Kate Boyer says Anatomie’s light-weight and sturdy style merchandise shall be a ‘game-changing style idea’ in journey retail
“We imagine we’ve a game-changing style idea,” says Anatomie Co-Founder Kate Boyer who — after 14 years of dressing luxurious clientele around the globe — is ready to launch the luxurious leisurewear model in journey retail.
Boyer based Anatomie together with her husband Shawn in 2006, bringing collectively their joint style and sportswear experience. “The trendy traveller is savvy and sensible, and we need to cater to their wants,” says Kate Boyer. “Anatomie goals to simplify the journey expertise. With our merchandise, travelling prospects can put off checked baggage, dry-cleaning and ironing.”
In keeping with Boyer, journey is inextricably linked to the ethos of Anatomie. That is exemplified by the model’s modern hospitality partnership with Signature Travel Network, which ensures the latter’s journey advisors grow to be Anatomie model ambassadors.
Regardless of the challenges introduced on by COVID-19, Boyer believes Anatomie can leverage its robust luxurious consumer relationships to drive its entrance into journey retail. She says, “Anatomie is positioned to be the modern-day uniform for luxurious travellers…The truth is, we’re a longtime go-to-brand for these purchasers already.”
On this interview, Boyer underscores what makes Anatomie a robust match for journey retail and previews what trade executives can count on to see at its #Digital Stand the upcoming Summit of the Americas – A Virtual Experience. She additionally outlines the model’s important CSR achievements during the last yr and the way Anatomie is assembly buyer wants at totally different factors of their journey expertise.
What’s the main focus for Anatomie on the Summit of the Americas – A Digital Expertise?
We’re getting into the journey retail trade after greater than a decade outfitting a few of the world’s most discerning purchasers. Our snug and classy efficiency put on accompanies them from flights to hikes, enterprise conferences to dinners. We’re the primary and solely attire model recognised by the Forbes journey information and included within the prime 50% of the Inc. 5000 list. Now we have additionally been honoured as certainly one of IAB’s manufacturers to observe for 2020. We really feel that it’s the proper time to introduce our new journey retail idea and grab-and-go wardrobes, which additionally contains our award-winning core necessities vary.
What units Anatomie other than different Athleisure manufacturers available in the market at the moment? How have your activewear backgrounds assist inform your strategy with Anatomie?
We solely work with stretch and efficiency materials. I’m European so top quality and sturdy materials are in my DNA, whereas my husband Shawn has distinctive data in match as a result of his bespoke clothes background. We make a novel mixture of founders for Anatomie, as we signify the perfect of two worlds. Anatomie has an elevated aesthetic as a result of our purchasers are subtle. We need to provide consolation and ease however with a tailor-made fashion.
Anatomie combines high-performance athleisure performance with high-quality materials
Kate and Shawn Boyer based Anatomie in 2006 and has since been recognised within the Forbes Journey Information, Inc. 5000 checklist and in IAB’s manufacturers to observe
How can Anatomie fulfil the wants of the journey retail buyer in 2021? Inform us why you imagine Anatomie shall be match throughout the journey retail area?
Anatomie’s merchandise are light-weight, timeless, seasonless, ageless, sturdy and straightforward to combine and match. Our merchandise additionally include a lifetime guarantee, permitting our prospects to pack mild and do extra with much less gadgets after they journey. The trendy traveller is savvy and sensible, and we need to cater to their wants. Anatomie goals to simplify the journey expertise. With our merchandise, travelling prospects can put off checked baggage, dry-cleaning and ironing.
How has COVID-19 impacted your corporation and what are the important thing factors of your restoration technique?
Because of the disaster, we misplaced a lot of our wholesale enterprise accounts. Nonetheless, our enterprise shortly recovered by direct-to-consumer alternatives, an enhanced ecommerce platform, a revamped loyalty programme, new arrivals and product promotions. These methods actually helped us climate the hardest durations of 2020. We additionally stored a dwell and open line of communication throughout all social media platforms.
Anatomie donated 188,207 meals for starvation reduction, supported over 7,164 youngsters with shelter and schooling, distributed 108,901 PPE gadgets and planted 23,850 bushes during the last yr
Anatomie has benefited from cross-category journey and hospitality partnerships over time. May you define the methods you might be utilizing to have interaction the travelling buyer at numerous factors of their journey?
Accompanying the journey retail buyer all through their journey is essential to our strategy. Our omnichannel technique places Anatomie on the centre of the luxurious journey world, from golf outlets and personal jets to 5 star spas, resorts and high-end boutiques. Now we need to develop a presence in key airports as a part of the Anatomie expertise.
For instance, after years of collaborating with journey firm Virtuoso, we channelled our focus to the VIP division of the Signature Journey Community. Right here, a hand-picked group of advisors curate customized journey experiences for Anatomie prospects. They put together the itinerary and we put together the wardrobe for the journeys.
