Anthropologie Introduces Celandine Resort Wear Collection
Anthropologie Group is thrilled to unveil Celandine, a new resort wear label crafted to provide vacation-ready styles throughout the year. Inspired by the vibrant yellow flower that flourishes with warmth, Celandine presents a curated assortment of vacation essentials, including dresses, coordinated sets, swimwear, cover-ups, accessories, skincare, and beauty products. Exclusively designed in-house, Celandine showcases playful colors and prints along with novelty textures, incorporating breathable gauze and linen fabrics that embody the essence of adventure and relaxation.
Understanding the Vacation Wear Demand
Highlighting the successful growth in their vacation and resort wear categories, Holly Thrasher, Chief Merchandising Officer of Anthropologie Women's and Weddings, stated, "We've witnessed substantial success in our vacation and resort categories, especially with swimwear, which has seen exponentially growing demand year-over-year. As travel rises, our customers seek pieces that make them look and feel confident, no matter where their journey takes them. Celandine provides a well-rounded collection that breathes life into daily ventures and holiday experiences alike."
This launch aligns perfectly with Anthropologie's reported data showing a marked increase in customer interest in vacation-related apparel. They have noted an impressive +97% year-over-year growth in vacation-related inquiries, combined with a +29% increase in searches for resort-focused items like "swim," "resort," and "beach." With the vacation and resort categories continuously outshining expectations, Celandine aims to further Anthropologie's success story, offering a full lifestyle wardrobe that transitions seamlessly from beach outings to dining experiences and everything in between.
Curated Collection for Every Vacation Moment
Richa Srivastava, Anthropologie's Chief Creative Director of Design, shared, "Celandine encapsulates a profound understanding of our customers' desires. This label is crafted with travel in mind, offering a collected selection that covers the entire vacation spectrum—from beach days to elegant nights out. Celandine merges vibrant prints and textures that resonate deeply with customer favorites, making it the ideal addition to our lineup."
Marketing Campaign to Elevate Brand Awareness
In celebration of Celandine's debut, Anthropologie will launch an extensive marketing campaign designed to enhance brand recognition and engagement through captivating activations and exciting partnerships.
- Pop-Up at the Faena Bazaar: Kicking off in January and running until late February, this immersive setup will provide an exclusive preview of the new collection, engaging customers, influencers, and media in the heart of a beloved resort hotspot. The pop-up will feature curated displays showcasing Celandine's bold prints and vacation-ready attire while inviting visitors to fully immerse themselves in the spirit of a perfect getaway.
- Celandine and United Airlines Collaboration: Celandine will enhance its reach with a partnership with United Airlines. Starting in January, this collaboration will include in-flight videos highlighting the new collection, placing focus on airport activations and targeted email campaigns for frequent flyers, thus ensuring Celandine reaches a broad audience of brand loyalists.
- Aubi & Ramsa Ice Cream Partnership: Anthropologie is excited to collaborate with Aubi & Ramsa to unveil a limited-edition and enticing ice cream flavor, exclusively available during the Faena pop-up and at Aubi & Ramsa outlets. This unique flavor, designed to capture the indulgence of a tropical escape, serves as a delightful addition to the launch experience.
Additionally, Anthropologie plans to enhance the visibility of Celandine through vibrant social media engagements and specially curated Pinterest experiences that encapsulate the essence of wanderlust. Celandine will also be spotlighted through targeted connected TV and outdoor advertising campaigns across key urban centers.
For those eager to explore the collection, Celandine will be available online and in over 120 Anthropologie stores nationwide, inviting customers to embrace the winter rainy days and sunny beaches ahead.
Frequently Asked Questions
What inspired the launch of Celandine?
Celandine was inspired by the need for vacation-ready styles that embody the spirit of warmth and relaxation, perfect for year-round wear.
What types of products can be found in the Celandine collection?
The Celandine collection features a variety of products including dresses, swimwear, cover-ups, accessories, and skincare, all designed with a vacation mindset.
How is Anthropologie marketing the Celandine launch?
Anthropologie is launching a comprehensive marketing campaign that includes pop-up events, collaborations with airlines, and special partnerships to engage consumers effectively.
Where can customers purchase Celandine items?
Celandine products will be available both online and in 120 Anthropologie retail locations across the country.
Is Celandine exclusive to Anthropologie?
Yes, Celandine is designed exclusively for Anthropologie, showcasing unique styles that cannot be found elsewhere.
