Anthropologie Sends Its Holiday Customers to the Arrivals Gate

Anthropologie debuted its holiday campaign Monday with a simple setup: people on their way to someone. "On My Way" was developed in-house and shot on location on Shelter Island, New York, in Mallorca, Spain, and in Vienna. The creative catches friends and family reuniting in airport terminals and other transit stations, aiming for both the anticipation and the payoff of coming together.

The ads are one piece of a larger plan. Global CMO Barbra Sainsurin said the team thinks of the holidays as a world the customer steps into rather than a single campaign she sees. On Friday, October 23, a five-part social series, "Between Us Girls," starring creator Coco Schiffer, rolls out on Instagram and TikTok, mixing styling ideas, gifting tips, and entertainment. It follows Nuuly, another brand under Urban Outfitters, which ran a microdrama for its fall campaign.

The commerce layer is just as busy. A new partnership with DoorDash, struck last month, targets last-minute gifts and seasonal products. Stores will host events in November and December with complimentary styling and concierge services, and the product lineup includes home collaborations with Suleika Jaouad and Jon Batiste, New York City Ballet, Susan Alexandra, Molly Hatch, and Ghia.

The business backdrop is solid. Anthropologie grew revenue about 5 percent year over year in the quarter ended July 31, and customer growth, which counts new, active, and reactivated customers, rose more than 4 percent, with momentum credited to an influencer-led campaign. Deloitte forecasts retail goods spending to rise 10 percent year over year this holiday season, but shoppers remain price-sensitive after a long stretch of inflation. Sainsurin said the biggest challenge is earning attention in a cluttered season, and that the answer is giving customers a reason to care rather than simply showing up more often.

Source: Retail Dive

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →