Urban Outfitters & American Eagle Shopping Report (Part 2)

DREXEL UNIVERSITY

URBAN OUTFITTERS & AMERICAN EAGLE Comparative Shopping Report (Part 2)

Madison-Jade Bishop, Brianna Phan, Nyah Khan DSMR 231-001

Maureen DeSimone

OUTLINE

01 02 03 04 05 06

PROJECT OVERVIEW

COMPANY ANALYSIS

CONSUMER ANALYSIS

Project Focus

Brand Brief Brand Identity Company Overview Financials Sustainability Efforts Market Segment

Target Consumer Consumer Persona Consumer Mood Board

PRODUCT ANALYSIS

CUSTOMER EXPERIENCE COMPANY SUGGESTIONS

Merchandise Assortment Product Evaluation

In Store Experience Digital Experience Services & Events Marketing

SWOT Analysis Benchmark Matrix References

COMPARATIVE SHOPPING REPORT | 2023

PROJECT OVERVIEW

URBAN OUTFITTERS

01 Project Focus

Project Focus In this comparative shopping analysis project, our team is tasked with evaluating and benchmarking the men’s apparel of Urban Outfitters and American Eagle. Our primary objective is to identify the best practices of these market leaders, focusing on their strategies related to marketing, merchandise, in-store and digital customer experience.

Furthermore, our project aims to present a detailed business plan centered around a new product opportunity or business extension that will facilitate a 20% growth for the chosen retailer. This plan will include a thorough analysis of how this new business idea aligns with the brand, generates revenue, and expands the consumer base.

In this report, we’ll be evaluating the men’s apparel of American Eagle’s business practices and their current environmental and social impact. Utilizing a mix of quantitative, qualitative, and comparative data research methods, including data services from reputable sources like Statista, ESRI, and EDITED, we intend to gauge their level of circularity, ethical practices, and profitability within the retail industry. Additionally, industry insights from platforms like WGSN and Fashion Snoops will guide our analysis, offering a glimpse into future product trends that will shape the market.

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COMPARATIVE SHOPPING REPORT | 2023

COMPANY ANALYSIS

02 URBAN OUTFITTERS

Brand Brief Brand Identity Company Overview Financials Sustainability Efforts Market Segment

Brand Brief American Eagle

Source: Add your references here.

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REGISTERED NAME

HEADQUARTERS

American Eagle Outfitters, Inc.

Philadelphia, PA

COMPANY TYPE

INDUSTRY

Public Corporation/Subsidiary

Retail (Multinational Lifestyle)

OFFICIAL WEBSITE

SUBSIDIARIES & BRANCHES

https://www.urbanoutfitters.com

Anthropologie, Free People, Terrain, BHLDN, Nuuly, Urban Outfitters

YEAR FOUNDED

FOUNDERS

1970 (Free People)

Jerry Silverman Mark Silverman

EMPLOYEES

RETAIL LOCATIONS

40,000 associates

1,000 stores

Brand Identity American Eagle Outfitters, Inc. has built a distinctive global company culture based on our core values – People, Integrity, Passion, Innovation and Teamwork. These values continue to shape their aspirational yet accessible brand identities. American Eagle Outfitters, Inc. operates two distinct lifestyle brands, American Eagle Outfitters and Aerie, both focusing on the 15 — 25-year-old consumer. The American Eagle Oufitters brand strives to not only continue to lead the 15 — 25-year old lifestyle retail market, but to be a part of that lifestyle beyond just fashion. Known for their t-shirts and hoodies but built upon the quality and heritage of our denim, we seek to be a consistent presence throughout young men’s & women’s lifestyles. Casual comfort and a relaxed attitude have made AEO the brand it is today.

