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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 »
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Book your place at the Business Leader Dinner
James Bidwell, managing director, Anthropologie Europe took time to answer some questions before his Business Leader dinner for our members on 12 April.
What’s your golden rule?
Keep it simple, keep it customer focused
Who has been your biggest influence?
I am inspired by many people, places, thoughts and ideas and have the good fortune to live, work and learn from much wisdom.
What’s the smartest business idea you’ve ever had?
I hope I am yet to have it…each step of my career has offered intellectual challenge and opportunity and the fun is taking a pragmatic, creative and entrepreneurial approach to building brands and growing businesses.
Posted: April 7th, 2010 | Author: elen.lewis | Filed under: Customer Champions, Leadership Central, Q+A | Tags: anthropologie, Events, interviews, james bidwell | Leave a Comment »
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The evening will be chaired by Alan Giles of Fat Face and will comprise of an exclusive store tour of Anthropologie’s second European store in the beautiful former Antiquarius building on Kings Road, hosted by James Bidwell, followed by dinner at the nearby Bluebird restaurant. In an informal discussion over dinner we will explore some of the broader strategic and marketing issues raised by this exciting new arrival.
Format of the evening – Customer Champion Marketing Dinner
These exclusive and intimate dinners are hosted by a senior leading marketer attracting audiences of Business Leaders, Fellows and their guests. The evening provides a rare opportunity for you to hear from James Bidwell and offers you the opportunity to ask questions in an informal relaxed atmosphere. Chatham House Rules apply.
Booking Information
Business Leader Dinner, Customer Champions
Key Times
6.30pm – 6.45pm Registration
6.45pm – 7.30pm Store tour
7.30pm – 7.45pm Move to Bluebird Restaurant
7.45pm – 8.00pm Drinks
8.00pm – 9.15pm Dinner
9.15pm – 9.45pm Discussion
10.30pm Close
Location
Anthropologie
131-141 King’s Road
London
SW3 4PW
Bluebird Restaurant
350 Kings Road
London
SW3 5UU
Posted: April 1st, 2010 | Author: matt | Filed under: Customer Champions, Event | Tags: anthropologie, Customer Champions, Events, james bidwell | Leave a Comment »
