The apparel market may be slumping, but Anthropologie has found a way to defy gravity—by hitching itself to the booming travel industry. As consumer spending shifts from material goods to experiences, the Urban Outfitters Inc.-owned brand is positioning itself as the go-to label for chic, destination-ready fashion. Its latest move? The launch of Celandine, a new resortwear line designed in-house and available year-round.
It’s a smart pivot. According to Anthropologie, vacation-related searches on its website grew by 97% year-over-year, while searches for swim, resort, and beachwear rose 29%. Rather than bemoan the industry-wide decline in discretionary apparel spending, Anthropologie is leaning into the one area of consumer demand that’s still growing.
Industry analysts have warned that 2025 will be a tough year for fashion retailers. “Consumer preferences are shifting from spending on gifts to experiences,” says Matthew Katz, managing partner at SSA & Company. “Brands that align with this trend stand a better chance at maintaining growth.”
And few industries are as resilient as travel. Despite economic uncertainty, global tourism is expected to remain strong in 2025, with airlines and hotels reporting high demand for bookings. By embedding itself into the vacation economy, Anthropologie is effectively sidestepping the worst of the retail slowdown.
“With travel on the rise, our customers are looking for pieces that help them look and feel great, no matter where they go,” says Holly Thrasher, Chief Merchandising Officer of Anthropologie Women’s and Weddings. “Celandine fills this gap, providing a curated collection that brings both everyday and getaway moments to life.”
Anthropologie is ensuring Celandine gets the right exposure through a series of high-profile marketing activations. The brand has already launched a pop-up at the Faena Bazaar in Miami Beach, one of the most exclusive luxury shopping destinations in the U.S. To make the experience even more immersive, the brand partnered with Aubi & Ramsa Ice Cream to create a custom ice cream flavor inspired by the collection—proving that Anthropologie isn’t just selling clothes, it’s selling a lifestyle.
But the brand’s most ambitious move is its partnership with United Airlines. The collaboration includes in-flight videos, airport activations, and targeted email campaigns for frequent fliers. It’s a masterstroke—by reaching consumers mid-journey, Anthropologie is inserting itself into the very heart of the travel experience.
“Anthropologie understands its customer,” says luxury retail consultant Pauline Brown. “They’re speaking directly to her where she is—on a plane, at a resort, in the airport. That’s an incredibly effective strategy.”
Anthropologie’s parent company, Urban Outfitters Inc., is in an uneven position. While Anthropologie’s holiday retail sales grew 10% year-over-year and Free People saw a 9% bump, the namesake Urban Outfitters brand suffered a 4% decline. The company has responded by slashing prices on over 100 items, hoping to combat the perception that Urban Outfitters is overpriced.
But Anthropologie’s strong performance may provide a silver lining. With Celandine tapping into a lucrative market, the brand could become an increasingly vital part of Urban Outfitters Inc.’s portfolio. If Anthropologie’s travel-centric strategy works, other fashion retailers might soon follow suit.
In a market where consumers are choosing experiences over excess, Anthropologie’s strategy is a textbook example of adapting to shifting demand. By aligning itself with the booming travel industry, the brand is making a calculated bet that its customers will continue to prioritize vacation-ready fashion—even in a down apparel market. The question now is whether its competitors will catch on before Anthropologie secures its place as the undisputed leader in resortwear.
