M.A. Candidacy Review

Brandon Tyler Crocker - M.A. Candidacy Review

A B ST R AC T

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G LO S SARY O F T ER MS

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M I S S ION STAT EMENT

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T H E A NT HR O C USTOMER IS . . .

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C O M PANY HISTORY

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T H E B R AND

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UR B N PORT FO LIO

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S UC C ESS

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S WOT

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F UT UR E

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P R O PO SAL

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M E R CHAND ISE MIX

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W H Y ANT HR O POLO GIE?

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M E N SWEAR MAR KET

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C O M PET IT IVE LAND SC APE

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D E LI V ER ABLES

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M E T HO D OLO GY R ESEAR C H

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M E T HO D OLO GY PR OD UC T IO N

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P R OJ EC T T IMELINE

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ABOUT

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R E F E RENC ES

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A P P E N D IX

TABLE OF CONTENTS

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ABSTRACT 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.

Many brands are starting to realize the great potential men’s product implementation may have on the revenues of their company. 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?

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GLOSSARY OF TERMS B R A N D FA N

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.

D I S P LAY

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.

LI F E ST Y LE

The unimagined experience Anthropologie provides customers; also refers to a merchandising presentation in which we display how various products would live together within the customer’s home.

UN I M AG I N E D E X P E R I E NC E

The focus of making the customer feel beautiful, relaxed, connected and optimistic through a unique, compelling and transformative shopping experience.

MISSION STATEMENT “To provide an unimagined experience.”

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THE ANTHRO CUSTOMER IS . . .

Feminine, Beautiful, Sophisticated, Timeless, Gorgeous, Intriguing, Warm, Sensual, Cultured, Extraordinary, Colorful, Classic, Distinguished, Elegant, Fabulous, Stunning

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COMPANY HISTORY Anthropologie is part of the Urban Outfitters, Inc. family, which was founded in 1970. This was a school project by Dick Hayne, Chairman, President and Chief Executive Officer of Urban Outfitters, Inc., and his friend Scott Belair. The two combined their money of $4000 and rented out a small space near the University of Pennsylvania. This opened a storefront to sell used clothing, tie-dyed underwear, records, and other merchandise they displayed on crates, sawhorses, and anything else they could find. This store was named Free People. Since then, the company has grown into Urban Outfitters, Inc., which went public in 1993. The company has now grown into five distinct retail brands.

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THE BRAND In 1992 Anthropologie opened their first store in Wayne, Pennsylvania. 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. Rather than selling a particular brand or product or category, Anthropologie promotes an idea – a feeling of how customers would like to live. Anthropologie endeavors to make customers feel beautiful, relaxed, renewed, connected and optimistic. In 1994, the second Anthropologie store opened in Rockville, Maryland – and since then, Anthropologie has steadily grown and continued to create an unimagined experience for the customer.

URBN PORTFOLIO U RB AN O U T F I T T E R S

Urban Outfitters opened their first store in 1976 near the University of Pennsylvania. The target consumer focuses on college-age men and women and recent college graduates - 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 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.

AN TH RO P O LO G I E

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

FREE P EO P L E

Free People became Free People Wholesale in 1986 and launched their retail division in 2002. The first store location was established in Paramus, New Jersey. The brand focuses on contemporary women aged 25 to 30. As of January 2018, there were 132 Free People stores - 126 in the United States and 6 in Canada. Free People operates websites and mobile applications in North America, Europe, and Asia. Free People also offers a catalog that markets select merchandise. The merchandise mix includes casual women’s apparel, activewear, intimates, shoes, accessories, home products, gifts, beauty and wellness.

T E RR AI N

Terrain is an outdoor garden center that is part of the Anthropologie Group. Terrain opened their first store in April of 2008. Terrain appeals to men and women interested in the sophisticated and creative outdoor living and garden experience. The merchandise includes lifestyle home, garden, and outdoor living products, antiques, live plants, and flowers.

B H L DN

BHLDN is a wedding and event concept that is also part of the Anthropologie Group.

BHLDN launched on Valentine’s Day of 2011. BHLDN has standalone stores as well as shop-in-shops within Anthropologie. The merchandise mix includes wedding gowns, bridesmaid frocks, party dresses, assorted jewelry, headpieces, footwear, lingerie and decorations.

SUCCESS E N VI 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.

CU STO ME R

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.

PEOPLE

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.

O P E N DO O R P O LI CY

Everyone within the company is free to express concerns to all levels of management - including the Chief Executive Officer.

I N TE RN AL G R OW T 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.

P RO DU CT

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.

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SWOT STREN GT H 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 ES S ES

• Limited target market – appeals mostly to the female audience • Limited advertising and marketing initiatives

O P P O RT U N I T I E S

• Streamline the online experience • Product and service expansion • Globalization

T H REATS

• Increase in manpower costs • Foreign exchange risks • Intense competition

FUTURE I N T E R N AT I O N A L E X PANSION

Anthropologie is continuing to expand in the UK and across Canada while remaining the small, boutique appeal in the US.

THE WEB

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.

