Anthropologie’s customer favorite Maeve label has been elevated to a standalone brand with its own branded storefronts, beginning with the initial concept store opening this fall in Raleigh, N.C. Maeve already has dedicated retail spaces within Anthropologie’s brick-and-mortar footprint and has been shopped by nearly 2 million customers over the past year, as well as being top-ranked on Anthropologie.com with close to 3 million searches.
“Maeve has emerged as a true driver of growth within Anthropologie’s portfolio,” said Anu Narayanan, President of Women’s and Home at Anthropologie Group in a statement. “Its consistent performance, combined with our customers’ emotional connection to the brand, made this the right moment to evolve Maeve into a standalone identity.”
Anthropologie’s marketing strategy for the new brand includes:
- Dedicated social channels: Under the name @maevebyanthro and the #moremaeve hashtag, the brand will launch dedicated social channels on platforms including TikTok and Instagram, as well as the brand’s first Substack, titled “& one more thing” for long-form editorial content;
- House of Maeve: The brand will bring together 150+ influencers, press and community members for its launch day in New York City in an exclusive event led by celebrity host Chloe Fineman, including a mock store preview, “Café Maeve,” behind-the-scenes product unveilings, a gifting suite, stylist-led sessions and a spotlight on Maeve’s social impact partnership with She’s the First;
- Exclusive Maeve catalog: Timed with the launch, the brand will publish a Maeve catalog featuring models and influencers, available in stores nationwide and shipped to hundreds of thousands of the brand’s best customers; and
- Influencer and advertising campaigns, including paid social, CTV and out-of-home placements in priority markets, including New York and Los Angeles.
“Design is at the heart of Maeve, but it’s the storytelling and sense of purpose that turn customers into a community,” said Barbra Sainsurin, Global Chief Marketing Officer at Anthropologie Group in a statement. “We’re celebrating Maeve with a thoughtful, full-funnel strategy that combines rich content, meaningful activations and immersive experiences, all aimed at inspiring discovery, driving conversion and building lasting brand love.”
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