Anthropologie Book

ANTHROPOLOGIE A book about the history, customers, employees, values, and style of Anthro

Left: Intricate gold designed pots sold at Fashion Valley, San Diego location

CONTENTS Introduction 02 Chapter One: History 06 Chapter Two: Values 20 Chapter Three: Customers 35 Chapter Four: Employees 50 Chapter Five: Style: Clothing

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Chapter Six: Style: Home Decor

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References 78 Credits 79 Index 80

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TABLE OF CONTENTS 03

RIght: Boulangerie candles sold at Fashion Valley, San Diego location

INTRODUCTION Anthropologie is owned by URBN Inc. The URBN Inc. brands are Urban Outfitters, Free People, Anthropologie, Terrain, and BHLDN. The brands each have their own store locations and websites. Terrain and BHLDN are linked to Anthropologie.

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RIght: Photo of the denim section at Fashion Valley, San Diego location

You can access Terrain and BHLDN products through the Anthropologie website.

From there, it will open into a new website, but you can easily switch from Anthropologie to either brand when viewing Anthropologie products. The following pages will give you a little more info on each brand outside of Anthropologie, owned by URBN Inc.

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Left: Monogrammed mugs sold at Fashion Valley, San Diego location

FREE PEOPLE Free People began its journey in 1970, in West Philadelphia store front, offering up plants, records, along with a few pieces of clothing. Though the name was changed to Urban Outfitters just a year later, Free People was revived as the company’s wholesale label in 1984. Free People’s first store was in Paramus, NJ in 2002. Then came the birth of freepeople.com in ‘04, and the first mail-order catalog arrived in homes during the summer of ’05. The Free People customer is intelligent, creative, confident.

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RIght: Pantry section with christmas decoration set up at our Fashion Valley, San Diego location

URBAN OUTFITTERS Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters originated as a unique retail experience and community center for creative, college-age customers. The first UO grew into a small department store.

Urban Outfitters has over 200 stores in the United States, Canada and Europe.

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RIght: Scented candles sold at our Fashion Valley, San Diego location

TERRAIN Founded in 2008, our location in Glen Mills, Pennsylvania, opened on the site of the historic J. Franklin Styer’s Nursery.

Terrain is inspired by the idea of merging house and garden to create an experience or all of the senses. From diverse native plants, hand-picked planters and all-weather furniture to seasonal dĂŠcor, outdoor lighting and gifts for every occasion.

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Left: Sugar holer sold at our Fashion Valley, San Diego location

BHLDN Brought to you exclusively by Anthropologie, BHLDN offers a carefully edited assortment of wedding gowns, bridal party dresses, accessories, gifts and dĂŠcor that caters to the bride in search of unusually beautiful things.

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CHAPTER ONE HISTORY OF ANTHROPOLOGIE

“We have built brands that resonate deeply with our customers. Our strategy to grow these brands is clear, and we have strong teams in place to execute this strategy. That is our formula for success.”

-Richard Haynes

RIght: Pantry display at our Fashion Valley, San Diego location

HISTORY Anthropologie was founded by current URBN chairman and president Dick Hayne, having heard the plea of a friend. She was dissatisfied with the shopping options available to her. Now a distance from Urban Outfitters—a brand she was also aging out of—there was a void in her life.

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Left: Photo ofour party section at our Fashion Valley, San Diego location

She longed for a store to indulge her creative side. Dick, realizing this wasn’t an isolated phenomenon, went on to build a lifestyle brand that catered to creative, and educated 30-45 year-old women. Anthropologie opened its very first doors in the autumn of 1992 in Wayne, Pennsylvania. We now operate over 200 stores worldwide.

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ABOUT THE FOUNDERS Urban Outfitters was created in 1970 by two retail novices, anthropology graduate Richard Hayne and his former roommate at Lehigh University, Scott Belair. Hayne was just back from two years working with Eskimos in Alaska as a VISTA Volunteer; Belair was a second-year student at Wharton School of Business and needed a project for his entrepreneur workshop.

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URBN TIMELINE

1998

1970

2008

The brand Free

Urban Outfitters

People is born

opens in London

First store is Urban

Anthropologie

Outfitters

opens

1992

BHLDN is born

Terrain is born

2011

2002

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HISTORY

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Left: Photo of our entrance display with horns created by the visuals team at our Fashion Valley, San Diego location

HOW IT ALL STARTED Over beer one night, the two came up with the idea to create the store Urban Outfitters.

