Anthropologie Men's Shop by student331

MENâ&#x20AC;&#x2122;S SHOP

BRANDO N T YL E R C R OC K E R

MENâ&#x20AC;&#x2122;S SHOP

BRANDON TYLER CROCKER

BASKET OF CONTENTS 7

Why Anthropologie?

Promotion

Company History

Brand Identity Prism

URBN Portfolio

Five Senses

The Home Office & Stores

SWOT

The Brand

Menswear Industry

Mission Statement

Menswear Market

Glossary of Terms

Expansion into Menswear

Success

Anthro Expands

Future

Primary Research

Merchandise Mix

Key Findings

The Anthro Customer Is...

Strategy & Initiatives

Distribution

126

Conclusion

Pricing

129

Credits

Competitors

130

References

WHY ANTHROPOLOGIE? A retailer that is starting to expand its growth is the influential lifestyle brand, Anthropologie. Anthropologie currently sells men’s grooming, jewelry, and gifting items. As Anthropologie continues to grow - could men ‘s apparel and accessories be in their near future? With an interest in the aesthetic and whimsical nature of Anthropologie, many men are drawn to the bohemian yet sophisticated style that it offers women. As the male customer continues to shop and work at Anthropologie – it is questioned whether or not men’s apparel is in the near future for the hedonistic brand? Anthropologie has a business approach that fosters new ideas while finding ways to “surprise and delight” their customer each and every time they visit a store. Including a men’s line at Anthropologie will naturally fulfill the needs of the male consumer while also benefiting the female part of the business. It’s amazing to see the growth that has occurred within the menswear industry over the last 10 years. Worldwide, menswear is starting to become an unstoppable force that is shattering the ways in which we see fashion. As the menswear scene becomes more multifaceted, men are taking an interest in their appearance as social media acts as a platform to showcase new styles and ways of expressing oneself. With limited offerings – it can often times be a challenge for men to find apparel and accessories that suit their wants and needs. Many brands are starting to realize the great potential men’s product implementation may have on the revenues of their company. While growing, there aren’t many store locations where men can go to as their one-stop shop for apparel, accessories and grooming products. With Urban Outfitters as the only brand within the URBN company portfolio to offer men’s apparel – mature men are looking for a style that is more elevated and professional. The research and strategy provided within this project supports the launch of a menswear collection for Anthropologie. The brand line extension of menswear at Anthropologie would be targeted towards men between the age of 28 and 45. This launch would have the potential to be a major success with endless possibilities.

COMPANY HISTORY Anthropologie is part of the Urban Outfitters, Inc. family, which was founded in 1970 (“101s New Hire Orientation”). This was a school project by Dick Hayne, Chairman, President and Chief Executive Officer of Urban Outfitters, Inc., and his friend/roommate Scott Belair (“101s New Hire Orientation”). Dick Hayne was 23 when this project occurred (“Who We Are”). Belair was in search of a topic for his entrepreneurial class (“Who We Are”). The two combined their money of $4,000 and rented out a small space near the University of Pennsylvania (“101s New Hire Orientation”). This opened a storefront to sell second-hand clothing, tie-dyed underwear, records, and other merchandise they displayed on crates, sawhorses, and anything else they could find (“101s New Hire Orientation”). The mission was to provide this merchandise to college-aged customers in a casual and fun environment (“Who We Are”). This store was originally named Free People (“Who We Are”). Since then, the company has grown into Urban Outfitters, Inc., which went public in 1993 (“101s New Hire Orientation”). Today, the company trades on the Nasdaq exchange under the ticker URBN (“Who We Are”). The company has now grown into five distinct retail brands (“101s New Hire Orientation”).

URBN PORTFOLIO U RBAN O U TF I TTE R S Urban Outfitters opened their first store in 1976 near the University of Pennsylvania (“101s New Hire Orientation”). Urban Outfitters focuses on college-age men and women and recent college graduates (“101s New Hire Orientation”). The age range is 18 to 28. As of January 2018, Urban Outfitters operated 245 stores - 180 in the United States, 18 in Canada, and 47 in Europe (“Urban Outfitters Inc.”). Urban Outfitters offers their product catalog specifically in Europe. The website and mobile applications operate in North America and Europe. Urban Outfitters’ merchandise mix includes women’s and men’s fashion apparel, activewear, intimates, footwear, accessories, home goods, electronics and beauty.

ANTHR O P O LO G I E The Anthropologie group consists of Anthropologie, BHLDN and Terrain brands. Anthropologie focuses on sophisticated and contemporary women aged 28-45 (“Urban Outfitters Inc.”). As of January 2018, Anthropologie operated 226 stores - 204 in the United States, 12 in Canada, and 10 in Europe (“Urban Outfitters Inc.”). The website, mobile applications, and catalog for Anthropologie are available in North America and Europe (“Urban Outfitters Inc.”). Anthropologie offers registry services through its website, mobile application, and store locations (“Urban Outfitters Inc.”). Products include casual apparel and accessories, intimates, shoes, home furnishings, gifts, decorative items and beauty (“Urban Outfitters Inc.”). 10

FREE P E O P L E Free People became Free People Wholesale in 1986 and launched their retail division in 2002 (“101s New Hire Orientation”). The first store location was established in a small boutique that was a mix of natural and rugged in Paramus, New Jersey (“Who We Are”). This particular location created an intimate and unique unwavering bond with the customers while offering her the best product assortment and experience possible (“Who We Are”). The brand focuses on contemporary women aged 25 to 30 (“Urban Outfitters Inc.”). As of January 2018, there were 132 Free People stores - 126 in the United States and 6 in Canada (“Urban Outfitters Inc.”). Free People operates websites and mobile applications in North America, Europe, and Asia (“Urban Outfitters Inc.”). Free People also offers a catalog that markets select merchandise. (“Urban Outfitters Inc.”). The merchandise mix includes casual women’s apparel, activewear, intimates, shoes, accessories, home products, gifts, beauty and wellness (“Urban Outfitters Inc.”).

imagination, enhances her life, and strengthens her community (“Who We Are”). Terrain appeals to both men and women interested in the sophisticated and creative outdoor living and garden experience (“Urban Outfitters Inc.”). The merchandise includes lifestyle home, garden, and outdoor living products, antiques, live plants, and flowers (“Urban Outfitters Inc.”).

BHLD N BHLDN is a wedding and event concept that is also part of the Anthropologie Group (“101s New Hire Orientation”). BHLDN launched on Valentine’s Day of 2011 in Houston, Texas (“Who We Are”). Starting out solely online, BHLDN has grown into standalone stores as well as shop-inshops within Anthropologie (“Who We Are”). The merchandise mix includes carefully edited wedding gowns, bridesmaid frocks, party dresses, assorted jewelry, headpieces, footwear, lingerie and decorations (“Urban Outfitters Inc.”). BHLDN now offers one-on-one styling services for bridesto-be which incorporates the bride’s unique flair and personality (“Who We Are”).

TERRA I N Terrain is an outdoor garden center that is part of the Anthropologie Group (“101s New Hire Orientation”). URBN acquired Terrain from J. Franklin Styers Nurseries (“Who We Are”). J Franklin Nurseries was one of America’s most respected names in horticulture since 1890 (“Who We Are”). The company was renamed, “Terrain at Styers,” and combines the garden center, retail store, event space, and café (“Who We Are”). Terrain opened their first store in April of 2008 (“101s New Hire Orientation”). Terrain is inspired by the idea of merging house and garden to create a sensory experience (“Who We Are”). The variety of products and services captivate the customer’s

T HE VET R I FAMILY In February of 2016, URBN acquired The Vetri Family group of restaurants. This includes the award-winning, Pizzeria Vetri. Pizzeria Vetri is said to be a Philly favorite. The group is headed by the acclaimed chef, Marc Vetri, and his business partner, Jeff Benjamin. Bringing bold, contemporary sensibility to classic Italian cooking – the Vetri Family Group includes several Pizzeria Vetri locations, Amis, Osteria, Alla Spina, and Lo Spiedo (“Who We Are”).

THE HOME OFFICE & STORES In September of 2006, URBN employees moved from 80,000 square feet in five different buildings to a 280,000 square foot campus setting in Philadelphia’s historic Navy Yard. The Home Office is made up of different buildings that each house a brand. The design embraces the modern URBN culture with the old and historic. Some characteristics of the buildings include the use of industrial materials, open space, large windows with natural light, and colorful patina. URBN is about reuse and has a sustainable design strategy through preservation and restoration that is instilled throughout the Home Office. The company has been recognized for these efforts and has been awarded for appreciating, protecting, and developing historic architecture. The company also utilizes nature and being green is a concept the company embraces. The campus incorporates a koi pond, gardens, trees, and open outdoor space. These houses are furnished with brand-specific décor that is ever-changing. Today, the buyers, designers, illustrators, patternmakers, innovators and many others collaborate on this one of a kind campus (“Who We Are”). Since the first store opening in West Philadelphia, the company strives to connect with their customers through unique products and engaging store design. The URBN brands preserve the original features and traits of the buildings in which the stores are located in - which gives a signature look. The company strips back paint to its first layer, exposes brick walls, and uses original pieces to display and fixture product. This not only ensures historical preservation but maintains history while infusing a new and fresh atmosphere (“Who We Are”).

THE BRAND Anthropologie was founded by the current URBN chairman and president, Dick Hayne, after hearing a plea from one of his friends (“Our Story”). Having moved to the suburbs of Philadelphia, his friend was dissatisfied with the shopping that was available at the time (“Our Story”). She had aged from the Urban Outfitters brand and wanted to fulfill this void in her life (“Our Story”). Dick realized that this wasn’t an isolated phenomenon and wanted to build a lifestyle brand that caters to the creative, educated, and affluent 28-45-year-old woman (“Who We Are”). In 1992, Anthropologie opened their first store in a refurbished automobile shop in Wayne, Pennsylvania (“Who We Are”). The brand was named after Dick Hayne’s college major with a French twist (“Our Story”). Anthropologie was founded as a lifestyle destination for women – a place of discovery where the customer’s senses are engaged, and their imagination is inspired (101s New Hire Orientation). Rather than selling a particular brand or product or category, Anthropologie promotes an idea – a feeling of how customers would like to live (101s New Hire Orientation). Anthropologie endeavors to make customers feel beautiful, relaxed, renewed, connected and optimistic (101s New Hire Orientation). In 1994, the second Anthropologie store opened in Rockville, Maryland – and since then, Anthropologie has steadily grown and continues to create an unimagined experience for the customer (101s New Hire Orientation). Currently, there are over 200 stores operated worldwide (“Our Story”).

