Anthropologie Introduces Destination Shopping
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By increasing its product assortment — wedding, home goods, beauty, intimates — Anthropologie hopes to transition from women's apparel to a lifestyle brand. In addition to greater product selection, the larger stores will consist of salon blowouts, restaurants and and mini-shops of Urban's other brands, Terrain and BHLDN. The strategy is to offer a social component to shoppers. Focus group tests showed that customers spent two hours to three hours in the new store format compared to the average hour-long stay in its current stores. Anthropologie execs not only expect the new format to increase in-store sales, but to also act as a showroom to help increase online sales as well.
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- People:
- Richard Hayne
- Places:
- North America
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