Anthropologie Group, part of the URBN portfolio, is launching a new resortwear brand offering vacation-ready styles all year round. This is evident from a press release.
- Anthropologie launches Celandine, a new holiday clothing brand with a carefully selected collection of clothing, swimwear, accessories and beauty products.
- Celandine is designed to respond to the growing demand for affordable holiday clothing, evidenced by a 97 percent increase in searches for holidays and a 29 percent increase in searches for holiday-related items.
- The brand’s launch is supported by an extensive marketing campaign, including a pop-up in Miami Beach, a partnership with United Airlines and a collaboration with ice cream brand Aubi & Ramsa.
The new brand is called Celandine, named after the bright yellow flower that opens with heat. The brand offers a carefully curated selection of holiday essentials, from dresses and matching sets to swimwear, beachwear, accessories, skin care and beauty products.
Designed in-house and exclusively for Anthropologie, the label will showcase playful colors and prints, new textures, breathable mesh and linen fabrics that offer a range of sensibilities, from preppy to sensual, to “reflect the spirit of adventure and relaxation “.
Holly Thrasher, Chief Merchandising Officer of Anthropologie ‘Women’s and Weddings’, said in a statement: “We have seen tremendous success in our vacation and resort wear categories, particularly in swimwear, which has seen double-digit growth year over year.
“As travel becomes more and more popular, our customers are looking for items that help them look and feel great wherever they go. Celandine fills this gap, offering a carefully curated collection that captures both everyday and holiday moments. brings life.”
The launch comes as Anthropologie reports that vacation searches have steadily increased throughout the year, resulting in a 97 percent year-over-year growth. Searches for vacation-related items, such as the terms “swimming,” “resort” and “beach,” also increased by 29 percent. According to Anthropologie, this indicates an increasing demand for affordable holiday clothing.
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Richa Srivastava, chief creative director of design at Anthropologie, adds: “Celandine reflects a deep understanding of our customers’ needs. The label was designed with travel in mind, because we know they crave a curated collection that encompasses the entire holiday experience – from beach days to evening getaways – and Celandine delivers that in one place. With vibrant prints and textures in customer favorites, it’s the perfect addition to our offering.”
To celebrate the launch of Celandine, Anthropologie will launch a multifaceted marketing campaign designed to increase awareness and engagement. This campaign includes a pop-up at Faena Bazaar in Miami Beach lasting until the end of February and a partnership with United Airlines. This campaign includes in-flight video content showcasing the new collection, activities at the airport and an email campaign aimed at frequent flyers.
Celandine will also collaborate with ice cream brand Aubi & Ramsa to launch a limited edition flavor, which will be exclusive during the Faena pop-up and in all Aubi & Ramsa stores. The 21+ ice cream flavor was created to evoke the indulgence and excitement of a tropical escape.
The resortwear brand will be available worldwide both online and in 120 Anthropologie stores in the US.
This article previously appeared on FashionUnited.uk. This article was translated by Susan Zijp using an AI tool.
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Source: fashionunited.nl
