Jess Gierisch

Archive for April, 2010|Monthly archive page

Flickr, and Facebook, and Twitter-oh my!

In Anthropologie on April 26, 2010 at 3:30 pm

At this point it’s kind of given that an established retail company like Anthropologie has  Facebook and Twitter accounts. They have 117265 fans on Facebook and post several times a week. They post events nationwide, styled sets, photos of store installations, information on store openings, sales, and spotlights on their artists and partnerships. I had never visited Anthropologie’s Facebook and was happy to find that they post events and workshops all over the country, including Atlanta. Now I will be keeping an eye out for future local events through their Facebook. Rad.

The FAQs and discussion tabs on their page are useful. Two bits I thought were cool are that they do allow you to take photos in their stores, and a playlist of the music that you might hear in their stores. Where I think they could do better on the page is videos. If someone within the company could take the time to put together short vids featuring product-could be like music video, or shorts style; I think that could make a big impact considering its such a lifestyle brand. If consumers could watch dreamy videos jam-packed with Anthro stuff, it would be easier to see themselves wearing, using, living it. I’m sure their talented creative team could come up with some beautiful artsy content.

Anthropologie lists their mission on Facebook, as:

  • To provide a forum for you to express your love for Anthropologie and to connect with others who feel the same way. Here, too, you can communicate your thoughts, concerns and questions.
  • To speak directly and candidly with you. We’ll share some of the stories behind our products, highlight the artists we work with and alert you of happenings in stores and online.

Mission accomplished.

Anthropologie has 17203 followers on Twitter. Their tweets are pretty standard stuff-product features, store opening, and links back to updates on the site or their Facebook.

Anthropologie launched an interesting concept with the ANTHROPOLOGIST last year. They call it an “online space for inspiring works and inspiring individuals…a testament to the idea that revealing the passions of one person can result in the progress of many…an online venue that exposes the passions and pursuits of emerging and established artists in the pursuit of inspiration…more than a gallery, the Anthropologist is a virtual storybook where inspiring content is exposed, emotional connections are made and the creative process is illuminated.”

whoa.

When I got the email blast last year from Anthropologie that they were launching this site I was definitely interested. Currently it features photographers David Eustace, and filmmaker Andrew Zuckerman. Too bad those are the same two artists that were featured last year when the site launched.

What happened? Someone forgot about the Anthropologist. It died. After only revealing the passions of two artists. Sad. And too bad, because the idea was great and maybe a shot for some of their consumers to be exposed to real art, not just worshiping the Anthropologie aesthetic in order to see themselves as artistic.

I think Anthropologie is a very visual brand. They want the customer to remember their beautiful displays and catalogs. That’s why I think their use of social networking and new technology is smart. In addition to their websites and Facebook, through Anthropologie’s Flickr we are reminded why we love them. They show us with repetition of their beautiful visuals and photography that what they do is different. And we want it.

into the lagoon…

In Anthropologie on April 11, 2010 at 11:19 pm

Anthropologie is a retail company that sells clothing for women and children, accessories, gifts, and objects for home. They offer:

Dresses Knits & Tees Blouses Sweaters Denim Pants & Crops Shorts Skirts Jackets Swim Sleep & Lounge Intimates Petite Sandals Heels & Wedges Booties Sneakers Flats Oxfords Handbags Clutches & Smalls Necklaces Earrings Bracelets Rings & Pins Scarves Wraps Belts Hair Accessories Hats Eyewear Beauty & Fragrance Bedding Bath Furniture Upholstery Rugs Curtains Hardware Lighting Pillows Wallpaper Wall Décor Room Décor Dining Kitchen Candles Books Stationery Garden Hobbies & Leisure Kids

Anthropologie sells these products through catalogs, retail stores in the US, Canada, and UK, and online, shipping to 91 countries. Prices range from under $10 objects for home and under $20 intimates, apparel/accessories priced from $20 to a few hundred, and furniture priced up to $6000. Each retail location’s layout is visually unique, but the overall experience from store to store is consistent. Anthropologie stores are beautifully designed, interesting, market style spaces; often with large-scale artistic visual installations. Each section of the floor plan is its own little experience. Words to describe the brand and its retail locations-vintage, organic, romantic, and inspiring.

Anthropologie’s website states they seek to offer women a one-of-a-kind and compelling shopping experience that makes them feel beautiful, hopeful and connected. Anthropologie’s parent company, Urban Outfitters targets women under 30, and Anthro is kind of the evolution of that female customer. Their target market is supposedly the affluent female 30-40 year old crowd.  I think a significant portion of their market also includes women under 30 and older who eat cereal until next payday to buy something special there. The company definitely has many customers who may not purchase that often, but love the brand and pay attention to what they do. If you read the reviews eighty percent are written longingly by broke shoppers who love Anthro and are willing to empty their wallets to get it. I know both types- I have girlfriends who buy everything there, and have the salary to back it up, but I have other friends who will overdraft their bank account for a special purchase there. Whichever type, there are a lot of loyal Anthropologie worshipers.

Anthropologie has some strong direct marketing. Their catalog is integral to the brand. Each book is beautiful and a lot of work goes into the layout and photography. Each one is thematic or conceptual. Each one tells a different story, like their stores. Their daily emails tell the same story and have the same look that the current catalog or homepage of the website does. They tie it all together well.

email

www.anthropologie.com

Backing up their kind of signature line of making women feel beautiful, hopeful, and connected Anthropologie sends its customers a little gift on their birthday, along with a discount on their next purchase. This year I got a cute little necklace with a birthday candle charm on it, last year was a nice fabric sewing kit. I think it works.