Anthropologie & Me

Background

• Parent company is Urban Outfitters, Inc.– Urban Outfitters, Anthropologie, Free

People, BHLDN• Retail and wholesale

– Home décor & clothing

Target Audience• Females ages 25-30

(Hoovers)• College and young

professionals• “Hipsters”• Suggestion: Target a

broader age range that holds buying power and still retains the Anthropologie image.

Media Plan• Maintain strong presence on social

media• Continue brick & mortar special

events• Small amount of budget allocated to

traditional media (direct mail, catalogs only)

• Increase in budget for promotional contest & T.V. ads – 2012 Advertising budget: $71.7 million– 2013 proposed advertising budget: $80

million

Remarketing Campaign

• “Anthropologie & Me”– Product placement on

Instagram and Pinterest #anthropologieandme with a caption explaining • a. how they use the

product ;• b. describe what the

product meant to them in that occasion.

Anthropologie & Me

• One winner/month chosen by marketing team of Anthropologie.

• $1,000 gift card and T.V. advertisement with winner.

• Currently no T.V. ads in marketing plan

KPI

• Google analytics• Increase in overall

sales• Attainment of new

customer demographic

Conclusion

• Build upon already strong digital marketing design.

• Broaden target audience to 18-50yrs. Target parents of college students that have purchasing power.– Anthropologie is a higher end retail

store and logically, if the parents can afford to send their kids to college, they may be willing to help them with the transition (and decorating!) as well.

Conclusion (continued)

• Promotional contest incorporates new media & traditional media.

• Building relationship with customer and product

• Television ad should receive notoriety and showcase the customer

Thank you!