936 M

860 M

1 B

1.2 B

1.2 B

2.3 B

2.5 B

2.8 B

3.1 B

3.3 B

272 M

185 M

237 M

282 M

232 M

20…

20…

20…

20…

20…

Financial Performance for URBN INC.

Gross Profit Gross Revenue Net Profit

10%

49%

41%

Spring 2016 Market Share

URBN INC. The Gap Inc Nordstrom

Organizational Structure Anthropologie is one brand of five under the publically held corporation URBN Inc. The corporation began in 1970 in Philadelphia, Pennsylvania where the headquarters are located. Apart from Anthropologie, URBN Inc. consists of, Urban Outfitters, Free People, BHLDN, and Terrain.

Accounting for 40.1% of net sales, Anthropologie is the most profitable segment for URBN Inc. (United States Securities and Exchange Commission, 2015, p.4). Currently 204 stores operate in the United States, Canada, and Europe. Most Anthropologie stores are located in the north east portion of the US due to the close proximity to the URBN headquarters in Philadelphia. Below is a stacked bar graph to compare major financial indicators of URBN Inc. as a parent company.

The Brand URBN’s mission statement says, “The emphasis is on creativity. Our goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy (“Company Profile,” 2016)”. From the hand crafted cranes dangling in bright windows, to dresses seemingly hand painted by a swirl of watercolors: customers walk into Anthropologie recognizing

the brand’s mission instantaneously. James

Bidwell, Anthropologie's Managing Director for

Europe, says of the Anthropologie aesthetic: “We're

not about fast fashion, and we see ourselves as

appealing to customers who are creative, artistic and well-traveled” (Conti, 2009). Anthropologie prides itself on out-of-the-ordinary designs that stand out from typical wares. Assortments of dresses, pants, sweaters, shorts, shirts, accessories, home goods and more give plenty of leeway for experimentation with design. Since the Anthropologie customer is 28-45, she values good quality with a high level of design. She knows what she likes, so it is important for Anthropologie’s buying team to stay in tune with her tastes. Anthropologie’s product mix comes from third party brands apart their own private labels. Depending on the piece, items may cost anywhere from $25 to a steep $1,500 for specialty items. According to the 2015 Fiscal Report, in house buyers select items from third parties at trade shows based on consumer preferences. Product production is arranged overseas with the 2015 fiscal report disclosing that URBN Inc. uses around 5,000 various vendors with each accounting for less than 10% of total merchandise (7). Competitors One competitor of Anthropologie is Nordstrom. The department store giant offers a wide and deep product assortment combined with exceptional customer service. . Another competitor is Banana Republic, owned by The Gap. Banana Republic has a close target age group to Anthropologie at 25-35 years old. Where Banana threatens Anthropologie is in their basic goods. Anthropologie’s assortment is wide and narrow whereas Banana’s is narrow and deep. Banana’s price points are relatively lower than Anthropologie, appealing to customers amidst an economic recession.

Page 1

Product Comparison Although the target market overlaps for the brands, the products carried between retailers are vastly different. Nordstrom offers trendy, designer pieces. Banana Republic offers classic, workwear staples. Anthropologie is the middle man offering a combination of classic silhouettes with trendy details.

Trends seen across all retailers are continuations of vintage inspired pieces from the ‘70s and ‘60s. Each retailer targets a different area of the market segment, but the product inspiration remains the same by offering similar fabrics (suede and denim), similar silhouettes (flare jeans and miniskirts), and similar colors (muted neutrals and earth tones).

Two trends that Nordstrom and Banana carry that Anthropologie lacks are sportswear and bright, primary colors. Anthropologie rarely reaches outside their style of feminine garments with subdued colors, causing them to miss capturing influential trends customers want.

Target Customer Evelyn O’Reilly is a thirty-one year old buyer at Lord & Taylor living in New York City. She lives with her fiancé and two cats in an apartment in Greenpoint, Brooklyn, and commutes to work in Manhattan. She acquired a BBA in Business Analytics with a minor in French at the University of Iowa in 2006. Immediately after college she moved to Boston to take on a junior buyer position, however, upon meeting her now fiancé she made the move to NYC for him.

Evelyn has been with Lord & Taylor for eight years and is a buyer of women’s leather accessories. She makes $90,000 a year (Glassdoor, 2016). Work consumes a large portion of Evelyn’s week, accounting for an average of fifty-five hours attending to tasks inside and outside the office. On weekends she likes to browse the local Brooklyn flea market hunting for vintage treasures to adorn her 1960’s railroad style flat. Her hobbies include needlepoint for relaxation, writing short stories, making her cats instafamous, and taking naps when she can. Evelyn is passionate about fair-trade and women’s rights.

