Anthropologie's CEO Tricia Smith reveals how the brand cultivates a unique 'sense of discovery' for customers. By focusing on exceptional product curation, immersive visual merchandising, and artistic installations, Anthropologie creates an inspiring retail experience that blends heritage with modern sensibilities. This episode offers valuable lessons on building strong brand identity and fostering customer loyalty through emotional connection.
Coming off the heels of its 30th anniversary, Anthropologie has no plans to slow down. Anthropologie celebrated its 30th anniversary in late September and, in step, produced an interactive installation at the New York Academy of Art called “By Hand, By Heart.” The installation, which ran from Oct. 1-2, showcased the brand's rich history and decades' worth of eye-catching storefront art. The company also published its first coffee table book with Rizzoli, titled "Art of Anthropologie," which celebrates Anthropologie's roots and creative accomplishments. At the helm of the heritage brand is Tricia Smith, who took on the role of global CEO in April 2021. From a very young age, Smith knew she was passionate about retail and serving customers. Though Anthropologie's reputation for keeping the customer front and center was one of the biggest draws for Smith, it was an unforgettable experience while visiting Anthropologie's Soho, NY location over 20 years ago that piqued her interest in the brand. "I remember the way the store made me feel. I distinctly remember that it was the first time that I, as a young woman, felt inspired by a retail experience," Smith shared on the latest episode of the Glossy Podcast. "It was the thoughtfulness of the curation of products, from apparel to candles and home accessories, all celebrated with these amazing and incredible visual installations. It inspired this sense of discovery in me that Anthropologie was the first to create." Since assuming the role as global CEO, Smith's biggest goal has been to invoke that same feeling of inspiration and creativity in customers. "When the opportunity was presented to me to join as the CEO, yes, it was exciting. But it was a bit of a pinch-me moment," Smith added.