MISSION STATEMENT “To provide an unimagined experience” (101s New Hire Orientation).

GLOSSARY OF TERMS B RAN D FAN Someone who thinks of Anthropologie for their apparel and home outfitting needs, shops with Anthropologie across all channels and engages with Anthropologie through social media (“101s New Hire Orientation”).

DI S P L AY Anything done with the express purpose of enhancing the customer’s sensory experience. Window displays are used to enrich the visual aesthetic of a story or concept (“101s New Hire Orientation”).

L I FE ST YL E The unimagined experience Anthropologie provides customers; also refers to a merchandising presentation in which displays how various products would live together within the customer’s home (“101s New Hire Orientation”).

U N I MAG I N E D E X P E R I E N C E The focus of making the customer feel beautiful, relaxed, connected and optimistic through a unique, compelling and transformative shopping experience (“101s New Hire Orientation”).

SUCCESS ENV I R O N M E N T Anthropologie believes that their physical environment sets them apart and positively impacts the customer’s experience. With no two stores looking alike, Anthropologie engages all five senses while enhancing the customers’ emotional connection through subtle cues such as music, scent, storytelling, packaging, and hidden details. Anthropologie uses display to highlight their product, tell a story, while inspiring and evoking emotion. Anthropologie’s best displays are magical while creating a sense of discovery (“101s New Hire Orientation”).

OPEN D OOR PO LICY Everyone within the company is free to express concerns to all levels of management - including the Chief Executive Officer (“101s New Hire Orientation”).

INT ER NAL GR OWT H Many of the company’s people have started from the store level. As the company continues to grow, Anthropologie is excited to develop new talent and future leaders (“101s New Hire Orientation”).

C USTO ME R

PR O D UC T

The Anthropologie customer spends almost twice as much time in the store compared to other retailers. The customer comes to Anthropologie for a mini-vacation or a few hours of entertainment (“101s New Hire Orientation”).

Anthropologie strives to be true to their customers and offers a unique product assortment that can be integrated into their real lives and the lives they aspire to lead. Many of the products are designed specifically for Anthropologie and are not available anywhere else. Anthropologie carries limited quantities of certain items to maintain the exclusive boutique environment (“101s New Hire Orientation”).

P EOPL E Anthropologie’s employees make their business thrive and are considered their most valuable asset. Every member of the brand has a voice and Anthropologie believes that a diversity of opinions makes them stronger (“101s New Hire Orientation”).

FUTURE I NTERN AT I O N AL E X PA N S I O N Anthropologie is expanding in the UK and across Canada while maintaining the small, boutique appeal in the US (“101s New Hire Orientation”).

THE W E B Anthropologie believes that the ecommerce business has extraordinary growth potential through both sales volume and expanded product offerings that cannot be held in stores. This includes a full collection of petites, increased size ranges for select styles as well as designer collaborations (“101s New Hire Orientation”).

ANTHR O P O LO G I E & C O. The first large-format stores opened in California and Connecticut in 2016. These particular spaces are three times the size of the standard Anthropologie stores while offering customers a broader assortment in an immersive and inspiring environment. The assortment within these stores will include apparel and specialty shops, home décor showrooms, as well as cafés, beauty services and specialty stylists (“101s New Hire Orientation”).

EXPA N D CAT E G O R I E S Anthropologie continues to expand their product choices based on the intimate knowledge of their customers with a genuine commitment to delight them in unexpected ways (“101s New Hire Orientation”).

MERCHANDISE MIX Anthropologie’s website showcases the current product offerings which consist of women’s apparel and accessories, intimates, home furnishings, decorative items and beauty. Currently, Anthropologie is starting to enter the men’s market through product categories such as men’s grooming and jewelry. These products are available online. However, there is also a page on the Anthropologie website that offers Gifts for Him.

THE ANTHRO CUSTOMER IS . . . The Anthro customer is a creative, educated and affluent 28-45-year-old woman (“Our Story”; “101s New Hire Orientation”). She longs for a store that indulges her creative side. (“Our Story”). She desires to look like herself and not the masses (“Our Story”). She has a sense of adventure in what she wears, fashion is important to her, she is really busy in life and isn’t governed by the latest trends (“Our Story”). Some words that describe the Anthro customer include: Feminine, beautiful, sophisticated, timeless, gorgeous, intriguing, warm, sensual, cultured, extraordinary, colorful, classic, distinguished, elegant, fabulous, and stunning (“101s New Hire Orientation”). Anthropologie’s core customer is 28-45-years-old and female, knowing that men shop with Anthropologie too (“101s New Hire Orientation”). When evaluating the target market for the launch of a menswear collection, the consumer would be male while remaining 28-45-years-old in age. This would encompass the shopping behaviors of both the millennial and Generation X consumer.

MI L L EN N I AL Millennials are currently within Anthropologie’s target market of 28-45-year-old patrons. As millennials account for the consumer between 23 and 38 years of age (Dimock). According to Euromonitor, millennials are more price conscious than older generations (“Millennials – Truly a New Type of Apparel Consumer?”). It is also reported that millennials spend less on apparel even when having a high income (“Millennials – Truly a New Type of Apparel Consumer?”). This may be due to the fact that millennials have lived through the great recession and are more conservative with their money (“Millennials – Truly a New Type of Apparel Consumer?”). Millennials seek value and with a wide range of information, they can easily compare prices between retailers (“Millennials – Truly a New Type of Apparel Consumer?”). Statista states that in 2018, the millennial consumer spent a yearly average of $1,950 on apparel (“Average Amount Spent per Year on Apparel”). According to Statista, the average amount spent per transaction on apparel in the United States by the millennials as of February 2018 was $101.1 U.S. dollars (“Average Amount Spent per Transaction on Apparel”). According to Euromonitor, millennials spend an increased amount of time on their appearance and believe in dressing to impress (“Millennials – Truly a New Type of Apparel Consumer?”). Millennials are influenced 71% by price, 66% by comfort, 55% by design, 46% by perfect fit, and 37% by durability (“Millennials – Truly a New Type of Apparel Consumer?”). Euromonitor also states that’s that millennials have high expectations when choosing apparel and footwear (“Millennials – Truly a New Type of Apparel Consumer?”). Millennials also value their time and would rather stick to brands they know and trust, making them brand loyal (“Millennials – Truly a New Type of Apparel Consumer?”). They have more of an interest in luxury and premium brands (“Millennials – Truly a New Type of Apparel Consumer?”). Millennials also tend to be impulse buyers as they delay big life commitments such as buying a home, getting married, and having kids (“Millennials – Truly a New Type of Apparel Consumer?”). When it comes to shopping in-store or online, millennials prefer to shop in-store first while shopping online second (“Millennials – Truly a New Type of Apparel Consumer?”). Euromonitor states that while millennials will shop at department stores, they prefer single-brand stores and fashion boutiques (“Millennials – Truly a New Type of Apparel Consumer?”). According to Statista, the top sources used by millennials to hear about the latest high-end fashion or luxury item trends worldwide in 2017 include social media (20.5%), a brand’s website (15.1%), fashion magazines (14.4%), and fashion websites (13.9%) (“Sources Used by Millennials to Hear about The Latest High-end Fashion or Luxury Item Trends”).

GENERAT I O N X Generation X is also currently within Anthropologie’s target market of 28-45-year-old patrons. As Generation X accounts for the consumer between 39 and 54 years of age (Dimock). The Gen Xers are the highest-earning cohorts (“Gen X: The Squeezed”). Statista states that in 2018, the Gen X consumer spent a yearly average of $2,367 on apparel (“Average Amount Spent per Year on Apparel”). According to Statista, the average amount spent per transaction on apparel in the United States by Generation X as of February 2018 was $160.5 U.S. dollars (“Average Amount Spent per Transaction on Apparel”). This generation is brand loyal and nostalgic while placing a high priority on convenience, quality, value, durability, and ethical/environmental credentials (“Gen X: The Squeezed”). This generation also enjoys loyalty programs and are very receptive to this marketing strategy (“Gen X: The Squeezed”). The people born of Generation X have a more casual approach to dressing than their predecessors and are not afraid to experiment with styles (“Gen X: The Squeezed”). They want to remain fashionable and youthful-looking, while turning their attention to comfort and quality as they mature (“Gen X: The Squeezed”). This generation is heavily influenced by online beauty and fashion blogs and YouTube tutorials that are aimed towards people over 40 (“Gen X: The Squeezed”). Generation X also spends quite a bit of time on social media, while mostly on Facebook and Snapchat (“Gen X: The Squeezed”). Less interested in selfies, this generation uses social media to keep updated on news and events (“Gen X: The Squeezed”). One of the best ways to promote to this generation is through their mobile devices (“Gen X: The Squeezed”).

DISTRIBUTION Currently, Anthropologie has over 200 stores that are operated worldwide (“Our Story”). There are store locations in 43 states within the United States with one store location in Puerto Rico. In Canada, there are 12 store locations spread out amongst Alberta, British Columbia, Manitoba, Ontario, and Quebec (“Anthropologie Store Locations”). Urban Outfitters was one of the first brands to cross the Atlantic in 1998, and 11 years later Anthropologie followed by opening their first European store on Regent Street in London (“Who We Are”). This store location is over 11,000 square feet across three floors (“Who We Are”). Shortly after, Anthropologie opened their second store nearby on Kings Road (“Who We Are”). Today, Anthropologie has one store location in France, one in Germany, one in Spain, and eleven stores in the United Kingdom (“Anthropologie Store Locations”).

PRICING WO ME N ’ S AP PARE L & I N T I M AT E S Some of the top apparel & accessories brands sold in Anthropologie include the Anthropologie brand itself, Cloth & Stone, Maeve, Pilcro and the Letterpress, Paige, AG Jeans, Citizens of Humanity, and Velvet by Graham & Spencer Dresses typically range from $90 to over $500. Most of the dresses are between $100 and $200. Jeans: Range from $80 to $500. Most range from $100 to over $200. Pants: Mostly range from $100-$200. Jackets: Most are from $100-$200. Sweaters: Most range from $50 to $200. Tops & Tees: Range from $25 to $500. Most are from $50 to $100. Loungewear: Ranges from less than $25 to $500. Most of the loungewear is between $50 and $200. Shorts: $50 to $500 while mostly between $50$200. Bras: $24-$110. Most are between $25 and $100. Panties: $12-$100. Most range from less than $25 to $50 (“Anthropologie”).