Pooling $5,000, they opened the Free People Store in Philadelphia, near the campus of the University of Pennsylvania. The store offered inexpensive second-hand clothing, Indian fabrics, scented candles, T-shirts, and ethnic jewelry, in 400 square feet decorated with packing crates and beat-up furniture.

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Right: Display of candles and our constellation theme at our Fashion Valley, San Diego location

“The name Anthropologie was inspired by my college degree in— you guessed it—anthropology, combined with my major in French.”

-Richard Haynes

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CHAPTER TWO VALUES OF ANTHROPOLOGIE

“We have a relationship with our customer, and that relationship translates into sales.”

-Richard Haynes

Right: Shelves of monogrammed mugs sold at our Fashion Valley, San Diego location

CREATIVITY Here at Anthropologie, we value creativity.

It is in the fabric of all we do. It’s tangible in our store windows, our clothes and our incredible employee talent. It’s obvious when you realize no two store windows are the same and we wouldn’t want it any other way. At URBN, we welcome all ideas no matter how big or small.

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Left: Another view of the constellation theme at our Fashion Valley, San Diego location

DETAIL We value details. When you walk into our stores, everything has been designed, down to the fine detail on a spoon or the cover of a book. Our window displays are hand-crafted by our employees whom put each little piece together to create a giant work of art. Everything in our store has been placed a certain way and designed a certain way so that every detail doesn’t go unnoticed.

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Right: Photo of our Albeit foundation sold at our Fashion Valley, San Diego location

GIVING BACK Anthropologie has had the good fortune of teaming up with wonderful philanthropic partners over the years. While specific missions have varied, the common thread among our nonprofit partners is their commitment to improving our communities through art and creativity. Past partners have included: ACHIEVEability;

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Left: Colorful weaters sold at our Fashion Valley, San Diego location

Alex’s Lemonade Stand; The Barnes Foundation; Big Brothers, Big Sisters; DonorsChoose.org; The Girl Scouts; and The Vetri Foundation for Children, among others. Together we have hosted hundreds of charitable events in our stores, with the goal of spreading goodwill within the communities where we live, work and play.

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Right: Hats sold at our Fashion Valley, San Diego location

RECYCLING We recycle paper, cardboard, plastics 1-7, and have collection points for cell phones and batteries. As online shopping continues to increase, it important to us to be as green as possible with our packing and recycling methods. In 2014 alone, our fulfillment centers recycled more than 3,300,000 lbs.

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CHAPTER THREE CUSTOMERS OF ANTHROPOLOGIE

“At URBN, we see ourselves as customer specialists, a collection of brands, each one specializing in one particular customer group, a particular lifestyle or a life stage. We offer her things she wants in environments that inspire her. We talk to her and listen to her ideas and opinions.”

-Richard Haynes

Right: Purse sold at our Fashion Valley, San Diego location

WHO IS “HER?” The Anthropologie customer is affluent but not materialistic. She’s focused on building a nest but hankers for exotic travel. She’d like to be a domestic goddess but has no problem cutting corners. She’s in tune with trends, but she’s a confident individualist when it comes to style. She lives in the suburbs but would never consider herself a suburbanite.

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Left: Lounge wear hanging from a decorative hanging branch at our Fashion Valley, San Diego location

Ask anyone at Anthropologie who that customer is and they’ll say she’s 30 to 45 years old, either in college or post-graduate education, professional, annual household income of $150,000 to $200,000. She’s wellread and well-traveled. She’s into cooking, gardening, and wine. She has a natural curiosity about the world.

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Right: Embroidered tops sold at our Fashion Valley, San Diego location

"They have a great selection of professional and casual clothes that are a little funky, feminine and comfortable," she says.

"I shopped there when I was working, and I still do now that I am a full-time mom.

I am not willing to forgo style just because I am staying at home, and Anthropologie offers a more unique and fashionable alternative to, say, the Gap or Banana."

-Customer

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36% Ages over 50

54% Ages 25-50

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10% Ages under 25

AGE BREAKDOWN OF HER The chart to the left shows the breakdown of ages of women who shop at Anthropologie. Most women who shop at our store are between the ages 25-50 years old.

Women younger than 25 aren’t as likely to purchase merchandise. Women older than 50 still play a signifcant role in our business.

