ROFLMAO!!!
Spot on, I love it! Thanks for sharing!
I've heard Anthro described as a store for "bohos with cash"...haha, so true!
I read this fascinating article about how Anthro markets itself (quite a difference from Gap) and who their target customer is...pretty much describes me and all the other women where I live (although I admit I'm not so annoyingly perfect as that description). Scary!
http://www.fastcompany.com/mag.....page=0%2C0
Here's an excerpt:
"Wendy Brown, director of stores, adds, "We have one customer, and we know exactly who she is. And we don't sit around a table and say to each other, What do you think she'd like? We're out there. We're in the stores, we're in the marketplace. We live where the customer lives."
Ask anyone at Anthropologie who that customer is, and they can rattle off a demographic profile: 30 to 45 years old, college or post-graduate education, married with kids or in a committed relationship, professional or ex-professional, annual household income of $150,000 to $200,000. But those dry matters of fact don't suffice to flesh out the living, breathing woman most Anthropologists call "our friend." Senk, 46, says, "I like to describe her in psychographic terms. She's well-read and well-traveled. She is very aware -- she gets our references, whether it's to a town in Europe or to a book or a movie. She's urban minded. She's into cooking, gardening, and wine. She has a natural curiosity about the world. She's relatively fit."
While most retailers today are obsessed with the highly lucrative and populous "tween" (preteen and young teen) and boomer markets, Anthropologie has cultivated an understanding of and connection to the ultimate tweener: the thirtysomething sophisticate, once known as a Gen-Xer, who has carried her mildly rebellious, against-the-grain independence into a serious career and family life. She's defined less by static qualities and more by a set of dynamic tensions. If the tween anthem is Britney Spears's "I'm Not a Girl, Not Yet a Woman," the Anthropologie customer's plaint is more Alanis Morissette: "I've got one hand in my pocket, and the other one is giving the peace sign." Translation: "I can't pick up my children or sit through a meeting in low-rise jeans, but I'm not nearly ready for an elastic waistband."
The Anthropologie customer is affluent but not materialistic. She's focused on building a nest but hankers for exotic travel. (She can picture herself roughing it with a backpack and Eurail pass -- as long as there is a massage and room service at end of the trek.) She'd like to be a domestic goddess but has no problem cutting corners (she prefers the luscious excess of British cooking sensation Nigella Lawson to the measured perfection of Martha Stewart). She's in tune with trends, but she's a confident individualist when it comes to style. She lives in the suburbs but would never consider herself a suburbanite."
