How Anthropologie Conquered Millennial Cringe

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.