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Urban Outfitters is a popular brand in retailing, but it wasn't until last month that I discovered Anthropologie. If you haven't heard, seen, or visited an Anthropologie retail location, you are missing an experience, no kidding.
After visiting the store, I dug up some figures that surprised me. Here's one that stuck out more than most: the average Anthropologie customer spends 80 minutes in the store per trip. Eighty -- that's one and a third hours on just one visit. Can you guess how much time the typical shopper spends at other retailers? Fifteen minutes. That's an incredible number that should describe a bit about the feel of the stores.
Anthropologie was founded to profit from patrons of the Urban Outfitters chain who outgrew UA's fashions. As such, the target market for Anthropologie clothing is a 30 to 40'ish professional woman with high discretionary income. Not a bad niche to target!
Ask ten women how they feel about Anthropologie and you'll likely get . . . one opinion! Almost unanimously, people love the store, but don't like the prices. Granted, they are steep, but there's a reason. Anthropologie is very selective and exclusive with their clothing lines, and just about everything you find in a store is limited edition. Heck, they even have a good selection of one-of-a-kind items!
These items tend to sell out very quickly, leaving mismatched items here and there, but that leads to an opportunity for buyers: namely, sales racks. There are a bunch of sale items if you're not against digging, which I'm sure is responsible in part for the average length of stay.
What I like most about Anthropologie clothes is the distinctive styling. Their clothes include a lot of floral prints, appliques, and velvets, but look classy and sophisticated at the same time. The feeling that I get is that it's a clothing line for beautiful women who don't feel they need to reveal half of their bodies to look attractive. Home run, I think.
For anyone really looking for a bargain, you can find discount Anthropologie clothing online – not through the official store, but through other retailers. I can't imagine that these items are wholesale, and with the high turnover in clothing, I don't think it's made up of last season's items either, but the price is right!
Bottom line: if you haven't yet stepped foot in an Anthropologie store, find out if there's one near you. It really is a great shopping experience. But beware of the prices!
Smruti Evans runs the discount Gucci bags web store and maintains several popular weblogs, including the Discount Designer Clothing blog.
More Resources for Anthropologie Clothing
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