Anthropologie Project

That's Anthropologie (-ie) project, not Anthropology.  For a class I just finished as part of my MBA program at Sac State, my team conducted a brand audit on Anthropologie stores.  I thought I'd post a blog entry about it, especially since quite a few of my friends on Facebook took the quick survey we created.  We ended up with 123 responses.  The survey was just a quick one set up on Google Docs to assess brand awareness, and is not statistically significant (just interesting). 

[UPDATE: if you're looking for the official Anthropologie Blog or blogs about Anthropologie, see here]

Results and my commentary after the cut...

62% of the survey respondents had heard of Anthropologie:

For the folks who had not heard of Anthropologie, we followed up with "give us your best guess" at what the store is:

We asked those who had heard of it to tell us to what extent they shop there:

And then those who knew the brand were asked to mark words they associate with Anthropologie. Fashionable, stylish and expensive were the most marked:

Thanks again to those of you who took the survey.  Here's a slide from our presentation (it's my take on the Urban Outfitters, Inc. brand hierarchy).  It's my contention that while the URBN corporate site talks about five brands, Terrain and Leifsdottir are actually sub brands of Anthropologie.  I tried to express the brands at the corporate brand, retail and wholesale level. 

I've been a fan of Anthropologie (even though I'm not the target market!) since I first learned about it through my friend Nancy who provided assistance to me on this project.  There are great stories about Anthropologie, and one of the recommendations I proposed in the project was that they work locally and regionally with public relations firms to get those stories out there.  For example, I'd love to read a feature in Sacramento Magazine or the Bee about how the visual manager at the Roseville store sources his/her materials for the display windows.

Thanks also to my teammates, Rusty, John, Johnny, Steve and Lindsey, and Lindsey's friend Cory who let us interview her and ended up bringing her own stuff in to demo for the presentation.

PS: The blog entry is an Amicorum^37 production!