First founded in 1992, the brand is designed to follow customers of its parent company, Urban Outfitters, into the next stage of their life.[2] Founder Richard Hayne moved Anthropologie away from the focus of Urban Outfitters, which targeted hip and mode 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. [3] 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.[4] Thus, Anthropologie became a pioneer in retail, becoming the first corporation to intentionally avoid advertising.
Actually, this really kind of pisses me off. Do they think twenty-somethings want to dress straight out of Urban Outfitters? Occasionally Anthropologie does skew a little old, I admit, but I also don't think it's dressing 40-somethings. No, instead it's praying on the poor grad students who have taste but don't want to dress a teenager until they're 30! (I do shop at Urban Outfitters but somehow I'm not so into Victorian-Goth at the moment, which is practically all they have in the Valley Fair store right now).
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