Process Book 1: Schedule, Research, Analysis, Mission Statement and Tag Line Development

ONE E ST IMA T E A N D SCH ED UL E BRA N D RESEA RCH C OMPET IT IVE A N A LYSIS MISSION STATEMENT AND TAG LINE DEVELOPMENT

A N T H ROPOLOG IE

Table of Contents Estimate & Schedule Brand Research

3 9

Research on a Successful Brand

13

Competitive Analysis

17

Industry Position

22

Tag Line Development

29

Mission Statement Development

33

1

2

ESTIMATE/ SCHEDULE DELIVERA BLES

3

ESTIMATE / SCHEDULE

Scope of Work Research and Competitive Analysis Mission Statement and Tag Line Development Logo Design Development Logo Design Refinement (3 rounds) Logo Usage / Standards Guide Brand Development and Applications

Project Objective Create a brand that speaks to Anthropologie’s name and feel.

Create cohesion between the store, website and brand applications.

Reflect the space and experience of Anthropologie in the brand.

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Estimate Hours

Cost

10

$ 2,500

30

$ 7,500

Development

80

$ 20,000

Logo Refinement 1

50

$ 12,500

Logo Refinement 2

30

$ 7,500

Logo Refinement 3

10

$ 2,500

20

$ 5,000

and Applications

90

$ 22,500

Total

320

$ 80,000

Hourly Rate

$ 250 / hour

Research and Competitive Analysis Mission Statement and Tag Line Development Logo Design and

Logo Usage / Standards Guide Brand Development

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ESTIMATE / SCHEDULE

Schedule

January WK1

WK2

February WK3

WK4

WK5

WK6

TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU 17

Research and Competitive Analysis Mission Statement and Tag Line Development Logo Design Development Logo Design Refinement Round 1 Logo Design Refinement Round 2 Logo Design Refinement Round 3 Logo Usage / Standards Guide Brand Development and Applications

6

19

24

26

31

02

07

09

14

16

21

23

March WK7

WK8

WK9

April WK10

WK11

WK12

WK13

WK14

WK15

TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU TUE THU 28

02

07

09

14

16

21

23

28

30

04

06

11

13

18

20

25

27

Presentations

7

ESTIMATE / SCHEDULE

Presentation Dates February 28, 2017 - Logo Design Presentation March 9, 2017 - Refined Logo Presentation April 11, 2017 - Mid-way Brand Development Presentation April 27, 2017 - Final Presentation

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BRAND RESEARCH A N T H ROPOLOG IE

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BRAND RESEARCH - ANTHROPOLOGIE

Who Anthropologie Part of the Urban Outfitters Inc. Group of companies

What “Our product offering consists of women’s apparel and accessories, intimates, home furniture and décor, beauty and gifts. Each caters to the lifestyle of our five muses: soft & delicate; boho chic; easy cool; elegant classic; and modern sporty.”1

Where Headquarters: Philadelphia, PA Locations: U.S. and Canada

Why “Executives admitted this month that the brand is still not hitting its fashion mark” and that “it had struggled to merchandise for its customers’ lifestyle” 2

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Existing Logo

Tag Line No tag line was found

Mission Statement Anthropolgie offers a one-of-a-kind and compelling shopping experience that makes women feel beautiful, hopeful and connected. We invite you into our world - whether it’s our store, website or catalog - with the hope you take a deep breath and explore until your heart’s content. Although you enjoy the clever details and fine craftsmanship of our products, you come to us for more than that. You come to escape and to connect, to spend time and to make. Complex as you are, you remain our inspiration and because of this, we endeavor to bring you an unimagined experience.

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BRAND RESEARCH - ANTHROPOLOGIE

Brand Visuals

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NIKE RESEA RC H O N A SUCCESSF UL BRA N D

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NIKE - SUCCESSFUL BR AND

Why Nike?

Huge brand recognition.

Marketing to men and women with a wide range of product offerings.

Effectively utilizing sports sponsorships to promote themselves.

Constantly improving and inventing new versions of their products.

Innovations benefit their consumers by offering enhanced performance.

Nike has a culture around it, entering pop-culture through the media Give a voice to athletes.

Associate themselves with big names in sports.

Same slogan: “Just do it.� for almost 30 years

How are they using their brand? Is it consistent?

Do products align with the brand visuals?

Nike Swoosh is recognizable even without the company name.

Slogan never changes.

Everything they produce has the brand as the main design element.

Most products use the Nike swoosh at the least.

Nike Swoosh is a consistent visual despite other elements changing.

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NIKE - SUCCESSFUL BR AND

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ANALYSIS CO MPET IN G BRA N D S

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ANALYSIS - COMPETIN G BRANDS

Tag Line Finest Italian Fabrics

Mission Statement J. CrewÂŽ is a nationally recognized apparel and accessories retailer that we believe embraces a high standard of style, craftsmanship, quality and customer service. We are a fully integrated multi-channel, multi-brand, specialty retailer. We seek to consistently communicate our vision of J. Crew through every aspect of our business, including through the imagery in our catalogs and on our Internet website and the inviting atmosphere of our stores.

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Tag Line Accessible Luxury

Mission Statement Banana Republic offers versatile, contemporary classics, designed for today with style that endures.

Through thoughtful design, we create clothing and accessories with detailed craftsmanship in luxurious materials. We dress men and women who see every day as full of possibilities and seek to make the most of every moment and opportunity. We see life a little differently. We take it all in. We add to it. We make it our own and we live with style.

