Landor: Blog: Anthropologie: Purposeful storytelling
We know all too well the sensorial saturation that comes from spending an afternoon in the shopping district of a big city such as San Francisco. It happened to me this past weekend—toward the end of my sojourn through SF’s Union Square, it had to be something special to stop me in my tracks. Enter Anthropologie.
I had admired Anthropologie’s imaginative displays previously but this one was indeed special. Take a look at a couple of pictures of the display below. It doesn’t scream fashion per se, but manages to beautifully blend in with the brand’s promise of “creating unimagined environments.” In this particular case, Anthropologie takes up the cause of saving the cork oak ecosystem by urging people to recycle more. It uses recycled wine corks to create a multi-sensory and engaging storefront that educates, entertains, and most importantly, communicates the brand story by drawing support from an aptly uncommon but worthy purpose.
In my opinion, this window display fits with the desires of their target and is a great example of beautiful storytelling that matters so much in fashion retail today. Anthropologie has a very distinctive and particular style that is a reflection of its core shopper—affluent consumers with an eclectic taste and appreciation for handmade and artisan niceties. This sense of artisanship is reinforced across all touchpoints at Anthropologie—the products, catalog, website, interiors, well-positioned artful installations, and the aforementioned window displays—all woven together with an unmatched design sensibility to drive appeal for a desirable and seductive lifestyle.
Now only if The Gap could be convinced to steal a trick or two.
Images courtesy of Samar Birwadker, Landor Associates.