Style and passion collide at Anthropologie. The international retailer is well-known for their chic clothing, accessories, gifts and home design. Anthropologie not only knows their consumers, but embodies them. Each store is a sophisticated fashion and entertaining mecca matched only by the stylish shoppers browsing within.
Anthropologie translates this culture online through the feminine bohemianism of their website. The retailer has a strong social presence, with sharing buttons on-site including: Twitter, Instagram, YouTube, Facebook, Pinterest and Tumblr.
As they are recognized for their visual designs and elegant display, the Anthropologie brand is best conveyed through image-based social media. Therefore we chose to focus on their Pinterest, Instagram and Tumblr Blog in the social analysis below.
Pinterest. This platform has shown to be an effective revenue source, especially for retail brands. On average, Pinterest users spend more than those on other social media: $170 per session compared to $95 on Facebook and $70 on Twitter. Anthropologie’s Pinterest account creates a great shopping experience. With nearly 350,000 followers and 55 boards, the retailer is developing a strong fashion resource – their boards feature personal shopper selections, seasonal styles, weddings, crafts, and home decor.
Instagram. Instagram focuses on connecting people through pictures. While it’s not often seen as a direct way to drive sales, it’s a great platform for brands to showcase products and company culture. In fact, more than two-thirds of the top 100 companies are active on Instagram. Anthropologie shares images of staff, products, designs, clothing, pets, and daily life to connect with consumers. Their fun images are shown here:
Tumblr. When it comes to Anthropologie’s social profiles, we definitely saved the best for last. Their Tumblr – The Anthro Blog – is a social masterpiece that ties in both of the above networks. Beginning with the email sign-up and extensive social buttons on the top of the page, each post is then explained clearly with a title, description and image. The content is diverse and engaging, ranging from employee must-haves, how-to’s, seasonal style inspiration, recipes, videos, instagram and pin-to-win promotions.
Anthropologie has clearly built a stylish social empire. Other brands can learn from their comprehensive approach to social media marketing and thorough understanding of their consumer audience. Social media can greatly increase visibility, site traffic and sales if correctly optimized on relevant channels.
Contact ZOG Digital today for a social media marketing audit.
Read more: Anthropologie: Small Business Branding Lessons From a Major Brand