Anthropologie has developed a series of reinvention workshops for shoppers. They aren’t your typical in-store retail events during which new products are unveiled with hoopla or a percentage of sales on a given day are dedicated to a charity, though.
Rather, the reinvention workshops “aren’t designed to sell anything,” said Wendy Wurtzburger, Anthropologie’s chief merchandising officer, explaining that the goal is to teach women how to get more out of the existing items in their wardrobes.
“We wanted to share something really personal, which is our creative side, on a one-on-one level,” said Wurtzburger. “Our stores are communities. Our customers have relationships with the staff. Also, it was an opportunity for our designers to interact with our customers and get a sense of who they are. The more we know, the more it helps us to understand her.” Wurtzburger explained that Anthropologie executives “like to be out in the stores and learn about the customer. For a designer to work this way with a customer builds on that. It supports the idea that Anthropologie is not just a place to shop — it’s a community, a lifestyle and a feeling.”
The retailer said giving new life to old things is especially relevant given the state of the economy, adding that customers will discover how “extraordinary and meaningful a hand-crafted, remade gift can be.”
The first 12 workshops, which attracted about 15 to 20 consumers each, were held between Dec. 1 and 9. Further workshops are planned for the new year, although no dates have been set, said Wurtzburger.
At the December workshops, customers learned how to refashion blouses, rework cardigan sweaters, revamp gloves and hats and renew scarves. Wurtzburger, who admitted she doesn’t know how to sew well, came to a session with an old Paul Smith sweater. “I had loved that sweater,” she said. “I worked with one designer, and she turned it inside out and turned it from a pullover to a cardigan. She sewed a ribbon placket on it.”
Wurtzburger, who has a large collection of apparel and accessories, said, “I like to keep [my things] and put them away for awhile, then bring things out again. There’s usually something you want to change.”
Other seminars were devoted to making hair accessories, wrapping packages with scarves, reinventing plush toys and revitalizing ornaments. The events were held at Anthropologie stores in Portland, Ore.; Los Angeles; Berkeley, Newport Beach and Santa Monica, Calif.; Boulder, Colo.; Short Hills, N.J.; San Antonio; Dallas; Chestnut Ridge, Mass.; Tampa, Fla., and Minneapolis.
“We really didn’t do it for the reason of getting sales,” Wurtzburger stressed. “Our customers have relationships with the staff. We inspire her with our creativity. It was really a gift.”
Wurtzburger couldn’t help adding: “I hope people ended up shopping after the course.”
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye