Friday, November 12, 2010

A Whole New World

When a clothing catalog leaves you spellbound you have to face one of two conclusions…either you’re the lucky recipient of the pièce de résistance of catalogs or you really need to look into getting out more.  In my particular case, I think both may be true.  I’ve been transfixed since receiving this season’s Anthropologie catalog, not only by the exceptionally stylish clothes, jewelry and home décor, but by the enchanting world they’ve created as a part of their brand.  Of course, this magic isn’t restricted to their catalogs…if you’ve ever visited one of their stores, you know the whole ‘Anthropologie experience’ is otherworldly.  Their president, Glen Senk, explained why in an interview with “One of our core philosophies is that we spend money that other companies spend on marketing to create a store experience that exceeds people’s expectations….we invest in execution”.  In the previously aforementioned catalog-of-wonder, the magic of photography takes their legendary visual merchandising to the next level.  We’re introduced to a land where two-dimensional Victorian era drawings come to life, enchanted animals abound, fairy dust falls from the sky and rooms are transformed into tents of draping gauze-like fabric.  It as though Anthropologie is watering the seed Disney planted in my childhood.  From a design perspective, it’s breathtaking…from a marketing perspective, it’s pure genius.  I simply had to share a few pages with my friends, hope you enjoy. 


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