S HOES & ACCE S S O R I E S Some of the top brands for shoes sold at Anthropologie include the Anthropologie line, as well as Bernardo, Birkenstock, Dolce Vita, Jeffrey Campbell, Seychelles, and Soludos. For handbags and accessories, there is the Anthropologie line, as well as Campomaggi, Camilla, Daniella Lehavi, En Shalla, Loeffler Randall, and Maria La Rosa. Shoes: $25 to more than $500. Most of the shoes are between $100 and $200. Handbags: $25 to $500. Lower-end bags range 26

from $50 to $100 with higher-end bags ranging from $200 to $500. Small Accessories: Less than $25 to $500. Sunglasses: $25 to $500. Most of the sunglasses are between $25 and $50. Hats: $25 to $500. Most are within the range of $50 to $100. Jewelry: Less than $25 to more than $500. Mostly ranges from $25 to $50 (“Anthropologie”).

HO ME FUR NISHINGS & D EC OR AT IVE IT EMS Anthropologie collaborates with a wide range of artists and designers when developing their home furnishings and decorative items. An example of this is the Spring 2019 collaboration with Joanna Gaines from the Magnolia Market. The candles within Anthropologie are very popular amongst the consumer. The most popular is the signature Volcano scent by Capri Blue and other fragrant candles sold by the brand. However, the candles scents from Candlefish and Voluspa are also top-sellers. Furniture: Ranges from $25 to more than $500. Bedding, Pillows, and Throws: Ranges from $25 to more than $500. Most of the product is between $50 to $200. Kitchen & Dining: Ranges from less than $25 to more than $500. Majority is within less than $25 to $100. Wall Art & Mirrors: Ranges from less than $25 to more than $500. Majority is between $200 and $500. Candles: Majority is between $25 and $50. Stationary, Tech & Travel: Ranges from less than $25 to $300. Most of the items are less than $25 to $50. Room Décor: Less than $25 to more than $500. Most of these items are between $50 and $100 (“Anthropologie”).

G I FTS Gifting ranges from a variety of products from less than $25 to over $500. However, the majority of gifting prices are less than $25 to $50 (“Anthropologie”).

BEAUTY Some of the top beauty brands carried at Anthropologie include Barr-Co., Mario Badescu, Herbivore Botanicals, French Girl Organics, Eva NYC, Ilia, Juice Beauty, Kai, Kocostar, Lollia, Living Proof, Make Beauty, Malin & Goetz, Mer-Sea & Co., Peter Thomas Roth, Philosophy, Pixi, RMS Beauty, Sunday Riley, Supergoop!, The Organic Pharmacy, and Tocca. Bath & Body: Less than $25. Skincare: $25 to $50. Makeup: Less than $25 to $50. Hair Care: Less than $25 to $50. Perfume: $50 to $100 (“Anthropologie”). 27

COMPETITORS Anthropologie’s competitors are based on target customer, pricing, style, and accessibility. Some of Anthropologie’s current competitors include the following…

ALIC E + O L I VI A Launched in 2002 by Stacey Bendet, Alice + Olivia allows customers to express their personal style. The clothing is whimsical and flirty yet sexy and sophisticated. Stacey Bendet’s purpose was to design the perfect pair of pants and now the brand has grown into ready-to-wear, gowns, shoes, handbags, accessories, and eyewear. Alice + Olivia is headquartered in New York, New York (“Alice + Olivia About”).

C LUB MO N ACO Club Monaco is an international retail brand that designs and creates modern yet timeless clothing and accessories for both men and women (“Club Monaco About”). Heavily recognized by fashion influencers, their collection offers purposeful, relevant, and wearable pieces made of fine fabrics and exceptional fits (“Club Monaco About”). Club Monaco is headquartered in New York, New York (“Club Monaco About”).

DVF Diane von Furstenberg first designed the iconic wrap dress in 1974, now her brand is a global luxury fashion brand that is celebrated for its glamour, print and color, and connection to generations of women. Diane empowers women through philanthropy and mentorship. Diane von Furstenberg is headquartered in New York, New York (“Diane von Furstenberg About”).

J. C REW Beginning in 1983, J. Crew began with their catalog (“J. Crew About”). Today, the brand has expanded worldwide and is known for their sophisticated and fun clothing and accessories (“J. Crew About”). The first store opened in 1989 at the South Street Seaport in New York City. (“J. Crew About”). Currently, there are 227 retail locations and 175 outlet stores. J. Crew has set the industry standard for quality, design, and style through the sourcing of their fabrics. J. Crew is headquartered in New York, New York (“J. Crew About”) 28

LU CKY B R A N D J EA N S Established in 1990, Lucky Brand Jeans is known as a pioneer and innovator of modern denim. The brand is synonymous with the easy Southern California lifestyle and American spirit. Lucky Brand Jeans creates products that are of good quality and great fit. There are over 200 company-owned stores across the United States. Lucky Brand Jeans is headquartered in Los Angeles, California (“Lucky Brand Jeans About”).

MA DE W E L L Madewell is a part of the J. Crew group and shares the same commitment to quality and exceptional service. The brand opened their first store in 2006 with designs inspired by workwear but with a modern twist. Denim is at the core of Madewell while offering other products such as tees, ankle boots, leather jackets and more. Words to describe Madewell include: effortless, sexy, cool, tomboy, artful, and unexpected. Madewell is headquartered in Long Island City, New York (“Madewell About”). 29

When evaluating the competitive landscape of a men’s launch for Anthropologie, it is important to evaluate the style of the product and brand, the target market of the competitors, along with the pricing. Some competitors that would compete with a men’s line launch for Anthropologie include the following…

AL L S AI N TS All Saints was established in 1994 (“AllSaints About”). AllSaints is a premium British fashion house known for their biker jackets, while creating clothing and accessories for both men and women (“AllSaints About”). AllSaints is a culture of innovative design with an independent spirit. (“AllSaints About”). AllSaints is headquartered in London, United Kingdom (“AllSaints About”).

B I L LY R E I D Billy Reid is an American luxury fashion company that designs both menswear and womenswear (“Billy Reid About”). However, their specialty is the construction of menswear through American-made sportswear, tailored clothing, and made-to-measure (“Billy Reid About”). The company offers a full range of accessories, shoes and denim (“Billy Reid About”). Billy Reid is headquartered in Florence, Alabama (“Billy Reid About”).

M AN G O Mango manufactures and markets menswear, womenswear and kids (“Mango About”). The collection is reflected through the fabrics and fine details while offering a Mediterranean style with a contemporary twist (“Mango”). The men’s collection is traditionally tailored through laid-back pieces while picking up the latest trends with maximum comfort (“Mango”). Mango is headquartered in Palau Solità i Plegamans, Barcelona (“Mango About”).

RAL P H L AU RE N Ralph Lauren Corporation is a world leader in the design, marketing, and distribution of premium lifestyle products (“Ralph Lauren About”). The product categories of Ralph Lauren include apparel, accessories, home, fragrances, and hospitality (“Ralph Lauren About”). Ralph Lauren is headquartered in New York City, New York (“Ralph Lauren About”).

S COTCH & S O DA Inspired by the world and curated by Amsterdam, Scotch & Soda encompasses the treasures uncovered from worldly wonders (“Scotch & Soda About”). The collection is made of classic and signature looks that incorporate unexpected fabrics and patterns (“Scotch & Soda About”). Scotch & Soda offers men’s, women’s, and kid’s (“Scotch & Soda About”). Scotch & Soda is headquartered in Amsterdam, Netherlands (“Scotch & Soda About”).

VIN CE Vince was established in 2002 and is considered a leading global luxury apparel & accessories brand (“Vince About”). Their pieces are elevated yet understated while feeling warm and effortless (“Vince About”). Vince offers women’s and men’s ready-to-wear (“Vince About”). Vince is headquartered in New York with a design studio in Los Angeles (“Vince About”).

PROMOTION In 1998, Anthropologie released their first catalog – which more than doubled in circulation before the end of the year (“Who We Are”). In August of 1998, Anthropologie established their website, Anthropologie.com (“Who We Are”). With the launch of this website, site visits and online orders were above initial expectations which fueled investments into future E-commerce efforts (“Who We Are”). Anthropologie is also heavily invested in social media. Currently, Anthropologie has an Instagram account with over 3.8 million followers. Instagram allows Anthropologie to feature the latest styles through both branded content as well as found and shared posts by notable figures and influencers who successfully provide content that fits the aesthetic nature of the brand. In addition, Anthropologie has a Facebook, Twitter, Pinterest, and LinkedIn account. Anthropologie posts video content for marketing purposes on their YouTube account which viewers can subscribe to. In addition, Anthropologie also hosts a variety of events within their store locations. This can include new product launches for the brand as well as events that feature outside partnerships. The loyalty program that Anthropologie offers is called, Anthro Perks. Through this perks program, members get free shipping on orders over $150, they receive a 15% off coupon on their birthday, and they also get first dibs on new arrivals. When a part of the loyalty program, members are also invited to member-only parties and events.

BRAND IDENTITY PRISM When evaluating the brand identity of Anthropologie, it can be broken up into six different categories: physical, personality, relationship, culture, reflection, and self-projection. When evaluating the physical of Anthropologie - what comes to mind is the scent of the Volcano candle by Capri Blue that fills the air with its aroma. While the store itself appears very natural with the woodwork, yet colorfully implemented with merchandise and décor. The displays are handmade, and the store gives off a very whimsical aesthetic. Overall, the store can be described as beautiful. The personality of Anthropologie is adventurous, charismatic, feminine, free-spirited, and creative. While the relationship between the brand and the customer is unexpected, personable, curated, unimaginable, visual, and inspirational. The culture of Anthropologie is reflected within its brand name, while fostering creativity through the stores and Home Office. The Home Office is located within the Navy Yard of Philadelphia, which heavily reflects the culture and roots of the brand. When the customer reflects on who she is as a person – she sees herself as educated, artistic, worldly, open-minded, and inclusive. While associating herself with the brand, she believes she is Bohemian chic, cool, elegant, and classic (“Our Story”).

FIVE SENSES The five senses are integral when building a brand and its experience. This can be studied by examining the five different senses: sight, smell, hearing, taste, and touch. When visually looking into what one may see when entering an Anthropologie, it can be stated that there are many different colors, textures, patterns, textiles, crafts, plants, and shiny objects, while appearing very clean. Oneâ&#x20AC;&#x2122;s sense of smell is utilized when smelling the candles and incense along with the different fragrance products located throughout the store. When roaming the store, one can hear the lively music, customers, and employees. Occasionally, Anthropologie will offer seasonal sips and snacks that enable one to taste treats offered by the brand. Lastly, oneâ&#x20AC;&#x2122;s sense of touch is used as they feel the different softlines and hardlines used within the product assortment of the store.

