Category: In the News

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 team) — before a storefront opens in October in Raleigh, North Carolina.

Maeve, a sister brand to Anthropologie and under its parent company URBN (which includes Urban Outfitters and Free People), joins brands already on Substack as company execs see it as the new approach into editorial — like the media industry itself — with journalists and creators moving to the platform to stabilize their business models.

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As brands move faster and spend more on creator marketing, creators are gaining both the confidence and the opportunity to raise their rates significantly — sometimes by 100 percent.

Seven influencer marketers told Digiday that creators’ rates had risen noticeably across all platforms, although they provided a range of figures regarding the specific amount. Three of the marketers said that creators had in some cases doubled their fees from 2024, causing brands to respond with confusion or even outrage over the precipitous increase.

Daniella Corredor, an associate account director for the creator marketing company Open Influence, said that she had recently led a presentation for clients specifically about the causes behind creators’ rising rates and how to navigate the changing landscape.

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