"On her desk at Anthropologie's Philadelphia headquarters, CEO Tricia Smith keeps a palm-sized rock wrapped in a paper sleeve, neatly tied with a bow. It's packaged as if it would be sold at the retailer, with a price of $1,000. Her team made it for her after a woman's TikTok went viral in September, in which she unboxes a rock from outside, pretending it's a pricey new decoration from Anthropologie in front of her boyfriend to see his reaction."
"As the video gained traction, Anthropologie's social team swooped into the comments to ride the viral wave - custom for brand accounts these days. But Smith credits the quick reaction to recent years spent investing in digital marketing. "No one can expect or anticipate it, so how do you respond when something like the rock comes up?" Smith says. The prank, after all, is poking fun at how Anthropologie has become known for quirky, high-end decor, like a $300 wicker poodle."
Tricia Smith keeps a novelty rock on her desk after a viral TikTok that spoofed Anthropologie's high-end, quirky home decor. Anthropologie's social team responded quickly in comments to leverage the viral moment, reflecting recent investments in digital marketing. The brand aims to present an authentic, self-deprecating voice that resonates with younger generations. Smith joined in 2021 to modernize the brand and attract younger customers, bringing prior retail experience at Tilly's and Nordstrom. Anthropologie turned 30 in 2020, aligning its core customer cohort with millennials and prompting strategic efforts to sustain growth amid shifting online trends.
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