Anthropologie launched its bridal line on Valentine’s Day in 2011 and has been tying the knot ever since. On its website last year, Anthropologie’s weddings category saw more than 75 million product views, a double-digit increase over the previous year. On-site wedding search traffic also increased by double digits. As the definition of what constitutes “bridal fashion” exponentially expands, so has Anthropologie’s offerings.
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What was initially a simple photo platform for brides to flaunt their special day, today’s social media has exploded with behind-the-scenes and “get ready with me” videos that can start more than a year in advance with gown shopping and extend through weeklong wedding events and the honeymoon.
Holly Thrasher, Anthropologie.
Courtesy
“The Gen Z bride in particular is making sure she’s documenting every single phase, from the engagement photo all the way through planning the wedding and attending her appointments, and she wants a different outfit to wear for all of it,” said Holly Thrasher, chief merchandising officer, women’s at Anthropologie, in a Retail Rx podcast with Ian Fredericks, chief executive officer of Hilco Global Capital Solutions and executive director of Hilco Global’s retail and consumer platform.
Once, at a Pinterest event, Thrasher discovered that brides were planning to buy “five to seven white dresses outside of their gown,” and she knew Anthropologie had to double down beyond the gown. “I thought to myself, this is such a huge opportunity. We have to make sure that our range of offer outside of just the gowns is robust enough.”
Today, Anthropologie Weddings offers an omnichannel experience with personalized styling services both in-store and online, fashion for all wedding guests plus accessories, decor and gifts.