Since she works fifty-five hours a week, sometimes more, shopping at brick and mortar stores is a rare occurrence for her. Instead, she prefers to order pieces online from Anthropologie’s website. Once she tries them on and accesses the fit, she can easily exchange them at the store or return them. The Anthropologie in Chelsea Market is the location preferable for Evelyn to do her returns. Usually when Evelyn makes her purchases from Anthropologie.com they are substantial since she rarely has time to shop. Funds of $800-$2000 are spent to make shipping and time spent worth the effort.

She garners inspiration for her style from vintage movies, online fashion blogs (including Anthropologie’s), and the NYT fashion section.

1. Innovative visual merchandising 2. Home Line

1. Limited Marketing Strategy 2. Narrow Brand Image

1. International Expansion 2. Growth in Mobile Sales

1. Fluctuating Foreign Relations 2. Retailers offering better product categories

Page 2

Customer Inspiration for FW 16/17 For Fall 2016 Evelyn has gathered inspiration from two of her favorite, The Mop Top and Fancy Fine, the movie Love Story, and a denim blog spread titled “New Blues.” She’s looking to take her style in a ‘70s influenced direction.

Forecasted Trends for FW 16/17 Three consistent trend collections that appear in various forecasting outlets are Artisan, Elemental, and Offbeat: coined by WGSN (WGSN | Creating Tomorrow, 2015).

Elemental comes after the strong market demand of casual, sportswear pieces. Silhouettes are relaxed and roomy, allowing for optimal mobility for the average woman’s lifestyle. Part of the trend’s ease is layering: lots of contrasting textural elements overlap one another create a cocoon of comfort. Soft, pliable knit fabrics allow for layers without bulk.

Artisan ups the ante on silhouettes, color, and fabrics to create the boldest trend of the season. Intrigue in the distinctive culture worldwide drives the inspiration for this trend. Globalization allows the richness of techniques and methods in garment construction to open veiled eyes to a world beyond our own Western bubble (Momento: Sociocultural, 2015). Rich, opulent, and detailed are perfect descriptors to emphasis the power behind this trend.

Offbeat, inspired by this generation’s acceptance of quirky finally being cool. Everything about Offbeat is in your face, much like the Artisan direction. Colors are vivid and primaries and secondarys in technicolor. Donegar additionally places emphasis on retro inspired shapes with sharp tailoring to “return to chic refined elegance and power dressing” Pant suits hit all the right marks. (Development Fall/Winter 2016, 2015).

Page 3

Page 3

Line Theme The mood of Rustic Reminiscence takes inspiration from places and times of the past. The deep, rustic hues of Prague, Czech Republic, and a hazy NYC in the ‘70s set the tonal color vibe. These colors complement textures and patterns that draw origins from oxidizing metals. Dilapidated materials evoke a kind of imperfect beauty that meshes well with the messy ‘70s: imperfect in their own drug infused days. Strong, masculine silhouettes taken from the boys provide structure for these decaying materials and memories.

Swatch Fabric Name Fiber Content

Suitability Special Care Vendor Wholesale Price per yard

Dark Wash

Denim

100% cotton

bottom weight

Machine wash cool delicate

Joann.com

$3.89

Dupioni Silk

100% silk

top weight

dresses

Hand wash or dry

clean

Fabric.com

$10.75

Faux Suede

Gabardine

Stretch Jersey Knit

100% polyester

80% polyester 20% Rayon

95% bamboo rayon 5% lycra

Jackets dresses

bottom weight suiting

medium weight

Dry clean only

Machine wash warm

Machine wash gentle

Fabric.com

Hancockfabr

ics.com

Fabric.com

$9.49

$4.54 $4.74

Page 4

Line Up

Style Sheets

Style Number: 1100

Short Description: Overall Mini Dress

Retail Price: $138

Sizes: S, M, L

Colors: Farrah Fawcett, Diana Ross, Dilapidated

Description: A-line mini dress with oversized patch pockets. Big front with grommets securing straps that crisscross in the back.

Fabric Name: Dark Wash Denim

Trims, Special Treatments, ect: When purchased in the Dilapidated pattern, must turn garment inside out in wash to insure vibrancy and quality of print.

Style Number: 1300

Short Description: Jersey Knit Turtleneck

Retail Price: $68

Sizes: XS, S, M, L

Colors: Diana Ross, Farrah Fawcett, Bianca Jagger, Jane Birkin, Ali McGraw, Chaotic

Fabric Name: Stretch Jersey Knit

Description: Essential turtleneck made of a soft jersey knit. Ideal for layering under pieces. Fold over neck and long sleeved.