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CHAPTER FOUR EMPLOYEES OF ANTHROPOLOGIE

The model a lot of companies use is a very pyramidal model which sort of designates that all creativity, all wisdom flows from the top. We think that’s the absolute wrong model.”

-Richard Haynes

Right: Our Albeit collection sold at our Fashion Valley, San Diego location

EMPLOYEES The women and men behind the scenes are empowering team members, decisionmakers, and know the product like the back of their hand. We are supportive, positive individuals who are always trying to improve.

We are knowledgeable of trends and we provide exceptional customer service

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Left: Employee marking down clothing prices at our Fashion Valley, San Diego location

“I love my job at Anthropologie, but I feel like I started out getting a lot of hours per week, and recently it has been cut in less than half.

My leadership is great, they’re easy to talk to, and they respect our preferences.”

-Employee

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AGE BREAKDOWN OF EMPLOYEES

Number of People

20

15

10

05

18 & Under 19-23

24-28

29-33

34 & Older

Age Groups

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CHAPTER FIVE CLOTHING STYLE OF ANTHROPOLOGIE

“At a mall you can almost get frostbite, it’s so boring. Looking different is worth a lot.”

-Richard Haynes

Right: Cut & sew shirts sold at our Fashion Valley, San Diego location

CLOTHING & STYLE Anthropologie clothing is based on variations of three themes: Feminine, Artistic (bohemian) and Linear (preppy, classic silhouettes). We know that each woman is different and unique, and we want to embrace each woman’s style.

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RIght: Some of our most popular jeans sold at our Fashion Valley, San Diego location

Anthropologie clothing is made to be loose and flowy. We have a lot of maxi dresses, midi dresses, Pilcro jeans, Maeve tops, sparkling skirts, and beautifully knit sweaters.

Our categories of style are modern cozy, soft glam, and party.

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Left: Party dress and jumpsuit sold at our Fashion Valley, San Diego location

“When I am in an Anthro dress, I always stand out and I always get compliments-this style is a way to differentiate yourself from the pack at parties, job interviews, auditions, important meetings, etc.�

-Customer

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CHAPTER SIX HOME STYLE OF ANTHROPOLOGIE

“The store experience must become a performance, with the energy and precision of a Broadway play.”

-Richard Haynes

Right: Intricate vases sold at our Fashion Valley, San Diego location

HOME & STYLE We light candles before we open so that it smells like home. We make it personal to the customer by using favorite scents, textures, colors, patterns, emotional conections. We want the customer to feel like they are stepping into their own home.

We incorporate the feminine, linear, and artistic into our home decor.

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Left:Another view of our constellation themed candles and mugs at our Fashion Valley, San Diego location

Some of our most popular home items include candles, mugs, and dinnerware.

We have a wide assortment of home items to chose from. This year’s focus is personalization. A lot of our mugs, dinnerware and other home items are monogramed so you can personalize your home.

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Left: Baking products sold at our Fashion Valley, San Diego location

This year we have also sold a lot of dog and cat themed home items. This is another way to personalize your home. We have different dog and cat breeds for you to chose from.

You can match your home to the breed of your pet at home. Most of our home merchandise is displayed in a way that you can replicate at home. If you like the display, purchase the items and you can have a mini Anthropologie kitchen or living room.

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Right: Dresses sold at our Fashion Valley, San Diego location

CREDITS Book design copyright Š 2017 by Kayla Cline.

All rights reserved.

Kayla Cline kmcline21@gmail.com

Published by Kayla Cline for the course GR330: Typography 3: Complex Hierarchy, instructed by William Culpepper in [semester] [year] at Academy of Art University, San Francisco, CA. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photo-copying, recording, or otherwise with-out the express written permission of the publisher.

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INDEX Emotional 02 Hangers 06 Pilcro Jeans 20 Rocket Crop 35 Embellishment 41 Velvet 50 Embroidery 54 Free People 65 Flannel 67 Fur vest 72 Sam Edelman 74 Urban Outfitters 77 Flare 78 Boyfriend Jeans 78 3/4 Sleeves 79 Jeffrey Campbell 80

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INDEX

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Left: Christams themed mugs and regular mugs sold at our Fashion Valley, San Diego location

REFERENCES https://www.anthropologie.com http://www.urbn.com http://www.sfgate.com/magazine/article/Seducing-UsSoftly-Why-women-love-Anthropologie-2694481.php

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