Retail Brand Experience
Brand Background:
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.
The Ask:
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.
The Problem:
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?
The Solution:
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.
Context:
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).
Realization:
The brand seeks consumers who yearn for an emotional attachment to their retail experience- and there is nothing more emotional than family.
The Opportunity:
Create a family tradition with Anthropologie consumers, not just an experience.
Introducing: Mother's Day at Anthropologie!
Event details:
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.
The Entrance:
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:
Pre-Wrapped Gifts:
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.
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