Trims, Special Treatments, ect: N/A

Style Number: 1900

Short Description: High-Waisted Midi Skirt

Retail Price: $125

Sizes: 0, 2, 4 6, 8, 10, 12

Colors: Jane Birkin, Ali McGraw, Diana Ross, Chaotic

Fabric Name: Dupioni Silk

Description: Classic a-line midi skirt. Sits high and fitted on the waist and zips up back. Princess seams up the front and faux pocket flaps for decoration at the hips.

Trims, Special Treatments, ect: Dry clean only

Page 5

Key Outfits Five key items I selected for the Anthropologie customer from Rustic Reminiscence are wide leg jeans, an overall mini dress, a structured blazer, dress pants, and a jersey turtleneck. Each item is a basic that can pair with the trendier pieces in the collection, however, still has special details to impress the customer. The jeans, in a fashion forward style for 2016, can be paired with any of the three tops or existing tops in the customer’s wardrobe. The overall mini dress is a great staple because items like the jersey turtleneck can be worn underneath it, or jackets like the faux suede fitted jacket over top. Since the Anthropologie customer is 28-45, she most likely has a professional career. The structured jacket and dress pant are great options for her wardrobe. A multitude of outfits can be made wearing the jacket and pants together for a sleek, put together look, or apart mixed with other pieces like skirts, blouses, and other pant types. Finally, the jersey turtleneck can be worn with any piece in this collection and is an essential basic in outfit building. It comes in every color and one print so it is easily integrated into any outfit and color scheme. Quick Costing

Page 6

Six Month Plan

*Retail Purchases available for November are: $113,260 for the Chelsea Market Anthropology in NY, NY

25%

10% 23%

22%

20%

Color Distribution

Bianca Jagger

Farrah Fawcett

Diana Ross

Ali McGraw

Jane Birkin

Ratios Style: For the style distribution of Anthropologie’s Fall/Winter 2016 line, tops are the biggest class followed by pants, dresses, jackets and skirts. According to a 2015 Mintel Report on Women’s Clothing, tops and bottoms were the most frequently bought with 80% of consumers over 18 purchasing them in the last 12 months and 76% purchasing bottoms. Dresses were the next frequently purchased at 36% of women buying them in the last 12 months, followed by jackets and then skirts at the bottom. (2015).

Class # Class Percentage

1 tops 35%

2 pants 25%

3 dresses 20%

4 skirts 5%

5 jackets 15%

Total 100%

Size: For the size distribution of Anthropologie’s Fall/Winter 2016 line, medium and large are the most purchased followed by small, extra-large, and extra-small. Today’s average American woman is a size 14 and over two-thirds of women are obese (Investigating women's plus-size body measurements and hip shape variation based on SizeUSA data ,2012). A size 14 is considered a large by Anthropologie’s sizing standards. In reflection of this data, 30% of sizes bought for November were larges and 30% medium because women tend to size down. Since the Anthropologie customer is health conscious, smalls were the following largest amount purchased, and then extra-large because of the obesity trend.

Color:The 2016 Pantone Report cites “Potter’s Clay”( PANTONE 18-1340) as being one of the top ten colors for the coming fall/winter ‘16/’17 season (Fall 2016 Pantone Fashion Color Report, 2015). A hue that most closely resembles Potter’s Clay for Anthropologie’s Rustic Reminiscence is Bianca Jagger, thus, this is the most purchased color for the collection to utilize as a trend color. Diana Ross, a deep teal, and Ali McGraw, a chocolate brown, are the next most purchased. These are used as neutral colors throughout the collection. Jane Birkin, a frosty grey, is a bit harder to work into the collection, even as a neutral, and is the fourth most purchased color. Finally, Farrah Fawcett is a bright orange and is used as an accent color throughout, so only 10% is bought.

Color Percentage

Bianca Jagger 25%

Farrah Fawcett 10%

Diana Ross 23%

Ali McGraw 22%

Jane Birkin 20%

Total 100%

Size Percentage

0 2%

2 4%

4 10%

6 10%

8 12%

10 12%

12 15%

14 25%

16 10%

Total 100%

Size Percentage

XS 5%

S 20%

M 30%

L 30%

XL 15%

Total 100%

Page 7

Assortment Plan

Purchase Order The budget for the Anthropologie store in Chelsea Market, NY, NY for November 2016 was $113,260. Budget was met at the total cost coming under at $113,193.00. Total retail from the sales is $282,984.00 which is a gives the month a gross margin of 60%. ($282,984-$113,193/$283,984).

