EMILY TINDAL ANDERSON | ISABELLA COSTA | FABIOLA MIRO
I. COMPANY OVERVIEW II. DEMOGRAPHIC / PSYCHOGRAPHIC III. PRODUCT CONCEPT IV. PROCESS V. MARKETING ADVERTISEMENTS + FINISHED PRODUCT
CONTENTS
COMPANY OVERVIEW -Founded in Wayne, Pennsylvania in 1992. -A destination for women wanting a curated mix of clothing, accessories, gifts and home decor that reflects their personal style and fuels their lives' passions, from fashion to art to entertaining. -Committed to offering customers signature products and unmatched service, both in more than 185 stores throughout the United States, Canada and United Kingdom, and on anthropologie.com.
DEMOGRAPHIC -GENDER: FEMALE -AGE: 25-45 -OCCUPATION: MAGAZINE EDITOR, REAL ESTATE AGENT, MARKETING/PR, TEACHER, INTERIOR DESIGN -INCOME: 150,000-200,000 -MAINLY SUBURBAN DWELLING -HOUSEHOLD SIZE: 3-5 MEMBERS
-WELL-READ & WELL-TRAVELED -AFFLUENT BUT NOT MATERIALISTIC -FOCUSED ON BUILDING A NEST, BUT HANKERS FOR EXOTIC TRAVEL -SHE IS VERY AWARE & URBAN-MINDED -SHE IS INTO YOGA, COOKING, FAMILY, GARDENING & WINE -SHE HAS A NATURAL CURIOSITY ABOUT THE WORLD AROUND HER -SHE IS IN TUNE WITH THE TRENDS, BUT IS A CONFIDENT INDIVIDUALIST WHEN IT COMES TO PERSONAL STYLE
PSYCHOGRAPHIC
PRODUCT CONCEPT
-The process of making leather goods requires massive amounts of energy and dangerous chemicals that have been considered hazardous by the EPA; most of these leather products in the U.S. are also chrome-tanned. -Tannery effluent contains large amounts of pollutants, which are let out into the environment and into our water supply, etc. People who live near or work in the tanneries suffer from these pollutants directly. -Additionally, raising the animals whose skin eventually becomes leather requires vast amounts of water & pastureland, which must be cleared of trees. -We wanted to create a recycled leather clutch purse for Anthropologie that helped make a difference in the harmfulness of the leather-goods production process. -We used 100% recycled leather, and we also used a DIY process that required very minimal cost, minimal labor process (no machines, sewing, chemicals, etc., simply just folding the fabric different ways), as well as minimal time. We hoped this would be a positive and different way to look at making a leather products in the future, one that would benefit the people working, the animals, the environment, etc.
- MINIMAL EFFORT - MINIMAL COST - ZERO ENVIRONMENTAL HARM -DIY PROCESS -100% RECYCLED LEATHER FABRIC -EASY, SIMPLISTIC & MINIMAL PROCESS -SIMPLISTIC & MINIMAL DESIGN
THE PROCESS
FINISHED PRODUCT
DIRECT MAIL PIECE
MARKETING
DIGITAL MARKETING
IN-STORE SIGNAGE (11x17 print ad)
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