Anthropologie Unveils Celandine: The New Resort Wear Label for Year-Round Vacations
Anthropologie Group has recently launched Celandine, a vibrant and exclusive resort wear label that embraces the spirit of adventure and relaxation. Named after the cheerful yellow flower, Celandine showcases a carefully curated selection of vacation essentials, including dresses, swimwear, cover-ups, accessories, and beauty products. The collection cleverly combines playful colors, unique textures, and breathable fabrics like gauze and linen to cater to a variety of styles, from preppy to sensual.
This new label arrives at a crucial time, as Anthropologie reported a remarkable surge of almost 97% in vacation-related queries this past year. The company has particularly noted a strong demand for chic and accessible resort wear, with searches for terms related to beach vacations, swimwear, and resort attire rising by 29%. With travelers seeking stylish options to enhance their adventures, Celandine strategically fills this niche, offering a cohesive wardrobe that seamlessly transitions from the beach to dinner and any event in between.
Holly Thrasher, Chief Merchandising Officer for Anthropologie Women's and Weddings, expressed enthusiasm about this launch, highlighting the growth of the company’s swimwear category, which has experienced double-digit growth annually. "With travel on the rise, our customers are looking for pieces that help them feel attractive and confident, no matter where they are headed," Thrasher stated. Celandine serves to fulfill this desire, combining day-to-day wear with getaway essentials.
Anthropologie’s Chief Creative Director of Design, Richa Srivastava, emphasized the brand’s understanding of customer needs in crafting Celandine. ‘Travel was at the forefront of our design process,’ she mentioned, adding that the label aims to provide a comprehensive vacation experience both in style and practicality. By presenting a delightful mix of vibrant prints and favorite styles, the collection promises to be an admirable addition to Anthropologie's offerings.
To celebrate Celandine's launch, Anthropologie has devised a multifaceted marketing campaign aimed at generating awareness and engagement through compelling strategies. The campaign kicks off with a pop-up store at the Faena Bazaar in Miami Beach, which will run from January until late February. This immersive experience not only showcases the new collection but also invites influencers and media to engage with it in one of the world’s most popular travel destinations. Attendees can explore curated displays of Celandine's eye-catching prints while soaking in the enchanting atmosphere of the pop-up.
Moreover, Celandine will collaborate with United Airlines to feature in-flight video segments that introduce the new collection, alongside airport activations and communications specifically tailored for frequent flyers, thereby extending the label's reach to Anthropologie's dedicated customer base.
In an exciting twist, the brand partners with Aubi Ramsa to create a unique ice cream flavor that celebrates the tropical escape theme. This limited-edition offering will be available during the pop-up and at all Aubi Ramsa locations, enticing customers with sweet tastes of summer. The adult-only ice cream flavor is designed to encapsulate indulgence and the thrill of a vacation, tying in perfectly with the resort wear concept.
Additionally, to elevate the Celandine launch, Anthropologie plans a dynamic social media takeover across various platforms, along with enhanced experiences on Pinterest aimed at capturing the essence of wanderlust that resonates with their audience. Celandine will be prominently featured through targeted advertising in major cities like New York and Miami, ensuring the brand engages potential customers effectively.
Celandine will be readily available online and at 120 Anthropologie stores nationwide, bringing newfound excitement to the resort wear segment. As part of the URBN portfolio, Anthropologie is poised to make this launch a pivotal moment in their retail journey, with strong holiday sales signaling a healthy retail environment for their latest offerings.
This new label arrives at a crucial time, as Anthropologie reported a remarkable surge of almost 97% in vacation-related queries this past year. The company has particularly noted a strong demand for chic and accessible resort wear, with searches for terms related to beach vacations, swimwear, and resort attire rising by 29%. With travelers seeking stylish options to enhance their adventures, Celandine strategically fills this niche, offering a cohesive wardrobe that seamlessly transitions from the beach to dinner and any event in between.
Holly Thrasher, Chief Merchandising Officer for Anthropologie Women's and Weddings, expressed enthusiasm about this launch, highlighting the growth of the company’s swimwear category, which has experienced double-digit growth annually. "With travel on the rise, our customers are looking for pieces that help them feel attractive and confident, no matter where they are headed," Thrasher stated. Celandine serves to fulfill this desire, combining day-to-day wear with getaway essentials.
Anthropologie’s Chief Creative Director of Design, Richa Srivastava, emphasized the brand’s understanding of customer needs in crafting Celandine. ‘Travel was at the forefront of our design process,’ she mentioned, adding that the label aims to provide a comprehensive vacation experience both in style and practicality. By presenting a delightful mix of vibrant prints and favorite styles, the collection promises to be an admirable addition to Anthropologie's offerings.
To celebrate Celandine's launch, Anthropologie has devised a multifaceted marketing campaign aimed at generating awareness and engagement through compelling strategies. The campaign kicks off with a pop-up store at the Faena Bazaar in Miami Beach, which will run from January until late February. This immersive experience not only showcases the new collection but also invites influencers and media to engage with it in one of the world’s most popular travel destinations. Attendees can explore curated displays of Celandine's eye-catching prints while soaking in the enchanting atmosphere of the pop-up.
Moreover, Celandine will collaborate with United Airlines to feature in-flight video segments that introduce the new collection, alongside airport activations and communications specifically tailored for frequent flyers, thereby extending the label's reach to Anthropologie's dedicated customer base.
In an exciting twist, the brand partners with Aubi Ramsa to create a unique ice cream flavor that celebrates the tropical escape theme. This limited-edition offering will be available during the pop-up and at all Aubi Ramsa locations, enticing customers with sweet tastes of summer. The adult-only ice cream flavor is designed to encapsulate indulgence and the thrill of a vacation, tying in perfectly with the resort wear concept.
Additionally, to elevate the Celandine launch, Anthropologie plans a dynamic social media takeover across various platforms, along with enhanced experiences on Pinterest aimed at capturing the essence of wanderlust that resonates with their audience. Celandine will be prominently featured through targeted advertising in major cities like New York and Miami, ensuring the brand engages potential customers effectively.
Celandine will be readily available online and at 120 Anthropologie stores nationwide, bringing newfound excitement to the resort wear segment. As part of the URBN portfolio, Anthropologie is poised to make this launch a pivotal moment in their retail journey, with strong holiday sales signaling a healthy retail environment for their latest offerings.
Topics Consumer Products & Retail）
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