Urban Outfitters is a niche retailer that faces competition from brands such as Abercrombie & Fitch, American Eagle, and Gap. With its Anthropologie brand, the company competes with retailers like Ann Taylor and offers a wide range of gifts and decorative products in addition to women’s casual wear and accessories and home furnishings. About 28% of the $40 Trefis pricing estimate for Urban Outfitters’ goods comes from the Anthropologie outlets. This essay will analyse everything about Anthropologie and how has it developed over time.
A Brief Overview of Anthropologie
Anthropologie is a lifestyle brand that inspires beauty, optimism, and exploration in its customers. Anthropologie offers a unique shopping experience that exceeds ordinary expectations through creative merchandising, a focus on consumer needs, and a carefully chosen selection of merchandise.
The brand provides a wide range of products that reflect influences from vintage to international, including apparel, shoes, accessories, makeup, home furnishings, and gifts. Anthropologie was established in 1992 and now has stores all over the world. Its first overseas stores opened in Canada and the UK eleven years after the business debuted its mail-order catalog and website in 1998.
The History of the Company
Dick Hayne founded Urban Outfitters Company in 1970, which was later renamed Anthropologie. Similar to Urban Outfitters Company and Free People Retail Chains, the company is headquartered in Philadelphia, Pennsylvania.
Anthropologie and Free People Retail Chains share management, enthusiastic employees, and an emotional bond with their customers. According to Anthropologie: Our Story (par. 3), the company’s goal statement is based on developing a deep emotional bond with its clients by designing spaces that evoke their feelings.
The Brand Image of Anthropologie
The brand praises its unparalleled reputation, continuing to be a desirable destination for ladies seeking a well-chosen assortment of clothing, offers, accessories, and home décor. Significantly, these product options reflect the individual preferences and preferences of the customers, promoting their fashion, entertainment, and artistic styles and passions.
The company takes great pride in offering its clients trademark products and unequaled services with more than 185 outlets in the US, UK, and Canada. Additionally, Edinburgh, Chelsea, and London are home to the company’s executive branches.
Effects on the Environment
It makes minimal use of environmentally friendly materials. It lessens its influence on the planet through the use of some renewable energy in its direct activities, but not in its supplier chain. There is no proof that it undertakes water conservation strategies or that it has made any significant efforts to decrease or eliminate harmful substances. It’s unfortunate that brands with the means to do better still show such a lack of concern for the environment.
Anthropologie Stores Boast a High Revenue Per Square Foot
Anthropologie locations have consistently had some of the highest income per square foot in the business. The brand managed to maintain its income per square foot at approximately $750 by capitalizing on its devoted consumer base, even during the recent economic crisis. Instead of greatly expanding its store count, Anthropologie is more concerned with boosting sales from its current customer base. This keeps revenue per square foot high and prevents competition, which is a risk associated with excessive growth.
Target Market Demographics and Psychographics
Anthropologie has never run print or broadcast advertisements for its goods and services. It thinks that the brands can speak for themselves. Thus, it depends on social media and actual channels to grow and improve its relationship with customers.
When it comes to demographics, Anthropologie focuses on affluent urban couples in their 30s to 40s who are looking for a product that is both exclusive and one-of-a-kind, distinguishing it from the mass market.
Is Anthropologie Classified as A Fast Fashion Brand?
Anthropologie is classified as a fast fashion brand due to its high volume of sales and rapid rate of production.
- Accountability Report for Remake Fashion: 3/150
- Transparency in the Fashion Revolution: 11/20 out of 100
- Sustainability Rating: 2/5
It seems Anthropologie has no intention of cutting back on the amount of clothing it produces. More than 2,600 different apparel types were being sold by Anthropologie and that is excessive.
Conclusion
Anthropologie has become an iconic stop for people looking for unique gifts, home furnishings, accessories, and apparel. Anthropologie is under fire for its environmental policies and fast fashion label, even though it maintains a strong brand image and high revenue per square foot in its stores.
Reference List
Anthropologie: Our Story. Retrieved from Anthropologie website.
Trefis Pricing Estimate for Urban Outfitters. Retrieved from Trefis website.
Transparency in the Fashion Revolution. Retrieved from Fashion Revolution website.
(Anthropologie: No Advertising, No Problem par. 1)
