ABOUT US: WHO ARE WE?
Urban Outfitters was founded in 1970 across the street from the University of Pennsylvania. We originate as a unique retail experience, and are known for being a lifestyle retailer. We are dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding.
Within a few years, Urban Outfitters had grown into a small department store with an expanded product offering and additional elements.
Urban Outfitters is a place for creative, like-minded individuals, and we value our customers values and interests.
We represent community at all times via offering a sense of inclusion, through social media, events, entrepreneurial opportunities and community involvement.
OUR CORE MISSION
TARGET DEMOGRAPHIC CONSUMER PROFILE
DEMOGRAPHIC GEOGRAPHIC
We target a niche market of young adults aged 18 to 28. We have established a reputation with these young adults, who are educated and sophisticated, culturally aware and concerned about acceptance from their peers. We do this through a unique merchandise mix, compelling store environment and website.
• 18 - 28 year olds
• Niche young adults
• Culturally sophisticated
• Self aware and self expressive
• Mainly United Kingdom
• United States
• Europe
NAME: Olivia Cloud
AGE: 19
GENDER: Female
OCCUPATION: Student studying Music Performance
LIVES: Manchester
PSYCHOGRAPHIC BEHAVIOURAL
• Wants to stay ahead with the latest fashion trends
• Leads a fashion forward lifestyle
• Will always be eager to buy newest and upcoming products
• Needs brands to keep up with their expectations
LIKES: Running, listening to alternative & hip-hop music, going out for meals, reading
WHAT’S IN HER WARDROBE: Cargo pants, flared joggers, baggy jeans, oversized jackets, tank tops
WHERE SHE SHOPS: Urban Outfitters, Hollister, American Eagle, ASOS
‘SOFT GIRL AESTHETIC’
ONLINE PRESENCE: OUR WEBSITE ONLINE PRESENCE: OUR INSTAGRAM
Urban Outfitters website has a very specific aesthetic which translates into our products. It fits with our target audience of niche, fashion forward consumer’s. Although the website makes use of white space, it is busy with bright images and bold text. It is very easy and simple to navigate, and even has articles for consumer’s to read. Urban Outfitters sells products from various brands such as Jaded London and Juicy Couture, which customer’s can easily browse through.
Urban Outfitters Instagram page has a very similar aesthetic to the website. It is very fun and playful, and almost incorporates the aspect of ‘everyday life’ into it. There are subjects of mood boards, group photographs, animals etc on there which give the page an informal but friendly feel.
We currently have a following of 9.1 million followers, which will just keep on increasing as we reach new consumers. We post at least a couple of times a day, in order to keep our company and consumer relationship strong.
• Strong marketing strategy
• Strong online presence
• Trend prediction
• Unique retail experience
• Pricing can be too high for teenagers/younger people
• Stores are mainly in the US and EU
• Quite unique & different products which aren’t to every consumers taste
STRENGTHS
POLITICAL ECONOMICAL SOCIAL
• Political stability and importance of apparel stores sector in the economy.
• Risk of military invasion.
• Favoured trading partners.
• Exchange rates and stability of host country currency.
• Inflation rates.
• Unemployment rates.
• Skill level of workforce in apparel stores industry.
• Education level in the Urban Outfitters Inc’s industry.
• Demographics and skill level of the population.
• Class structure, power structure and hierarchy in the society.
WEAKNESSES
OPPORTUNITIES THREATS
• Possibly cater their prices more to their target demographic to increase sales
• Create more basic, staple pieces
• Recruitment of millennials
• Uncertain economic conditions
•
• The shift over to thrift shopping
•
• Competition with other brands that sell similar products
TECHNOLOGICAL ENVIRONMENTAL LEGAL
• Urban Outfitters has managed to keep up with the ever-changing technological advancements in today’s world, for example their website is very ‘Gen Z’. Also, they have spaces such as ‘UO Culture’ and ‘UO Marketplace’ that consumer’s can engage in online.
