Fairytale: An Anthropologie Brand Extension

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fairytale by Anthropologie

description

a brand extension project exploring the concept of a childrens clothing line for Anthropologie

Transcript of Fairytale: An Anthropologie Brand Extension

Page 1: Fairytale: An Anthropologie Brand Extension

fairytale by Anthropologie

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Anthropologie

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Anthropologie company overview

Anthropologie is a women’s apparel and home goods store that opened in 1992 by Urban Out�tters Inc. �e Anthropologie brand caters to sophisticated and contemporary women between the age group of 28 and 45. Its stores are primarily located in specialty retail centers, upscale street locations and enclosed malls and o�er women's casual apparel and accessories, shoes, home furnishings and a diverse array of gifts and decorative items. �e apparel and home furnishings have an eclectic feel. Anthropologie is the store a woman goes to for a unique piece to wear, decorate, or style her life.

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Anthropologie Retail Space: Kenwood Mall Cincinnati, Ohio

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Anthropologie in-store research

By observing a brand at the very basic unit, the retail store, it is easy to see strengths and weaknesses. �rough in store research it is easy to tell that Anthropologie has a unique and interactive store. �is retail store is a place consumers go to get inspired on how to style themselves, their kitchen, or their bedroom.

�e store is set up much like a home atmosphere; there are make shift dining room tables set with Anthropologie �atware inspiring customers to mix and match plates, cups, and silverware for their next dinner party. �ere are beds and bedrooms fully made with Anthropologie bedding for sale all around showing customers how to layer texture and pattern to create the perfect atmosphere for sleep. Next to the beds are pajamas and loungewear so the customer knows exactly what they should be wearing while in their perfectly styled bed. �e Anthropologie brand is completely evident throughout the store, right down to the Anthropologie signature scent candles lit in creative votives throughout the store.

�e most important aspect of a retail store is the customers and their experience. While in an Anthropologie store its easy to spot women in their late twenties and early thirties starting families and nesting in their very �rst homes as well as more established forty something’s with money to spend. �roughout the store there are women who are mothers, expectant mothers, or even grandmothers. �e one opportunity evident during in store research is the untapped potential of the Anthropologie woman as the Anthropologie mother.

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Anthropologie competitive analysis

�ere are many clothing companies that capitalize on the 28-45 year old age group for women. �ese women are established in their lives, homes, and jobs and have money to spend on their families and themselves. Women, especially mothers, are the consumers of the family. �ey buy the clothes, the groceries, shampoo, and co�ee. �ey are a major market for all type of retailers. �is being said, it is di�cult to �nd a store that markets a lifestyle brand with apparel and home goods at the same time to these women. �at is the niche Anthropologie has found to have continued success. Retailers like J.Crew, Ann Taylor, Ann Taylor Loft, Talbots, and Nordstrom are competitors in the sense that sell apparel to the same age group as Anthropologie but none of these brands have the unique home goods and special touches that Anthropologie has in their stores. �e only place that sells unique home furnishings to a similar audience is HomeGoods. Seperately these stores compete with aspects of the Anthropologie brand, but overall none have exactly the o�ers that Anthropologie’s retail stores o�er.

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Anthropologie

�e Facebook Era

Rede�ning Motherhood

socio-economic research

�e generalization that every mother is a frazzled, minivan driving, and coupon-cutting soccer mom, is a very

outdated idea these days. �ough there are still mothers that stay at home and raise their families there is a growing

trend of working women and single mothers by choice. Sperm banks and fertility clinics have allowed women the

luxury of children without a permanent mate and women’s presence in the work place has solidi�ed their dual roles as

business professional and nurturing parent. �is trend is ever growing and has no chance of slowing down any time

soon.

�e era of technology and social media has allowed people to share information rapidly and extensively. �is ever growing and ever changing phenomenon has allowed

mothers to connect with one another, ask questions, and compare notes extensively through blogs, facebook pages, and tweets. While this allows a whole new way to share a

wealth of information this technology wave has given mothers a whole new platform to document their children. Women are starting blogs sharing photos of every moment

of their pregnancy, birth, and the �rst years of their children’s lives.

