Traditionally, Anthropologie has avoided advertising to maintain its product differentiation. However, if it were to advertise, it would attract customers of all income levels and erode its differentiation. Thus, Anthropologie’s target market would be women who are at least 35 years old and in the upper 5% of the North American household income. The company’s prices would be appropriate for this segment of the population.
Who is the Target Market for Anthropologie?
The clothing line of Anthropologie includes women’s apparel, homeware, gifts, and accessories. In addition to exclusive designer collections, it sells own-brand labels and vintage items. Recently, Anthropologie has started a bridal wear line. Its stores are located in enclosed malls and specialty retail centers.
In addition, the stores are equipped with innovative displays created by a team of artists Anthropologie student discount The overall theme of Anthropologie stores is vintage-inspired and the use of sound and scent is common.
The company targets urban and suburban professionals with affluent lifestyles. It also caters to upscale couples. Although Anthropologie caters to many demographics, it primarily targets people in their thirties and forties. Anthropologie has been able to successfully attract affluent consumers across the world.