Visual Merchandising and Display Analysis Paper
4-28-09
Shaughn Tohill
Mary Rust
Matt Warner
Ali Cox
Megan Doss
In choosing a retailer to study visual merchandising, the trip to Anthropologie at Friendly
Center was a unanimous decison as the store is known for its incredibly creative displays and
unique visual merchandising.
One of the most appealing things about shopping Anthropologie is, in fact, the store
itself. Each store is unique; no two look exactly alike because they have different found objects
used and different visual merchandisers aiding in the making of displays. The use of such
interesting and intriguing displays shows that the store concept is multifaceted. The variety of
aesthetics employed include deconstruction, "exposed" (the hardwood floors and warehouse style
building), as well as a European marketplace. The target market are those who will appreciate
the enviroment in which they are shopping in, and as such are more likely to be artistic, creative
customers who are educated and affluent.
The store's ambiance is very consistant with the type of merchandise it is
selling. Although the store sells very expensive and stylish garments, the way they use older
found objects and home-made displays make the clothing seem more comfortable and
unique. The store currently is divided into different themes which include: "Isle" (beach inspired
apparel), "Ladybird" (very feminine/girlie), "Carolina" (structured garments and geometric prints)
and Lounge (from Chemises' to yoga pants). The types of displays and visual elements
correspond with the type of clothing in each different theme.
The store location we used definently does not need a facelift, remodel, renovation or
update. The store we used in Greensboro was just opened a few months ago. Anthropologie is
changing all the time and is updated every few months already as it is.
Anthropologie uses track, spot, and ambient lighting throughout the store. Track lighting
is a method of lighting where light fixtures are attached anywhere on a continuous track device
which contains electrical conductors. Ambient lighting is a low-key style of lighting and spot
lighting is a high intensity illumination directed to a specific spot. Besides lighting
Anthropologie also uses wooden hangers, jewelry displays, bust forms, display racks, and
shelving units. All of these fixtures combined are necessary for having a diverse and successful
store.
The Anthropologie aesthetic is consistent from merchandise (both apparel and home) to
store layout to signage. In keeping with the simple, elegant and eclectic-chabby-chic vibe, the
signage is limited to sale price points and featured item price points. The markdown signage
consists of red typeface on ivory parchment, which is then pasted on a vintage metal sale placard
that hangs on the front of the rack/shelf. The signage colors match the shopping bags as well,
another minute but successful attention to detail. Featured items are also displayed with
promotional price points. For example, the latte bowls (a basic ceramic ceral bowl in a multitude
of vivid colors, much like fiesta-ware at priced at $6 for the large and $2.50 for the mini) have
promotional signage written in chalk on a chalkboard-paint painted piece of fruit. The signage
ties in with the chalkboard theme that displays much of the dish-ware and kitchen gadgets.
Wall space is utilized to sell merchandise as well as the Anthropologie vision. True
vintage wall panels featuring antique wallpaper have shelves that sell the most modern cut
apparel, playing on the juxtaposition that Visual coordinators at Anthropologie are known for.
The staff at Anthropologie are walking billboards, as a generous employee discount
allows for greater brand loyalty for all of the employees to shows off the latest looks they
sell. Sales staff engages as many customers as possible, often trying to develop relationships to
create a personalized shopping experience. Suggestive selling isn't at your throat; rather, layers
or coordinating pieces can be added by the fitting room attendant. This is a valuable technique,
as a customer is often literally naked and has their guard down, and an additional sale is more
feasible.
The Anthropologie store that we visited had a great layout and it definitely draws people
throughout it. When you first walk in the door you see their newest merchandise straight ahead
of you on tables and on the back wall, as well as the wall to your right. You also see the
discounted sale items in a separate room in the far right corner also when you walk in the
entrance. The store then draws you to their furnishings area, dressing rooms, and then around to
the accessories and the cash registers when customers check out.
Anthropologie’s layout helps facilitate purchases because of the way it draws your through
the store. This particular store is very open and spacious with a great amount of natural light as
well as great lighting coming from above. Being able to move easily throughout the store and
being able to see every piece of the store’s merchandise clearly makes purchases much
easier. The layout that Anthropologie used in this store is a racetrack layout, also known as a
loop layout, providing an aisle to make customer traffic throughout the store easier which we
believe is the best layout a store can use.
Walking into an Anthropologie store is like walking around an old world marketplace or
a bazaar in a foreign country. The whole store is very open and spacious. This allows the
customer to visually see everything in the store. Anthropologie utilizes every bit of space in the
store to display their wide variety of apparel, accessories, and home décor.
Anthropologie employs trained individuals to seek out specific "found"pieces to display
merchandise. Some of the pieces you will see in stores worldwide are antique armoires, mirrors,
shelves, racks, and tables. The found object buyers find unique pieces collected from all around
the world. The displays in the store create a jumbled yet organized chaos effect and visually
stimulate the customer. This set-up makes it so the customer is unable to walk in a consecutive
line and forces them to shop the visual merchandiser's highlighted spaces in the store.
Anthropologie is known for their eye-catching craftsmanship, attention to detail, and vibrant
displays. Immediately upon entering the store you are welcomed into a warm, friendly, and
approachable atmosphere. Anthropologie incorporates seasonal use of color, ambient lighting,
positive/negative space, product information, and sensory inputs (such as smell, touch, and
sound). The store exhibits a variation of warm and cool color stories alongside aspects of nature
(whence those same color stories are found) that give customers a very relaxed, earthy, vacation
get-a-way vibe. With colorful rubber band displays, an indoor miniature waterfall, numerous
flowers displays, three dimensional wall paper in the fitting rooms, and a bread wall
conveniently located next to the home section, one cannot help but love everything in sight!
Anthropologie is very strategic about where items are placed throughout the store as well as
making sure certain items accentuate others increasing the consumer interest. For instance,
blouses are placed on a table with other items such as matching camisoles, trousers and/or skirts,
necklaces, and hair accessories to create a whole outfit for the customer. Not a single table or
wardrober in the store is without a piece of jewelry or a handbag to go along with the outfit being
displayed. This gives a customer a chance to see looks put together and hopefully purchase most
of the items being displayed. Candles are also conveniently lit and located around the store to
enhance sensory inputs such as smell and influence the customers to purchase them. I would not
change a single thing about Anthropologies displays because they are both impeccable and
successful.
In summation, high sales figures are directly gained from Anthropologie's continuously
evolving aesthetics and visual merchandising strategies. Like any sucessful business, evolution
with market trends is key to maintaining a sustainable competitive advantage, and Urban Inc.'s
Anthropologie stores are among market leaders in this. We see the stores devoting more to
customer service with the addition of personal shopping programs to create a relationship with
their key customer base. With this, sales can only increase as the Anthropologie customer gets
even more bang for her buck!
Image Citation in order of appearance:
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