Jess Gierisch

Stuff I Learn-ed.

In Uncategorized on June 7, 2010 at 2:15 pm

Cool things to think about:

  • Today, nobody has control (in regards to marketing).
  • Bloggers or people creating content you are paying attention to are producers. They have the most influence and power.
  • Marketers don’t have to spend $ on ads directly, they can just pay this producer/innovater to influence the consumer.
  • Markets are conversations.
  • Marketing should be a two way street; talking and listening. Typically, people and companies struggle with the listening part.
  • The true wisdom of a conversation is listening.
  • For marketers, the world is no longer round. There are no more discernable “locales or regions” The WWW is flat.
  • WOM is a marketers wet dream.
  • Web marketing is a new medium. It relies on time tested traditional marketing, but changes strategies and tactics. This new media offers a great opportunity to marketers, and should not be ignored.
  • Inaction, or ignoring the conversation can be far more detrimental to a business than addressing the issue at hand.
  • It is a huge commitment for companies to participate in the social marketing space, if they want to do it successfully.

Finally, I realize this is an exciting time to be a part of, socially and tech wise. I feel fortunate to be learning at a time when everyone, including the marketers themselves, are learning right along with me. Just starting to think about these things now will maybe give me an advantage in the future.

Bridal!

In Anthropologie on May 24, 2010 at 3:28 pm

Gasp.

Girl falls down.

Next Spring, 2011 Anthropologie’s parent company Urban Outfitters, Inc. will debut a bridal division. It will be an independent brand and launch online. It is being developed by the same design minds behind Anthropologie.

The still unnamed label will carry gowns retailing from $750 to $5000. Bridesmaid dresses will start at $200. Included in the bridal collection will be fine jewelry, shoes, accessories, gifts, and bridal services including stationary, floral, planning, and honeymoon booking.

Bananas.

Brick and mortar locations are also in the works.

Anthropologie co-president Wendy B. McDevitt-

“We have found that many brides-to-be are inspired by our aesthetic. We will unveil a brand that addresses this very special moment in her life with a goal of exceeding her expectations.”

This is kind of a big deal. I can think of nothing more fitting to the romance of the Anthropologie brand than a wedding collection. Brilliant. I have no doubt that the woman who shops Anthro for its distinctive, feminine, ethereal quality will quickly look to the new label for that aesthetic on their special day.

BM Anthropologie style.

The Competition

In Anthropologie on May 17, 2010 at 3:34 pm

Gap Inc. and J. Crew

Gap Inc. is a retail giant. The company owns Gap, Banana Republic, Old Navy, and Piperlime.  Gap claims $15.8 billion in revenue and 150,000 employees; Anthropologie by comparison has $142.2 million in revenue and 2600 employees. Interesting fact-the majority of Anthropologie’s employees are reported to have previously worked for Gap Inc.  So, the companies are competing for employees, but do they also compete for customers?

Like Anthropologie, Gap, and Banana are specialty retailers operating retail and online stores selling apparel, accessories, and personal care products for women. Gap and Banana, however are also very successful in menswear. Here, there is no competition-Anthropologie does not offer anything for men. What a huge opportunity. Also, Gap Kids is very successful, and while Anthropologie makes a small children’s offering the majority of it is online only. This I think, even more so than launching menswear, is a great opportunity. I could really see Anthropologie fleshing out their children’s apparel and accessories in their stores and being very successful. What balances the lack of mens and childrens clothing for Anthropologie is their home goods. They do it big and are successful at it. Half of any Anthropologie store is items for the home, and with most of it carrying a higher price tag I wonder if it makes up half their revenue as well. Gap Inc. does not offer home goods through any of their retailers, and it wouldn’t really make sense if they did. It would be so much less of a stretch for Anthropologie to offer men’s and kids, than for Gap to start carrying items for the home. Again, opportunity!

Whereas Gap is accessible, basic casual apparel, Banana comes closer to the Anthropologie aesthetic with their city type style. The same women that shop Banana for their elevated design and career apparel shop Anthropologie for the weekend, for the romance. It’s the same customer, just using each for a different occasion.

However, in my opinion J. Crew is Anthropologie’s biggest competition. Unlike Gap or Banana, and like Anthropologie,  J. Crew is a lifestyle brand. Their marketing is similar to Anthropologie’s. A trip to each website is an invitation to follow a story.  The customer for both is often crazy loyal and shop only that store, making it hard to compete. The price points are similar. J. Crew is very good at making everything look beautiful and artistic, like Anthro. And while Anthropologie makes a name for themselves with unrivaled visuals, J.Crew brilliantly offers exclusive and specialty items on a couture detail level. They also offer menswear and childrens clothing, and actually have two mens only boutiques. Because J.Crew is good at doing what Anthropologie does best (telling a story with their product that makes women feel special, romantic, and beautiful) AND they reach a larger market with men and children they are competing for Anthropologie’s customers.

J. Crew’s revenue is reported as being $1.3. They have 7600 employees.

At press-time, anyone has yet to rival J. Crew in the rosette department.

J. Crew really loves rosettes.