What is the new resortwear brand for Anthropologie? Details explored

Anthropologie, the well-known lifestyle brand famous for its eclectic offer of apparel, accessories, and home furnishings, has just announced its newest venture: Celandine, a new resort wear line that promises styles ready for vacation any time of the year.

Celandine embraces the sense of adventure and relaxation with a selected range of essentials including dresses and coordinated sets, swimwear, cover-ups, accessories, skincare, and beauty products.

Celandine is founded as a direct response to market demand for chic but achingly easy vacation wear. Anthropologie has seen a striking increase in vacation-related searches, along with a 29% growth in queries for resort-related items including "swim," "resort" and "beach." This trend reflects a consumer desire for clothes that are versatile enough to take from day to getaway.

Holly Thrasher, the Chief Merchandising Officer of Anthropologie stated:

"We've seen tremendous success in our vacation and resort wear categories, particularly in swim, which has shown double-digit growth year over year. With travel on the rise, our customers are looking for pieces that help them look and feel great, no matter where they go. Celandine fills this gap, providing a curated collection that brings both every day and getaway moments to life."

Celandine's line is carefully in-house designed and exclusive to Anthropologie. The palette includes playful colors and prints, novelty textures, and breathable fabrics such as gauze and linen, to suit a continuum of styles from preppy to sultry. Indeed the variety captures the essence of the brand, offering both adventure as well as relaxation.

---

Anthropologie’s new resort wear line- Celandine: more details

To celebrate the launch of Celandine, and for maximum consumer outreach, Anthropologie has adopted a high-impact marketing strategy such as:

• Pop up at Faena Bazaar in Miami Beach: an immersive experience to exhibit the new collection, from January through late February. The pop-up, nestled in one of the world’s most popular resort destinations, has curated displays of Celandine’s bold prints and holiday-ready pieces, soliciting shoppers to dwell in its idealization of a flight.
• United Airlines: Celandine partnership will include a high-quality video showcase to the passengers on the flight. From January, an email campaign aimed at frequent flyers to make sure Celandine reaches everyone looking for chic vacation attire.
• Collaboration on Aubi & Ramsa Ice Cream: Anthropologie and Aubi & Ramsa have collaborated to produce a limited-edition ice cream flavor that will only be offered in the Faena pop-up and in all Aubi & Ramsa stores. Customers' launch experience will be improved by this 21+ ice cream flavor, which is meant to replicate the exhilaration and decadence of a tropical getaway.

The Celandine launch is also being boosted by Anthropologie through targeted advertising in major locations like New York and Miami, extensive Pinterest experiences that reflect the spirit of wanderlust, and social media takeovers across their channels.

Customers looking to upgrade their vacation wardrobes may easily purchase the brand online and in stores in over one hundred and twenty store locations across the country.

Richa Srivastava, the Chief Creative Director of Design of Anthropologie stated:

"Celandine reflects a deep understanding of our customer's needs. The label was designed with travel in mind as we know they are craving a curated collection that spans the entire vacation experience—from beach days to evening getaways—and Celandine delivers that in one place. Featuring vibrant prints and textures in customer favorites, it's the perfect addition to our offering."

Finally, with Celandine, the brand showcases its commitment to catering to customers' changing demands by providing a range of resort apparel that is adaptable, fashionable, and affordable. Celandine is well-positioned to become a popular label for individuals who want to add a sense of adventure and leisure to their wardrobes all year round.

The brand achieves this by combining vivid designs with smart collaborations and immersive experiences.

---