Anthro is scared of me

You guys- I have a special place in my heart for Anthro. For realz. I mean they are tempting AF. But here’s the truth- they are scared of Style Coach! OK here’s what happened.

I heard from a marketing person for my local mall that Anthro does pop-up collabs with local businesses. Guess what? I’m a local business! I was thrilled. Plus I know that Style Coach would be able to help so many shoppers navigate Anthro- the colors, prints, styles, accessories- it would be so awesome!

But when I pitched to the Anthro lead stylist there, she told me very clearly that CORPORATE WOULD NEVER CONSIDER IT. I explained that Style Coach is not affiliated with retailers/brands, we’re just trying to help women navigate the world of style- maximize what they already own and add pieces in a smart way. OOPS. I guess that was the wrong thing to say.

Because Anthro (and every other clothing retailer) DOESN’T WANT YOU TO SMARTEN UP. They want you to roam the store, feel drawn to something, love it, and convince yourself you deserve it. They don’t want to see what’s in your closet- because they want you to buy a new one. They don’t want you to get advice because someone might discourage you from buying something. They thrive on your confusion, your distance from your closet, and your “aloneness” on your shopping trip. They have stylists too! But those stylists are really just salespeople- they have a vested interest in you buying stuff! It’s like saying the person you see at a car dealership is a car consultant. Ummm no. I ain’t buying it.

So here I am, just plugging along trying to help women feel INFORMED, CONFIDENT, and HAPPY. Happy in the LONG-term, which comes from that synchronization of wardrobe, lifestyle, body and heart.

Well guess what, Anthro. I’m NOT scared of you.