Anthropologie Man

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Anthropologie is a womens retail clothing and

house ware store that was borne from its parentcompany Urban Outfitters. Urban Outfitters opened

its first store in 1976, and catered to college

students life styles & meager budgets.

Anthropologie was founded by Richard Hayne in

1992. It was named after his field of study in

college. Hayne has been with Urban Outfitters fromits conception, being one of the founding partners.

Anthropologie opened its first store in Wayne,

Pennsylvania. Today they have over 135 retail stores

in the United States, and also have locations in

Canada and London. Their catalog and websiteorders ship to over thirty countries.

It has been a strong company philosophy from the

very beginning that they dont spend a lot of their

budget on advertising. They prefer to rely on in-

store visual displays, their own website, catalogs,

and word-of-mouth to attract customers. It is a

strategy that works, and they are able to provide

more for their employees as a result.

ABOUT ANTHROPOLOGIE


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Demographically, Anthropologie picks up where

Urban Outfitters left off. While Urban is geared

toward a younger audience, Anthropologie is geared

towards the thirty-something crowd that is

educated, traveled, & has some money to spend.

Unique pieces of furniture, art, books & eclectic

clothing offer shoppers an endless array of items to

peruse. It has almost everything a woman could

want in a store, except maybe a new jacket for herhusband. Which is why we decided to propose a

mens line for this unique merchandiser. Keeping

with their eclectic image and use of vintage

silhouettes, in the female clothes, we chose to bring

these ideas to a menswear line that has a modern

edge.

ABOUT ANTHROPOLOGIE

(Cont.)


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MARKET RESEARCHCUSTOMER PROFILE:

Geographics:

Region- Midwest

City Size- 2.5 million +

Population density- Urban

Climate- Mixed

Demographics:

Age- 23-45

Gender- Female/ Male

Household Size- 2-4

Income- $45,000 +

Occupation- Professional/ bluecollar

Education- Some college/

graduate

Sociocultural:

Culture- Mixed

Subculture:

Religion- Mixed

National Origin- All

Race- All

Social Class- Working-Upper Class

Marital Status- All

Psychographics- Achievers


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MARKET RESEARCH (Cont.)CUSTOMER PROFILE:

Affective & Cognitive:

Degree of Knowledge- All

Benefits Sought- Environmental,

Economy, Appearance, Sensual, Eclectic

Attitude- Positive

Behavioral:

Brand Loyalty- Divided

Store Loyalty- Divided

Usage Rate- Medium

User Status- Potential User

Payment- Credit CardMedia Usage- Magazines, TV,

Internet

Usage Situation- Work, home


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MARKET RESEARCH (Cont.)

STORE PROFILE:

Store Locations: U.S.A, Canada, and U.K.Heavily focused on Environment & Community

*A lot of community work

EX: Bag Donation

Edible School Program

Only 4-5 product features in Magazines

Fashion Shows

Visual Manager

Store Manager/Display Coordinator

Abstract Art Displays based on various inspirations

Every Store has different displays making each store

a unique experience

Every store has two full time visual merchandisers

instead of putting money into Ads.

CURRENT ADVERTISING

SOCIAL MEDIA

ANTHROPOLOGIST.COM

FACEBOOK

TWITTERTUMBLR

YOUTUBE

PINTREST

ANTHRO-COMMUNICATION PROGRAM

INSTAGRAM

WEBSITE & CATALOGS


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MARKET RESEARCH(cont.)