SWOT STREN GTH S -

Brand loyalty – customers are devoted to the brand Product mix of hardlines and softlines Unique and exclusive products that are innovative Quality and craftsmanship High credibility – Urban Outfitters, Inc. brand portfolio

W EAK N ESS E S -

Limited target market – appeals mostly to the female audience Limited advertising and marketing initiatives Globalization Product & service expansion Streamline the online experience

O P P O RT UN I T I E S -

Menswear industry is growing

T H REATS -

Increase in manpower costs Foreign exchange risks Intense competition

MENSWEAR INDUSTRY Men are continuing to shop more often than women both online and in traditional retail channels, shattering the gender stereotypes. The perception of shopping being a female-dominated activity is being abandoned. Now, retailers need to accommodate the needs of the male consumer while influencing them through marketing, advertising, and promotional purposes. Brands need to focus on making male-centric products (Petro). According to Reuters, “men’s lines will outperform women’s between 2017 and 2022, with sales expanding by a compound annual growth rate of 2 percent.” Also, Reuters states that men are increasingly showing more interest in their appearance. Beauty and fashion consultant for Euromonitor, Marguerite Le Rolland, states that the increase in menswear sales is “due to men placing a greater emphasis on their appearance, fueled by the rise of social media, and dress codes for men softening globally” (White). Forbes states that customer-centricity is important as retailers strategize the shopping motives of both men and women. The term, “male power shopper,” can be used to describe this phenomenon. As brands need to leverage their product selection and messaging strategies towards men. Sidney Toledo - head of LVMH fashion group states, “There’s strong demand across the men’s fashion industry, in all its shapes and forms, and which comes in part from a younger clientele. We see it very clearly in the sales.” (Petro). Men are particularly following the fashion trends of luxury and streetwear brands. Hypebeast and Highsnobiety dominated the conversations around men’s fashion as the brands they supported saw growth in sales and popularity. An example of this was seen when Barney’s New York partnered with Highsnobiety, which attracted many viewers to in-store events and product launches (“Menswear in the US”). Brands are starting to make fit a top priority when forming their product development initiatives for men’s apparel. As this determines short-term purchasing decisions and long-term brand loyalty. Leading brands are taking customer feedback and are developing a wide range of sizes and flattering styles for all the shapes and sizes of men. Stitch Fix tripled their menswear selection in 2018 by expanding the sizes available. Bonobos also expanded their size range in trousers by offering customizable lengths and neck widths on shirts. Indochino, a men’s made-to-measure suit company, launched a line of madeto-measure chinos. (“Menswear in the US”). Luxury menswear brands are also adopting the “drop” distribution mode. This is when small collections of products are released frequently and in small quantities. Originally employed by Japanese streetwear brands in the 1990’s, it is starting to capture the attention of U.S. consumers. Some brands that have done this include Moncler, Burberry and Barneys New York. This model helps in generating demand through product scarcity (“Menswear in the US”). 40

The secondary market is also doing really well in terms of menswear. Fashion-conscious men utilize the secondary market to purchase rare items for the first time while also selling their items to fund their shopping habits. This works through the selling of merchandise that is both new and used, as men enjoy finding unique items that help distinguish themselves from others. A company that is gaining popularity in this market is, Grailed. (â&#x20AC;&#x153;Menswear in the USâ&#x20AC;?). Forbes states that online growth in menswear is doing particularly well. Bonobos and J Hilburn have recorded strong growth in online menswear sales. Apparel brands have invested heavily in their internet presence. Men are embracing mobile shopping through the use of technology on their personal devices. There is a demand across the variety of looks in the menâ&#x20AC;&#x2122;s fashion industry as men continue to shop for themselves as a means to express their personal style (Petro). 41

MENSWEAR MARKET According to Euromonitor, the sales in retail value have risen in the menswear sector by 3% in 2018 and has reached USD 88.8 billion. Men’s tops and men’s underwear are growing the fastest with a retail current value growth of 4% in 2018. Menswear is expected to see a CAGR of 4% over the forecast period to reach USD 106.8 billion in 2023 (“Menswear in the US”). The retail sales of the menswear market in the United States has grown from 2013 to 2018 (Condé Nast). Statista states that in 2013 menswear sales were 62.1 billion, in 2014 they were 64.7 billion, and in 2018 it grew tremendously to 74.8 billion (Condé Nast). Statista also states that in the United States alone, the average annual consumer expenditure on menswear for 25-34-year-old men was 339 million dollars in 2017 (Bureau of Labor Statistics, “Average Annual Consumer Expenditure on Menswear”). While the average annual consumer expenditure on menswear for 35-44-year-old men was 340 million dollars in the year of 2017 (Bureau of Labor Statistics, “Average Annual Consumer Expenditure on Menswear”). According to Statista, in terms of average annual expenditure on men’s apparel per consumer unit in the United States (2017), men’s shirts, sweaters, and vests were $86.11, men’s pants and shorts were $67.54, men’s underwear was $36.47, and men’s accessories were $34.47 (“Average Annual Expenditure on Men’s Apparel per Consumer Unit”). These four product categories had the highest average unit expenditure within the menswear sector.

EXPANSION INTO MENSWEAR LU LU L EM ON A brand that has shown its expansion into the men’s marketplace is Lululemon. “A lot of men who shop at Lululemon got their introduction to the brand through a woman. They were boyfriends or husbands who tagged along on a shopping trip, or a woman may have just gone ahead and bought them something herself ” (Bain). According to the COO of Lululemon, Stuart Haselden, 40% of menswear product sales today are to women (Bain). Women have been seen as a catalyst for the men’s business – which has built it to where it is today (Bain). Still considered as a “secret,” Lululemon is working hard to get men to think of it as a shopping destination for men and not just a store where women can purchase yoga pants (Bain). Haselden recently stated that, “we really believe that Lululemon can be a dual-gender brand, and that our men’s business can ultimately be as big as our women’s” (Sarkar and Kumar). The brand’s current strategy to target men has paid off as they are on track to reach 1 billion dollars in sales in 2020 (Bain). This represents 25% of the business with 30% of the customers they attract being men (Bain). Lululemon states that while being a brand built around yoga, men mostly purchase Lululemon wear for running and training, while the brand also provides weekend wear and office-appropriate clothing (Bain). Analyst Neil Saunders from GlobalData Retail stated that, “product extensions are usually fraught with risk as they can easily dilute the focus and purpose of a brand. However, Lululemon has maintained its core emphasis on producing mindful products that have great design with superior functionality” (Hanbury). This has created competition with other brands, as Nike revealed they would launch a yoga line for men (Bain). Haselden states that Lululemon’s biggest challenge is building brand awareness with men which they have done through digital marketing while designing capsule collections for Mr. Porter (Bain). Lululemon has expanded in many of their stores and have doubled their floorspace (Bain). Where this has been done, men’s product sales have risen from 50% to 100% (Bain). Haselden states, “we feel like we’re just getting started in men’s,” he points out. “We see Lululemon growing into a dual-gender brand, and in time we will be known for more than just women’s yoga pants.” (Bain). By introducing menswear to Lululemon, the brand could see 40% of its business from male shoppers as the brand expands overseas. Through an international push, this will attract more men. By adding stores in Seoul, London, and Beijing – it’s a chance to shake off the North American heritage as a women’s brand. The CEO of Lululemon has stated, “As we grow the international business, we don’t have to rewrite the history,” he said. “We come into the market as a men’s and women’s athletic brand” (Rupp, “Lululemon Looks to Get 40%”). 44

Lululemon is also collaborating with designers and athletes to create their collections. Recently, Lululemon partnered with Robert Geller to design a line that can be worn by both men and women. This capsule is said to launch in Lululemon stores in May 2019. Lululemon states that this line is meant to explore the life of Robert Geller – from early morning workouts to urban life and travel in comfort and style. This line utilizes the high-tech fabrics of Lululemon while making it stylish. In addition to Robert Geller, Lululemon has worked with athletes such as Francesca Hayward and Parisian feather artist, Janaïna Milheiro (Palmieri). A brand line extension that hasn’t taken off as well is the young girls brand, Ivivva. As Lululemon planned to close 40 of its 50 store locations, while turning half of them into Lululemon-branded stores. Lululemon has turned Ivivva into more of an e-commerce driven business (Rupp, “Lululemon to Close 40”). 45

MA DEW EL L What is fascinating about Madewell is that they have recently transitioned from a women’s only store into both a women’s and men’s store. This occurred when the brand launched a menswear line during the fall of 2018. James Brett, the CEO of J. Crew Group, states “Madewell will become the leading premium denim brand in the world.” As a collection built around denim, they will need to engage the other half of the population if gunning for world domination (Wolf). As of March 2019, Madewell launched four brand new store locations with plans to launch 6 more by February of 2020 (Holman and Roeder). The newest shop is in Hudson Yards, a new $2 billion shopping center located in Manhattan (Holman and Roeder). This new location will be a concept store with a focus on menswear and denim – two markets with room to grow (Holman and Roeder). Nashville recently launched the men’s line within a shop-in-shop concept (Holman and Roeder). Their efforts have shown in sales as Madewell same-store sales spiked 22% in the fourth quarter. (Holman and Roeder). Madewell Men’s will have its own Instagram, differentiating shopping experience, and look that compliments the women’s line (Sherman). The brand also launched a “Join the Party” advertising campaign that underscores the label’s expanding size range while also featuring guys wearing the collection (Sherman).

ANTHRO EXPANDS P E TI TE S In April of 2015, Anthropologie launched a petite collection in three store locations - Regent Street, Kings Road and Bath stores, as well as online. This collection includes “blouses, knitwear, trousers, skirts, dresses and jackets, and will follow the same ethos as the mainline collection” (Wightman-Stone). The launch of this collection included the partnership with Tracy Reece that features feminine silhouettes and bold, colorful prints. In addition, the brand has designed a range of sizes through its own labels including Cartonnier, Maeve and Pilcro, while stocking premium denim brand AG Jeans. The women’s buying manager for Anthropologie said: “We have launched this collection to give the petite woman the shopping experience she has been looking for and unable to find. We want Anthropologie to become a destination for her, so she can complete her wardrobe with beautiful and unique pieces that we know our main range customer loves and we are sure our petite customer will too” (Wightman-Stone).

