Anthropologie, the Urban Outfitters Inc.-owned lifestyle retailer, has launched its “On My Way” holiday marketing campaign, centered on reunions with friends and family in airports and transit stations. Global CMO Barbra Sainsurin called the biggest shift “thinking about the holidays as a world our customer can step into, rather than a single campaign she sees.”
“On My Way” was developed in-house and shot on location in Shelter Island, New York; Mallorca, Spain; and Vienna. The creative captures the anticipation and joy of coming together.
A five-part social series, “Between Us Girls,” starring creator Coco Schiffer, rolls out on Instagram and TikTok, blending styling inspiration, gift ideas and entertainment. It follows sister brand Nuuly’s microdrama for its fall campaign. Sainsurin said the format lets Anthropologie bring more humor and personality than conventional messaging.
Anthropologie grew revenue 5% year over year in the quarter ended July 31, and customer growth (new, active and reactivated) rose more than 4%, helped by an influencer-led early-fall campaign. Deloitte forecasts holiday retail spending to rise 10%, driven by Gen Z and millennials.
An in-house holiday campaign showing reunions in airports and transit stations, shot in Shelter Island, Mallorca and Vienna.
Through “Between Us Girls,” a five-part Instagram and TikTok series starring creator Coco Schiffer that mixes styling, gifting and entertainment.
Revenue grew 5% year over year in the quarter ended July 31, with customer growth above 4%.
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