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Anthropologie is a retailer of high-end casual clothing and other merchandise run by Urban Outfitters, Inc. A somewhat new apparel retailer, Anthropologie has used unique marketing and branding techniques to become a forerunner in women's fashion Founded in 1992, the brand is designed to follow customers of its parent company, Urban Outfitters, into the next stage of their life. Founder Richard Hayne moved Anthropologie away from the focus of Urban Outfitters, which targeted hip and mod trends. Rather, this new concept was designed to appeal to 30- to 40-something affluent professional women with total family annual income above $200,000. Picturing an ideal audience, the corporation targeted sophisticated women wanting unique, one-of-a-kind designs. This marketing technique is often compared to that of Kate Spade, selling a lifestyle rather than products. Thus, Anthropologie became a pioneer in retail, becoming the first corporation to intentionally avoid advertising. Though the company does not advertise, its shoppers stay longer than most chain stores, averaging nearly 1 hour and 15 minutes. The company allots the extra money towards furnishing individual stores. Every store is divided into retailing quadrants, each acting as its own store, displaying a theme and flavor of its own. David Brooks has cited Anthropologie as the "apotheosis" of the bourgeois bohemian look in his book Bobos in Paradise.

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About Anthropologie

Anthropologie is a retailer of high-end casual clothing and other merchandise run by Urban Outfitters, Inc. A somewhat new apparel retailer, Anthropologie has used unique marketing and branding techniques to become a forerunner in women's fashion

Founded in 1992, the brand is designed to follow customers of its parent company, Urban Outfitters, into the next stage of their life. Founder Richard Hayne moved Anthropologie away from the focus of Urban Outfitters, which targeted hip and mod trends. Rather, this new concept was designed to appeal to 30- to 40-something affluent professional women with total family annual income above $200,000. Picturing an ideal audience, the corporation targeted sophisticated women wanting unique, one-of-a-kind designs. This marketing technique is often compared to that of Kate Spade, selling a lifestyle rather than products.

Thus, Anthropologie became a pioneer in retail, becoming the first corporation to intentionally avoid advertising. Though the company does not advertise, its shoppers stay longer than most chain stores, averaging nearly 1 hour and 15 minutes. The company allots the extra money towards furnishing individual stores. Every store is divided into retailing quadrants, each acting as its own store, displaying a theme and flavor of its own.

David Brooks has cited Anthropologie as the "apotheosis" of the bourgeois bohemian look in his book Bobos in Paradise.