Week 10: Anthropologie: Nailed It.

                              Anthropologie: Nailed It

Is there an Emmy for branding and marketing?  If so, it ought to go to Anthropologie, a retailer that killed it with their holiday lighting decor.  Here are the window displays:


To the left, petite drops of light mimic pearls on a necklace strand: intelligent, refined with delicate radiance, feminine and chic.  To the right, understated strands of holiday lights appear as one of several hand-crafted strands.  Somewhat camouflaged as one of several simple materials, the lights gently embellish detailed, handmade garland.  Clearly the lighting decor speaks to the store's appeal to the unique and aspirational consumer, one who values creativity and individual expression.

Notable to the lighting design seen from the window displays was the strategic placement of each fixture.  Lights that subtlety imply chic glamor were placed by the dresses and fur coats (top photo).  Dimmer lights imbedded within a hanged arrangement, uniquely crafted from ropes and assortments of beads adorn the front leading out to a different section of the store (bottom photo), where neutral tones, casual clothes and heavy knit sweaters are displayed.

Attention to detail, strategic use of subtly, and expression of the unique and individual person are notable in the light fixtures used in Anthropolgie's holiday window displays.  Allure through lighting and atmosphere draw consumers to enter the store to seek not only Anthropologie's goods, but the kind of lifestyle their visual aesthetic implies: one that emphasizes creativity and intelligence, homemade meals, books, travel and individuality, the home, the professional life AND play, valuing adventure and originality in all aspects of life.

A+ for Anthropologie for lighting the front end of their store in a way that appeals to their target market, interweaving nostalgia, lifestyle and values into the consumer experience.