Source: https://www.urbn.com/ourbrands/urban-outfitters/about-us

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Source: https://www.urbn.com/ourbrands/urban-outfitters/about-us

Company Overview American Eagle is the go-to destination for casual style, embraced by generations of youth since 1977. Their brand is great American essentials, where modern life meets timeless style through jeans and bottoms, sweaters and fleece, tops and accessories for the perfect outfit. The collections are comfortable with a carefree vibe, exactly how our customers want to be. They have laidback styles and materials a long lasting forever washes. The company strives to make clothes for people to look and feel good in. Today, American Eagle strategically locate their stores in big shopping centers or malls to make it more easily accessible for their consumers.

Our team visited the location at King of Prussia Mall on 160 N Gulph Rd Suite 2311, King of Prussia, PA 19406. The store is placed near their competitor Zara on the upper floor of the mall. The store is strategically placed away from their brand substitutes and big competitors like Hollister. The use of this location is beneficial as the brand can effectively use the space for more products. The brand does well with environments like malls and outlets as they can utilize maximum space. Their technique in their branding is straightforward with their simple basics and timeless pieces they can maximize quantity of products. The company is known for their innovation in marketing rather than fashion or design itself. With the timeless basics their brand identity is still known to this day.

Source: https://www.aeo-inc.com/

Source: https://www.urbn.com/who-weare/history

Financials

Source: https://www.statista.com/statistics/959200/net-revenue-of-americaneagle-outfitters-worldwide/ https://investors.ae.com/financials-filings/default.aspx

Sustainability Efforts WATER

Sustainable denim washing chemical management sustainable apparel coalition AEO’s water leadership program

CLIMATE

AEO Climate Policy and Greenhouse Gas Emissions Reduction Strategy Smarter Energy Systems LEED Certified Facilities Energy Savings with LED Lights Renewable Energy Product Manufacturing

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SUSTAINABLE MATERIALS

Material Footprint and Progress to Goals Man-made Cellulosic Fibers Cotton Jeans Redesign Program Recycled Polyester Textile Exchange

WASTE REDUCTION Apparel Recycling Sustainably sourced labels Plastic Packaging

Diversity, Equity, & Inclusion

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AEO “REAL” Culture of DIversity, equity, diversity, and access Associate Networks The Green Team REAL Parents The REAL Pride Network Women@AEO Veteran & Military Employee Resource Group REAL Black Alliance

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Market Segment Men’s Apparel in the US. The market volume is $555.30 bn and it’s projected to grow annually by 2.98%.

Source: Screenshot from Statista

Market Segment Consumer

Product Trends

Business Strategies

Brands

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The consumers in this market segment are young adults aged 18-30. They are culturally sophisticated, self-expressive, and concerned with acceptance by their peer group.

Current product trends in this market segment are outerwear, knitwear, sweaters, cargo pants.

Target segmentation is used to find their target demographic by separating genders. The marketing campaigns often feature younger models and celebrities. The campaigns features lifestyles that appeal to their target audience with the use of young models hanging out with friends, going to parties, and participating in sports and other activities.

Social media is used to keep customer engagement by regularly posting high-quality content featuring trendy fashion items, behind-the-scenes glimpses into the brand, and user-generated content. There are also influencer partnerships and interactive campaigns with the consumer.

The top brands that are driving this market segment today are Nike, Louis Vuitton, Adidas, & Zara. Market penetration-

COMPARATIVE SHOPPING REPORT | 2023

CONSUMER ANALYSIS

03 URBAN OUTFITTERS

Target Consumer Consumer Persona Consumer Mood Board

TARGET MARKET

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American Eagle distinguishes itself by appealing to fashion-conscious young men who value versatile styles that strike a balance between comfort and trendiness. This demographic group, central to the brand's identity, seeks fashion that seamlessly integrates into their everyday lives. American Eagle caters to this unique group by incorporating lifestyle trends and understanding the store demographics. By staying attuned to the preferences of their target market, the store curates a merchandise mix that aligns with the latest trends while meeting the specific needs of their fashion-conscious male customers. This attention to both lifestyle trends and store demographics ensures that American Eagle's offerings resonate deeply with their ideal customers, making the shopping experience both trendy and relatable.

