Branding: The Multichannel Shopper

Anthropologie appeals to the educated, socially conscious woman. She has a husband and a few kids; lives in the suburbs but feels urban; can read Renaissance poetry in Italian, in which she minored in college. Anthropologie isn’t for everyone, but if you’re the target, you love this brand.

There’s a feeling of discovery when you interact with Anthropologie, which is part of its appeal. It’s like shopping at a consignment shop that has the size that fits you.