Dive Brief:
- Following its second-quarter success, Anthropologie has partnered with Pinterest to create a shoppable home in Brooklyn Heights, New York, according to a Tuesday press release. The two companies will host the Anthropologie x Pinterest Holiday Showhouse until Oct. 15 for customers who book appointments.
- The home will have QR codes in each room directing consumers to shoppable boards on Anthropologie’s Pinterest profile. Pinterest has tapped users on its platform, including Brigette Romanek, Benjamin Reynaert, Mallory Fletchall, Whitney Leigh Morris and others, to promote the space on its social network.
- Anthropologie will staff the space with its stylists to help customers and sell the products in the home via the customized Anthropologie x Pinterest Showcase landing page. The home will feature furniture and seasonal décor from Anthropologie and its sister brand, Terrain.
Dive Insight:
Anthropologie enlisted Creative Director and Interior Designer Glen Proebstel to design and style the home using holiday trends from Pinterest. The apparel retailer partnered with Pinterest to assist with promoting the space because of the social media company’s trend analytics and creator partnerships, Elizabeth Preis, global chief marketing officer at Anthropologie Group, said in a statement.
“Our ambition is to inspire our community from first click, and first step, with exceptional design and quality always at our core,” Aaron Mutscheller, president of Anthropologie Living and Terrain, said in a statement. “With the holiday season upon us, we felt it was the perfect time to showcase the latest furniture and seasonal décor so that our customers will have the inspiration and required resources to thoughtfully curate their personal sanctuaries.”
More retailers have adopted QR codes in their physical stores to help shoppers discover products. In its “Time Well Spent” store which was unveiled last year, Walmart integrated QR codes, better lighting, digital screens and other features as part of its interactive store prototype. Similarly, Amazon added QR codes with sizes, ratings, colors and additional product information to its first brick-and-mortar clothing store, which opened that same year.
For its parent company, Urban Outfitters Inc., Anthropologie has boosted its bottom line. While the Urban Outfitters brand saw a 14.1% drop in sales in its second quarter, Anthropologie sales rose 10.6%.
Anthropologie Group made a series of leadership appointments in the spring. The company named Holly Thrasher as its chief merchandising officer of apparel and weddings; Aaron Mutscheller as president of Anthropologie Home and Terrain; and Anu Narayanan as president of women’s apparel, accessories, weddings and beauty.
