ANTHROPOLOGIEMegan Brady

Store Profile

“Anthropologie offers a one-of-a-kind and compelling shopping experience that makes

women feel beautiful, hopeful and connected.”

Established in 1992, Anthropologie provides a range of clothing, accessories and homegoods all wrapped up in a zen and

cohesive experience giving their customers a sophisticated and feminine

lifestyle.

Santana Row• San Jose, CA• City Area: 178.2 sq.

miles• Population: 967,487 • Average temp: 60°-70° F• Beautiful palm tree

lined outdoor shopping center

• Mixture of high-end and middle-tier retailers

• Santana Row contains local and chain restaurants as well as residential properties• www.santanarow.com/shopping

The Grove• Los Angeles, CA• City size: 502.7 sq.

miles• Population: 3,819,702• Average temp: 65°-75° F• Located in the Fairfax

District Popular outdoor shopping attraction, sees a lot of tourist traffic

• Surrounded by Banana Republic, Forever 21 and American Girl Place• www.thegrovela.com

Fashion Island• Newport Beach, CA• City size: 39.8 sq.

miles• Population: 86,484• Average temp: 60°-70° F• “Italian inspired” feel• Orange County’s leading

shopping destination on the coast

• Boutiques, luxury stores and many dining options

• Surrounded by Bloomindales, Neiman Marcus and many smaller retailers.• www.shopfashionisland.com

Customer ProfileTARGET MARKET SEGMENT DEMOGRAPHICS:•Age: 28-45 years old•Sex: Female•Family Life Cycle: Married/some with kids•Income: $75,000/year•Education: College educated •Occupation: Stay at home parent•Religion: Christian•Ethnic Background: American PSYCHOGRAPHICS:•Social Class: Upper middle class•Personality: Hippie chic•Life-style: Married or committed relationship, world traveler, well read

Market Research

Average Age

Percent Married

Average Household Income

Financials

6 Month Plan

Classification Percentages

Classification Plan

Product Assortment

Solid Lights

Solid Lights

Solid Darks

Solid Brights

Solid Brights

Patterns

Patterns

Other

Market Purchases

September

October

Purchase JustificationSizing• Queen size bedding is what majority of consumers shop

for.• Twin and King size bedding found less frequently and

will vary depending on location and color.• King size bedding most popular in Newport Beach because

of income, marriage rates and space; larger houses equates to more space and bigger beds.

• In Los Angeles, due to space you will find a larger number of twin sized beds

• In San Jose there is an even number of twin to king sizes, depending on age and income of the customer, but both still in our target customer demographic.

Solid LightsSolid Lights is the largest and most popular class, therefore

has the most variety. Natural colors are favorable for bedding and easy to decorate with accent colors (pillows and walls). Being our target customer is either married or in a committed relationship, this class is where they can find gender neutral options.

Store BreakdownNewport Beach will be expected to bring in the most sales for

this category because of a significantly higher income and this class appeals the most to this location specifically.

Assortment Changes and ReplenishmentThe assortment changes three times throughout the season.

Although Anthropologie is a chic and feminine brand, it is important that each assortment has a simple and gender neutral option as well as a variety of shades because customers tend to be particular about the color they are looking for in this class. Queen sizes are replenished most frequently, and twin and king as needed. Sheets also have a larger variety because it is expected that they will be matched with bedding from other classes as well.

Solid DarksSolid Darks is the smallest class due to popularity, but sales

do rise throughout the season as we move into winter months.Store BreakdownThis class will be more popular in Los Angeles and San Jose

over Newport Beach due to customer age and lifestyle. Majority of sizes offered will be queen, with a few twin and king sizes available and will be replenished when necessary.

Assortment Changes and ReplenishmentAssortment changes twice throughout the season, adding new

color to refresh the class. There are no sheets available for this class because it is expected this bedding will be paired with sheets from the other three classifications. Unlike the other classes, percent of sales rise significantly for this class as the season goes on due to winter buying patterns and color.

Solid Brights & PatternSolid Brights and Pattern classes see a similar and straight

forward sales throughout the season, not changing too much month to month.

Store BreakdownThese classes definitely appeal more to a younger demographic,

and are going to be available mostly in queen and twin sizes- very few king sizes. San Jose and Los Angeles are expected to see the most sales with this class, and majority of sales from Newport Beach will be bought by mothers for their child/teen.

Assortment Changes and ReplenishmentAssortment changes twice throughout the season and in January

there will be less replenishment compared to other classes due to popularity at that point in the year. Sheets from this class are expected to be paired with bedding from the Light or Dark classes and more king sizes are offered for the sheets.

OtherThis classification consists of seasonal items or specialty

goods that don’t fit into other classifications.

Store BreakdownSan Jose and Los Angeles are projected at similar sales for

this class and slightly less for Newport Beach. Newport Beach prefers more basic items, so they won’t shop this class as frequently as the other stores.

Assortment Changes and ReplenishmentIn the beginning of the season this class features a multi

colored quilt set that has a bit higher price point so we only wanted to carry for a short period of time. Starting in October, this class features Throws for the winter months.