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Childhood Development

Motherhood Economics

Noticing that there was an opportunity for Anthropologie to expand and capitalize on their consumer as a mother, it was necessary to look in to socio-economic factors that are in�uencing mothers and what the future holds for parenting.

In the past decade the economy has �uctuated but overall has remained in a decline. Mothers are the consumers of the family, and have had to adjust their lifestyles and spending with the economy while still providing for their family. �ey are looking for unique one of kind items that allow them the most value for their dollar. As this trend moves forward women are looking for quality over quantity.

Childhood development and childhood education have always been a priority for new parents. �rough the 24 hour news coverage, social media, and technology boom this has allowed more media in�uence than ever before on how children are raised. New parenting techniques and books are always being talked about and discussed. With this trend comes increasingly more pressure for parents to make the right decisions.

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Anthropologie problem statement

“To create a children’s wear line speci�cally tailored for the Anthropologie woman who wants the same unique pieces of clothing, made from quality fabrics with an emphasis on inspiring texture combinations, for her little girl.”

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Fairtale by Anthropologie extension concept

Fairytale by Anthropologie is a whimsical collection with a mild palette of colors with di�erent pieces for ages 5-8 year old, 2-4 year olds, and newborn to 24 months. �ese collections were design with the 5-8 year old in mind �rst. �ese are the children most seen in the stores with the Anthropologie mothers. Once the mothers have fallen in love with these delightful clothes for their six-year-old daughter they will want matching out�ts for their younger children.

�e colors are simple creams, whites, ivories, and blues. �ese colors are incorporated in eyelet fabrics, lace, and simple breathable cottons. �e collection is based on the mixing of textures for a sweet innocent girl.

�e collection will serve as unique pieces in the Anthropologie child’s wardrobe for special occasion tea parties and birthday parties as well as a few playful casual pieces for making the every day special.

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Anthropologie Woman customer pro�le�e Anthropologie woman is an adventurous soul who lives in her imagination. She has a creative and put together vibe. She is always on the search for the unique whether that lies in a new co�ee drink at Starbucks, that new restaurant in the corner or the new bright green sea glass door handles she bought for her kitchen.

career: branding consultant at a boutique �rm, occasionally she travels but always in stylehome: San Francisco, CAhobbies: yoga, taking gourmet cooking classes, decorating and redecorating her newly wed apartmenttypical starbucks order: skinny vanilla latte or occasionally a redeye co�ee with a pumpkin sconefavorite blogs: theeverygirl.com and habituallychic.blogspotmarital status: newly married and enjoying her happily ever after

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Anthropologie Mother customer pro�le�e Anthropologie mother is hopeful and excited for her little one to arrive. She wants the best for herself, her family, and their newest edition. She is very much in nesting mode, making sure everything is ready for the new baby. She hopes to pass her creativity and sense of adventure on to her little one.

expecting: baby girl! due date: October 23rdhobbies: prenatal yoga, decorating, and bloggingfavorite maternity stores: Hot Mama and Destination Maternityhopes and dreams: hoping for a healthy baby with 10 little �ngers and 10 little toes blogs she loves: dearbaby.blogspottypical starbucks order: venti unsweetened iced green tealate night cravings: peanut m&ms, peaches, and Annie’s organic Mac ‘n Cheesemost looking forward to: holding her baby girl for the �rst time

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Anthropologie Girl customer pro�le�e Anthropologie child is a dreamer. She love to play outside and climb in the treehouse her daddy built her. She can sit for hours reading books, drawing pictures, and telling stories. She is a beautiful little girl with a wild sense of adventure. She loves to color outside of the lines and occasionally on mommy and daddys new carpet. She is wild and free, full of the wildest imagination and most sincere dreams. �e Anthropologie little girl thrives in her uniqueness.

