Anthropologie Dress Department Spring/Summer 2017

Nina Barrera & Jacqueline Spencer

Agenda

1. Locations, Demographics & Customer Profile

2. Classifications & Assortment Plan

3. Pricing & Purchase Order Recap

4. Visual Merchandising (Floor Plan)

5. Advertising & Promotional Plans

1. Locations, Demographics, and Customer Profile

Customer Buying Habits

● Late 20s-40 y/o women ~ household

income of $200,000 or more

● Indulges in unique, better quality

apparel for herself

● Makes sure she always has the latest

trend or fashion because she is able to

afford it.

● A “free spirit”, cultured as well as

educated, and has a great appreciation

for art and design.

Demographics

6 Suburban Stores:

● Located in Tampa FL, Albany, NY, Brentwood, TN,

Mililani Town, HI, Fountain Hills, AZ, and Rexburg,

ID

● Slightly more conservative, older, love prints and

color

4 Urban Stores:

● Located in NYC, Chicago, Washington D.C., and Los

Angeles

● Younger, more muted/neutrals, prints, texture

How’s Anthropologie Doing?

Competitors

● J.Crew

● Gap

● Banana Republic

● Club Monaco

● Madewell

Dress Trends for Spring/Summer 2017

Silhouettes:

● A-line, apron, asymmetrical, boho maxi,

boxi, column, midi, off the shoulder, shift,

ruffle, texture, slip

Patterns:

● Dots, “flowerfly” (insects/flowers), beach

boho, see through, lace.

Colors:

● Bright and light, pastel, and neutral colors

2. Classifications

● Classified by vendor because Anthropologie is not a private label brand

● The vendors we chose had the most amount of dresses available through our store

● Donna Morgan, HD in Paris, Paper Crown, Maeve, and Shoshanna.

2. Donna MorganTropics Shift 10002 COST: $68RETAIL: $198MultiA- 12B- 12

Poppy Fields A-line 10003COST: $82RETAIL: $218MultiA- 12B- 0

Petal A-line 10004 COST: $68RETAIL: $188MultiA- 12B- 18

Purple Rain 10005 COST: $88RETAIL: $248LavenderA- 12B- 6

Firewood 10006 COST: $78RETAIL: $218MultiA- 12B- 0

River Valley Shirtdress 10001 COST: $58RETAIL:$178A-BLACK: 6ROYAL BLUE: 9CORAL: 9

B- BLACK: 9ROYAL BLUE: 9CORAL: 6

= Solid Color= Print

2. HD in Paris

Daydream Long Sleeve Shift 20001COST: $60RETAIL: $178MultiA- 6B- 12

Mystic Long Sleeve 20002COST: $70RETAIL: $198TanA- 6B- 12

La Rue Quarter Sleeve 20003COST: $50RETAIL: $158MultiA- 18B- 6

Rose Cafe Sleeveless Shift 20004COST: $65RETAIL: $168MultiA- 9B- 12

Twirled Daydream A-line 20005COST: $70RETAIL: $188Multi/TurquoiseA- 12B- 6

Framboise Sleeveless 20006COST: $60RETAIL: $168MultiA- 9B- 12

= Solid Color= Print

2. Paper Crown

Roman Garden 30001 COST: $79RETAIL: $248FleshA-9B- 12

Nile Dream High-Low 30002COST: $72RETAIL:$198MultiA-12B- 12

Into the Mystic 30003 COST: $65RETAIL: $168MultiA- 9B- 12

Goddess Maxi 30004 COST: $120RETAIL: $348Light YellowA- 9B- 18

Renaissance 30005 COST: $68RETAIL: $178MultiA- 9B- 0

Serenity Maxi 30006COST: $85RETAIL: $248MultiA-12B- 6

= Solid Color= Print

2. Maeve

More than a T-Shirt Dress 40001 COST: $48RETAIL: $138MultiA- 18B- 18

Off the Shoulder Midi 40002 COST: $65RETAIL: $178Multi(sand)A- 9 B- 12

Night Out Maxi 40003 COST: $78RETAIL: $218Sand(tan)A- 9B- 12

Spring Midi 40004 COST: $63RETAIL: $168Multi(navy)A-9B- 0

Autumn Shift 40005 COST: $56RETAIL: $178MultiA-9B- 9

Go Anywhere Shift 40006 COST: $48RETAIL: $128A- Navy: 9Off-White: 9

B- Navy: 12 Off-White: 9

= Solid Color= Print

2. ShoshannaWillow Rope Mini 50001 COST: $70RETAIL: $198MultiA- 12B- 9

Slippery Rock 50002 COST: $62RETAIL: $178MultiA- 12B- 12

Silk Gardens 50003 COST: $140RETAIL: $428MultiA- 18B- 12

Sundaze 50004COST: $68RETAIL: $188A- Yellow: 9Black: 6White: 6Emerald: 9

B-Yellow: 6Black: 9White: 6Emerald: 6

Moonlight Long Sleeve 50005 COST: $65RETAIL: $178MultiA- 12B- 6

Pinecrest Midi 50006 COST: $85RETAIL: $248MultiA- 12B- 6

= Solid Color= Print

4. Pricing & POs● Being a better retailer, our dresses are retailed between $128-$428

Donna Morgan HD in Paris

Paper Crown Maeve Shoshanna

In total, we bought 3,528 units, costing $250,818 and retailing for $716,424, and a CMU of 64.92%.

