Help Your Clients Cheat…and be Rewarded
More than 174 retail locations. Recurrent winner of “Most Popular Store” in New York City´s Zagat Shopping Guides. Anthropologie is doing something right.
Describing this retailer as simply “a brand that sells women’s clothing and…” would be correct, but a huge understatement. The Anthropologie brand exudes a sense of romance, craftsmanship, bohemian style and creativity. It’s also known to have some of the most creative and elaborate decor showcased in their windows and showrooms.
In short, they embrace their niche and do everything possible to stand apart from the rest of the retail crowd…including cheating.
Grabbing the market’s attention
And as we all know in marketing, we have mere seconds to grab the buyer’s attention and interest. Rising to the top of the pile of glossy magazine-style catalogs that 99 percent of retailers send, the Anthropologie catalog always catches my immediate attention.
Yes, it’s gorgeously designed (This month’s theme was Portugal.). But more importantly, it’s printed on uncoated paper…well, the cover is. And this is what I mean by cheating.
On the inside, Anthropologie opts for a coated publishing stock—much cheaper considering the quantity printed. The look and feel throughout the piece is perfect—absolutely inline with the branding of their stores. But they stop me in my tracks every time with the tactile quality of that cover printed on uncoated stock.
And you don’t have to print hundreds of thousands of catalogs to benefit from this lovely bait-and-switch tactic.
Gather around a tight budget
Gather Journal, an independently published magazine about the love of food, cooking and gathering with friends, is produced on a very tight budget. They too show us how it pays to cheat.
“The biggest thing that I learned with this project was the combination of an inexpensive grade inside (when I say inexpensive, it’s not the cheapest paper you can buy, but it’s an opaque offset) with a beautiful, beautiful cover by Mohawk, “ says Frits Kouwenhoven of Hemlock Printers and the printer of Gather Journal. “To put those two together, I don’t know, as a printer day in and day out, it would never really have come to me.”