Anthropologie
Store Project 2: Retail Merchandising/Business Plan
Group 3
Armina Galionjyan, Edwin Castaneda, Jessica McPhail
Anthropologie
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Founded by the current URBN chairman and president Richard Hayne
Name has a French twist to the word Anthropology
Designed for the women in the 26-45 age range
Opened its first store in 1992 in Wayne, Pennsylvania
1998 they launched a mail-order catalog and website
April 2009 they opened their first International store located in Toronto, Canada
October 2009 they opened their first store in Europe located in London
Currently operates over 175 retail stores worldwide
Anthropologie’s Untapped Market:
Infant/Toddler
Through it’s award winning visual merchandising,
Anthropologie creates a whimsical shopping experience for
its customer. What could more whimsical than taking a
women back to her childhood memories…
…and creating new memories with her own child.
• Anthropologie already offers an assortment
of children’s toys and books...
…Infant clothing market will see 6.6% growth in the next five
years
The “Add-On” Factor
Most women shopping at Anthropologie are
purchasing clothing for themselves. Through its
home, lingerie, book and accessories offerings,
Anthopologie has excelled at the availability of
add-on merchandise: the items that shoppers
“add-on” to there original purchase.
This creates an opportunity for a customer to
“add-on” clothing for their Infant/Toddler
Target Market
• Anthropologie is designed to take over when Urban Outfitters' customers
pass into the 26-to-45 age range
• Ideal demographic is:
• affluent, settled-down career women in their 30s and 40s
• with an average family income of $200,000 a year.
Market Opportunity:
Gen Y Segment
• According to IBISWorld, Gen Y moms prefer “niche” brands.
This aligns with both Anthropologies market position and
target customer age (Gen X and Gen Y).
“This demographic typically spends more on clothing and is more
brand conscious than older market segments, paving the way for
further industry success over the next five years.”
“Generation Y consumers are more likely to gravitate toward
higher-priced items.”
Price Point
• Premium prices points
• for example, $250 sundresses, $400 shoes, $700 end tables
New Product Price Point
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New line concentrates on girl infants and toddlers.
Prices for this new line will balance with other merchandise in the store.
The vendors are just right for the company.
The style and the prices are very good match with Anthropologie.
Clothes range from $40 newborn sets- $100 quilted jackets
Accessories range from $11-$39
Baby Gift Sets Range from $77- $315
Product Detail Mix
• Clothing, Shoes, Accessories,
Lounge and Beauty products, and
Home products.
ANTHROPOLOGIE
NEW PRODUCT DETAIL MIX
• INFANT CLOTHES SIZES FROM:
1 MONTH- 24 MONTHS
• NEW BORN GIFT SETS
• TODDLERS GIRLS FASHION AND ACCESSORIES
AGES 2-5
New Vendors
• Berlingot: Classic French design and the finest quality make
Berlingot children's clothes a must. Soft cotton and fresh,
playful takes on timeless designs that allow children to be
children.
• Synonymous with imaginative design, innovative use of colour
and superb quality, Bonnie baby’s baby and childrenswear
designs are modern and stylish with witty touches and great
attention to detail.
Vendors
Bonnie Baby Gift Sets
• ivory ruffles adorn this set which includes
a lace hat with lace flower and large pearl cluster
and matching lace petti bloomers.
• Diaper cover and matching hat set is made using a soft
textured yarn. .
• Diaper cover unbuttons for easy use.
• Butterfly Organza Brown Ballet Slippers
• Fancy knit hat 55% cotton 20% viscose 20% acrylic 5% angora.
Color And Pattern Swatches
Promotions/ Publicity/ Advertising
• Only Avertises through its Website, and inside Stores
• Mails Season Catalogs
• Store Membership (Anthro)
• Includes Birthday discount, Exclusive Online shopping access
• Advanced notice of sales/special promotions, and surprises!
• Store Events:
• Fashion Shows, Concerts, Pet Adoptions, book signings, children crafts
• Award Winning Window Displays to attract new customers
New Publicity and Advertising
• We will add a new section to the
Seasonal Catalogs that include the
baby and girls accessories and
clothes.
