BREAD. This is a display in an Anthropologie store. I don't know which one, and credits are at the end for where I got this picture. But let's take a look at the magnificence that is Anthropologie:
Anthropologie does advertising a little differently, and here I'm going to describe it to you and say why I think it works for them.
To start with, if you don't know Anthropologie, then click HERE. Go on, be amazed.
So they're owned by Urban Outfitters, who also own other stores such as Urban Outfitters, Free People, and Terrain. Each of those stores is targeted towards a different group, and Anthropologie is targeted towards selling a lifestyle to 30-40 year-old-women looking for something.. different. To put a title on the 'lifestyle,' would be probably be described as such. Different. Fun. You can't find what you find at Anthropologie anywhere else.
This skirt is called a 'flora fortress skirt.' In short, it has flowers and castles in it - and where else can you get a skirt like that?! I love it. Onto Anthropologie's advertising.. which is rather minimal. You can't flip through an 'Instyle' or a 'Cosmopolitan' and find ads for Anthropologie. You won't turn on the TV and see a commercial, nor will you hear one on the radio. Anthropologie is - as previously mentioned - a lifestyle. Once you love it, you spread the word. It has high quality clothes, and despite the sometimes high prices, the clothes are well worth it.
So how do they attract customers? Well, word-of-mouth, for one thing. Even you, right now, reading my blog, are now looking at their website, even if you never have before. Looking at their pictures. But most people are attracted by their displays. You've seen some already, here's a window display for one of their stores.
It's made of CLOTHES PINS. Also they normally have their doors open on nice days, so you walk by, you see this, and there's some airy, fresh smell pouring out of this store. They interest you - you go in just to see, 'well what is this store about.' They sell clothes, decorations, furnishings, books, accessories - a lifestyle.
Seriously, I can't stop looking at that picture.
Another way they keep customers coming back (aside from being pleasant and wonderful) is their catalogue, which is called 'The Magazine'. You can get it at the till, when you check out or just to grab one, and it's more like a magazine than a catalogue. There aren't articles, but there are pictures, with tiny print saying what each item is and how much it costs. In addition to the hard copy of the Magazine, they have an online version.
In their online version, they have articles. These articles range from straight fashion to the lifestyle they promote and the designers they showcase and sell. They don't just make their own clothes, they buy from other people and then become a distributor for that company, or even for just those few people. They also post reels from their photoshoots for the Magazine (September 2012 was in Edinburgh, so it's really interesting to watch), or they'll share a little story or article from where they went. They showcase artists, and let you know what fashion is really excellent right now. Recently, they've released a petite line of all their clothes, so it's an article about how to dress a petite body.
Being rather petite myself, this news gave reason for a slight celebration. :)
They also have a 'he says, she says' section, where their two stylists for the Magazine (Richmond and Kelly) showcase their picks for the season/the transitioning seasons. They have two very different opinions stylistically, and it's always a good and quick read.
I feel like all of these things combine to stylistically sell a lifestyle to their target audience, and even out of that range. I'm going to be honest, I adore Anthropologie when it's on sale so I don't have to pay $200 for a pair of jeans. Nice jeans, but I am a college student on a budget! Between the Magazine, the online version of it, and their ever-changing store designs, I feel Anthropologie will do nothing but grow in the future.
Assuming there's nothing terrible in the future. ;)
Until next time!
-MG
Sources
http://iheartlaughing.blogspot.com/2011/12/anthropologies-to-die-for-displays.html
http://www.designsponge.com/2010/06/anthropologie-summer-windows.html
http://www.anthropologie.com
http://www.imogeneandwillie.com/press
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