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Fairytale by Anthropologie fabrication

Ivory Lace100% Polyester

White Lace Eyelette100% Cotton

Textured Silk100% Poly-Silk Blend

Floret Netting100% Polyester

Ivory Cotton Twill100% Cotton

White Cotton Twill100% Cotton

Cotton Eyelet100% Cotton

Cotton Eyelet100% Cotton

Cotton Eyelet100% Cotton

Cotton Eyelet100% Cotton

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she loves: school, storybooks, and cuddling with mommyfavorite thing to do: play on the playground and dance classfavorite subject in school: mathwhen she grows up she wants to be a: teacherfavorite color: pinkfavorite thing: her ballerina shoes

Anthropologie Girl 5-8 years old

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fairytale by Anthropologie ages 5-8 years old

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sizes: small, medium, largestyle #8973456

sku: 6

sizes: small, medium, largestyle #8973455

sku: 12

sizes: small, medium, largestyle #7973455

sku: 12

sizes: small, medium, largestyle #9973455

sku: 9

princess lace dress $69 princess eyelet dress $65 whimsy lace halter $39

cu�ed short $45

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sizes: small, medium, largestyle #8973455

sku: 6

sizes: small, medium, largestyle #7974455

sku: 6

sizes: small, medium, largestyle #9972455

sku: 6

sizes: small, medium, largestyle #9972455

sku: 9

sizes: small, medium, largestyle #9974455

sku: 9

peplum lace top $39

cropped pant $49

eyelet ru�e top $45

fairy skirt $69

queen lace dress $75

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Anthropologie Girl 2-4 years old

favorite book: Where the Wild �ings arefavorite movie: Aladinfavorite disney princess: Jasmine- because she wants to �y on the magic carpetfavorite color: purplehobbies: coloring, helping mom bake chocolate chip cookiesshe loves: her treehouse, her teddybear, and daddy!when she grows up she wants to be: an astronaut and just like mommy

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fairytale by Anthropologie ages 2-4 years old

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sizes: 2T, 3T, 4T

style #9883455sku: 9

bowtie shorts $49sizes: 2T, 3T, 4T

sizes: 2T, 3T, 4Tstyle #6973456

sku: 6

queen lace romper $79sizes: 2T, 3T, 4Tstyle #6973456

sku: 6

lace scallop dress $89

style #7772455sku: 6

fairy top $59

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sizes: 2T, 3T, 4T sizes: 2T, 3T, 4T sizes: 2T, 3T, 4T

style #8933456sku: 12

lace halter dress $69

style #7973465sku: 12

style #9873455sku: 9

eyelet ru�e top $39

ru�e legging $49

sizes: 2T, 3T, 4T

sizes: 2T, 3T, 4T

style #6973456sku: 6

princess lace romper $79

style #8976755sku: 9

eyelet ru�e dress $69

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Anthropologie Girl newborn -24 moths

favorite food: applesaucefavorite toy: her teddy bearfavorite book: Goodnight Moona naptime must: Mr. Blankie�rst word: dadloves to: sleep through the night!hates to: take baths

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favorite food: applesaucefavorite toy: her teddy bearfavorite book: Goodnight Moona naptime must: Mr. Blankie�rst word: dadloves to: sleep through the night!hates to: take baths

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fairytale by Anthropologie newborn - 24 months old

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sizes: newborn, 3M, 6M, 9M, 1Tstyle #8973456

sku: 25

ru�e diaper cover $29sizes: newborn, 3M, 6M, 9M, 1T

style #6973456sku: 10

lace pocket top $29

sizes: newborn, 3M, 6M, 9M, 1Tstyle #8973456

sku: 10

lace scallop short $29

sizes: newborn, 3M, 6M, 9M, 1Tstyle #6973456

sku: 10

fairy �ow top $39

sizes: newborn, 3M, 6M, 9M, 1Tstyle #8973456

sku: 15

bowtie legging $29

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sizes: newborn, 3M, 6M, 9M, 1Tstyle #6973456

sku: 20

princess lace onsie $29sizes: newborn, 3M, 6M, 9M, 1T

style #6973456sku: 20

eyelet ru�e top $29sizes: newborn, 3M, 6M, 9M, 1T

style #6373456sku: 10

queen lace onsie $35

sizes: newborn, 3M, 6M, 9M, 1Tstyle #8973456

sku: 20

eyelet diaper cover $19