Target Consumer

Teenagers & Young Adults (15-25): Attracts those who appreciate a casual and comfortable style with a focus on denim and casual wear. Their clothing often appeals to a broad range of tastes within this demographic, including those who prefer classic, preppy, or trendy styles. In addition, marketing campaigns often feature young models and celebrities.

Middle- Income/Affordable: American Eagle’s pricing is affordable and accessible to a wide demographic, making it a popular choice for young men looking to be on-trend and have versatile clothing options.

Accessible (Geography/Location): American Eagle is widely accessible due to its presence in multiple cities, college towns, and malls across the United States. This geographic spread means that young adults, regardless of their location, can easily find an American Eagle store nearby, promoting in-person shopping experiences. American Eagle's online presence significantly enhances its accessibility. Through their online platform, they can reach young adults in all corners of the country, including areas where physical stores might not be conveniently located.

Lifestyle: American Eagle targets young adults who are vibrant, fashionable, and sociable. Their marketing campaigns frequently showcase young individuals spending time with friends, attending social gatherings, and engaging in sports and other activities.

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Target Market vs. Advertising American Eagle's target market for men's apparel primarily includes young men between the ages of 15 to 25 who are fashion-conscious and seek versatile styles that balance comfort and trendiness. This target market aligns closely with the idealized demographic portrayed in the retailer's advertising. American Eagle's advertising often features youthful and trendy individuals, showcasing a lifestyle that resonates with their target audience. The store's offerings are designed to cater to the preferences and needs of this specific demographic, ensuring that the products available align with the idealized image portrayed in their advertisements. Consequently, the target market for American Eagle's men's apparel corresponds with the demographic portrayed in their advertising, creating a cohesive and relatable brand identity.

ESRI

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ESRI Profile of Individuals in 19107 area (1-3 mile radius)

Screenshot from ESRI 2023 Source: ESRI 2023

“Metrorenters” Median age: 34 years old Largest age group: 30-34 Single College degree Interests/Likes: Social media, arts and culture, sustainability Disposable income: $54,514 Median household income: $67,000

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Consumer Persona Name: Alex Age: 19 years old Job: Part Time Barista >$25,000 Location: North Philadelphia Education: Studying marketing at Temple University Interests: Social media, music, campus events and clubs, sports Hobbies: Exploring the city, hanging out with friends, attending music festivals

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Consumer Persona - Alex Alex is a 21-year-old college student studying marketing at a university in a vibrant urban setting. He is socially active, participating in various campus events and clubs. Alex has a part-time job as a barista at his local cafe, and enjoys spending his weekends hanging out with friends, exploring the city, and attending music festivals.

He values both style and comfort, seeking trendy outfits that reflect his outgoing personality and youthful energy. Seeking trendy yet comfortable outfits, he appreciates versatile pieces like well-fitted jeans and stylish hoodies, always emphasizing comfort and personal style.

Comfort is key for him, so he often opts for soft fabrics and relaxed fits. He likes to stay on trend, experimenting with athleisure elements and incorporating personalized accessories like caps and sneakers into his outfits.

Alex also cares about sustainability and prefers brands that offer eco-friendly clothing options. Alex prefers shopping online for convenience.

So, American Eagle’s easy navigation and quick checkout process on their website and mobile app is perfect for Alex.

Occasionally, he enjoys the in-store experience, especially during sales events or when he's looking for specific items. He's an active member of American Eagle's loyalty program, appreciating the exclusive discounts and rewards, and occasionally participates in the brand's online community events. In addition, he’s loyal to American Eagle because of the brand's affordable, fashionable, and sustainable efforts.

