Inside the C-Suite: Anthropologie launches Maeve as a new brand using influencers, TikTok and (of course) Substack

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Anthropologie’s in-house label Maeve is being spun off into its own, standalone brand. How does a marketing team handle that in 2025? By creating new social channels (find Maeve on Instagram and TikTok), investing in CTV, OOH and influencer marketing and writing a Substack (penned by the marketing…

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