• Urban Outfitters has been rated as ‘not good enough’ on the Good On You website.
• Although we use some environmentally friendly materials, there’s no evidence we’ve taken meaningful action to reduce or eliminate hazardous chemicals.
• Anti-trust law in the apparel stores industry and overall in the country.
• Copyright issues.
• Urban Outfitters were faced with an employment discrimination law suit in 2021.
S.W.O.T P.E.S.T.E.L
SUSTAINABILITY QUALITY OVER QUANTITY THRIFTING
Consumer’s are now becoming more and more aware of the dangers that the fashion industry can have on the environment. People are trying to make a conscious effort to avoid adding to this danger.
Consumer’s seem to be favouring quality over quantity today, so are therefore willing to spend more money on a product if they know it will last and they will be able to keep it for years.
Today there is a trend of ‘thrifting’, which involves consumer’s buying secondhand clothing. Many do this to be sustainable, but some do it because it’s seen as trendy and cool.
ATHLEISURE
Athleisure is a comfortable and cool look, and many consumer’s favour this style of clothing today as who doesn’t want to be comfy?
CHUNKY ‘DAD’ SHOE PLATFORMS
This style of trainer is extremely popular today and is seen as very trendy. They go with everything and are such a cool, casual piece in your wardrobe.
Platforms can be either sandals, trainers, heels, boots etc. There are many variations which makes them so popular as everyone has a style for them. Platforms have such an edgy look.
MACRO TRENDS: MICRO
TRENDS:
This is a competitor matrix graph for Urban Outfitters. I chose the categories of good quality, lower quality, high price and low price. Urban Outfitters fits into the good quality, high price category, however it is not right at the top of either. Some competitors of UO are Hollister and ASOS, who I have put into the low price, good quality category. Lastly, in the low price, lower quality category are Nasty Gal and Topshop, as they have much lower price points than UO.
LOW PRICE
HIGH PRICE
LOWER QUALITY
PRICING STRATEGY
(Based on Urban Outfitters tops only)
LESS THAN £25 (398)
£25 - £50 (606)
£50 - £100 (102)
100 - 200 (11)
£200 - £500 (7)
This is Urban Outfitters pricing strategy for tops only. They currently have lots of garments on sale, so in the less than £25 category most tops at full price would normally fall into the £25 - £50 category.
Urban Outfitters have been considerate of their target demographic, and have priced their products accordingly. They have pieces for most types of consumer, ones who would possibly fall into a lower class and then customers who are considered upper class.
COMPETITOR MATRIX GOOD QUALITY
‘GAME NIGHT’
WHEN AND WHERE?
Saturday the 15th of July
From 5.00pm - 12am
FunBox Entertainment
UK, London, Southside Wandsworth
WHAT?
A fun-filled game night hosted by Urban Outfitters, where the public can come and play arcade games with their family and friends.
WHO?
Members from the Urban Outfitters team
Any member of the public who purchase a ticket on the UO website
There will be a buffet which is included in the price of a ticket, as well as one complementary cocktail (if over 18).
There will also be a raffle to enter with the chance to win a piece of clothing from the UO vintage collection.
POP-UP EVENT PROPOSAL POP-UP EVENT MOOD BOARD
REFERENCES
ABOUT US: WHO ARE WE?