E XTE N DED S I Z E S On March 15th of 2019, Anthropologie launched APlus by Anthropologie for sizes 16W to 26W. This clothing offers “the same trends, prints, fabrics and details as the store’s petite and standard size assortments” (Moore). Roughly 120 pieces will be available within the plus size collection which will be available in 10 store locations within the U.S., Canada, and Anthropologie.com. Anthropologie’s CEO, David McCreight, states, “we want our customer to be her very best just as she is, at any size. I didn’t like the idea that someone felt like she couldn’t participate. We wanted to be thoughtful about all of the elements, the digital experience, the store experience, the offering, and we took time to think through all it” (Moore).

S E C O N DA RY R E S E A R C H

PR IMARY R ESEAR C H

Popular Media

In-store Observations

Industry Articles

Interview

Reports & Statistics

Online Survey

PRIMARY RESEARCH In obtaining the data necessary, observations of both Anthropologie and their competitors were in place by traveling to the Charleston, South Carolina retail market. An interview was conducted with a District Brand Leader from Anthropologie by asking a set of 14 different questions. The primary research also includes a survey that tests the thoughts, ideas and attitudes of the target consumer towards a menswear launch for Anthropologie. Some of the questions that were answered through the primary research include the following: • What are men shopping for at Anthropologie? Who are they shopping for? What questions are they asking? • What do the competitors of Anthropologie look like, visually? Who is shopping at these stores? What do the interactions look like between the customers and sales personnel at these stores? • How would a men’s launch for Anthropologie be implemented from both a merchandising and branding perspective? • What is the target consumer’s reaction to a menswear launch for Anthropologie? 50

OBSERVAT I O N TH R O UG H A N T H R O P O LO G I E IN SAVANNAH, GA FR OM 0 2.18 - 0 5 .19 Objectives The objective in the observation of the male consumer at Anthropologie was to see if men make purchases at Anthropologie. In doing so, it was beneficial to see what the male shopper was looking for and who he’s shopping with. The Findings As a researcher, the idea of incorporating a menswear collection stemmed from the first-hand experience of working within the Anthropologie store in Savannah, GA. As a Customer Associate of the brand while in graduate school, the time spent within this store spans approximately one year and four months. During this period, it has been observed that men love to shop and work for the brand. Not only does this man shop with his female friend, but he also shops for her. While Anthropologie has become a gifting destination for him, he also enjoys shopping for himself. As men increasingly become interested in personal appearance, the male shopper within this location has been seen trying the different beauty products Anthropologie has to offer. Product suggestions have been made by the store staff towards the male customer and he purchases these products in basket loads for himself. In addition, the home and decorative items within the store also captivate the male shopper, as he has been seen purchasing items such as cheese boards, coffee mugs, etc... The male shopper is intrigued by the scent of Volcano by Capri Blue and it has also been a scent that woman will buy for that special man in her life. However, men also enjoy the other candle fragrances that Anthropologie has to offer. It has also been noted that men take interest in the historic preservation and construction of the store itself. Many comments have been made on how amazing the store design is – whether it’s the beams in the ceiling or the old wooden flooring. The mindset and decision making of the female shopper has also been seen to be dependent on what her husband thinks. This shows the influence men have on their significant other’s purchasing decisions. There have also been multiple times in which the male customer will stop to ask, “do you carry men’s?”

OBSERVAT I O N S I N C H A R LE STO N , S C O N 04 .0 6 .19 Objectives The primary objective in visiting Charleston was to observe the Anthropologie store in this location and a handful of their men’s competitors. What was noted was what they are doing and how they are doing it. In particular, the in-store marketing and merchandising was observed. Along with who the different types of customers are that are shopping within each location and the interactions with store personnel. Limitations This visit was within a day’s time. In terms of the male shopper and their behaviors within these locations – more time would be helpful in fully connecting this data.

The Findings Anthropologie While in Charleston, a visit to the Anthropologie on King Street was in order to observe what was happening during the time of the research within this location. When walking around the store, there were approximately 12 female shoppers and 2 male shoppers. One of the male shoppers was lounging on the sofa while the other was shopping the home and decorative items. There were also quite a few female workers that were located throughout the store setting. The lighting within this location was darker than the Savannah location with less natural light and more lighting coming from the ceiling. There was an abundance of merchandise throughout this store location with gorgeous displays. Although the store was all on one floor, versus the Savannah location having two levels â&#x20AC;&#x201C; the Charleston store seemed to have a greater merchandise assortment and more displays. There was a lot of energy within the store and the mood was exciting. Billy Reid The second store researched was Billy Reid. This particular store was on the corner of King Street and Queen Street. The store was simply and minimally branded on the banner as one walks into the store as well as on the outside windows. There were beautiful window displays that emphasized a nautical concept with fish netting and sea shells on the floor â&#x20AC;&#x201C; a theme for spring. The lighting was a combination of natural as well as track lighting on the ceiling. There were floral arrangements on the tables and fixtures with a grand crystal chandelier in the center. The woodwork in the store included dark flooring and white walls. There were decorative rugs underneath the tables and a floor mirror against the wall. The clothing was hung on both sides of the store with merchandise also on the table within the center of the store. The folds were crisp, and the hangers were hung evenly. There was a combination of menswear and womenswear. While mostly neutral in tone, there were pops of color including red and orange with some fun prints. Towards the back of the store there was footwear and accessories. There were also many photographs and paintings hung on the walls of the store. Upon entrance, there was a tall, cheerful, well-groomed gentleman, while another man was assisting as the cashier. There were also customers within the store that were purchasing products, trying on, and looking around. One comment was made by a customer that Billy Reid clothing fits really well. The customer base was a combination between men and women. The mood was very hospitable and friendly.

Scotch & Soda The third store visit was to Scotch & Soda off of King Street. This store was very light and colorful in nature. The walls on one side of the store were white while the other side was a deeper blue. The flooring had herringbone woodwork that was lighter in color with a tile patterned flooring that was located within the center of the store. There was gold piping which was used to accent the fixtures while holding the clothing. The merchandise was very colorful and incorporated many fabric types and patterns. The merchandise mix included menswear and womenswear. The folds were clean and presented very nicely. Within the center of the store was a giant, capsule-shaped setup, which housed select merchandise. There was photo marketing that was hung within the store to showcase the styling on the models. The lighting was a mix of natural from the storefront with dark track-lighting hung from the ceiling, this gave a studio feel. There were also plants that were tropical â&#x20AC;&#x201C; giving an island vibe. There were four people working at the time. The workers were both male and female. There was nobody that seemed to be shopping in the store at the time of research.

Club Monaco The last store visit was Club Monaco. This store was also located on King Street, across the way from Anthropologie. This store was very clean in appearance, the walls were beige, and the flooring was a combination between medium-colored wood and tile. The merchandising of the clothes was done with tables, racks, wall fixtures, and closets. There were photographs on the walls that displayed the models wearing the product. Mannequins were used to show the styling of the product. On the ceiling of the menâ&#x20AC;&#x2122;s shop there was a sign that indicated so. The lighting came in naturally from the front and the back, with spotlights on the ceiling that aimed at the displays. The colors were very neutral in tone with some pastel colors. There was a mix of fabrications and patterns as well. There were two female workers. For customers, there was a couple shopping for the husband. He was in the fitting rooms as his significant other helped him find clothing. On the second level, there was a mother and daughter trying on clothes for a special event. The mood of the store felt cool yet elegant.

DI S C US S I O N After observing the competitors of a menswear launch for Anthropologie in the Charleston market, it was useful to find the ways in which the stores are designed and merchandised. Through examining these visuals, further ideas can result in the merchandising plan for Anthropologie. One of the ways Club Monaco incorporated menswear was to include a shop-in-shop. As seen in-store, this was integrated very nicely while separate from the womenâ&#x20AC;&#x2122;s assortment. While companies such as Billy Reid and Scotch & Soda had separate sides where one could shop either menswear or womenswear. After observation, some questions that remain include, what percentage of business is derived from the menswear collections within these stores? Are more men or women purchasing these items? Finding this information may be useful in determining the launch of menswear for Anthropologie. Especially when analyzing locations for point of entry.

INT ERVI EW W I T H KR I ST E N WAG N E R Objectives The prime objective of speaking with Kristen Wagner was to get her opinions and insights on the men’s launch for Anthropologie. As a District Brand Leader, it was imperative to formulate questions based on in-store merchandising, branding, and the male consumer. Limitations Some limitations in speaking with Kristen were that she didn’t have experience working at the Home Office, but rather in stores. Whereas a Creative Director at the Home Office may have more information at their fingertips regarding the launch of a men’s collection with factual data to support this concept. The Findings 1. How did you start your career with Anthropologie? Kristen has worked within the creative & display field. She was drawn to Anthropologie due to all of the creative careers with the brand. Kristen enjoys the in-store experience through the products and installations in store. She has been able to grow up with the brand. 2.

How long have you been with the company? 20 Years.

What roles and locations have you been in? Kristen was a Store Brand Leader for 6 months and was soon promoted to the District Brand Leader role. She has moved to different markets, including Boston, Washington D.C., and Charleston. Kristen has been a Regional Visual Director – offering creative direction for the brand. However, the company removed the position and now she is a District Brand Leader.

What percentage of the Anthropologie customer is male? The male customer accounts for 20%. While mostly shopping for that special woman in his life, Anthropologie is seeing an uptick in male clientele purchasing giftables, home, and decorative items that he is purchasing for himself.

Do you imagine Anthropologie to have a men’s line in the future? Kristen said that the brand used to have menswear before 1999, but currently the brand does not. She said that she doesn’t imagine Anthropologie to have a men’s line in the future.

Could you see this having a different brand name from Anthropologie? Kristen said it would stay the same but have its own campaign.

Can you see a men’s line displayed in a window with the women’s merchandise or separate? Kristen said that currently, collective, petites and plus is integrated on mannequins along with standard items. It could be integrated with women’s unless they separated into a separate men’s shop. This would be a shop in shop that she can see being colorful with patterns.

What does the product mix look like? It would start with apparel and based on growth and other categories it would be expanded.

What men’s brands can you see in an Anthropologie? Confident brands that are also casual everyday wear. Strong use of silhouette and materials. This would start with the launch of in-house products.

10.

Where in the store do you imagine this men’s line to be located? It would land in an art wall as an anchor and be treated as a shop in shop.

11.

What theme could you see associated with this launch? Kristen said it would shift with season, there would be trend pieces with an emphasis on print and color.

12.

Are there any specific rules or guidelines to follow when it comes to the placement of merchan dise? Kristen said yes. The key vibes need to be primary while layering in other pieces. It’s important to maintain the brand identity.

13.

What store locations could you see this men’s line launching at? Kristen said it would start in a local market and test in a small group. Then it would launch in highly exposed stores.

14.

