View
217
Download
0
Category
Preview:
Citation preview
7/30/2019 Anthropologie Man
1/27
7/30/2019 Anthropologie Man
2/27
Anthropologie is a womens retail clothing and
house ware store that was borne from its parentcompany Urban Outfitters. Urban Outfitters opened
its first store in 1976, and catered to college
students life styles & meager budgets.
Anthropologie was founded by Richard Hayne in
1992. It was named after his field of study in
college. Hayne has been with Urban Outfitters fromits conception, being one of the founding partners.
Anthropologie opened its first store in Wayne,
Pennsylvania. Today they have over 135 retail stores
in the United States, and also have locations in
Canada and London. Their catalog and websiteorders ship to over thirty countries.
It has been a strong company philosophy from the
very beginning that they dont spend a lot of their
budget on advertising. They prefer to rely on in-
store visual displays, their own website, catalogs,
and word-of-mouth to attract customers. It is a
strategy that works, and they are able to provide
more for their employees as a result.
ABOUT ANTHROPOLOGIE
7/30/2019 Anthropologie Man
3/27
Demographically, Anthropologie picks up where
Urban Outfitters left off. While Urban is geared
toward a younger audience, Anthropologie is geared
towards the thirty-something crowd that is
educated, traveled, & has some money to spend.
Unique pieces of furniture, art, books & eclectic
clothing offer shoppers an endless array of items to
peruse. It has almost everything a woman could
want in a store, except maybe a new jacket for herhusband. Which is why we decided to propose a
mens line for this unique merchandiser. Keeping
with their eclectic image and use of vintage
silhouettes, in the female clothes, we chose to bring
these ideas to a menswear line that has a modern
edge.
ABOUT ANTHROPOLOGIE
(Cont.)
7/30/2019 Anthropologie Man
4/27
MARKET RESEARCHCUSTOMER PROFILE:
Geographics:
Region- Midwest
City Size- 2.5 million +
Population density- Urban
Climate- Mixed
Demographics:
Age- 23-45
Gender- Female/ Male
Household Size- 2-4
Income- $45,000 +
Occupation- Professional/ bluecollar
Education- Some college/
graduate
Sociocultural:
Culture- Mixed
Subculture:
Religion- Mixed
National Origin- All
Race- All
Social Class- Working-Upper Class
Marital Status- All
Psychographics- Achievers
7/30/2019 Anthropologie Man
5/27
MARKET RESEARCH (Cont.)CUSTOMER PROFILE:
Affective & Cognitive:
Degree of Knowledge- All
Benefits Sought- Environmental,
Economy, Appearance, Sensual, Eclectic
Attitude- Positive
Behavioral:
Brand Loyalty- Divided
Store Loyalty- Divided
Usage Rate- Medium
User Status- Potential User
Payment- Credit CardMedia Usage- Magazines, TV,
Internet
Usage Situation- Work, home
7/30/2019 Anthropologie Man
6/27
MARKET RESEARCH (Cont.)
STORE PROFILE:
Store Locations: U.S.A, Canada, and U.K.Heavily focused on Environment & Community
*A lot of community work
EX: Bag Donation
Edible School Program
Only 4-5 product features in Magazines
Fashion Shows
Visual Manager
Store Manager/Display Coordinator
Abstract Art Displays based on various inspirations
Every Store has different displays making each store
a unique experience
Every store has two full time visual merchandisers
instead of putting money into Ads.
CURRENT ADVERTISING
SOCIAL MEDIA
ANTHROPOLOGIST.COM
TWITTERTUMBLR
YOUTUBE
PINTREST
ANTHRO-COMMUNICATION PROGRAM
WEBSITE & CATALOGS
7/30/2019 Anthropologie Man
7/27
MARKET RESEARCH(cont.)