Class Style # Description Total Quantity Unit Cost Unit Retail Total Cost Total Retail

2 1500 Wide Leg Jean 415 $48.00 $120.00 $19,920.00 $49,800.00

3 1100 Overall Mini Dress 475 $55.20 $138.00 $26,220.00 $65,550.00

4 1600 Structured Blazer 327 $68.00 $170.00 $22,236.00 $55,590.00

2 1700 Dress Pants 378 $59.20 $148.00 $22,377.00 $55,944.00

1 1300 Jersey Knit Turtleneck 825 $27.20 $68.00 $22,440.00 $56,100.00

Totals 2420 $113,193.00 $282,984.00

Page 8

Floor Plan The Anthropologie location at Chelsea Market in New York, New York is 10,000 square ft. (Breskin, 2010). Anthropologie stores are usually very large in size due to their large selection of home goods offered. Additionally, Anthropologie stores require a sizable amount of room to house their visual displays: a key component of the brand’s success and notoriety. For the floor plan, I scaled down my Anthropologie to a smaller level but still represents a larger than average retail store. A large feature wall is dedicated to the F/W 16/17 trend Rustic Reminiscence where not only product is displayed, but handmade visuals, as well. Store Front The Anthropologie store front has a clean exterior to bring focus on their windows. The Chelsea Market location is made of brick with marble accents. Mannequins in the window stand on green marble slabs against a refurbished wooden background. Painted butterflies made from New York Times newspapers decorate the background to create dynamic and eye catching windows.

Outfits in the windows are chosen from the Fall/Winter 2016 collection and represent different occasions the Anthropologie girl would need looks. In window one is an example of a work outfit and date outfit. In window two are examples of every day looks the Anthropologie woman can put together with the collection

Page 9

Planogram The Fall/Winter 16/17 line “Rustic Reminiscence” will be displayed on a large feature wall that is a main facet of the store layout. Although the collection is inspired by decaying man made materials, I wanted to juxtaposition the visual display by featuring fresh, nature filled elements to bring the idea full circle through all stages of development. The planogram balances displaying the merchandise clearly so customers can conveniently shop while still adhering to the artistic presentation Anthropologie is known for. The back wall is created using real moss that adds texture and a dynamic atmosphere for the visual display. On top of the moss are anchored, recycled wooden panels that have been refurbished. All sizes and colors are present since the Chelsea Market location is a profitable, high-traffic store destination. On the middle panel, dried flowers are tacked to the base and illuminated boxes house items that can be worn in an outfit together. Additional size runs and colors can be found behind the front pieces. Mannequins are on either side of the main panel and feature outfits put together from looks in the collection. They sit on top of marble tables. Light fixtures of copper hanging bulbs give light and ambience to the area and are alternated with terrariums as continuation of the nature elements in this visual display.

Page 10

References

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Photos http://www.curiouslycolorful.com/2011/08/anthropologie-catalog-august-2011-freeze-your-credit-cards-before-browsing/ http://sweetarchivia.blogspot.com/2009/10/anthropologie-easter-egg-surprises.html http://www.citysage.typepad.com/blog/page/107/ http://effortlessanthropologie.blogspot.com/2015/03/eye-candy-anthropologie-april-2015.html http://www.whowhatwear.com/top-blogger-looks-natalie-off-duty-hallie-daily-winter-fashion-february-01-2014 http://wereisobesotted.blogspot.com/2012/02/handsewn-stories-as-seen-in-new-york.html http://blog.anthropologie.com/personal-styling-new-blues/ http://ashleyording.com/ http://www.themoptop.com/ http://www.boston.com/business/gallery/bostonmovies?pg=29 http://www.wgsn.com/ www.pinterest.com http://www.wgsn.com/content/reports/#/Womenswear//A_W_16_17/23831 https://s-media-cache ak0.pinimg.com/originals/5e/43/c0/5e43c0510a35ee0ce866d9c1b6872729.jpg http://www.dazeddigital.com/fashion/article/18988/1/msgm-aw14 http://iamcollectinghomeinspiration.tumblr.com/ http://www.redbubble.com/people/kimcalvert/works/6171286-all-hollows-eve http://www.guiddoo.com/blogs/if-humans-could-fly-this-is-what-we-would-see/?utm_source=NewPinterest%20&utm_medium=Newpin&utm_content=BirdEyeView&utm_campaign=KAR_PIN_ROS http://www.dazeddigital.com/fashion/article/25213/1/gucci-s-new-era-three-things-you-need-to-know http://www.metmuseum.org/collection/the-collection-online/search http://sincerelytommy.com/blogs/news http://www.shootingfilm.net/2014/07/colour-pictures-of-new-york-citys.html http://www.nextleveldecor.com/shop/prod_559.html https://www.etsy.com/market/dried_pressed_flower http://www.oceanlighting.co.uk/pendant-lights-c22 https://hookineye.com/category/hauswares/page/21/

Patterns Chaotic: https://www.etsy.com/listing/192020098/vintage-70s-bold-chevron-zig-zag-graphic Dilapidated: http://anibundel.com/2014/03/20/paris-fashion-week-fall-2014-rtw-john-galliano/

Flats http://www.wgsn.com/search/design_library

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