J.Crew and Anthropologie are two very similar chain store brands. Yet each of them have their own, unique approach to how they communicate with their audiences. On their blog, J.Crew positions itself as a team of stylists and fashion curators. In terms of content, the focus lies on the designs and the production processes of clothing. The texts are carefully formulated and rich in detail.
In contrast, Anthropologie focuses less on fashion itself and more on the role it has in a world filled with colorful experiences. The blog, which also features travel, food and music, opens up a broad spectrum of interests. In its posts, Anthropologie places fashion terms in the background, in favor of a more personal language that addresses emotions such as “romance“, “adventure“ and “joy“.
It is not the companies themselves who are the heroes in these examples – it is their target groups. J. Crew and Anthropologie act as mentors who respond to the growth needs of their audiences. On the one hand, J. Crew is the detective who uncovers the people behind the scenes, using detailed language and a clear focus. Thus, he responds to the need for perfection. On the other hand, Anthropologie speaks of the magician, who dreamily and playfully reveals the beautiful and undiscovered.
Although the model of the mentor-archetypes is already widespread in branding, often it remains superficial. After all, not every magician has the same tricks up his sleeve.