Branding Uniqueness, Happiness & the Exotic: Ethnic Rituals Anthropologie
You are not about to read an introduction into the anthropology of ethnic rituals. And no this is also not about the scientific discipline of anthropology as a brand, although it is related to ‘diversity is our business’ or better: ‘fashionable diversity as a business’. This post is about ethnic interior design and ethnic clothing, Rituals body care and Anthropologie clothes, accessories and home-stuff. Moreover, it is about companies using the terms ethnic, ritual and anthropology as a way to sell the exotic in a particular way.