Anthropologie achieved nearly eight percent sales growth in 2024 and is expanding its U.S. retail footprint, including a return to Soho and a new Maeve freestanding store in Raleigh, North Carolina opening in October. The brand is amplifying marketing with its largest celebrity campaign to date, starring Camila Mendes, and deploying it across social media, email, out-of-home ads, and influencer partnerships. The campaign presents Mendes in varied London scenes and outfits to reflect the many "characters" a woman can play throughout the day. New CMO Barbra Sainsurin plans to focus on immersive, longer-form storytelling to build the Anthropologie world.
In addition to seeing nearly eight percent sales growth in 2024, the Urban Outfitters-owned retailer has been expanding its retail footprint in the US, including a return to a key brick-and-mortar location in New York's Soho. It has also spun its Maeve subbrand into its own freestanding label, a launch which includes a new store set to open in Raleigh, North Carolina in October.
As the brand continues to grow, it is also flexing its marketing muscle. Best known for its feminine, bohemian take on apparel, this week, the retailer is rolling out its most high-profile celebrity campaign to date, which will be shared across its social media channels, on email and in out-of-home ads - as well as further amplified by a cast of influencers.
who rose to fame on "Riverdale" and is set to appear in Mattel's "Masters of the Universe" film next year, the campaign shows her in several scenes throughout London, from dancing in her bedroom in a sequinned dress to hailing a cab in a fluffy faux fur jacket. According to Barbra Sainsurin, the retailer's new chief marketing officer, it's designed to reflect the many "characters" a woman can play throughout the day, whether she is running errands or attending a glitzy event.
Collection
[
|
...
]