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senior capstone project suzanne brady
CONTENTS
THE ANTHROPOLOGIE WOMAN COLLABORATION STATEMENT TARGET CUSTOMERS INSPIRATION THE COLLECTION AVAILABILITY MARKETING STRATEGY COLLECTION LAUNCH STATEMENT OF OPPORTUNITY
THE ANTHROPOLOGIE WOMAN
She is a creative-minded woman who is well-educated. She wants to look like herself but is not overly concerned with current trends. However, she still has a sense of adventure with the clothing she chooses to wear. All of Anthropologie’s looks are inspired by the 5 Muses... Soft & Delicate, Boho Chic, Elegant Classic, Easy Cool, and Modern Sporty
COLLABORATION STATEMENT
The Anthropologie x Disney collaboration, Adventurous Spirits, focuses on the desire to explore and experience the beauty and adventure that the world has to offer. This spirit of adventure is shared both by the Anthropologie woman and many of the Disney princesses, making this fashionable and magical collection a perfect marriage between both brands.
TARGET CUSTOMERS
Andrea, 32 Windermere, FL Degree in Psychology from Princeton University Married, no children Income: $90,000 Walt Disney World Annual Passholder Active on Instagram and Facebook Loves spending her weekends and free time visiting the Disney parks and shopping at Disney Springs.
Wendy, 36 Marietta, GA Degree in Marketing from University of Georgia Married, two school-aged children Income: $80,000 Walt Disney World Annual Passholder Active on Facebook and Instagram Visits Walt Disney World at least six times per year with her family. She always makes a point to shop at Disney Springs during her visit.
THE INSPIRATION The Disney princesses whose stories focus on adventure and finding oneself...
ADVENTUROUS
SPIRITS
POCAHONTAS
MULAN
RAPUNZEL
MOANA
THE COLLECTION:
ADVENTUROUS SPIRITS
COLLECTION AVAILABILITY
The Anthropologie x Disney collaboration collection, Adventurous Spirits, will be available exclusively at the Disney Springs Anthropologie location in Orlando, FL on April 12, 2018. Beginning June 1, 2018, the collaboration collection will be available for purchase online through Anthropologie’s e-commerce site, anthropologie.com.
MARKETING STRATEGY
Primarily through a series of four Instagram posts on Anthropologie’s regional account for the Orlando, FL area, anthro_orlando, the collaboration collection will be announced using quotes and scenic images from the movies that inspired the collection. Anthropologie’s anthro_orlando account will be the primary account used because of the exclusivity of this collection to the Disney Springs store location. In addition, two announcement posts will be made on the Disney Springs Instagram. One post will also be made on the Anthropologie brand Facebook and Instagram. Out of all of social media each company uses, Anthropologie and Disney Springs each have their largest follower base on Instagram. Anthropologie also has a substantial following on Facebook.
ANTHROPOLOGIE: ORLANDO
DISNEY SPRINGS
ANTHROPOLOGIE
COLLECTION LAUNCH
On April 11, 2018, the night before the official in-store launch of the Anthropologie x Disney collection, Anthropologie will be hosting a private launch party for invited guests only. Guests invited to this event include writers and contributors for the Disney Style blog and various influencers within the Disney community. In addition, writers and contributors from Anthropologie’s blog, aBlog, will be among the invited guests. Throughout the launch party, guests will be encouraged to use social media and to enjoy the evening’s fun and creative environment.
ELECTRONIC INVITATION
STATEMENT OF OPPORTUNITY
Through the analysis of the Anthropologie woman, I have discovered and identified an area of opportunity to collaborate with Disney. I believe that this collaboration between Disney and Anthropologie would be highly successful due to the loyal nature of both Anthropologie’s existing customers and stylish Disney fans. I also believe that this collection has room to expand and grow beyond its initial launch. Disney has created numerous unique and strong characters over the years, many of which could inspire future collections. In addition, Anthropologie is known for its unique curation of products, so I believe another opportunity for this collection is the expansion into homegoods. I truly believe that Anthropologie x Disney is an excellent opportunity for both brands. It brings together fashion and Disney magic that is perfectly suited for Anthropologie and for women who want to show their Disney style.