Competition
7/30/2019 Anthropologie Man
8/27
INSPIRATION
7/30/2019 Anthropologie Man
9/27
CONCEPT BOARDS
WOMAN
7/30/2019 Anthropologie Man
10/27
MAN
7/30/2019 Anthropologie Man
11/27
LIGHTING
7/30/2019 Anthropologie Man
12/27
PHOTOGRAPHY BUDGET
Lauren Rady
CCC Photographer
Spring 2012
Advertorial Photography
Budget
Price Notes
FEES
Photographic Fee 1,000
Usage Fee 12,500Prep fee (photographer) 475
Casting/Scouting (photography) 600
Travel fee (photographer) 100
Crew
Assistants 180
Hair & Makeup 200
Stylist 275
Digital Technician 175
Digital
Retouching fee 500
Post production 100
Digital Production charges
Talent
Talent (adults) 1420 includes agency fee
Fittings 75
Travel (talent) 40
Miscellaneous
Catering 140
Studio expendables
Misc. 47 cds/labels/cases
Printing
Paper (8.5x11 & 5x7) 68
Printer rental time 20
Studio
Backgrounds/backdrops 325
Set builder
Set design/research 60
Light Rental 700
Studio Rental 800
Total 19,800
7/30/2019 Anthropologie Man
13/27
INVOICE
Price Price
Fees Miscellaneous
Photographic fee 1,000 Catering 140
Usage fee 12,500 Studio expendables
Prep fee (photographer) 475 Misc. (cds/labels/cases) 47
Casting/Scouting (photography) 600
Travel Fee (photographer) 100 Shipping
Messangers
Crew Freight
Assistants 180
Hair & Makeup 200 Studio
Stylist 275 Backgrounds 325
Digital Technician 175 Set Builder
Set design/research 60
Digital Light rental 700
Retouching fee 500 Studio rental 800
Post production 100
Digital Production charges Printing
Paper (8.5x11 & 5x7) 68
Talent Printer rental time 20
Talent (adults/includes agency fee) 1420
Fittings 75
Travel (talent) 40
Total 19,800
Name: Lauren Rady Date: 4/7/12Address: 21 S. Racine Unit 1N
Chicago, IL 60607
Phone: 708-407-5784
Email: lradyphoto@gmail.comLauren Rady . Photographer . 708-407-5784 . lradyphoto@gmail.com
7/30/2019 Anthropologie Man
14/27
BUDGET
BUDGET
STYLING 2012
CLOTHING $182
TRAVEL $35
PAINT $60.00BRUSH & TRAYS $10.00
PLASTIC SHEETS $2.78
BUNDLING TWINE $4.21
FOOD/BEVERAGES $29
PRESENTATION BOARDS $4
PRINTING IMAGES $10.20
SKETCHING $37.50
PRESENTATION $53.98
TOTAL: $429.68
7/30/2019 Anthropologie Man
15/27
Media Buy Plan
SPRING ONE
Esquire Magazine
ONE- PAGE SPREAD
$118, 050 per full page
Release 1st Money Shot- February
Release 2nd Money Shot- May
Release 3rd Money Shot- September
Release 4th Money Shot- December Billboard
LOCATION #11: West side of the Dan Ryan
Expressway @ Cermak
FACING: South
SIZE: 20' x 60'
TERM: 2-12 months DEC: 245,000
ILLUMINATED: Dusk to Midnight
Eco-Friendly Outdoor Trunk Show/Recycling Event
in May
Live Models (15 for 4 hours): $150/ hour
Event Planners: $400 Band: $1000 Flat Rate
Website and Catalog (Included)
Releasing a catalog every month
Received Free
Printing : $34
7/30/2019 Anthropologie Man
16/27
MEDIA BUY BUDGET
SPRING ONE
MEDIA BUY BUDGET
Full Page Spread for year 1,416,600
Billboard for whole year $42, 000
Special Event $20, 000
Website/Catalog $408
TOTAL: $1,479,008
7/30/2019 Anthropologie Man
17/27
WHY WE CHOSE? Esquire surveys the landscape to unearth the smart edge of
culture: the people, places, things, and trends that intelligent,
sophisticated men want, need, and ought to know.
Esquire is defined by its range. The magazine speaks to themulti-faceted, successful man who is culturally plugged in.Esquire's unique blend of intelligent service, stories withsubstance, and ability to entertain and inspire make it arelevant source and must-read for tastemakers andinfluencers.
Esquire is the voice that resonates with modern men.
Esquire's rate base is 700,000. Esquire's audience is welleducated, urbane, and affluent intellectually curious andconfident modern men. Esquire believes in an honest andauthentic growth in circulation and relies on the strength ofthe editorial product to convert newsstand readers tosubscribers rather than through the use of premiums.
While other men's magazines are written for highlyaspirational readers, Esquire is geared toward men who havearrived. They dress for themselves; have both the means andknowledge to invest; can order with confidence in a finerestaurant; have a healthy respect and admiration for women;take vacations that enrich their lives and recharge their energy;and have mastered many of life's basics. What they want is aprimer on how to lead a richer, better, fuller, and moremeaningful life.
7/30/2019 Anthropologie Man
18/27
SRDS
7/30/2019 Anthropologie Man
19/27
CIRCULATION
7/30/2019 Anthropologie Man
20/27
READERSHIP
7/30/2019 Anthropologie Man
21/27
STORY BOARDS
7/30/2019 Anthropologie Man
22/27
STORY BOARD FOR
ESQUIRE
7/30/2019 Anthropologie Man
23/27
PHOTOGRAPHY
7/30/2019 Anthropologie Man
24/27
7/30/2019 Anthropologie Man
25/27
7/30/2019 Anthropologie Man
26/27
7/30/2019 Anthropologie Man
27/27
Recommended