Listen Now: How Anthropologie is ‘Curating a Lifestyle’ with its Maeve Brand
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Anthropologie has elevated its 20-year-old private fashion label, Maeve, to a standalone brand with its own website, social presence, and stores. Maeve, shopped by over 2 million customers last year, is the most-searched brand on Anthropologie's website. The first standalone stores are opening in Raleigh, N.C., and Atlanta, offering a boutique-style experience with exclusive brands. Maeve will still be available in Anthropologie stores. The strategic choice of store locations, marketing strategies, and the role of catalogs in brand storytelling are also discussed.
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