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ANALYSIS - COMPETIN G BRANDS

Tag Line Fashion and quality at the best price

Mission Statement H&M’s purpose is to offer their customers fashion and quality at the best price. H&M states numerous of times that quality is more than making sure that products meet or exceed their customers expectations. H&M is constantly working to better their products by manufacturing under good working conditions, and with limited impact on the environment. H&M takes responsibility for how their operations affect people and the environment which is key for their profit and growth.

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Tag Line Tag line for a fall 2015 presentation: “Switch the context, change the story.�

Mission Statement Madewell, like our name suggests, focuses on getting the highest quality goods to our consumers at an affordable price. Since 1937 we’ve been building strong relationships with people to get them looking and feeling their best, no matter their personal style. Our community, our environment, and our customers are the most important things to us and we strive to serve and give back in the best way we know how.

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ANALYSIS - COMPETIN G BRANDS

Comparison Currently, the Anthropologie brand looks similar to its competitors in that it is a text based logo with no graphic. The brand is applied to items with no variation in the mark.

The following section will outline Anthropologie position in the industry compared to its competitors.

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INDUSTRY POSITION A N A LYSIS

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INDUSTRY POSITION - ANTHROPOLOGIE

Product Quality Well Crafted

Synthetic

Natural

Trendy

Classic

Fashion Refined

Poorly Crafted

Environment Relaxed

Style Targeted

Everyday

Sophisticated

Cultural

Rudimentary

Rustic

General

Sterile

Adults

Children

Products Women

Men 24

Anthropologie

Anthropologie Recognized as a lifestyle brand by its customers, Anthropologie offers products that target adult women. Attention is paid to product quality, with well crafted and natural materials. The style is influenced from cultures around the globe, proving a unique look. Known for their store environment, Anthropologie stores feel homey yet exotic at the same time.

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INDUSTRY ANALYSIS - COMPETITIVE LANDSCAPE

Refined

Well Crafted

Natural

Trendy

Poorly Crafted

Environment

Style

Relaxed

Targeted

Everyday

Sophisticated

Cultural

Rudimentary

Rustic

Sterile

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Synthetic

Product Quality

Classic

Fashion

General

Products

Adults

Children

Women

Anthropologie J.Crew Banana Republic H&M Madewell

Men

Known more for women’s clothing than home goods, Anthropologie’s competitors are also apparel companies. Customers appreciate Anthropologie’s attention to their fabrics and materials, as well as their store environment.

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INDUSTRY ANALYSIS - COMPETITIVE LANDSCAPE

Experience

Product Quality

Services

Location

Anthropologie excels in services,

Anthropologie

experience, and product quality.

J.Crew

These attributes are vital to the

Banana Republic

perception of the company and

H&M

will continue to be reinforced in

Madewell

the re-brand.

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TAG

LINE

DEVELOPMEN T

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TAG LINE - DEVELOPMENT

Influential Words The following words, gathered from the existing brand and from personal experience, played a prominent role in the development of the tag line.

Natural

Culture

Free

Craftsmanship

Escape

Discover

Curiosity

Experience

Spirit

Fashion

Wanderer

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Strongest Tag Lines During Development Phase 1:

Discover your...

Material Culture

Cultural Curiosity

Phase 2:

Cultural Curiosity

Crafted for the...culturally curious

Fashions Natural Wonders

The Fashion Wanderers

The Fashion Wonderers

Phase 3:

Cultural Curiosity

The Fashion Wanderers

Choosing between Cultural Curiosity and The Fashion Wanderers was difficult. I needed to see how both of these tag lines would translate into brand applications. Both reflected the sense of fascination and adventure with the words “curiosity” and “wanderers.”

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TAG LINE - DEVELOPMENT

Final Tag Line Cultural Curiosity

Cultural Curiosity is better able to reflects Anthropologie’s range of styles and products influenced by locations around the world, while maintaining the sense of adventure.

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MISSION STATEMENT DEVELOPMEN T

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MISSION STATEMENT - DEVELOPMENT

Mission Statement Development Overview When developing the new mission statement for Anthropologie it was important to highlight the experience of being in an Anthropologie store. As a lifestyle brand, the stores are very welcoming and customers become immersed in a space that feels comfortable yet exotic, as there are products inspired from things all around the globe. The fine craftsmanship and quality of materials also deserve attention for how they allow women to feel beautiful and confident.

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Mission Statement Development Iteration 1:

Anthropologie offers an escape to a unique retail experience.

With beautiful fabrics, crafted from natural materials, we strive

to help you feel confident, elegant, and cultured.

Anthropologie’s homey environment offers women an escape

where they can immerse themselves in fine craftsmanship

while they explore material culture.

Iteration 2:

Anthropologie offers an escape to a unique retail experience.

With exquisite fashion crafted from natural materials, we strive

to help you feel confident and elegant, by sparking your

cultural curiosities.

The orange text indicates the phrases that were working well and that should inspire further development.

Final Mission Statement Anthropologie offers an escape to a unique retail experience. With exquisite womens fashion crafted from natural materials, we strive to help you feel confident and elegant by igniting your cultural curiosities.

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Sources 1. https://www.anthropologie.com/help/our-story 2. https://www.washingtonpost.com/posteverything/wp/2016/08/26/ why-are-sales-suffering-at-so-many-womens-stores-they-made-badclothes/?utm_term=.5d0d4e392d83 - All images found on google

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ALEX H A MMA RSK J OL D 38