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3w ago

Anthropologie Elevates Maeve to Standalone Brand With Raleigh Store Opening

The spin-off leverages strong shopper metrics alongside social momentum to deepen engagement via dedicated digital outlets in support of an immersive marketing campaign.

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Orlando, Florida, USA - January 28, 2022: An Anthropologie store in Orlando, Florida, USA. Anthropologie is an American clothing retailer.
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Overview

  • Anthropologie Group will open the first 3,000-square-foot standalone Maeve store in Raleigh this October, followed by three additional test locations next year.
  • Maeve will launch independent digital channels with dedicated Instagram and TikTok accounts and a Substack newsletter titled “& one more thing” for long-form editorial content.
  • A 360-degree marketing push features influencer collaborations, connected TV and out-of-home advertising, a New York City launch event and a charitable partnership with She’s the First.
  • Over the past year, Maeve attracted nearly 2 million shoppers, recorded close to 3 million searches on Anthropologie.com and generated more than 10 million TikTok views.
  • The brand’s aesthetic blends vibrant colors, timeless silhouettes and inclusive sizing across Plus, Petite, Tall and Adaptive lines to appeal to a multigenerational audience.