The journey advisors are additionally Anatomie model ambassadors and work hand-in-hand with our VIP concierge staff to supply luxurious packing guides. The expertise is all the time one-on-one, fostering a really private reference to every consumer. Anatomie and Signature Journey Community ship one another purchasers on a regular basis and cross-promote on numerous advertising and marketing platforms.
In the present day, Anatomie is out there in 400 factors of speciality shops, personal golf equipment, luxurious resorts, golf outlets and spas within the US
What are your main targets by geography, channel or retailer sort as you search to faucet right into a recovering market?
Despite the fact that most of our purchasers are in North America, we ship internationally too. We really feel that the Americas, Center East and Asia Pacific journey retail areas maintain enormous potential. We’re additionally on the look-out for journey retail companions who will enable us to current the whole Anatomie idea. We imagine we’ve a game-changing style idea and that Anatomie is positioned to be the modern-day uniform for luxurious travellers. The truth is, we’re a longtime go-to-brand for these purchasers already.
What position does the style sector play within the general restoration of the journey retail channel?
Style performs a key position as numerous disposable revenue has amassed due to the pandemic disaster. Style is an impulse purchase and so while you journey, you’ve got a transparent cause to purchase style merchandise.
All through the years, we’ve advanced to higher meet the wants of luxurious travellers. Style makes individuals really feel good, however Anatomie additionally provides them simplicity, relevance and ease. We’re additionally very sustainable and positioned as the other of fast-fashion as a result of we provide funding items that may final a lifetime.
Anatomie’s Necessities Capsule and Safari Equipment are getting a particular focus on the upcoming Summit of the Americas – A Digital Expertise
Anatomie has partnered with a number of non-profit organisations over time together with Model Saves, No Child Hungry and Challenge Angel Meals. May you inform us extra about your moral and environmental sustainability programme?
I imagine that we’ve to do good to final. Now we have to make an affect and proceed to battle the nice battle. This season, we’re teaming up with Miami Diaper Financial institution to assist ladies who can’t afford to pay for diapers.
I’m so pleased with the constructive affect that our CSR-initiatives have created during the last yr. We supplied 188,207 meals for starvation reduction, supported over 7,164 youngsters with shelter & schooling, distributed 108,901 models of non-public protecting gear and planted over 23,850 bushes.
Anatomie is launching a packing dice of responsibility free necessities providing a curated capsule wardrobe for the journey retail buyer
How do you assume the journey retail channel can and will have interaction with travelling customers to make sure a sustained restoration?
A renewed deal with the traveller and creating a private reference to prospects shall be extra vital going ahead. Our new retail decks are interactive and inform the story of the model and the way every product capabilities.
It’s not nearly promoting a product and as a substitute it’s about participating on a human degree. We have to educate, assist, nurture and entertain our purchasers all through their journey journey. We have to simplify our provide, balancing practicality and necessity with newness that they’ll’t discover wherever else. For instance, our packing cubes may have ‘responsibility free necessities’ that embody tops, leggings and different snug fundamentals.
How do you view the persevering with affect of COVID-19 on Americas journey retail and the broader trade?
Now we have famous a giant enchancment in home journey market within the US, however really feel that folks shall be extra cautious and extra acutely aware of hygiene when travelling. Journey connects us and I’ve religion that worldwide journey will choose up once more quickly. Anatomie exists to empower and encourage individuals to journey in fashion and luxury.
Anatomie’s ‘designed to fly’ mantra signifies that all of its merchandise have been particularly developed to simplify the travelling expertise and permit travellers to do extra with much less items
As reported, the all-digital Summit of the Americas 2021 is being organised by the Worldwide Affiliation of Airport and Obligation Free Shops (IAADFS) and Asociación Sudamericana de Tiendas Libres (ASUTIL) in partnership with The Moodie Davitt Report (which organised the profitable Digital Journey Retail Expo from 12-16 October). Customer registration (free to all journey retailers and airport firms) is open on the official event website, which is now live.
The occasion has already attracted the dedication of many main journey retailers to attend together with: 3Sixty Obligation Free, Aer Rianta Worldwide, Carisam/Samuel Meisel, Dufry, Obligation Free Americas, Harding Retail, Heinemann Americas, Worldwide Shoppes, Island Firms, Lagardère Journey Retail, Motta Internacional, Impartial by Luryx Obligation Free Store, Paradies Lagardère, Provimex, Sineriz Free Store, Starboard Cruise Companies, Stellar Companions, High Manufacturers Worldwide, Windsor Tunnel Obligation Free Store and Zeinal Hermanos, with extra to be introduced quickly.
For exhibitors there are three tiers of digital packages from which to decide on, providing a number of choices to show merchandise, ship model and product displays, provide digital excursions of their services and showrooms, and join with consumers.
To be taught extra about this chance, please obtain the 2021 Virtual Summit Information Briefing. For digital stand reservations or media, please contact Irene Revilla at [email protected]. For common questions on participation within the Digital Summit, please contact Steven Antolick for additional help.
Supply: www.moodiedavittreport.com