A N T H R 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 dĂŠcor showrooms, as well as cafĂŠs, beauty services and specialty stylists.

E X PA N D C AT 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.

PROPOSAL The men’s fashion scene is starting to become more and 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.

While growing, there aren’t many store locations where men can go to as their one-stop shop for apparel, accessories and grooming products. This proposal entails the multi-channel launch of a menswear line within Anthropologie destinations such as brick & mortar, e-commerce, and catalog. With an interest in the aesthetic and whimsical nature of Anthropologie – many men are drawn to the bohemian yet sophisticated style that is offers women. As the male customer continues to shop and work for the brand – it is questioned whether or not men’s apparel is in the near future for Anthropologie? 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 brand line extension of menswear at Anthropologie would be targeted towards men between the ages of 28-45. This launch would have the potential to be a major success with endless possibilities.

MERCHANDISE MIX 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. These items are mostly gender neutral in nature. The initial launch of the menswear collection will include the new product category of apparel in addition to men’s grooming and jewelry items.

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WHY ANTHROPOLOGIE? Anthropologie has a business approach that fosters new ideas while finding ways the surpise and delight their customer each and every time they visit a store.

Including a men’s line a Anthropologie will benefit both the male and female consumer that shops at the brand while increasing equity.

As a gifting destination, the current female consumer willl be able to purchase the mesnwear line for that special man in her life - whether that be her husband, boyfriend, brother, or friend.

With an interest in the hedonic nature of the store environment and product, many men often ask if Anthropologie carries men’s clothing. With a style offering that is sophisticated yet bohemian, the needs of men will be met with this new product offering,

MENSWEAR MARKET Men are continuing to shop more often than women both online and in traditional retail channels as menswear growth may outpace womenswear in coming years.

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.

The sales in retail value have risen in the menswear sector by 1% in 2017 and has reached USD85.1billion. The causal and stylish athleisure performs the best. As men’s tops in particular have seen a 3% growth rate in 2017 as well. With these rates increasing, men’s suits have seen a decline in sales due to the casual trend in business attire. The preferred style has shifted to casual and comfortable clothing that benefits tops, shirts and shorts. The unseasonably warm weather has also depressed the value of sales in winterwear – such as jackets, coats, and jumpers.

Men are increasingly showing more interest in their appearance and fashion.

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.”

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As the visibility of men’s fashion through social media and magazines expands - there is a growth of interest in the field of men’s fashion. Apparel brands have introduced stylish and casual menswear to accommodate the demand. As men continue to spend more money on fashion – brands such as Gucci, Prada, Michael Kors, and Stella McCartney have expanded their menswear collection. Lululemon has also expanded their menswear by opening a men-only concept store in New York City.

Retailers such as Untuckit, Bonobos, Lululemon, and Gap are finding success as they widen their assortment of mens merchandise. Anthropologie’s biggest competitor, Madewell, recently launched a menswear assortment. 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.”

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 men’s fashion industry as men continue to shop for themselves as a means to express their personal style. This is reflected in the increase in consumer spending.

COMPETITIVE LANDSCAPE

DELIVERABLES D I S P LAY & V I S UAL MER C HAND ISING PLAN IMC PLAN

METHODOLOGY RESEARCH SEC O NDARY Researching company information & menswear market trends

PR IMARY

Conducting surveys, interviews & focus groups

METHODOLOGY PRODUCTION D I S P LAY & V I S UAL MER C HAND ISING PLAN Collaborating with interior design.

IMC P L A N

Collaborating with fashion marketing, photography, and performing arts.

PROJECT TIMELINE SPR ING BR EAK S E CO NDA RY R E S E A R C H Company Information Menswear Market Trends

P RI MA RY R E S E A R C H Surveys Interviews Focus Group

ST RAT E G I E S Goals & Objectives IMC Plan Marketing Mix

DEL I VE R A B LE S Display & Visual Merchandising Plan Fashion Film & Photoshoot IMC Plan

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ABOUT My name is Brandon Tyler Crocker. I am currently pursuing my M.A. in Luxury & Fashion Management from the Savannah College of Art & Design. I have my B.S. from the University of Minnesota: Twin Cities in Retail Merchandising, Design Studies, & Mass Communications.

As a fashion merchandiser and stylist - I have worked within the retail industry for over ten years. My background entails working for major influential lifestyle brands within sales, management, and merchandising roles.

REFERENCES Anthropologie. “101s New Hire Orientation.”

“Menswear in Vogue for Luxury Brands with Designs on Growth.” Reuters, Thomson Reuters, 26 June 2018, af.reuters.com/article/africaTech/idAFL8N1TR4PV. Petro, Greg. “The Rise Of The New Male Power Shopper.” Forbes, Forbes Magazine, 25 Jan. 2019, www.forbes.com/sites/gregpetro/2019/01/25/therise-of-the-new-male-power-shopper/#621216e03367.

Urban Outfitters Inc. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=dmhco&AN=1676A203-98F5-4532-9D01-AE7E85D9900C&site=bsi-live. Accessed 8 Feb. 2019.

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APPENDIX

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