Last under the URBN brands is Anthropologie. Anthropologie is a lifestyle brand that offers a wide variety of products from clothing, to candles, to beauty supplies. Anthropologie has the smallest physical presence, with only 200 stores worldwide. Their target market is affluent women in their thirties and forties considering their price ranges are much higher than their sister companies. Their products are more mature and modest; they come from all over the world, and showcase a particular style. Their stores offer an unbeatable ambiance: the lighting is relaxing and the products are placed perfectly throughout the store, you feel as if you are in a luxurious home.
Anthropologie’s Instagram account is very aesthetically pleasing. It is evident that they portray a theme through all of their posts in order to brand themselves. Their pictures make sense when considering their target market. There are no memes or promotion codes, but instead refined images of beautiful landscapes, models in clothing women could wear to work, and lifestyle images of coffee mugs and books for #MugClub season. They have 3.5 million followers that follow the storytelling of their brand. They are not just trying to promote their products, but showing how you can incorporate it into your everyday life while walking around town or designing a room in your home. They offer relentless inspiration to their target market, so their posts are helpful and create loyal customers.
Anthropologie runs campaigns to inspire women. They are currently running a campaign for Breast
Cancer Awareness Month called #StrengthInStories, which shows everyday women who are conquering Breast Cancer. This incorporates user generated content into their feed, making the brand relatable. They also keep their followers engaged by incorporating contests. They started the #DearAnthro hashtag so women could post Anthropologie products they wanted on their personal accounts (free marketing!) for a chance to win a product on their social media wishlist. They use hashtags on lots of their posts, like #AnthroHome and #AdventuresofAnthro. They have partnered with multiple big name influencers like Mara Hoffman to grow their target market. Their captions are simple and informative, they give direct links to the product or a blog that shows their customers how to style a bed. They use their Instagram store to guide their followers to more in-depth content like their blog. Today their instagram story demonstrated how to style a rug in different rooms throughout the house, and then encouraged the viewer to “swipe up” to read the rest of the blog. This content is engaging because it is useful, but it also sparks a need in the consumer to eventually buy a new rug, if their current one isn’t styled correctly.
With product tagging bringing the consumer directly to the product on the website, and engaging posts that help followers style their homes, I think Anthro not only competes, but does the best job of branding out of all of the brands under URBN. Although I am not Anthro’s target market, I feel inspired to one day have a put together style and home that people are impressed with. I think the campaigns they run as well as the content they post fits their target market to a tee. They have a very well thought-through Instagram strategy that does not go unnoticed.