes ($20-300). Sale section. Free People – Clothing (Items range from $40 to $800, with most items priced around $80-$130. )Jewelry (Their jewelry ranges from cheaper styles in store ($30$60) to pricey online ($100-$900), Shoes ($80-$400). Sale section ($10-$200).
A D D I T I O N A L C O M P E T I T OR S Neiman Marcus Bloomingdales Nordstroms Pier1 Terrain
Pottern Barn – Furniture ($100-$3000), Lighting ($20-$600), Bedding ($20-$400).
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Visual Inventory Competitors such as Free People and Urban Outfitters utilize the same in-store advertising concepts as Anthropologie. They rely mostly on in-store experience as well as catalogs and events, and promotions. Nordstrom and Bloomingdales often use image-based print ads to demonstrate fashion trends and further distingusih their brand. Pottery Barn relies heavily on in-store experience with their products. They also feature catalogs and and extensive website for their consumers.
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harmony with self in nature
Print ABOUT
PLANNING
The print ads use images that feature Anthropologie’s products in a subtle way. The imagery combines nature, home goods, and clothes and accessories to create a unified lifestyle feel. Each ad features a handwritten quote that ties into the stylized and free feel of the ad. Two of the print ads take the form of a structured collage, while the third breaks up the organized form in a clean way. The three print ads will run all in the same magazine with the first two side by side and the last 4 pages after.
SCHEDULE
Publications the print ads will be run in: Glamour Allure Teen Vogue Elle Glamour, Allure, and Elle each reach a target audience of 18-40. Teen Vogue targets a younger audience, however the median age of the consumer is 22.5.
Beginning in March 2012, the print ads will be run the following months in each magazine: March April May June July August October December January
Glamour/Allure
Space Spread Full Page/Cover
Bleed 16 1/4” x 11 1/8” 8 1/4” x 11 1/8”
Non-Bleed 15” x 10” 7” x 10”
Trim 16” x 10 7/8” 8” x 10 7/8”
Live 15 1/2” x 10 3/8” 7 1/2” x 10 3/8”
Teen Vogue
Spread Full Page/Cover
13 3/4” x 9 3/8” 7” x 9 3/8”
12” x 8” 5 5/8” x 8”
13 1/2” x 9 1/8” 6 3/4” x 9 1/8”
13” x 8 5/8” 6 1/4” x 8 5/8”
Elle
Spread Full Page/Cover
16.93” x 11.22” 8.66 x 11.22”
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16.54 x 10.83” 8.27 x 11.22”
The print ads will be run heavily through the first 3 months of the campaign, promoting recognition through repetition. 19
Environmental ABOUT The environmental component of the campaign utilizes billboards to unify the campaign theme. The first billboard features the brand, the second the products, and the third leaves the viewer with a final message. Like the print ads, they aim to advertise the brand’s products in an indirect way. PLANNING Billboards will be placed in major cities metropolitan areas. The design aims to break up the structured geometric feel of the surrounding area with organic and personalized imagery. Six major cities were chosen with regards to location, high impressions, and recognization of the campaign as the guerrilla compenent is introduced.
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L O C A T ION S
Los Angeles New York City Seattle
Minneapolis Chicago San Francisco
These sets of billboards show the many possiblities for imagery even before the advertisements evolve and absorb the guerrilla portion of the campaign. The billboards mimic the design elements of the print ads and serve as a great contrast to their placement and location.
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Commercial ABOUT The commercial interprets the static imagery of the campaign and provides a history to the visuals. The :30 spot features two women in Anthropologie clothes exploring and gathering materials. Once again, the advertisement seeks to combine the same visuals and tie in nature and the products in an indirect tone. As the commercial progresses, they begin to put together a work of art. The final shot reveals the main image for the campaign: the Anthropologie logo written with organic forms.
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PLANNING The commercial will be aired once in the middle break between episodes of popular shows such as Gossip Girl, Heart of Dixie, 90210, The Vampire Diaries, Pretty Little Liars, The Big Bang Theory, The Soup, Chelsea Lately, So You Think You Can Dance, etc. These programs have high viewership for the campaign’s target audience and appeal to their demographic. The commercial will run synonymously with the print ads, with a more intensive schedule beginning in March as spring programming is beginning.
SCHEDULE Channels the :30 spot will be aired: ABC family The CW Fox Comedy Central E! TBS
The storyboard for Anthropologie’s :30 second spot features 20 frames at 1.5 seconds each. The background music is Enya’s “Caribbean Blue”.
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Digital ABOUT The digital component of the campaign offers a variety of imagery once again. The app itself works as a random generator. Once the user selects the app, one of four following screens will pop up. The user will either see a handwritten inspirational quote, artwork from one of Anthropologie’s featured artists, a deal or event relating to the store, or a music video.