Do you see this being seasonal in nature or occurring throughout the year? Kristen thinks this would be seasonal in nature.

Discussion After the interview with Kristen Wagner, the questions in regard to the merchandising, branding, and male consumer were made clear. A key finding was that 20% of the Anthropologie customers are male. Another interesting fact was that Anthropologie used to carry a men’s line before 1999, this shows that the implementation of this concept is possible and could be re-introduced in the future due to the uptick in the male consumer shopping for Anthro products. Questions in regard to in-store merchandising were also answered as she stated the placement of the menswear product in a shop in shop setup while emphasizing trend, color, and pattern. It was also interesting to hear her opinion on this launch being seasonal in nature while remaining under the Anthropologie brand, launching apparel items made in house to start.

S U RVEY Objectives The attempts of this survey were to examine how millennials and Generation X respond to the concept of a menswear launch for Anthropologie. It would be of interest to see what product categories would do well with this launch, and if the name should remain Anthropologie or a different name, and if this line would be purchased for themselves, others, or both. In the end, a question was asked in which respondents stated why they think this would be a good fit for Anthropologie. Limitations Ideally, it would be logical to have half the respondents who fill out the survey to be female, while the other half remain male. However, due to deficient time â&#x20AC;&#x201C; this survey was uncontrolled in that nature. With a minimal sample size of 109 respondents, results were seen on a smaller scale. The Findings Below are the findings for a group of questions that were geared towards men and women between the age of 23 and 54 years. The average age of the 109 respondents who filled out their age on the survey was 29.7.

Where are you from?

Western US Southwestern US Northeastern US

Location

Southeastern US Midwestern US South America India Syria Asia 0

13 25 38 Number of Respondents

When asked if one was male or female the results show the following: Male

Female Are you male or female?

22.4%

77.6%

The results for when asked if the respondents would like to see a menswear line for Anthropologie can Yes, I would

No, I wouldn't

Would you like to see menâ&#x20AC;&#x2122;s apparel & accessories in an Anthropologie?

17.6%

82.4%

Below is a breakdown of the percentage of female respondents that stated whether or not they would like to see a menswear line for Anthropologie: Yes, I would

No, I wouldn't

Would you like to see menâ&#x20AC;&#x2122;s apparel & accessories in an Anthropologie? (Female)

19.0%

81.0%

Below is a breakdown of the percentage of male respondents that stated whether or not they would like to see a menswear line for Anthropologie: Yes, I would

No, I wouldn't

Would you like to see menâ&#x20AC;&#x2122;s apparel & accessories in an Anthropologie? (Male)

12.5%

87.5%

When asked if the respondents would purchase menâ&#x20AC;&#x2122;s products for themselves or others can be seen below: Yes, myself

Yes, others

Yes, myself & others

Would you buy menâ&#x20AC;&#x2122;s products for yourself or others at an Anthropologie?

18.5%

5.6%

12.0%

63.9%

Below is a breakdown of how the female respondents answered the previous question: Yes, others

Yes, myself & others

Would you buy menâ&#x20AC;&#x2122;s products for yourself or others at an Anthropologie? (Female)

15.5% 2.4%

82.1%

Below is a breakdown of how the male respondents answered the previous question: Would you buy menâ&#x20AC;&#x2122;s products for yourself or others at an Anthropologie? (Male)

25.0%

29.2%

45.8%

When asked what types of men’s products would be purchased from an Anthropologie, the respondents stated the following:

What types of men’s products would you purchase from an Anthropologie?

Product Categories

Apparel Accessories Beauty & Grooming Footwear Home Décor 0

22.5

45 Number of Respondents

67.5

When asked if the brand name should be separate from Anthropologie or remain the same, the respondents stated the following:

Yes, I do

No, it should remain Anthropologie

Do you think that the menâ&#x20AC;&#x2122;s line should have a brand name separate from Anthropologie?

41.7% 58.3%

One of the key questions to be answered was, “Do you think menswear would be a good fit for Anthropologie?” Respondents had the opportunity to answer this question in paragraph form. There were 70 responses out of the 109 people who took the survey, here were some of the key insights: • • •

• • • • •

Anthropologie has a great brand and market in play. Anthropologie targets a demographic with high disposable income and the general demographics to support a men’s line. The brand line extension would help Anthropologie stay competitive in a disruptive market. Men seek experiential stores and brand experience for themselves but rarely find it. It’s an untapped market in the U.S., especially in the retail environment. People stated that by adding the men’s line it would incorporate diversity and build the brand. This would complete the lifestyle brand. With Urban Outfitters targeted towards the younger male, this would widen the range of people. This would expand their clientele and offerings. It would be a natural transition for the company to grow. Words to describe why the brand should launch menswear include: high quality, professional, comfortable, stylish, unique, modern, classy, trendy, and fun. It would be a good fit for the metro target audience. There is market for it. New age guy. The “enlightened” male. Women would shop the selection for their boyfriend and husband. With brand loyalty, why not capitalize? Women spend the majority of money while buying for the guys in their lives. Men are hard to buy gifts for, Anthropologie would come up with some good options. It would be a one stop shop. It would draw men who are shopping for their wives and sisters.

Discussion What can be concluded from this survey was that there was mostly a positive attitude towards the launch of a menswear collection for Anthropologie. It can also be concluded that 82.4% of the respondents stated that they would like to see a menswear launch for Anthropologie. It was discovered that 63.9% would purchase for others. With 77.6% of the respondents being female, the results not only show acceptance for the brand expanding into menswear but that this would be something which females may purchase for others. As seen in the data, it can also be concluded that a men’s apparel line would perform the best with accessories coming in second and home décor coming in third. In terms of the branding of the men’s product, 58.3% of the respondents said that it should remain Anthropologie while 41.7% said it should have a different name. When asked if menswear would be a good fit for Anthropologie, many of the respondents were positive and in favor of the brand line extension. For further findings, it would be interesting to see if the results would differ by conducting two separate surveys – one for males and one for females. This could be further examined by conducting two more separate surveys that sample the millennial market and Generation X market.

KEY FINDINGS The sales in menswear are increasing within the U.S. According to Euromonitor, the sales in retail value have risen in the menswear sector by 3% in 2018 and has reached USD 88.8 billion (“Menswear in the US”). Menswear is expected to see a CAGR of 4% over the forecast period to reach USD 106.8 billion in 2023 (“Menswear in the US”). Men are continuing to shop more often than women both online and in traditional retail channels (Petro). “Men’s lines will outperform women’s between 2017 and 2022, with sales expanding by a compound annual growth rate of 2 percent” (“Menswear in Vogue”). Beauty and fashion consultant for Euromonitor, Marguerite Le Rolland, states that the increase in menswear sales is “due to men placing a greater emphasis on their appearance, fueled by the rise of social media, and dress codes for men softening globally” (“Menswear in Vogue”). According to Euromonitor, millennials spend an increased amount of time on their appearance and believe in dressing to impress. Millennials are influenced 66% by comfort, 55% by design, 46% by perfect fit (“Millennials – Truly a New”). Forbes states that online growth in menswear is doing particularly well. Men are embracing mobile shopping through the use of technology on their personal devices (Petro). Womenswear brands are successfully implementing menswear to become dual-gender. The placement of menswear is seen within shop-in-shops and e-commerce through brands such as Lululemon and Madewell. Through the implementation of menswear at Lululemon – the brand is on track to make $1 billion in men’s sales which represents 20% of the business as 30% of the shoppers at Lululemon are male (Bain). Lululemon is continuing to expand the store’s floorspace dedicated to men (Bain). Through the store locations that have done this, they have seen menswear sales increase from 50% to 100% (Bain). By introducing menswear to Lululemon, the brand could see 40% of its business from male shoppers as the brand expands overseas (Rupp, “Lululemon Looks to Get 40%”). In addition to Lululemon, Madewell recently launched a men’s collection in fall of 2018. Their fourth quarter sales spiked 22% (Holman and Roeder). Anthropologie fosters inclusivity. Anthropologie expanded their offerings to petite size women in April of 2015. This was in effort to provide that destination she can go to find beautiful and unique pieces that are offered to the main range customer (Wightman-Stone). Anthropologie also expanded their offerings to women who are plus size in March of 2019. This ensures that Anthropologie’s customer can be her very best while being able to participate with the brand (Moore). In addition, Anthropologie currently carries men’s grooming and gifting items and have carried men’s apparel in the past (Wagner).

The primary research supports the launch of a menswear collection for Anthropologie. According to District Brand Leader for Anthropologie, Kristen Wagner, 20% of Anthropologie’s consumer base is male (Wagner). The survey conducted suggests 82% of the 108 respondents would like to see a men’s line at Anthropologie. The survey also suggests that 63.9% of the respondents stated they would purchase men’s products for others. According to the survey, 82 respondents said they would purchase men’s apparel, 22 respondents stated they would purchase men’s accessories, 44 respondents stated they would purchase men’s beauty & grooming, 36 respondents stated they would purchase men’s footwear, and 49 respondents stated they would purchase men’s home décor.

STRATEGY & INITIATIVES Based on the key findings, menswear is an industry that is starting to grow exponentially. As shown, brands are realizing this phenomenon and incorporating menswear into their merchandise assortment and expanding in success. Anthropologie would do well with a men’s collection due to inclusion being one of their values while a percentage of their customer-base is male. The primary research regarding this project also suggests that men and women would be in favor of an Anthropologie menswear line. This collection would stay under the brand name, Anthropologie, while being called the “Men’s Shop.” The promotion of this launch is about the Anthro Man and his lifestyle. Therefore, the call to action will be #AnthroMan. This launch would be established through the brand’s ecommerce channel and in select store locations through a shop in shop format. The date of the launch would be June 12th of 2020.

P EOPL E When evaluating the launch of a menswear collection for Anthropologie – one thing that is crucial is to analyze the type of people that would shop this collection. Therefore, the mental space and market space consumer will be examined. The mental space consumer is the ideal consumer that this collection would attract. The market space consumer is the customer who isn’t necessarily targeted but would also purchase this collection. The mental space consumer is a male of 28 years, while the market space consumer is a female of 30 years and a male of 45 years.

