Launched yesterday, Anthropologie's new Tumblr, entitled Etymologie, is dedicated to words. The headline explains: "A word is chosen and off we go: what does it conjure, how do we relate? and what does the word really, truly represent?"
Each week, the retailer's staff, friends and customers choose a new word and then contribute inspiration pieces that represent what the word means to them. Today's word, "Roam," is expressed though a Bangladeshi postcard, Brooklyn-based footwear brand shout-out, original photography, hand-written poems and art exhibits. The Tumblr also includes a "Glossary" section to archive past words and a "What We're Reading" section, which will include some of the brand's other favorite Tumblrs.
Though Anthropologie is not the first retailer to break into the world of Tumblr, I think the brand has truly nailed it. Using inspirational photography, artists, music and words to start a conversation with customers, they are further developing their brand message though a personal, interactive user experience.
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