Dive Brief:
- Anthropologie is launching a new resortwear line set to be available year round, according to a press release Monday.
- The line, called Celandine, includes dresses, swimwear, cover-ups, accessories, skincare and beauty products. It will be available exclusively through Anthropologie and will be designed in house.
- Celandine comes as the Urban Outfitters Inc.-owned brand saw vacation-related searches on its website grow 97% year over year throughout the year, according to the release. The company said the increased interest showed a growing demand for “chic yet accessible vacation wear.”
Dive Insight:
Anthropologie is adding a resortwear line at a time when the travel industry is projected to remain strong in 2025, but apparel spending is expected to remain depreciated.
Consumer preferences are shifting from spending on gifts to experiences, Matthew Katz of SSA & Company previously told Fashion Dive. In 2025, there may be an increase in the number of brands considering how their product lines can complement this trend, he said.
Anthropologie seems poised to tap into this trend. The brand has seen particular success in its swimwear category, Holly Thrasher, chief marketing officer of Anthropologie women’s and weddings, said in the release.
Customer searches for swim, resort and beach grew 29% year over year, according to the company.
“With travel on the rise, our customers are looking for pieces that help them look and feel great, no matter where they go,” Thrasher said. “Celandine fills this gap, providing a curated collection that brings both every day and getaway moments to life.”
Anthropologie is preparing a variety of marketing campaigns to promote the launch of Celandine.
In January and February, the company is hosting a pop-up at the Faena Bazaar in Miami beach for the label. The pop-up will also include an ice cream flavor made for the collection in partnership with Aubi & Ramsa Ice Cream.
Anthropologie also partnered with United Airlines, which will include in-flight video, airport activations and an email campaign for frequent fliers promoting the collection, per the release.
Urban Outfitters Inc., which in addition to Anthropologie owns Nuuly, Free People and its namesake brand, reported holiday sales results on Monday.
For the two months that ended on Dec. 31, 2024, the company saw its net sales increase 10% year over year. Its total retail segment net sales grew 7% for the same period, with comparable retail segment sales growing 6%.
Anthropologie retail segment net sales for the holiday period grew 10%, and climbed 9% at Free People, but dropped 4% at Urban Outfitters.
The namesake brand has consistently experienced decreased sales while Urban Outfitters’ other brands have seen growth. The company recently lowered the prices of more than 100 items to combat consumer perception that Urban Outfitters is an expensive brand.
