swot & variables

addressability:

• account sign in/recognition
• create a wish list and send to friends/family
• check order status
• "you may also like" based off of previously viewed items
• ANTHRO account
• birthday discount
• 2 free shipping periods per year
• exclusive online shopping
• user profile (name, address, email, phone, birthday)
• view order history



interactivity:

• customer reviews
• 5 star ratings
• user pictures of products
• ability to share products on all levels of social media (Facebook, Pinterest, Twitter, Email)
• "the MAGAZINE" - monthly link for customers to read and be inspired
• How-To's - outfitting tutorials
• current trends
• employee "must-have" items
• outfit ideas
• inspiration
• decor
•  relative topics

• 
  
  
  

memory:

• all customer's information is saved in private files on the site's secure web server and in their internal systems
• customers can access public "wish lists" of friends and family
• check order status of a purchase and track it
• cookies are used to track all computers that has visited the site and to help better arrange the website content and layout

control:

• customers can shop by category from the drop down menu at the top of the page
• within each category there are several sub sections to narrow their search
• search and shop by size, color, designer, price, top rated, online exclusives, most reviewed, and new arrivals
• each product offers a "quick view" without redirecting the customer to a whole new page
• under the gift category, shoppers can narrow their results by guys, gals, kids, hostess gifts, monogram items, or price

accessibility:

• personal shopper help in-store or online
• schedule consultation by email, phone, or fax
• send a message on the site with comments, questions, or concerns
• reviews
• shows how many times an item has been reviewed
• shows who has reviewed the item
• shows customers age, city, height, body type, personal style, and picture

digitalization:

• digital zoom to showcase unique details on products
• offers to open item's image in a larger window for extreme zoom
• shows pictures of every angle
• shows the product being used with other items

SWOT ANALYSIS

Strengths:

• affluent brand identity and recognition within industry and target market
• loyal customer base that connects with the brand
• part of URBN INC - a successful and growing company
• unique products that can only speak to Anthropologie

Weakness:

• target market is narrowed by customers thinking it is a "women's only" store
• no free shipping

Opportunities:

• expand benefits within the ANTHRO loyalty program
• make the loyalty more specific and special

Threats:

• economic down turn affects the industry
• customers are loyal to competitors for their basic items and other wardrobe staples

plan of action process

How To Improve

Anthropologie's site is simple and easy to navigate. One of Anthropologie's core philosophies is that they spend the money that competitors spend on marketing to create a store experience that exceeds the customer's expectations. Their strategy is to invest in execution. It is important that the customers feel as though they are receiving the same "unimagined experience" on the website as well as in-store.

• Incorporate more videos of the models wearing the merchandise. This is will only benefit online shoppers that are curious about the fit.
• Create videos or short clips of Home Office, or interviews with designers. This can captivate the creativity and dedication put into the buying process.
• Create a "Best Seller" tab under the menu bar. For the more fashion conscious customers, this can be a personal tool for the customer's wardrobe.

aesthetics

Anthropologie.com’s aesthetic is balancing, pleasing, and cultivating

Colors and fonts are cohesive but minimalistic

Photography showcases the product while exuding the brand’s image

Site is clear, easy to navigate making shoppers feel invited and privileged

Anthropologies' aesthetic embodies a lifestyle- a very particular free-spirited, bohemian existence with vibrant, unique products.

fraud & security

Anthropologie's site is simple and easy to navigate. One of Anthropologie's core philosophies is that they spend the money that competitors spend on marketing to create a store experience that exceeds the customer's expectations. Their strategy is to invest in execution. It is important that the customers feel as though they are receiving the same "unimagined experience" on the website as well as in-store.

1. Incorporate more videos of the models wearing the merchandise. This is will only benefit online shoppers that are curious about the fit.

2. Create videos or short clips of Home Office, or interviews with designers. This can captivate the creativity and dedication put into the buying process.

3. Create a "Best Seller" tab under the menu bar. For the more fashion conscious customers, this can be a personal tool for the customer's wardrobe.

globalization

Anthropologie is a growing brand domestically and internationally.
Under the "International" section is where the customer will be able to read about shipping information, customs, tariffs and taxes, prices, etc.

Due to size and customs restrictions, some items available for sale in the US, like furniture, are not available for international shipment. There are also size charts for the US/Canada, UK, Australia, Mexico, France, Italy, Spain and Europe. This helps our shoppers find their correct size by matching it up to the US size number.

innovative e-commerce systems

1. An online chat personnel where the customer can ask questions and receive answers from someone that works with Anthropologie and is familiar with all the products and merchandise.

2. Post videos on the Anthropologie website from Anthropologie fashion shows. This makes it fun and interesting for customers to watch and see certain merchandise on real life people.

3. Offer monthly tips and ideas on the latest trends and fashions. Customers will enjoy this and helps them keep up with the seasons current trends.

4. Have a 360 spin around view of the item.

marketing campaign

A Perfect Pair Contest

ANTHROPOLOGIE + AG JEANS

1. follow @anthropologie and @agjeans on instagram

2. snap a photo of your favorite Anthropologie + AG Jeans outfit

3. tag a photo with #APerfectPair @anthropologie and @agjeans

THREE WINNERS will each receive a $250 Anthropologie gift card and 3 pairs of AG Jeans!