Retail Comparison Report

Retail Comparison Report - 1 Anthropologie and Urban...

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1 Anthropologie and Urban Outfitters Retail Comparison HUEC 4046—GROUP 4
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2 TABLE OF CONTENTS Introduction 3 Anthropologie (PART 1) 3 Target Market 3 Satisfy Target Market 4 Long-Term Advantage 4 Effective Retail Strategy 5 Urban Outfitters (PART 1) 5 Target Market 5 Satisfy Target Market 6 Long-Term Advantage 6 Effective Retail Strategy 7 ANTHROPOLOGIE (PART 2) 7 Retail Mix 8 Location 8 URBAN OUTFITTES (PART 2) 9 Retail Mix 9 Location 9 COMPARED MERCHANDISE (PART 3) 10 Anthropologie & Urban Outfitters 10 DATA COLLECTION (PART 3) 10 Anthropologie & Urban Outfitters 10
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3 REFERENCES 11 INTRODUCTION You would never consider Anthropolgie and Urban Outfitters to be fall under the same ownership! In fact, Urban Outfitters Inc., owns Urban Outfitters and Anthropologie, along with Free People, Terrain, and BHLDN. Even though they are under the same ownership and management, both Anthroplogie and Urban have set out different target markets and have their own, unique marketing strategy. As a company as a whole, Urban Outfitters Inc., strives for each store to stand out from the crowd. Anthropologie and Urban would definitely fall under the category of unique, and somewhat, out there, but each store has their own way of how they implement these strategies. ANTHROPOLOGIE (PART 1) TARGET MARKET Anthropologie is a chain of retail stores that sells women’s clothing and accessories, as well as home accessories and bedding. It is owned by Urban Outfitters, Inc. and is based out of Philadelphia. Anthropologie targets women between the ages of 30 and 45 who are college graduates, working women or mothers. These women earn an average income of $150,000 to $200,000 a year. Anthropologie has a very sophisticated style of clothing while still remaining fashionable and trendy. This type of clothing fits in perfectly with their target market, because most women this age still want to be fashion forward, but need to remain respectable and present themselves in a career-minded manner. Anthropologie offers an alternative form of shopping on their website.
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4 SATISFY TARGET MARKET This company’s style is one of a kind. The intricate designs and classic details in their clothing make them stand out above its competitors. They offer a very unique selection of merchandise, including tops, pants, sweaters, coats, etc., to the women they target. Anthropologie offers excellent customer service in their stores, catering to whatever needs a customer may have – from retrieving a different size for you while in the dressing room to their very own “Anthro Card” that keeps track of all your purchases. This card is extremely convenient for customers. It keeps track of all your activity at Anthropologie, so customers do not have to worry about keeping track of all of their receipts if they wish to return something. Furthermore, the fabrics and designs in the bedding Anthropologie are popular and highly desirably, giving the customer the quality that they were looking for with an unique design.
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