*For full spreadsheets, see last slides*

5. Floor Plan - Suburban “A” StoresD

onna

Mor

gan

Maeve

Paper Crown

HD in Paris Shoshanna

= 18/arm T-Stand= 12/arm T-Stand

Lights Lights

Donna Morgan = 18/arm T-Stand= 12/arm T-Stand

River Valley

Shirtdress

10001

(9) (9)

Petal A-line 10004(12) Poppy Fields

A-line 10003(12)

Tropics 10002 (12)

River Valley Shirtdress 10001 (6)

Purple Rain 10005(12)

Firewood 10006(12)

HD In Paris= 18/arm T-Stand= 12/arm T-Stand

Daydream Shift 20001(6)

Twirled Daydream 20005(12)

La Rue 20003(18) Rose Cafe

20004(9)

Mystic 20002 (6)

Framboise 20006(9)

Paper Crown= 18/arm T-Stand= 12/arm T-Stand

Roman Garden 30001(9)

Into the Mystic 30003(9)

Nile Daydream 30002(12)

Serenity 30006(12)

Goddess Maxi 30004(9)

Renaissance 30005(9)

Maeve= 18/arm T-Stand= 12/arm T-Stand

Night Out 40003(9)

Go Anywhere 40006(9)

Autumn Shift 40005(9)

More than a TShirt Butterfly 40001(18)Off the

Shoulder 40002(9)

Spring Midi 40004(9)

Go Anywhere 40006(9)

Shoshanna = 18/arm T-Stand= 12/arm T-Stand

Willow Rope 50001(12)

Pinecrest 50006(12)

Sundaze 50004(6)

Silk Gardens 50003(9)

Moonlight 50005(12)

Sundaze 50004(9)

Sundaze 50004(9)

Silk Gardens 50003 (9) Sundaze

50004(6)

Slippery Rock 50002(12)

5. Floor Plan - Urban “B” StoresD

onna

Mor

gan

HD in Paris

Paper Crown

Maeve

Shoshanna

= 18/arm T-Stand= 12/arm T-Stand

Donna Morgan= 18/arm T-Stand= 12/arm T-Stand

Tropics 10002 (12)

Purple Rain 10005(6)

Petal A-line 10004(9)

Petal A-Line 10004(9)

River Valley Shirtdress 10001 (6)

River Valley Shirtdress 10001(9)

River Valley Shirtdress 10001(9)

HD In Paris= 18/arm T-Stand= 12/arm T-Stand

Rose Cafe 20004(12)

Daydream Shift 20001(12)

La Rue 20003(6)

Framboise 20006(12) Twirled

Daydream 20005(6)

Mystic 20002(12)

Paper Crown= 18/arm T-Stand= 12/arm T-Stand

Roman Garden 30001 (12)

Goddess Maxi 30004(18)

Nile Daydream 30002(9)

Into the Mystic 30003(12)

Serenity 30006(9)

Maeve = 18/arm T-Stand= 12/arm T-Stand

Off the ShoulderFlowefly 40002(12)

Night Out 40003(12)

Go Anywhere 40006(9)

Autumn Shift 40005(18)

Go Anywhere 40006(6)

Go Anywhere 40006(6)

More than a TShirt 40001(9)

Shoshanna= 18/arm T-Stand= 12/arm T-Stand

Silk Gardens 50003(12)

Pinecrest 50006(6)

Willow Rope 50001(9)

Sundaze 50004(6, 6, 6)Moonlight

50005(6)

Slippery Rock 50002(12)

Sundaze 50004(9)

Advertising & Promotional Trends● Easter falls later in 2017, on the 12th week of the year (in April) and Mother’s Day falling only 4

weeks after on the 16th week (in May).

● So, we decided to incorporate this into our advertising and promotional plans.

● We will hold a Spring sale starting mid-April through May, right before June which is a large

selling time for dresses and Spring/Summer retail.

Works Citedhttps://www.weconnectfashion.com/articles/collaborative-trend-forecasts-women-s-spri

ng-2017

https://cci13.wordpress.com/2013/12/16/anthropologie-no-advertising-no-problem/

http://www.trefis.com/stock/urbn/articles/17512/anthropologie-by-urban-outfitters-targ

ets-affluent-women-with-lifestyle-store-designs/2010-06-23

https://www.pinterest.com/

http://effortlessanthropologie.blogspot.com/

http://libproxy.fitsuny.edu:2377/ReportPage/women/Sketches/Dresses

https://libproxy.fitsuny.edu:2167/home/WGSN