Pay attention Now: How Anthropologie is ‘Curating a Lifestyle’ with its Maeve Model

Increasingly, non-public label manufacturers have gotten greater than supporting acts. In reality, many have gotten stars in their very own proper, and Anthropologie’s Maeve model is a testomony to this. In August, Anthropologie elevated the 20-year-old non-public style label to a standalone model, full with its personal web site, social presence and shops.

The choice was based mostly on extra than simply intuition, based on Anu Narayanan, President of Women’s and Home on the Anthropologie Group. She famous that the model has been shopped by greater than 2 million clients within the final yr alone and is the most-searched model on the Anthropologie web site.

In this week’s episode of the Retail Remix podcast, Narayanan shares how Maeve is now evolving past Anthropologie — whereas nonetheless staying related to its mother or father model — as the primary two standalone shops open.

Maeve will nonetheless be carried in Anthropologie, however followers who go to the brand new Maeve standalone shops in Raleigh, N.C. and Atlanta (opening quickly) will discover a differentiated boutique-style expertise and a brand new set of manufacturers not out there in Anthropologie.

“The beauty of what we do is curating a lifestyle for the customer,” stated Narayanan. “So we’re going to offer that Maeve product, but if you love Maeve, then what are the other things that should sit alongside it that really complement your lifestyle? That’s how we’re really thinking about curating the collection, including new, exclusive brands that we’re offering, like Jennifer Fisher and Goop Beauty, that aren’t available in Anthropologie.”

In the episode, Narayanan additionally discusses:

• The strategic option to open the primary Maeve shops in markets like Raleigh, N.C. and Atlanta relatively than main coastal cities;
• How Anthropologie is differentiating Maeve’s boutique retailer aesthetic from its core shops;
• Inside Maeve’s advertising and marketing engine, from TikTok and the corporate’s first Substack to a rising neighborhood of influencer “Mavens”;  and
• The function of catalogs (sure, catalogs) in fashionable model storytelling and buyer engagement.

Tune in now right here or wherever you get your podcasts: