American Anthropologie brand makes fashion into life

Anthropologie is a well-known brand of mid-to-high-end casual home apparel products in the United States. Anthropologie has pioneered the market for apparel and branding with its unique marketing and branding strategy.

Founded in 1992, Anthropologie is affiliated with UrbanOutfitters and founder RichardHayne positioned Anthropologie in a comfortable and stylish urban style. The new design targets working-class women with more than $ 200,000 in household income, higher education, educated, and unique designs. This market position is often compared with KateSpade, they sell a life attitude, not just simple products.

Anthropologie shop decorated beautiful and full of life, each shop by an independent designer to complete, copy the style without copying the details. Wooden floors, original florals, elaborate chandeliers, store displays with rich Bohemian style, comfortable and stylish clothing, and a wide range of branded products including womenswear , accessories, jewelery and home range , Plates, curtains, etc., are very delicate and beautiful. Women's prices in the 100 US dollars to 500 US dollars ranging from home products as small sofa sofa, so the price is difficult to sum up. Because the target is the middle class in the United States, the price is a bit higher than UrbanOutfitters, BCBG, CK and more.

From the brand's window picture, we can see the strong style and design sense of the brand. The hanger and the origami have a strong visual effect in the collocation of garments. The designers combine them into a piece of artwork in the shop window . The model window, which emerges from the paper pattern, is the art of fashion design and production, so that consumers can better understand the fashion they will be buying.

Anthropologie has become a pioneer in the retail industry and is the first company not to advertise. Despite the absence of advertisements, customers visiting their stores spent more time in other chains than in other well-known chains, averaging 1 hour and 15 minutes. The company added extra investment in the fitting-out of each store, giving each store its own distinctive style that shows a different theme.

Anthropologie sales focus on women's clothing and accessories, but they also have furniture and home decor items. The company is proud to announce that their products are unique: "In the store you can find Indian hand-woven beaded photo frames, 40s Italian handcrafted candlesticks, glazed Japanese pottery, rattan and teakwood British colonial beds "

In keeping with their image, Anthropologie avoids setting up shops in closed shopping malls, preferring street-side shops or open centers. Today, the brand has opened more than 90 stores in 24 U.S. states and every item in the store is like an artwork.

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