Jordan MillsEpiphany Ciers

Katie FutrisJames Bailey

Katherine Wueste

•Housed under the wing of Urban Outfitters Inc., along with Free People, Terrain, and BHLDN•Numerous locations across the U.S., have branched out internationally•Lifestyle brand•Actively participates in social media platforms•Known for their catalogs•Success statistics

Size, Product and Location

• Women ages 25-45

• Lifestyle Brand

• Quality and Emotional

Connection• Individuality • Uniqueness

Target Market

Value Proposition

•Price Points•Value of service•Convenience •Trust

•Store Visuals•Lifestyle Brand•Catalog and Catalog App•Website

Marketing Strategies

SWOT Analysis

 

·      Unveiled on Valentine’s Day of 2011·      No direct link to Anthropologie·      Both are lifestyle brands, connected by their company culture and similar aesthetics·      Following Anthropolgie’s current marketing strategy, BHLDN’s strategy does implement traditional advertisements·      Wedding budgets on the rise for the first time since 2008, Anthropologie and the greater Urban Outfitters Inc. have a chance to benefit from new realm of increased sales·      Increase in brand awareness for both Anthropologie and BHLDN 

BHLDN

Elise and JakeApril 13th, 2011

178 viewscomment

Arielle and MichaelSeptember 22nd, 2011

233 viewscomment

Harper and KnoxMarch 31st, 2012

197 viewscomment

•Addition to Lifestyle Brand•Sense of Community •Avoid Click through Rates•Ideas for customers•Awareness•Word-of-Mouth

Strengthen Relationships

SWOT Analysis

ReferencesAnthropologie. (2012). About Us. Retrieved from http://www.anthropologie.com/anthro/help/about_us.jsp

Anthropologie. (n.d.). URBN. Retrieved from http://www.urbn.com/profile/anthropologie.html

Friedman, N. (2009, October 9). Cultural Anthropologie. Retrieved from http://nancyfriedman.typepad.com/away_with_words/2009/10/cultural-anthropologie.html

Helbling, J. Leibowitz, J., & Rettaliata, A. (2011). The value proposition in multichannel retailing. McKinsey and Company. Retrieved from https://www.mckinseyquarterly.com/The_value_proposition_in_multichannel_retailing_2800

Jaeger, C. (2012). Real wedding 2011 survey release by The Knot. Wedding Industry Statistics. Retrieved from http://weddingindustrystatistics.com/marriage-statistics/the-knot/ware and accessories.

Johnson, L. (2011, October 26). Anthropologie translates print catalog for mobile via iPad app. Retrieved from http://www.mobilecommercedaily.com/2011/10/26/anthropologie-translates-print-catalogue-for-mobile-via-ipad-app

Labarre, P. (2002). Sophisticated sell. Fast Company. Retrieved from http://www.fastcompany.com/magazine/65/sophisticated.html?page=0%2C0

Miller, C. (2011, November 20). Retailers enliven catalog offerings through apps. New York Times. Retrieved from http://www.nytimes.com/2011/11/21/technology/retailers-enliven-catalog-offerings-through-apps.html

Urban Outfitters Inc- URBN Annual Report. EdgarOnline. Retrieved from: http://sec.edgar-online.com/urban-outfitters-inc/10-k405-annual-report-regulation-s-k-item-405/2002/03/22/Section2.aspx

Urban Outfitters Incorporated. (2012). Anthropologie. Retrieved from http://www.urbn.com/profile/anthropologie.html

Zpryme. (2008, June 30). Fashion: Marketing & Strategy; Anthropologie and Zara – Zpryme. Retrieved from http://zpryme.com/news-room/fashion-marketing-strategy-anthropologie-and-zara-zprymehtml.html