As someone who has just begun taking on a sales associate position with very well-known retailer, Anthropologie, I’ve begun to analyze what their e-marketing strategies consist of and what improvements, if any, can be made. The best strategies are built on creating the company’s ideal buyer persona, and basing campaigns on what is believed to be of interest to them. Anthropologie has arguably one of the most loyal, and diverse customer base. For an example, let’s take a look at what their buyer persona could consist of.
What is the buyer persona built by Anthropologie?
Anthropologie’s buyer persona is lovingly referred to as “The Anthropologie Woman.” Their target demographic has an age range of around mid 20s to mid 40s, but what’s unique about their brand is their ability to reach customers outside that range as well.
While the brand brings a creative and eclectic energy, it’s still an elevated brand overall and targets customers with disposable income from a middle to upper-middle income bracket. These customers have to be willing and able to spend more for high quality goods at a more premium price. Typically associated with this bracket of income would be a college-educated woman who works in a more creative and professional role where style and individuality take precedent.
The Anthropologie Woman is someone who highly values travel, and her tastes in fashion and home decor reflect as such. She wants to experience cultures of the world and let her style show that she has seen and done many things that people can only dream of. With her passion for cultural travel experiences, she values sustainability in products that are ethically sourced and is socially aware of her impact on the world with her shopping habits.
For The Anthropologie Woman, shopping is her way of expressing herself through unique and curated wardrobe pieces that can make a bold and sophisticated statement. Chic and sophisticated with a boho and eclectic twist is the best way to describe the style of the Anthropologie Woman. This style combines modern elements with a vintage and artisanal feel. Pieces curated in her wardrobe and home have a lot of character and personality, just like her.
How does a company like Anthropologie build their buyer persona?
Building a buyer persona is a crucial step in forming e-marketing strategies because it helps to get a better understanding of what will grab your target audience’s attention.
Determining your brand’s buyer persona is done by marketing research, analyzing the purchasing behavior among certain demographics, profiling of psychographics, and analyzing emerging trends on social media. With marketing research, brand’s can use customer surveys to find out more information about shopping preferences according to lifestyle for their current customers. Gaining these insights can help to better understand their brand’s Ideal customer and what exactly their values are.
Different demographics will likely have different purchasing patterns. Through the analysis of things like online shopping customer behavior and in-person sales data, and brands, such as Anthropologie, can better understand the purchasing behavior of different demographics and what products are resonating with them the most.
Profiling of psychographics involves researching and understanding your target customers’ values and attitudes that lead to specific purchasing behaviors. To determine this valuable information, marketing research in the form of focus groups and in-depth interviews can be performed.
Lastly, analyzing current and emerging trends on social media is another tool that can be used to better understand your buyer persona. Through this analysis, a brand like Anthropologie can see exactly how their target customers are viewing them and forming opinions.
Overall, the buyer persona can guide brands on their e-marketing strategies and ensure that they’re tailoring products and associated campaigns to their needs.
Fashion Marketing: Buyer Psychology and the Topic of Social Influence
Marketing in the fashion industry today has largely become centered around social influence. More sp…
Fashion Marketing: Perceptual Selection
In buyer psychology, perceptual selection refers to the process of consumers filtering and focusing …
Fashion Marketing: The Use of the Elaboration Likelihood Model
The Elaboration Likelihood model was developed as a theory about persuasive communication that has t…
Fashion Marketing: Why Understanding the Buyer Decision Process is Crucial for a Retailer Like Zara
Having a depth of knowledge and understanding of the buyer decision process is crucial for a retaile…
