Local store display teams can interpret the concept however they choose, so long as they get the final stamp of approval from Philly. Every season, a 13-person unit at Anthro's Philadelphia headquarters develops a concept that then trickles down to the store level. Later, the rack will be moved slightly by a browsing tourist, only to be popped carefully back into place by a wandering floor associate.Įach Anthropologie store has its own visual display team that follows creative direction from corporate. She shows me a glass-top table displaying delicate jewelry that stands 35 degrees from a clothing rack teeming with sequined maxi dresses. If you look at a piece of graph paper and map it out, you'd see it all kind of fits in a nice square." It creates fluidity and is easier on the eye to visualize it all on a grid. "We try to be consistent with the angles that all the furniture is placed in. "You'll notice that all the racks will be on that same grid," says Gallenstein. Customers can feel like they've found a bargain, and not because they were yelled at to shop at a sale."Īnthropologie is also incredibly strategic about its store blueprint furniture and racks must align at 35-to-40-degree angles to create satisfying symmetry for its shoppers. "By having a room of sales and not sending out coupons, it allows discovery. "This is all about peer-to-peer communication," notes consumer psychologist Adam Ferrier. And while peers like Banana Republic send coupons to shoppers, Anthro shies away from physical mailers. This exploratory element applies to its sale tactics as well: Stores come with sales nooks, separate rooms where customers can be left alone to sift through a sea of discounted items without the distraction of new, full-priced merchandise. Sales associates even burn incense inside the stores before the doors open. We want the customer to always feel welcomed." It is not pristine or precious, which at times can be intimidating.
Our aesthetic is authentic and approachable. We want to immerse the customer in a complete experience by appealing to all of her senses. "Not only by a garment or gadget, but by an experience or scent. "We have this romantic notion that people still want to be inspired," Peltz says. My colleagues have noted that "the feeling of Anthropologie is like a warm bowl of oatmeal," and "the store feels like you're walking into a hug from your kindergarten art teacher."Īnthropologie's corporate creative director Missy Peltz tells Racked that the brand aims for an "eclectic, rustic, modern" feel, and that the reason they focus so much on the physical details of the store is because they want to create a fantasy universe shoppers can get lost in. What makes Anthropologie's tactics different is that they're based on comfort and inclusivity. "The feeling of Anthropologie is like a warm bowl of oatmeal." In an age where companies are closing brick-and-mortar stores and spending money on perfecting the e-commerce experience, Anthro has its eyes focused on its retail settings and the sensory components that attract legions of dedicated shoppers. Everything about Anthropologie's stores is meticulously calculated. The mood lighting, dreamy music, and handcrafted art pieces give the space an overwhelmingly homey feel-and that's very much on purpose. Shopping at Anthropologie is an undeniably unique retail experience. And while you might fancy a fun accessory here or there, Anthro's enticing selection of floppy hats, tassel necklaces, and jeweled barrettes means you're probably going to drop way more money than you'd ever normally intend. You don't typically purchase girly kitchen gear, but one look at the brand's collection of ruffled aprons, whimsical doorknobs, and mismatched teacups inspires fantasies that involve conquering Martha Stewart baking projects on your next day off. You've never been the type to own a Peruvian-style poncho, and yet, once you spot one artfully displayed on a mannequin, you suddenly imagine yourself swaddled in it while frolicking with alpacas on a hazy hilltop. To walk into an Anthropologie store is to experience another state of consciousness.
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