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

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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!



social media, blogs, trend info

Anthropologie attracts a huge customer base and following. In order to keep up the growing trends in social media, Anthropologie has a Tumblr, Pinterest, YouTube, Flickr, and Facebook page. Since the customer base is so strong, there are many blogs dedicated to passionate Anthro customers and fans.

 

Facebook:go like us!

The posts relate to Give-A-Ways, product promotions, store events, posts from other social platforms and editorial content

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Pinterest: start pinning!

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Tumblr: check it out!

Anthropologie uses Tumblr to post images of product, photo shoots, behind the scenes footage, and favorite looks and products from the Home Office.

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Advertorial

Roxy is the creator of Effortless Anthropologie , which is a blog and community dedicated to Anthropologie. The blog features reviews, discussion boards, a buy/sell/swap board, outfit ideas, and sales posts for the brand. Roxy is not affliated with Anthropologie or URBN INC, however, the customers love this site, and are able to connect with fellow Anthro lovers from all over.

join the community

value proposition

Anthropologie strives on customer loyalty and admiration. They seek customers that yearn from emotional attachment and form personal relationships to each detail and every item she finds throughout her retail experience.

Anthropologie believes their customers have a unique style that is inherited within them. These women are affluent individuals who want to reflect their unique style with what they wear.

brick & mortar vs. online

Brick & Mortar

Each Anthropologie store is a unique expression of the local space and of its employees. There is no store that looks the same.

Anthropologie offers apparel, home, and lounge products. The creative window displays catch the attention of customers and inspire them, this helps to create a fun and unimaginative shopping experience.

                                

Anthropologie’s main goal within the brick & mortar locations is to create a compelling, inviting environment. The apparel concepts inspire the display elements that are crafted at each store.

Anthropologie.com

The online site offers much more of an assortment of furniture and home products.  Prices can range anywhere from $20 to $8,000 on the site, while in store prices rarely reach that amount.

Anthropologie.com offers a wider assortment of products such as swimwear and children. There are also categories for merchandise such as, New Arrivals, Top Rated, Online Exclusives, Made In Kind, & Dress Shop.

The merchandise is organized by categories online making it easier for customers to search for specific products.  Anthropologie customers would enjoy shopping at Anthropologie.com, since they offer more products that may not be sold in stores.



ethical & compliance

editorial & descriptive writing

Editorial Content

• Along the top of the website is section for "the MAGAZINE"
• This tab offers editorial content such as, articles, artwork, vintage photographs, recipes, and more
• Anthropologie's content on the site allows the customer to connect with the brand on another level besides the product.
• Under the "Editor's Notes" features fashion advice, about the designer, or a descriptive comment about the product

supply chain & crm

Anthropologie is part of the URBN INC. family which uses a warehouse management company, Manhattan Associates. URBN moved the fulfillment and call center activities of its direct and wholesale channels to a facility in Trenton, S.C. and implemented Manhattan Associates' Warehouse Management solution. To support URBN INC brands' European retail operations, Warehouse Management was also implemented in its London retail distribution center. The entire URBAN INC company has had great progress and an increase in productivity and supply chain visibility.

http://www.manh.com/resources/press-releases/2010/06/21/urban-outfitters-supports-growth-manhattan-associates

-35% reduction in total labor

-80% reduction in manifesting and invoicing processes

-66% reduction in turn time (3 days to less than 24 hours)

-60% rise in put away efficiency

“We look for lasting relationships—with our

customers and with our vendors. The first

implementation was a great success and we

consider Manhattan Associates a trusted partner

that will grow with us as we continue to expand

our global operations.”

Mike Sparks, Director of Supply Chain Systems

Urban Outfitters Inc