Antropologie store at the Americana at Brand shopping center in Glendale, California

Anthropologie is a retailer of high-end casual clothing and other merchandise run by Urban Outfitters, Inc. A somewhat new apparel retailer, Anthropologie has used unique marketing and branding techniques to become a forerunner in womens fashion.^[1] Image File history File links Anthropologie. ... This article does not cite any references or sources. ... Nickname: Location of Glendale within Los Angeles County and the State of California. ... Urban Outfitters, Inc. ...

Brand

Founded in 1992, the brand is designed to follow customers of its parent company, Urban Outfitters, into the next stage of their life.^[1] Founder Richard Hayne moved Anthropologie away from the focus of Urban Outfitters, which targeted hip and mod trends. Rather, this new concept was designed to appeal to 30- to 40-something affluent professional women with total family annual income above $200,000.^[2] Picturing an ideal audience, the corporation targeted sophisticated women wanting unique, one-of-a-kind designs. This marketing technique is often compared to that of Kate Spade, selling a lifestyle rather than products.^[3] Urban Outfitters, Inc. ... President of Urban Outfitters, included in the Top 40 richest people in Pennsylvannia. ... Target market may be defined as a market which an organisation sets its views on, either because it is witnessing an increasing demand for the product produced by the organisation, either because it represents a blue ocean for the organisation to exploit before its competitors get there, so as to... Kate Spade (born Katherine Noel Brosnahan in Kansas City, Missouri in 1962) is the co-founder and namesake of the designer brand Kate Spade New York. ...

Thus, Anthropologie became a pioneer in retail, becoming the first corporation to intentionally avoid advertising.^[2] Though the company does not advertise, its shoppers stay longer than most chain stores, averaging nearly 1 hour and 15 minutes.^[2] The company allots the extra money towards furnishing individual stores. Every store is divided into retailing quadrants, each acting as its own store, displaying a theme and flavor of its own.^[3]

David Brooks has cited Anthropologie as the "apotheosis" of the bourgeois bohemian look in his book Bobos in Paradise.^[4] David Brooks, conservative commentator for the New York Times and other publications. ... Bobos in Paradise was a book written by David Brooks in 2000. ... Bobos in Paradise is a book by David Brooks, first published in 2000. ...

Merchandise

Anthropologie sells a wide range of merchandise. Though focusing on womens apparel and accessories, the company also sells furniture and home furnishings through its stores, catalog, and website. The company takes pride in its one-of-a-kind items. "Within the store are Indian hand-beaded picture frames, a hand-painted floral sconce based on a 1940s Italian original, glazed Japanese ceramics, and a rattan and teak British colonial sleigh bed."^[2]

Today

To maintain its image, the company avoids enclosed malls, preferring to locate on streets or open-air centers. Today, there are over 90 stores in 24 states and the District of Columbia.^[5] The brand has quickly gained popularity throughout the United States, averaging 40% annual revenue gain for the past 5 years.^[6] The brand now stands for nearly 50% of Urban Outfitters' annual revenue, at nearly $400 million in sales.

References

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External links

• Anthropologie Official Website