Anthropologie is falling behind its competitors and the cause, they say it was because of their dresses and accessories.
While sales at Urban Outfitters retailer rose 5 percent, Anthropologie only saw a 1 percent increase making $311 million in sales. Urban Outfitter is creeping up to the brand with their $296 million in sales.
Anthropologie’s executive team claims their fault was in their dresses and accessories as the styles did not take off as expected.
The brand came out with very full A-line skirts and dresses that are very 50’s inspired in all different sorts of fabrics and prints.
The problem was the styles were too formal and could not be worn casually on a day to day basis making the prices higher but the demand much lower.
Though they did have luck with one of their categories this season. Their wedding dresses tripled in sales this quarter. Next year the retailer plans to expand their bridal collection by adding an assortment of bridesmaid dresses.
Anthropologie announced that they will introduce a new collection this June and early July. Taking the feedback from the past collection they hope this one will put the brand back on the dress game they are known for.