KYLER, 28 MENTAL S PACE CON S UM E R Kyler, 28 Income: $80,000 Education: B.S. Fashion Merchandising Marital Status: Single Profession: Fashion Buyer Geography: San Francisco, CA Home: Luxury apartment in North Beach San Francisco Vehicle: Volkswagen convertible Preferred Shopping Channels: In-store and digital Kyler is the epitome of the Anthro man. He has a confident and playful personality. He enjoys nature and being outdoors. He has a passion for art and fashion. He is adventurous and enjoys traveling. Kyler likes to spend his off time shopping the streets of San Francisco for the freshest flowers and produce. He is eclectic and finds unique fashion pieces to build his wide-range of outfit choices. He doesnâ&#x20AC;&#x2122;t like to look like the masses. Kyler loves to live his off days on the beach or hanging out at the local cafĂŠ. 71

GRETTA, 30 MA RK ET S PACE CO N S UM E R Income: $70,000 Education: M.A. in Anthropology Marital Status: Married Profession: Lifestyle boutique owner Geography: Charleston, SC Home: Beautiful home in the downtown area Vehicle: Fiat Preferred Shopping Channels: In-store, Catalog Gretta is the Anthropologie girl â&#x20AC;&#x201C; creative, affluent, and educated. She is all about print & pattern, color, and unique pieces of clothing. Gretta loves enjoying life and spending time with her newborn daughter. She also loves her pet cat. Apart from fashion, Gretta enjoys furnishing her home while shopping for natural beauty products. On her down time, she likes to indulge her creative side by gardening, painting and other various crafts.

FINN, 45 MA RK ET S PACE CO N S UM E R Income: $90,000 Education: M.A. Interior Design Marital Status: Married Profession: Interior Designer Geography: Boston, MA Home: Beautifully furnished apartment in the Beacon Hill area. Vehicle: Mercedes Benz SUV Preferred Shopping Channels: In-store, digital, catalog Finn enjoys being outside – he likes to take his dogs on a walk and going to the park. He has a passion for cooking and making food – he loves to BBQ and go for picnics. On his off time, he enjoys traveling to unique destinations – he is fearless and adventurous. He likes to try new coffee houses and fine dining locations. As a Designer, he finds inspiration from his travels and purchases one of a kind items for his home and wardrobe.

P ROD U CT What makes Anthropologie a unique apparel & accessories destination for the consumer is the diverse assortment of products carried. The men’s launch would also include unique and one of a kind pieces that you wouldn’t be able to find at just any store. The merchandise assortment would carry a variety of products with different colors, fabrics, and silhouettes. The line would start out being designed inhouse. As the collection expands, outside designers that are confident and fit the aesthetic of the Men’s Shop would be considered to really build this category of the brand. The sizing for men’s would start out standard while eventually leading into tall sizes for him. Tops, jumpers, rompers, and swim would come in sizes XS, S, M, L, XL. While pant and short sizing would accommodate the waist sizing of 28, 30, 32, 34, and 36. Shoes would come in sizes 7 through 14. Some unique pieces that you could find in this launch could include rompers & jumpers, kimonos, along with classic, everyday items as well. The collection showcases the flirty side of the Anthro man, as well as the playful, sophisticated, and confident.

$$$

Bohemian

Sophisticated

$ P OSIT I O N I N G The positioning map above highlights the Anthropologie Menâ&#x20AC;&#x2122;s Shop in relation to its competitors. The variables include price from high to low and style from Bohemian to Sophisticated. As can be seen, there is a gap in the market in which this new line can enter. The launch of a menswear line will deliver products of high quality which is directed in price while stylistically offering a Bohemian aesthetic.

P RI C IN G Below entails the pricing for the menâ&#x20AC;&#x2122;s shop category of Anthropologie along with their competitors. The amounts indicated are an average of what the typical item may run. The pricing for the Menâ&#x20AC;&#x2122;s Shop at Anthropologie would sit somewhere between Ralph Lauren and Vince.

Pricing Strategy

Anthropologie

All Saints

Billy Reid

Club Monaco

J. Crew

Mango

Ralph Lauren

Scotch & Soda

Vince

Bags

$300.00

$400.00

$327.00

$70.00

$90.00

$495.00

$125.00

Hats

$85.00

$75.00

$50.00

$36.00

$145.00

$67.00

Ties

$60.00

$58.00

$65.00

$40.00

$110.00

$65.00

Footwear

$185.00

$200.00

$400.00

$100.00

$70.00

$175.00

$195.00

T-shirts

$75.00

$60.00

$97.00

$60.00

$25.00

$30.00

$50.00

$44.00

$105.00

Polos

$90.00

$78.00

$150.00

$90.00

$45.00

$125.00

$94.00

$145.00

Shirts

$130.00

$140.00

$190.00

$85.00

$88.00

$70.00

$90.00

$107.00

$190.00

Blazers

$350.00

$305.00

$600.00

$330.00

$198.00

$180.00

$298.00

$260.00

Jeans

$150.00

$235.00

$130.00

$115.00

$60.00

$125.00

$165.00

$245.00

Pants

$150.00

$160.00

$175.00

$140.00

$147.00

$70.00

$200.00

$175.00

$210.00

Shorts

$100.00

$145.00

$90.00

$65.00

$60.00

$85.00

$107.00

$175.00

Sweaters

$150.00

$230.00

$165.00

$70.00

$80.00

$198.00

$149.00

$260.00

Swim

$80.00

$78.00

$90.00

$70.00

$50.00

$75.00

$88.00

P L AC E M E N T The launch of the Men’s Shop for Anthropologie will be placed through a multi-channel retail strategy. The products will be located on Anthropologie’s e-commerce website which will offer customers the opportunity to shop for the product online. The Anthropologie website will have a tab dedicated especially to men. Once the consumer hovers over the tab – they will be directed to the product assortment list. Once they find which product they are looking for – they can click on it, which will direct them to the products offered through Anthropologie. In addition, the Men’s Shop will be tested in three stores in a variety of markets to measure the success of the product within the first year of the launch. This will include the Anthropologie store in Savannah, Georgia, the Century City Anthropologie & Co. store in Los Angeles, California, and the King of Prussia Anthropologie & Co. store near the Home Office in Pennsylvania. Through these stores - we will be able to determine the success of the business within different regions of the United States. The Savannah location would be able to provide metrics on how this launch would do in a smaller market with ample traffic due to tourists. Los Angeles will provide a larger cosmopolitan city with a majority of the demographic that would shop this collection. The King of Prussia store is located within one of the biggest shopping malls within the United States. There are many tourists and different types of people who come to shop at this mall due its destination. It will be beneficial to see how the Men’s Shop would perform in such a large mall and store. In measuring the success of the business, sales will be monitored within each store location as well as e-commerce sales. The goal is to have at least 10% of sales derived from the men’s business within the first year, as this is how much space would be needed within the store setting. Feedback through social media and the number of followers and likes will also be evaluated when determining the success of the launch. If sales are above anticipated, the progression into further stores will be carried out through a few more sets of waves. The second year would provide 50 more store locations that would carry the men’s product.

MERCHANDISING PLAN THE CR E ATI VE I DE A The menswear concept for Anthropologie is to be incorporated into store locations. Therefore, it needs to transition seamlessly from the rest of the product categories Anthropologie offers. For the initial launch, the menswear collection will have its very own shop in shop. This shop in shop will make a natural transition from beauty & grooming into its separate entity. Stores that don’t have a partition to separate the men’s shop will be given a budget to build a separator. Therefore, women’s will be separate from men’s while the beauty and grooming area would be a shared common ground for both genders. This would include a blended display of men’s and women’s products that would work well together in terms of concept. The design elements will remain the same from the rest of the store while incorporating elements of creative display. The color tones are earthy and natural. Plants and nature will be encouraged. In terms of merchandising the apparel and accessories, there will be t-stands, low folding tables, rounders, clothing racks, tall folding tables, and wall build outs. The styling of the clothing will be shown on the bust forms on the sales floor. The window displays will showcase both the men’s and women’s together – curating harmony. In terms of floor space, there will be variations based on the store location and size. Larger format stores will have a wider assortment of men’s product and more space to display the product. Smaller stores would have less men’s product and less space to display the products. However, the smaller store would have at least one wall build out, table, and rack to display the merchandise.

CALL OUTS Tall & Low Tables, Found Furniture, Clothing Rack, Lighting

Clean Folds, Spaced Hangers, Plants

Beauty, Alignment

Window Display

Bust Forms, Low Folding Table

Rounders, Wall Build-outs, T-stands

VISUAL MERCHANDISING MOODBOARD

PROMOTION THE CR E ATI VE I DE A The promotion of the Menâ&#x20AC;&#x2122;s Shop for Anthropologie entails the lifestyle of the Anthro man. This man is educated, affluent, adventurous, and playful, with an attention to lifeâ&#x20AC;&#x2122;s beauty. The launch of this line will be colorful yet natural and whimsical. The story will be curated through his passion for being outside and surrounded by nature, all while enjoying the finer things life has to offer.

STYLING MOODBOARD

W EBS I TE The Anthropologie website will have a tab dedicated especially to men. Once the consumer hovers over the tab â&#x20AC;&#x201C; they will be directed to the product assortment list. Once they find which product they are looking for â&#x20AC;&#x201C; they can click on it, which will direct them to the products offered through Anthropologie.

C ATA LO G A typical Anthropologie catalog has around 50 pages. These catalogs are sent throughout the year to Anthro members. On average, there is about one to two catalogs sent per season. With the launch of men’s apparel & accessories – the initiatives will be displayed on the cover page while also being shown on three spreads. This launch will be shown in combination with the women’s during the SS 2020 launch.

I NSTAG R AM Currently, Anthropologie has 3.8 million followers on their Instagram account. To gain traction and visibility, the menâ&#x20AC;&#x2122;s collection will launch on this current account. In addition, city and state specific Anthropologie accounts will also post the menswear initiatives to reach the audience within a certain geographic location. The success of this launch will be seen through the responses and number of likes given to the creative content of the Menâ&#x20AC;&#x2122;s Shop.

FAC EB O O K In addition to Instagram, Anthropologie also has a Facebook account. Currently, the brand has 1.3 million followers through this medium. The launch of the menswear collection will be shown on the banner for a limited time while sprinkling in a couple posts that bring awareness to the new menâ&#x20AC;&#x2122;s collection.

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TWI TT ER Another social media channel Anthropologie uses is Twitter. Currently, the brand has 526 thousand followers. Like Facebook, the banner will showcase the menâ&#x20AC;&#x2122;s launch with a few posts sprinkled in to bring awareness of the menâ&#x20AC;&#x2122;s collection.

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YOU T U B E The fashion film for the launch of the Menâ&#x20AC;&#x2122;s Shop will be located on YouTube so that people can watch the commercial. Anthropologie has 7,000 subscribers on YouTube. The videos located on this channel receive thousands of views.