Consumer Mood Board

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COMPARATIVE SHOPPING REPORT | 2023

PRODUCT ANALYSIS

04 URBAN OUTFITTERS

Merchandise Assortment Product Evaluation Primary Textiles Reviews

Merchandise Assortment STRENGTHS

WEAKNESSES

Clear distinction between men’s and women’ section Well organized with effective signs with descriptions of certain styles Qr codes for different sections to shop more styles online “Sale rack” makes it easy for those who are looking for deals Jeans sectioned by styles

A lot of merchandise which could be overwhelming for the customer Repetitive

Merchandise Assortment

Men’s Merchandise Assortment of American Eagle (Estimated/Observation Based )

Classification

Classification %

Sub Classification

Price Point Range

Tops

55%

T-shirts, polos, graphic tees, flannels, hoodies, & sweatshirts

$9.97 - $168.00

Bottoms

29%

Denim, utility & cargo, shorts, pants, joggers

$21.97 - $138.00

Outerwear

8%

Parka, puffer jacket, puffer vest, denim jacket, overshirt, sherpa

$59.45 - $149.95

Accessories

16%

Shoes, hats, bags, underwear, belts, jewelry, cologne

$9.95 - $130.00

Total

100%

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EDITED

Sources from Edited

Product Evaluation AE Super Soft Hooded Flannel Shirt

American Eagle, 2023

$59.95 XXLarge Standard fit and length long sleeve full button-up flannel shirt with a removable drawstring fleece hood.

100% Cotton Plaid pattern heavy weight flannel provides warmth and comfort for someone seeking a functional relaxed fit Fashion, Lifestyle Perfect for layering!

“This shirt is Real Good: made with the planet in mind and a promise to continue to do better”

AE Super Soft Legend Pique Polo Shirt

Urban Outfitters, 2023

Photos taken by Madison-Jade Bishop at American Eagle on 10/13/23

Price - $29.95 Medium Standard fit and length, short sleeves Polo shirt with a collard neck and straight, two button placket and an embroidered eagle logo on the chest 100% Cotton Classic, Comfort, Lifestyle Provides a versatile and timeless wardrobe staple suitable for various occasions. For an individual seeking a clean, polished, and effortlessly stylish look that can be dressed up or down with ease.

“This shirt is Real Good: made with the planet in mind and a promise to continue to do better”

AE AirFlex+ Patched Slim Jean - Authentic Light

American Eagle, 2023

$69.95 31/32 AirFlex+: Authentic denim look with flexibility and comfort. High stretch level that keeps its shape. Light wash and patched work, slim through thigh and leg. “Lean and clean, but not quite skinny” 67% Cotton, 13% Recycled Cotton, 19% Recycled Polyester, 1% Elastane Fashion, Lifestyle “This jean is Real Good: made with the planet in mind and a promise to continue to do better”

AE Workwear Beanie - Black

Photo taken by Brianna Phan on 10/13

American Eagle, 2023

$15.95 One Size Soft and heavy fabric with a turn-up cuff 100% Acrylic Fashion, Lifestyle, Work Cozy cold weather style from head to toe.

“This hat is Real Good: made with the planet in mind and a promise to continue to do better”

AE Super Soft Graphic Hoodie

American Eagle, 2023

This is the American Eagle Super Soft Quilted Lined Hoodie $59.95 - currently on sale for $41.36 (31% off) Small Standard fit and length long sleeve hoodie. A super soft cotton blend with a kangaroo pocket, ribbed cuffs & hem, and a drawstring hood with quilted lining.

This hoodie is Real Good: Made with the planet in mind & a promise to continue to do better.

Lifestyle

COMPARATIVE SHOPPING REPORT | 2023

CUSTOMER EXPERIENCE

05 URBAN OUTFITTERS

In Store Experience Digital Experience Services & Events Marketing

In Store Experience

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Overall In-Store Experience American Eagle offers a welcoming, detailed shopping experience from walk in to checkout. The layout of the store is designed for easy, logistical shopping traffic patterns and there is an overall ambiance that is warm and inviting. The customer experiences bold, easy to read signage throughout navigating the store and apparel. There are typically young, helpful employees ready to assist on the floor and in the fitting rooms which are easily accessible for the customer to try on clothing to make decisions before checkout.

