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Anthropologie's Clever Value Messaging

While shoppers are spending more this summer than they were a few years ago, today's economy continues to squeeze many of our email subscribers. A lot of folks are able to save up for major purchases, but those big-ticket commitments are made thoughtfully with an eye to snagging the best deals.


This presents a messaging challenge: when a brand doesn't have a sale or special pricing to offer, and when the product or service isn't necessarily cheaper than the competition's, how can copy tell a story about value?


One effective way is to use versatility and durability messaging - the bang-for-your-buck angle. I've been impressed with the nuance with which Anthropologie's copywriters convey such value messaging without sending any false signals about low price tags.


Anthro 1.png
In the first email, the copy conveys that the party heels worn with this cute summer dress are in fact an "all-year-long" style investment, telling a story about both versatility and durability.


Anthro shirt 2.png
In the second email, the copy calls out a number of ways to wear the shirt - tanks, dresses, jeans and more - and even refers to the shirt as a "layer" prominently in the headline rather than a mere shirt. This tells subscribers how an investment in just one item can spruce up their wardrobe.


Seen other ways to tell a value story about higher-end items? Please share in the comments.

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