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I NFLU EN CE R PART N E R S H I P S One of the ways in which Anthropologie will market the Men’s Shop is through influencers. Currently, the URBN brands use influencers to market their products. Anthropologie will select certain individuals with a high follower base on Instagram to market the new men’s collection. Products will be sent to the influencer’s home – they will then be able to take photos in the items and upload them to their Instagram feed and story. The influencer needs to have at least 100K followers to be considered while adhering to the look of the brand’s aesthetic. An example of a potential influencer could be Ty French with 11oK followers.

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K I C KOFF E VEN T On June 5th, there will be a kickoff event in celebration of the menswear launch. The venue will be located at The Line Hotel in Los Angeles, California. In particular, Openaire will be used to accommodate 100 guests. The attendees for the event will include top stylists and men’s fashion influencers. Upon entrance, there will be greeters wearing the newest collection from the Anthropologie Men’s Shop along with photo opportunities. Guests will be able to leave with Polaroids from the event. The Openaire will provide a greenhouse themed space that will serve as the perfect backdrop for the picturesque moment. The location selection is based on the event location and its fit for the launch of the Men’ Shop for Anthropologie. The event will entail a cocktail party with a dinner to follow. The menu will include options for cocktails, entrées and desserts. This will help spread the word while bringing awareness to the men’s launch.

Sample 25 for Guest List Attendee Moti Ankari Marcel Floruss Aaron Wester Adam Gallagher Justin Livingston Blake Scott Will Taylor Matthew Zorpas Mustafa Kacor Jeff Kim David Thielebeule Tan France David Gandy Eric Rutherford Oliver Cheshire Brian Sacawa Mariano di Vaio Pelayo Diaz Chris Horan Johannes Huebl Phil Cohen Ilaria Urbinati Jonathan Daniel Pryce Ryan Clark Andre Hamann

Influence Blogger for The Metro Man Blogger for The Dapper Street Blogger for The Modern Otter Blogger for I am Galla Blogger for Scout Sixteen Blogger for The Scott Effect Blogger for Bright Bazaar The Gentleman Blogger Blogger for Astute Attire Stylist Magazine Style Director - WSJ Fashion Designer & TV Personality Model Model Model Blogger for He Spoke Style Blogger for MDV Styler Blogger for Kate Loves Me Stylist Model Stylist Stylist Blogger for Garcon Jon Blogger for High Fashion Living Model

Followers on Instagram 193K 423K 49.2K 2M 330K 454K 298K 188K 282K 127K 19.1K 2.6M 938K 235K 205K 188K 6.1M 1M 70.7K 999K 677K 168K 104K 157K 1.1M

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cocktails v o d k a, c h a r t r e u s e, l e m o n g r a s s, & grapefruit

s c o t c h, b a n a n a l i q u e u r, c l o v e, c i t r u s, & egg white

b o u r b o n, h o r c h a t a, m o n t e n e g r o, & chocolate bitters

m e z c a l, c h i l e h o n e y, & elderflower

first k a l e s a l a d, f a r o, a p p l e s, g o u d a, k o h l r a b i, & mustard dressing

main b l a c k c o d, s p r i n g g a r d e n v e g e t a b l e s, & koji butter

j i d o r i c h i c k e n, b r u s s e l s s p r o u t s, & green garlic sambal

s p r i n g p e a a g n o l o t t i, b r o w n b u t t e r, & mint

dessert c a l i f o r n i a n c h e e s e p l a t e, m e m b r i l l o, h o n e y c o m b, & toasted fruit bread

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p a s s i o n f r u i t, p u d w i l l f a r m b e r ri e s, p i s t a c h i o s, & coconut sorbet

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I N-STO R E EVEN T After the launch of the Menâ&#x20AC;&#x2122;s Shop, the three test stores will be hosting an event to get customers in store and shopping the collection. The day will be on June 20th of 2020, the day right before Fatherâ&#x20AC;&#x2122;s Day. Anthro members will be emailed and/or sent a personal invitation to shop the collection in store. The benefits will include personal styling pics, outfitting tips, and sips & snacks.

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MENâ&#x20AC;&#x2122;S SHOP Shop the full collection at anthropologie.com/men.

Scan the QR code to watch the campaign...

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I N-STO R E S I G NAG E During the launch of the men’s shop, not every store location will carry the men’s collection in store. However, located on the tables within the front zone and a different area of each store, there will be signage that will allow the consumer to be aware of the launch upon entrance. Each store will receive two signs. On the marketing, it will state that one can see the full collection online. There will also be a QR code the customer can scan which will direct them to the men’s fashion film associated with the launch. This effort will enable the consumer to see the lifestyle of the Anthro man.

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LOYALT Y P R O G RAM After the launch, Anthro members will be notified of further discounts on the men’s collection via email and store signage. During this period, Anthro members will exclusively receive a certain percentage off the merchandise. This will be in effort to sell the current collection while replenishing new menswear items.

EMPLOYEE DI S COUN T Upon the launch of the men’s collection, all employees of URBN (Urban Outfitters, Anthropologie, Free People, Terrain) will be able to receive a discount on the men’s merchandise in order to represent the new styles. If the merchandise will be worn on the employee – they will receive 60% off the collection. However, if purchasing as a gift – the employee will receive 40% off.

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FINANCIALS MER CH AN DI S E A S S O RT M E N T P LA N Within the first year, Anthropologie would be projected to sell grooming, accessories, jewelry, tops, pants, shoes, jackets, sweaters, shorts/swim, sleep/lounge, kimonos, and jumpers. As seen in the graph below, the percent of units and percent of sales are indicated. The graph also demonstrates the highs and lows for the amount of unites sold per-door, this is based on the seasonality of the product. The store locations will carry select merchandise based on the season and location of the store. However, the website will carry merchandise year-round within all of the different product categories.

Merchandising Plan

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Annual

Monthly Per-door

Grooming

8% Units, 30% Sales

Low: 21 Units, High: 36 Units

Accessories

8% Units, 5% Sales

Low: 3 Units, High: 6 Units

Jewelry

5% Units, 5% Sales

Low: 4 Units, High: 5 Units

Tops

21% Units, 20% Sales

Low:12 Units, High: 22 Units

Pants

18% Units, 11% Sales

Low: 7 Units, High: 13 Units

Shoes

5% Units, 3% Sales

Low: 2 Units, High: 3 Units

Jackets

5% Units, 1% Sales

Low: 1 Unit, High: 2 Units

Sweaters

5% Units, 3% Sales

Low: 0 Units, High: 18 Units

Shorts/Swim

10% Units, 5% Sales

Low: 0 Units, High: 14 Units

Sleep/Lounge

5% Units, 5% Sales

Low: 3 Units, High: 9 Units

Kimonos

5% Units, 5% Sales

Low: 0 Units, High: 4 Units

Jumpers

5% Units, 3% Sales

Low 1 Unit, High: 4 Units

I N- STO R E M E R C H A N D I SE A SSORT M EN T

O N LI N E M E RC HAND ISE ASSORT MENT

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S ALES P L AN Anthropologie currently makes an estimated $390 million in revenue from both their store and e-commerce locations in a year. Around 61.5% of this is derived from store sales, this amount would be around $239.9 million. When dividing this amount into the first three store locations of the men’s launch (Los Angeles, Savannah, King of Prussia), each store is estimated to make $978. With men’s estimated to make 10% of the company’s business within the first year, each of the three stores would need to make $97,898 in men’s sales. The other 38.5% is derived from online sales, this amount is around $150.2 million. With online representing one door, the estimated sales in menswear for online would also be 10%, which would total $15 million in men’s sales within the first year. Therefore, with the three-door revenue combined of $293,694 and the online sales of $15, 015, 000, the total revenue of men’s sales would be $15, 308, 694 within the first year.

Profit / Loss (Year 1) Starting Revenue

$15.3M

Cost of Sales (65%)

-$9.9M

Promotion (8%)

-$1.2M

Buildout (2%)

-$306,000

Ending Revenue

$3.9M

C OST P L AN N I N G With over 15.3 million in revenue - the cost of sales, the promotion budget, and the buildout of the stores will be taken into consideration for this launch. The cost of sales for Anthropologie is around 65% of revenue, and the promotion budget is anticipated to be around .08% of revenue, and the buildout is around .02% of revenue. The ending revenue after these costs would be $3.9 million within the first year.

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P RO MOT I O N B UD G E T With the promotion budget being .08% of the $15.3 million revenue â&#x20AC;&#x201C; the total budget would be around $1.2 million. The majority of this budget will be spent on digital marketing ($842,220), in-store events & signage ($280,000), Influencers ($50,000), and the pre-launch event (40,000).

Pre-launch Event (3.3%)

Digital Marketing (69.5%)

In-store Events & Signage (23.1%)

Promotion Budget

$40,000 $50,000 $280,000

$842,220

Influencer Partnerships (4.1%)

TIMELINE JUNE WEEK 1 (PR E- LAUNC H )

Catalog

Instagram

Facebook

Twitter

YouTube

Influencer Partnerships

Kickoff Event In-store Event In-store Signage

JUNE WEEK 2 (L AU N CH)

J UN E W E E K 3 (P O ST- LAUN C H )

J UNE WEEK 4 (PO ST- LAUNC H )

CONCLUSION This project supports the brand line extension of a men’s collection for Anthropologie. The lifestyle and consumption patterns of the male consumer are changing. Through the secondary research, the key findings suggest that the extension into menswear for Anthropologie would generate sales and growth for the brand due to an increase in market sales within the U.S. menswear industry. Traditionally female dominated stores are expanding their products to the men’s market. With a percentage of Anthropologie’s consumer-base being male and a focus on the inclusion of others – Anthropologie would be a natural fit for a men’s collection. Also, the primary research suggests that both men and women within the Anthropologie target audience would like to see the incorporation of menswear. Through the strategy and collateral, this project details the different ways this collection would be positioned, merchandised, and marketed for the brand. The progression into menswear would be a beautiful destination for Anthropologie as the brand continues to find ways to “excite & delight” their customer.

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CREDITS P R O D UC T I O N , FASHIO N D IR EC T ION, ST YLING Brandon Crocker – M.A. Luxury & Fashion Management - SCAD

V ID EOGR APHY Reagan Kinsella - B.F.A. Fashion Marketing - SCAD

PHOTOGR APHY Gabrielle Ferrovecchio – B.F.A. Photography - SCAD

TALENT Cláudio Nunes – B.F.A. Performing Arts – SCAD

I N TER IO R D ESIGN Molly Abbot – M.A. Preservation Design – SCAD

G R APHIC D ESIGN Abbey Dahl – M.A. Luxury & Fashion Management - SCAD

EQUINE Mary Kate Wooten - B.A. Equestrian Studies - SCAD

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