Anthropologie Digital Strategy
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Anthropologie is a lifestyle brand that aims to provide a sense of beauty, optimism, and discovery for its customers. It serves as an escape from everyday life through innovative merchandising and curated products. The brand targets women ages 25-50 with a gross annual income of over $1 billion. It has a strong social media presence on platforms like Facebook, Pinterest, Instagram, and Twitter. The document discusses plans to launch a digital dressing room on the Anthropologie website to improve the customer experience and drive increases in online sales and social media followers. The project is estimated to take 6 months and cost $1.14 million.
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- 2. “Anthropologie is a lifestyle brand that imparts a sense of beauty, optimism and discovery to our customer. For her, Anthropologie is an escape from the everyday; it is a source of inspiration and delight, where innovative merchandising, customer centricity and a curated array of products come together to create an unimagined experience.”
- 3. Target Market Women ages 25-50 Gross Annual Income 2013 $1,118,609 Social Reach Facebook, Pinterest, Instagram & Twitter
- 6. Digital Dressing Room Select Age Select Size 25 50 size 10 size 2
- 7. Monitoring Change Online Sales 15% 10% Increased Social Media Followers Overall Sales
- 8. Crunching Flowers Numbers Estimated Time: 6 months to complete site re- launch Budget: 1.14 million Breaking down the Budget Billable hours: $640,000 Miscellaneous payments: $500,000
- 9. All Together Now The Digital Dressing Room will create buzz around the company This will create a large following of the brand increasing sales and social influence
- 10. All Together Now The Digital Dressing Room will create buzz around the company This will create a large following of the brand increasing sales and social influence
Editor's Notes
- - As the companies missions statement states Anthropologie is focused on the customer. The woman who is an idealist and wants beauty in her everyday life. - Anthropologie is under the umbrella of Urban Outfitters Inc, a brand that encompasses Urban Outfitters, Free People, BHLDN, and Terrain. The company focuses on being a lifestyle to women of all ages. All of the different brands focus on bringing a upscale bohemian style to women of all ages.
- Through the use of Google adwords Anthroplogie will target affluent women ages 25-50. Targeting high income areas and ad running during the day. The yearly budget would be $1.00 per click because the online market for online sales is only on the rise. The target market that the digital campaign would seek to reach would be women ages 25-50. This is a large target market but Anthropologie is a store that caters to most women within that age range. The products that Anthropologie sells are upscale pieces so the target would be women of a higher socio-economic status. With that being said the target will not be under 25 even though women of that age shop at the store because of the pricing.
- Anthropologie currently has 460,000 followers on Twitter along with 720,090 followers on Instagram and 842,189 likes on Facebook. Anthro skillfully interacts with customers via social media. Focusing on the missions statement they seek to bring beauty to every part of a woman's life which their photography shows.
- The purpose of the plan is to create a brand that is centered around the ideal online buying experience. Through the use of a “digital dressing room” women are able to see how a item would be styled for their age and body size. This allows for online shopping to be more efficient meaning less returns and happier customers. Anthroplogie.com will show a piece of clothing on a model in every different size and age range. As a customer visits the website they will be asked to choose an age range (i.e. 25-30; 30-35; 35-40; 40-45 etc.). When shopping for clothing items the customer can select her size in a specific item and a model that is the same size will be wearing the item. The different styles will be styled differently in order to compliment the size selected. The idea goes for the age ranges as well. The clothing will be styled in a way that compliments the age selected a woman who selected the age 50-55 age range will be styled differently than a woman who selected the 25-30 age range. Since the company appeals to a wide age range they would now be able to market for different groups through the new online system.
- Through the use of the digital strategy the key performance indicators for the long term will include a 15% increase in sales overall and a 10% increase in online sales. Performance will also be indicated in a increase in social media followers (instagram, facebook, twitter, pinterest). Also Anthropologie.com will be monitored and an increase in site activity will be used as a performance indicator in the short term.
- The budget will include billing for a digital agency. The strategy, planning, building, implementation, and management will take about 6 months to complete and launch the site. The entire budget will equal 1.14 million. Billable hours equaling $640,000 and another $500,000 for miscellaneous payment of models, photographers, stylists and re-launch of website.
- The digital strategy for Anthropologie will include a complete re-launching of the companies online store. It will create a new way to shop but still involve the same style the company has built. Through the use of the “digital dressing room” customers will flock to the website along with social media sites. Creating a larger following of the band. Seeing how Anthropologie is targeting women in a high socio-economic category the new way to shop will be seen and marketed as a way to shop online efficiently. It will not be a campaign that is centered around women’s beauty and self-image. Even though the campaign does touch on the subject it will not be the focus. The focus will be a new way to shop online catered to the customer. Feedback will be instant and welcomed on social media sites. Anthropolgie.com will become a personal stylist for women of all ages.