Competition


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INSPIRATION


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CONCEPT BOARDS

WOMAN


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MAN


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LIGHTING


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PHOTOGRAPHY BUDGET

Lauren Rady

CCC Photographer

Spring 2012

Advertorial Photography

Budget

Price Notes

FEES

Photographic Fee 1,000

Usage Fee 12,500Prep fee (photographer) 475

Casting/Scouting (photography) 600

Travel fee (photographer) 100

Crew

Assistants 180

Hair & Makeup 200

Stylist 275

Digital Technician 175

Digital

Retouching fee 500

Post production 100

Digital Production charges

Talent

Talent (adults) 1420 includes agency fee

Fittings 75

Travel (talent) 40

Miscellaneous

Catering 140

Studio expendables

Misc. 47 cds/labels/cases

Printing

Paper (8.5x11 & 5x7) 68

Printer rental time 20

Studio

Backgrounds/backdrops 325

Set builder

Set design/research 60

Light Rental 700

Studio Rental 800

Total 19,800


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INVOICE

Price Price

Fees Miscellaneous

Photographic fee 1,000 Catering 140

Usage fee 12,500 Studio expendables

Prep fee (photographer) 475 Misc. (cds/labels/cases) 47

Casting/Scouting (photography) 600

Travel Fee (photographer) 100 Shipping

Messangers

Crew Freight

Assistants 180

Hair & Makeup 200 Studio

Stylist 275 Backgrounds 325

Digital Technician 175 Set Builder

Set design/research 60

Digital Light rental 700

Retouching fee 500 Studio rental 800

Post production 100

Digital Production charges Printing

Paper (8.5x11 & 5x7) 68

Talent Printer rental time 20

Talent (adults/includes agency fee) 1420

Fittings 75

Travel (talent) 40

Total 19,800

Name: Lauren Rady Date: 4/7/12Address: 21 S. Racine Unit 1N

Chicago, IL 60607

Phone: 708-407-5784

Email: [email protected] Rady . Photographer . 708-407-5784 . [email protected]


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BUDGET

BUDGET

STYLING 2012

CLOTHING $182

TRAVEL $35

PAINT $60.00BRUSH & TRAYS $10.00

PLASTIC SHEETS $2.78

BUNDLING TWINE $4.21

FOOD/BEVERAGES $29

PRESENTATION BOARDS $4

PRINTING IMAGES $10.20

SKETCHING $37.50

PRESENTATION $53.98

TOTAL: $429.68


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Media Buy Plan

SPRING ONE

Esquire Magazine

ONE- PAGE SPREAD

$118, 050 per full page

Release 1st Money Shot- February

Release 2nd Money Shot- May

Release 3rd Money Shot- September

Release 4th Money Shot- December Billboard

LOCATION #11: West side of the Dan Ryan

Expressway @ Cermak

FACING: South

SIZE: 20' x 60'

TERM: 2-12 months DEC: 245,000

ILLUMINATED: Dusk to Midnight

Eco-Friendly Outdoor Trunk Show/Recycling Event

in May

Live Models (15 for 4 hours): $150/ hour

Event Planners: $400 Band: $1000 Flat Rate

Website and Catalog (Included)

Releasing a catalog every month

Received Free

Printing : $34


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MEDIA BUY BUDGET

SPRING ONE

MEDIA BUY BUDGET

Full Page Spread for year 1,416,600

Billboard for whole year $42, 000

Special Event $20, 000

Website/Catalog $408

TOTAL: $1,479,008


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WHY WE CHOSE? Esquire surveys the landscape to unearth the smart edge of

culture: the people, places, things, and trends that intelligent,

sophisticated men want, need, and ought to know.

Esquire is defined by its range. The magazine speaks to themulti-faceted, successful man who is culturally plugged in.Esquire's unique blend of intelligent service, stories withsubstance, and ability to entertain and inspire make it arelevant source and must-read for tastemakers andinfluencers.

Esquire is the voice that resonates with modern men.

Esquire's rate base is 700,000. Esquire's audience is welleducated, urbane, and affluent intellectually curious andconfident modern men. Esquire believes in an honest andauthentic growth in circulation and relies on the strength ofthe editorial product to convert newsstand readers tosubscribers rather than through the use of premiums.

While other men's magazines are written for highlyaspirational readers, Esquire is geared toward men who havearrived. They dress for themselves; have both the means andknowledge to invest; can order with confidence in a finerestaurant; have a healthy respect and admiration for women;take vacations that enrich their lives and recharge their energy;and have mastered many of life's basics. What they want is aprimer on how to lead a richer, better, fuller, and moremeaningful life.


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SRDS


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CIRCULATION


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READERSHIP


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STORY BOARDS


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STORY BOARD FOR

ESQUIRE


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PHOTOGRAPHY


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Documents

Anthropologie Man