• The website will include exclusive
online merchandise for the new
product mix
• We will increase the number of
children arts and crafts events
• As well as adding toddlers to the instore fashion shows
Floor Plan
Overhead View
Proposed Site
Competitive Retailers
General Competition
• The women’s apparel industry has a low
concentration.
• Most of the industry is dominated by stores
with lower price points
• Ascena Retail Group (7.2%)
• Owns Lane Bryant, Dress Barn &
Maurices
• Ann Taylor (5.6% of Market Share)
• H&M (4% of Market Share)
Competitive Retailers
Multi-Brand Competition
• Main competitors are departments stores
• Relative price-points
• Similar products
• Nordstrom
• Currently holds 4.7% of the
department store market share
(highest market share for a
department store with comparable
pricing).
• Anthropologie’s 180 stores
outnumbers Nordstrom by 62. This
creates a competitive advantage over
Nordstrom
New Product Competitor
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Main Multi-Brand Competitor: Nordstrom
Dresses $29-$530
Pants/leggings - $18-$300
Tops - $20-$225
• Advantage: Unique Items at a consistent mid-premium
price range.
• Disadvantage: Limited offering
Competitive Retailers
Single-Brand Competition
• Designer name labels at mall prices.
• Marciano/ Guess?
• Calvin Klein
• Armani Exchange
• Anthropologie’s advantage against singlebrand retailers is variety and store size
• Anthropologie’s disadvantage is lack of
international distribution.
• Anthropologie hold a “Niche” position in the
retail apparel industry.
Market Position
• Consistent upscale bohemian style offered
through a variety of brands.
• Unique home offerings including “found”
items
• These items are usually antiques “found”
through unconventional sources.
• Each store offers a completely different
selection
• Unique books, including the French version
of Dr. Seuss Classics.
Sources
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All Business. Dun & Bradstreet, n.d. Web. 29 Oct. 2013. <http://www.allbusiness.com>.
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"Armani Exchange: Up to 70% Off." BargainBriana. N.p., n.d. Web. 31 Oct. 2013. <http://bargainbriana.com/armani-exchange-up-to-70-off-free-shippingw-coupon-code/>.
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"CLOTHES-CATALOG." http://www.anthropologie.com/anthro/category/CLOTHES-CATALOG4/CLOTHES-CATALOG4.jsp?cm_sp=FEATURES-_AUTUMN_IN_PARIS-_-OCT_LOOKBOOK&cm_re=FEATURES-_-AUTUMN_IN_PARIS-_-OCT_LOOKBOOK. N.p., n.d. Web. 30 Oct. 2013.
<http://www.anthropologie.com/anthro/index.jsp?cm_mmc=Bing-_-US+-+Brand-_-Brand+-+The-_-the_anthropologie&utm_medium=ppc>.
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"Customer Service Champs 2010." Businessweek.com. N.p., n.d. Web. 31 Oct. 2013.
<http://images.businessweek.com/ss/10/02/0218_customer_service_champs/7.htm>.
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Everett, N. (2013, August). IBISWorld Industry Report 45211. Department Stores in the US. Retrieved Oct 30, 2013.
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"Fast Company | Business + Innovation." Fast Company. N.p., n.d. Web. 29 Oct. 2013. <http://www.fastcompany.com>.
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"Frames." Frames. N.p., n.d. Web. 31 Oct. 2013. <http://www.ellisandkillpartrick.co.uk/Pages/Frames.html>.
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Giraldo, V. (2013, September). IBISWorld Industry Report 44812. Women’s Clothing Stores in the US. Retrieved Oct 30, 2013.
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MarketLine. (2013, September 20). Urban Outfitters Inc. Retrieved Oct 30, 2013, from Business Source Premier Database
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“Nordstrom Designer Collection." PurseBlog. N.p., n.d. Web. 31 Oct. 2013. <http://www.purseblog.com/general/nordstrom-designer-collection.html>.
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"Retail Industry." About.com. N.p., n.d. Web. 29 Oct. 2013. <http://retailindustry.about.com>.
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"The Struggling Writer Inc.." The Struggling Writer Inc. N.p., n.d. Web. 29 Oct. 2013. <http://thestrugglingwriterinc.files.wordpress.com>.
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"Trefis Helps You Understand How a Company's Products Impact Its Stock Price." Trefis. N.p., n.d. Web. 29 Oct. 2013. <http://www.trefis.com>.