Anthropologie

• Anthropologie is another large company but on a smaller scale compared to Burberry. 
• Their target buyer is the 'creative-minded woman, who want to look like herself, not the masses.' 
• ' Our products offering consists of women's apparel and accessories, intimates and home furniture...'  They also cover products in beauty, gifts, and decor. 
• They say that each caters to the lifestyle of 'our five muses: soft and delicate; boho chic; easy cool; elegant classic; and modern sporty. I like the mode of synthesis they have put in to ensure that they are making with the customer in mind first. The two that stand out to me the most are boho chic, which is based on bohemian and hippy dress influences. This is a style that I tend to personally find most appealing when I shopping for clothes and decor myself. 
• The style tends to use quite lightweight, flowing material which is usually embellished with embroidery or additional material to help form a looser shape. see figures 1 and 2 below.  
• The second lifestyle that interests me is the elegant classic. The style of clothing that is designed is much more muted soft colours. The design of the fabric is simple but still bold. It is a lot slicker in it fitting as well both clothing and decor. see figures 3 and 4 below.
• Within their company, they are interested in sustainability. The store is connected to a wider company that house Urban Outfitters, Free people and Vetri Family. 
• The clothing within Anthropologie for example dresses ranges from £100 - £400, shirts - £50- £90. The homeware £60 - just over £100. The products they sell are of a high-quality standard, so would last and the prices do place it on the higher end of the market. 
•  I really like what the store produces and stands for. Their designs are contemporary and have a calming, comforting quality/ feel to them. It embodies all the qualities I look for when shopping for myself and I believe that it is a form of design that is up and coming. 
• The best step for me next is to probably come up with design boards of others work that interests me and research the links into who the designs are aimed at and the price/ market range they sit in. This will help me narrow down and market area and consumer. 

Vidio, below taken from 2011 autumn collection and the interaction between colour, print and the consumer. 

(figure 1)

(figure 2)

 (figure 3)

(figure 4)