Tom Sloan (2023). Urban Outfitters - Tom Sloan. Available at: https://www.patriciamcmahon.com/photo/urban-outfitters-tom-sloan/ (Accessed 02.02.23)
OUR CORE MISSION:
Unknown photographer (2018). Urban Outfitters “Tee Family”. Available at: https://www.buyandship.com.sg/blog/2018/03/21/urbanoutfitters-tee-family/ (Accessed 02.02.23)
Elliot Wilcox (2017). Urban Outfitters Summer 17 campaign. Available at: https://models.com/work/urban-outfitters-urban-outfitterssummer-17-campaign (Accessed 02.02.23)
Urban Outfitters (2023). UO Culture. [Online] Available at: https://www.urbanoutfitters.com/en-gb/uo-culture (Accessed 02.02.23)
TARGET DEMOGRAPHIC:
Unknown photographer (2016). URBAN OUTFITTERS X ADIDAS PRESENT A HYPEBAE EXCLUSIVE “WE THE FUTURE” CAMPAIGN. Available at: https://hypebae.com/2016/8/urban-outfitters-adidas-we-the-future-petra-collins (Accessed 06.02.23)
CONSUMER PROFILE:
Unknown photographer (2023). tank top. Available at: https://www.pinterest.co.uk/pin/962011170377819007/ (Accessed 06.02.23)
Unknown photographer (2022). pinterest @jocelynkchan. Available at: https://www.pinterest.co.uk/pin/582442164322625200/ (06.02.23)
Unknown photographer (2023). uo, york. Available at: https://www.pinterest.co.uk/pin/315814992634142784/ (Accessed 06.02.23)
Unknown photographer (2021). brandy melville. Available at: https://www.pinterest.co.uk/pin/5348093298781160/ (Accessed 06.02.23)
Unknown photographer (2023. No title. Available at: https://www.pinterest.co.uk/pin/681310249905023105/ (Accessed 06.02.23)
Unknown photographer (2023). urban 874. Available at: https://www.pinterest.co.uk/pin/2533343533812475/ (Accessed 06.02.23)
Unknown photographer (2023). Kalinda Denim Jeans. Available at: https://www.pinterest.co.uk/pin/233835405649403754/ (Accessed 06.02.23)
Unknown photographer (2023). Low waist stitch y2k mini shorts women. Available at: https://www.pinterest.co.uk/ pin/815573814142766747/ (Accessed 06.02.23)
Unknown photographer (2023). Silver everything. Available at: https://www.pinterest.co.uk/pin/76350156174483506/ (Accessed 06.02.23)
Unknown photographer (2023). Jagger & Stone The Mercury In Retrograde Mini Tee. Available at: https://www.pinterest.co.uk/ pin/233835405644444611/ (Accessed 06.02.23)
ONLINE PRESENCE: OUR WEBSITE:
Urban Outfitters (2023). Urban Outfitters. [Online] Available at: urbanoutfitters.com (Accessed 07.02.23)
Urban Outfitters (2023). Daises Lilac Tufted Bath Mat. [Online] Available at: https://www.urbanoutfitters.com/en-gb/shop/daisies-lilac-tuftedbath-mat?category=bathroom&color=055&type=REGULAR&size=ONE%20SIZE&quantity=1 (Accessed 07.02.23)
ONLINE PRESENCE: OUR INSTAGRAM:
Urban Outfitters (2023). Urban Outfitters. [Instagram] Available at: https://www.instagram.com/urbanoutfitters/ (Accessed 07.02.23)
Urban Outfitters (2023). Free them. @smokonow. [Instagram] Available at: https://www.instagram.com/p/CnaNBlSPvoY/ (Accessed 07.02.23)
Urban Outfitters (2023). Almost ready to say howdy to 2023. [Instagram] Available at: https://www.instagram.com/p/Cmw5FMtPLOs/ (Accessed 07.02.23)
Urban Outfitters (2023). Post holiday weekend lounging with our buddies from Smoko. [Instagram] Available at: https://www.instagram. com/p/CmpV14Yvek7/ (Accessed 07.02.23)
SWOT:
Urban Outfitters (2023). UPDATE: Giveaway is closed and winners have been selected... [Instagram] Available at: https://www.instagram.com/p/Cl9YkkQPXyk/ (Accessed 07.02.23)
