Retail Brand Experience
Anthropologie is a fashion retailer that provides a complete lifestyle shopping experience inspired by global travels and exploration. The brand offers a distinctive collection of clothing, accessories, beauty products, home decor, and more. It serves as a gateway to discovery and a glimpse into what could be. For those seeking to lose themselves and find their true selves, Anthropologie is the ultimate destination.
In a world where COVID-19 has transformed the retail industry, Anthropologie must reimagine its physical store experience with a new, immersive activation that captures the brand's essence and leaves a lasting impression on customers.
For a brand that uses a large portion of their budget on in-store brand experiences, how can Anthropologie implement a new brand experience that hasn't already been done?
An annual Mother's Day event across all Anthropologie stores that invites consumers to shop exclusive gift sets and participate in DIY activities such as making floral arrangements and personalizing cards.
Anthropologie is a brand that strives for customer loyalty and admiration above all other goals.
Mother’s Day is the third-largest retail holiday in the United States, behind the winter holidays and the back-to-school season. $671 million was spent annually on Mother's Day (2022).
The brand seeks consumers who yearn for an emotional attachment to their retail experience- and there is nothing more emotional than family.
Create a family tradition with Anthropologie consumers, not just an experience.
Introducing: Mother's Day at Anthropologie!
Anthropologie stores will host a unique, all-day event on Mother's Day, offering customers the opportunity to participate in interactive DIY activities throughout the store.
Stations and Activites:
Retail stores will undergo a transformation by introducing interactive stations that offer a range of activities such as Polaroid photos, floral arrangement workshops, personalized gift sets, and stationery crafting.
Upon entry, customers will be handed a small arrangement of flowers, along with a flyer detailing the stations.
Floral Arrangement Workshop:
Card Making Station:
Polaroid Picture Station:
Exclusive Pre-Wrapped Gift Set Details:
Gift sets will exclusively be available at Anthropologie brick and mortar locations. Sets will be available in-store three weeks prior to mother's day.
The purpose of this is to motivate customers to visit the stores prior to the offers end.