After going inside one of their stores this weekend, it was coincidental - but not surprising - to discover anthropologie’s presence on tumblr today.

An excellent fit between the brand’s whimsical, design-focused identity and tumblr’s youthful, aesthetically-oriented user base.

I’m not sure why, but it’s fascinating to see which brands are active on tumblr. Even if I’m not the target demographic, it’s interesting because often tumblr seems to provide a more exposed, organic look into the brand and its values. And I think a major part of it has to do with the social design/structure of tumblr itself.

Perhaps it’s the never-ending flow of beautiful, and somewhat obscure imagery that inspires you.

Or the hilarious-but-sometimes-overplayed memes and witty catchphrases that make you chuckle.

Maybe it’s because Facebook and Twitter have become so mainstream nowadays that makes tumblr shine brighter in its own way.

But there’s definitely something about tumblr’s positioning in the blogosphere as a close-knit (in terms of feel, not actual size/growth), visually-driven community that connects with people on a deeper, more emotional level with the content.

With its fast-growing user base, easy-to-reblog content and unique position in digital culture, tumblr should definitely be a place for certain brands to consider participating in. I just hope tumblr doesn’t become too commercial and lose the charm that made it special in the first place.