I was inspired by our final project, there is so much thought, consideration and preparation that goes into a brand. I wanted to look into and do a little bit of research on one of my favorite stores, Anthropologie. Anthropologie is a “sister-store” to Urban Outfitter and Freepeople, all of the stores lay under the Urban name. Though each store is similar, known for their visual merchandising and current, up to date clothing each brand is very different because of the people they are trying to target. Each brand chooses a particular customer segment, and once chosen, sets out to create sustainable points of distinction with that segment” and that “the emphasis is on creativity.
Urban Outfitters : Aims to serve an 18-30 year old target market, generally includes single, affluent people who live in cities, with a funky and unique sense of style. Often classifies their ideal customers as a, fashionable hipster.
Free People : For the carefree, confident and curious young woman who appreciates our distinctive assortment of apparel, accessories and housewares; targeting an older crowd than Urban but younger than Anthropologie. The store has been described as “upscale homeless.” The target customers were away from home, but they had lots of their parents’ money to spend.
Anthropologie’s target market is : Women between the ages of 30-40 who are both affluent and individuals who want to reflect their unique style with what they wear. She is very urban minded and considers their target customer a “friend”; along with being “well-read and well-traveled.” She’s into cooking, gardening, and wine. She has a natural curiosity about the world.