Saturday, April 24, 2010

anthro knows me as their "friend"

you gotta read this great article that was done in 2002 (!) back when anthro only had 40 stores (now they have more than 90 in the US alone) in FastCompany. My favorite part is when the Anthro people specifically identify their "friend," the typical anthro shopper.

'Ask anyone at Anthropologie who that customer is, and they can rattle off a demographic profile: 30 to 45 years old, college or post-graduate education, married with kids or in a committed relationship, professional or ex-professional, annual household income of $150,000 to $200,000. But those dry matters of fact don't suffice to flesh out the living, breathing woman most Anthropologists call "our friend." Senk, 46, says, "I like to describe her in psychographic terms. She's well-read and well-traveled. She is very aware -- she gets our references, whether it's to a town in Europe or to a book or a movie. She's urban minded. She's into cooking, gardening, and wine. She has a natural curiosity about the world. She's relatively fit."'

most of that descriptor is just eerie. i think they have described 95% of my friends (give or take a few income brackets) and it's no wonder that many of us love anthro.
now i gotta go outside and sip on some chardonnay and water my tomatoes while i let the potroast simmer.

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