Anthropologie – a theatrical affair
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Gemma Greaves learns from James Bidwell, MD of Anthropologie Europe at our latest Business Leaders event.
It’s no surprise to see James Bidwell successfully lead the European launch of Anthropologie, a hugely successful US retail brand targeted at affluent, 30-something women. He’s the man who brought theatre and experience to Selfridges when we were first beginning to whisper about the potential of brand experiences. Bidwell says the ethos of Anthropologie is to put the building and space at the heart of the brand.
The new Kings Road store is really something. It was one of the first motorcar garages in London, more recently home to the Kings Road Antique Market. Customers spend an average of an hour-and-a-quarter each visit. Crucially, stock is on continual rotation with five deliveries a week. Bidwell is determined to deliver a unique boutique experience to every customer. Thirty per cent of Kings Road stock is unique to the store. And if the customer comments that this seasons hemlines seem a bit short, the buying team are informed immediately and will address the issue within days.
Anthropologie is a gallery too. At the moment, its all about tea with tea-tastings galore, and in the summer to coincide with The Chelsea Flower Show, the gallery will be transformed into a garden. So, lots to think about. How quickly does your brand respond to customer feedback? How do you encourage consumers to spend more time with your brand? What additional experiences and theatre can you create to entertain your consumers?
Posted: April 15th, 2010 | Author: gemma.greaves | Filed under: Customer Champions | Tags: anthropologie, james bidwell | Leave a Comment »