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PLANNING The app will be advertised heavily on Anthropologie’s site. In-store, employees will as customers if they have the app, and if not will explain what it is. The apple website will promote the application as well. anthropologie.com apple.com
A deal or event shows up to involve the customer in store offers.
A featured artist’s artwork will be selected and may appear.
Anthro
A selected quote appears to provide some daily inspiration.
A song from the campaign’s soundtrack comes up to provide some musical relief.
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Guerrilla ABOUT The guerrilla advertisement cohesively links all the concepts throughout the campaign, and adds a new element to it as well. The Facebook page calls for entries from consumers for their favorite quotes, pictures of their inspirational boards, and a challenge to remake Anthropologie’s logo using all organic materials.
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PLANNING After the campaign has been released in March, the Guerrilla portion will come into play mid-May. Loyal customers will receive this flyer after a purchase, either emailed or handed to them in-store. The page will become a tab on Anthropologie’s facebook page. This portion of the campaign is linked into the entire campaign itself. As consumers submit photographs, the billboards will change to reflect the chosen artwork. The billboards will have the name of the consumer and their age on the bottom of the billboards, which will change every two weeks. The selected artwork will be featured on Anthropologie’s facebook page on this flyer.
We Want your... FAVORITE QUOTES
We Want your... FAVORITE QUOTES
ARTWORK
ARTWORK INSPIRATION BOARDS
This element of the campaign gets customers involved, building brand loyalty and creating a strong rapport between the company and the target audience. By the middle of the campaign, a takeover that the customers are a part of will be seen as the billboards give credit to the various artists who have won every two weeks. WINNERS WILL BE FEATURED IN OUR NEW ADVERTISEMENTS! CLICK ON THE IMAGES FOR MORE INFO
INSPIRATION BOARDS
WINNERS WILL BE FEATURED IN OUR NEW ADVERTISEMENTS! CLICK ON THE IMAGES FOR MORE INFO
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Design Overview
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Throughout the campaign, the same color palette, graphic decisions, and text are utilized to create consistency with the advertisements and tie back into the environmental aspect of Anthropologie. The color scheme used in each advertisement emphasizes the natural, organic feel of the campaign. Forest greens, rich browns, and subdued colors are the primary hues used in each component. These colors are most common throughout Anthropologie’s store, and in their displays as well as a majority of their products. I chose to stick with this color palette because it has been successful for them in the past, and utilize texture and vibrant greens to add a new element to their brand image. The campaign’s text is all handwritten with the exception of
the guerrilla advertisement. This is to further reinforce the personal and organic concept and attract the viewer with visuals, which is something Anthropologie aims to do in their current advertising. Since handwriting is so rarely seen in corporate campaigns, this idea strives to make the advertisements stand out – in a subtle, not inyour-face way. The guerrilla ad uses font only to differentiate it against the message of the advertisement itself, to keep legibility, and because it is intended for Facebook. The advertisements keep the same unifying scrapbook or snapshot theme. From the print ads to digital, the campaign uses “disorganized” images and unifies them with a tone and lifestyle feel. This design is further reinforced by the guerrilla campaign’s call to action for consumers to submit
their own collages in reaction to what Anthropologie finds inspiring, seen in their own design choices. The design aims to show what Anthropologie loves and calls upon their loyal customers and new customers to demonstrate what inspires them. Finally, Anthropologie’s current design as seen on their ipad application, store design, bags, labels, and website uses a clean yet stylized design that makes excellent use of empty space as well as white space. To keep a visually clean and uncluttered feel for the advertisements, imagery is separated with white space to relate to their current design elements in a non-obvious manner. Overall, the design keeps the casual snapshot and image-based feel of the brand while incorporating clean and simple design elements.
Research Questions 1. Are there any specific quotes you would like to see specifically used or pushed throughout the campaign? 2. How much do you want to push the environ mental concept throughout the campaign and after it is launched? 3. How do you feel about the scattered mood board feel for the lifestyle concept? Do you prefer the inconsistency between the three print ads? 4. How do you think the store’s design should adapt to absorb the new campaign? 5. The campaign does not use any text unless it is handwritten or done as a form of art. How do you feel about this, and is it legible and successful to you? 6. What is the first word that comes to mind that you associate with these advertisements for Anthropologie? 7. What media stands out the most to you in the campaign? Is there anything you would change about the other ones, design wise?
8. What is your current perception of Anthropologie, and do you think this changes it at all? 9. Please take a look at the print ads in various magazines. What magazine placement is most visually appealing to you? Does it work better as a break from clutter, or next to a clean visual layout? 10. How to the design elements read to you in comparison to various competitors such as Free People, Pottery Barn, and Urban Outfitters? Does the campaign differentiate itself successfully?
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