PESTEL:
Unknown photographer (2017). URBAN OUTFITTERS AND CHAMPION DEBUTS NEW CAMPAIGN, COLLECTION. Available at: https://mr-mag.com/urban-outfitters-champion-debuts-new-campaigncollection/ (Accessed 09.02.23)
Urban Outfitters (2023). New in @urbanoutfittershome. [Instagram] Available at: https://www.instagram. com/p/Cl7Kfy2LWWf/ (Accessed 09.02.23)
Good on you (2023). Urban Outfitters. [Online] Available at: https://directory.goodonyou.eco/brand/urbanoutfitters (Accessed 09.02.23)
TRENDS: MACRO:
Unknown photographer (2019). GROUP ENVIRONMENTAL SUSTAINABILITY REPORT 2019/20. Available at: https://www.capgemini.com/gb-en/insights/research-library/group-environmental-sustainabilityreport-2019-20/ (Accessed 10.02.23)
Unknown photographer (2018). Why we should stop second hand. Available at: https://www.thegoodwear. com/home/why-we-should-shop-second-hand (Accessed 10.02.23)
Unknown photographer (2023). Woman holding sale shopping bags. Consumerism, shopping, lifestyle concept stock photo. Available at: https://www.istockphoto.com/photo/woman-holding-sale-shopping-bagsconsumerism-shopping-lifestyle-concept-gm1254508881-366687997 (Accessed 10.02.23)
TRENDS: MICRO:
Urban Outfitters (2023). Russell Athletic Ecru Piquet Shorts. [Online] Available at: https://www.urbanoutfitters. com/en-gb/shop/russell-athletic-ecru-piquet-shorts?category=SEARCHRESULTS&color=012&searchparam s=q%3Dathleisure%26sayt%3Dtrue&type=REGULAR&quantity=1 (Accessed 10.02.23)
Urban Outfitters (2023). Koi Tira Mary Jane Shoes. [Online] Available at: https://www.urbanoutfitters.com/engb/shop/koi-tira-mary-jane-shoes?category=SEARCHRESULTS&color=001&searchparams=q%3Dplatforms &type=REGULAR&quantity=1 (Accessed 10.02.23)
Urban Outfitters (2023). Buffalo Beige CLD Corin Black Trainers. [Online] Available at: https://www. urbanoutfitters.com/en-gb/shop/buffalo-beige-cld-corin-black-trainers?category=SEARCHRESULTS&color= 024&searchparams=q%3Dchunky%2520trainer&type=REGULAR&quantity=1 (Accessed 10.02.23)
PRICING STRATEGY:
Unknown photographer (2023). FILA and Urban Outfitters Launch New Mens Collection. Available at: https:// www.thenewsmarket.com/fila-and-urban-outfitters-launch-new-men-s-collection-and-dual-gendercampaign/a/ac265d30-d453-4127-8c11-00d63db56576 (Accessed 13.02.23)
POP-UP EVENT PROPOSAL:
Unknown photographer (2023). No title. Available at: https://www.pinterest.co.uk/pin/49187820922514588/ (Accessed 14.03.23)
Unknown photographer (2023. Bear Arcade. Available at: https://www.pinterest.co.uk/ pin/5981411997948907/ (Accessed 14.02.23)
Unknown photographer (2023). No title. Available at https://www.pinterest.co.uk/pin/43769427620941811/ (Accessed 14.02.23)
Unknown photographer (2023). Arcade. Available at: https://www.pinterest.co.uk/pin/7107311904251260/ (Accessed 14.02.23)
Unknown photographer (2023). Tickets. Available at: https://www.pinterest.co.uk/pin/21884748180782067/ (Accessed 14.02.23)
Unknown photographer (2023). Amelia. Available at: https://www.pinterest.co.uk/pin/2533343531785145/ (Accessed 14.02.23)
Unknown photographer (2023). Stranger Things arcade games. Available at: https://www.pinterest.co.uk/ pin/443463894568759133/ (Accessed 14.02.23)
SCAN
ME
FUNBOX
TICKET FOR POP-UP EVENT
URBAN OUTFITTERS X
ENTERTAINMENT