This article about how Anthropologie markets themselves and who their target demographic is--i.e., me. Scary how good they are at marketing their (often overpriced) wares, and no wonder I can't resist!
http://www.fastcompany.com/mag.....page=0%2C0
I think it makes a good counterpoint to how Gap markets itself and maybe explains why Gap is struggling and closing stores. Seems like Gap tends to want to target everyone and make their brand the same everywhere worldwide, so the shopping experience there tends to be very generic and boring, whereas Anthro really tries to personalize your experience and make it homey and they really know their narrow target demographic very very well. I heard that Gap even tried to market their 1969 jeans in China, without realizing that unlike in America, 1969 was not a very nostalgic time for the Chinese...I don't think people think of the Cultural Revolution fondly. Anyways, I think Anthro is genius at marketing themselves and despite knowing that, I fall for it anyways.