In-store Experience American Eagle Outfitters takes cash, credit and debit cards (Visa, MasterCard, American Express, Discover) , Urban Outfitters gift card, Apple Pay. Upon checkout, customers are prompted to sign up for RealRewards or an AEO Credit Card: RealReward: American Eagle Outfitters offer a customer loyalty program called RealRewards. With every purchase, customers earn points that can be redeemed for a $5 reward. Known for their denim, the program grants double points on jeans purchases, ensuring that loyal customers are rewarded. The exclusive events like ‘Aerie Days’ and member-only sales not only enhance the shopping experience, but also makes customers feel valued. The program also offers the convenience of free shipping and returns, making online shopping more effortless. Additionally, the program includes personalized birthday coupons. The more you shop the more you level up and unlock even more perks: The program’s tiered structure gives you the ability to earn more points per dollar spent and enjoy up to 25% for birthday coupons. The members are continuously enticed to engage with the brand, ensuring their loyalty to the brand is acknowledged and rewarded.

RealRewards Credit Card: American Eagle's Real Rewards Credit Card program provides shoppers benefits and exclusive perks. When you first open the American Eagle’s credit card, customers enjoy a substantial 20% off their initial purchase at American Eagle or Aerie. Cardmembers are instantly upgraded to Level 2, unlocking a continuous 2x points reward system on all their purchases, translating to a generous 4x points on jeans, a favorite among American Eagle shoppers.

The flexibility of choosing a personalized sale day grants customers an extra 20% off once a year, an added bonus to their shopping experience. The card also ensures convenience with free shipping and returns on all orders, making online shopping hassle-free. Additionally, Real Rewards Credit Card holders gain access to exclusive cardmember sales and earn 5 points for every dollar spent wherever Visa credit cards are accepted, enhancing their opportunities to accumulate rewards swiftly. This program not only encourages customer loyalty but also offers savings to enhance their shopping journeys.

Source: Photos taken by Madison-Jade Bishop on 10/13

Digital Experience

source: https://www.ae.com/us/en

Overall Digital Experience American Eagle provides a seamless and user-friendly online shopping experience, ensuring convenience and satisfaction for customers, even on mobile devices. The website allows users to easily filter products by category, size, color, and price, enhancing the search process.

Additionally, the website is clean and straightforward, providing a hassle-free browsing experience. Each product is accompanied by detailed and effective descriptions, including information about shipping and returns, ensuring transparency and informed decision-making.

High-quality photos display products from multiple angles, with a zoom-in feature and styled models, offering a comprehensive view of the items. The checkout process is seamless, offering options for delivery or free in-store pickup, along with various shipping choices such as Standard, Two Day, and Overnight. Multiple payment options further enhance flexibility for customers such as credit/debit card, Apply Pay, Afterpay, Paypal, and CashApp Pay. American Eagle's website includes a "Similar / More looks to love" section, providing personalized product recommendations based on the item being viewed, enriching the shopping experience. Clear policies and FAQs are readily available, allowing customers to return or exchange items with proof of purchase. The website also incorporates product reviews where customers can leave feedback, ratings, comments, and photos, aiding others in their purchasing decisions.

Additionally, American Eagle offers an accessibility feature, ensuring an inclusive experience for all users. For further assistance, customers can engage in real-time conversations with virtual assistants, addressing queries related to returns/exchanges, order status, order modifications, loyalty program (RealRewards), product information, credit card inquiries, and in-store pickup, among other topics. This interactive support feature enhances customer support and ensures a seamless shopping experience.

source: https://www.ae.com/us/en

Services & Events

Blog AE + Aerie: American Eagle's blog offers a dynamic blend of content that keeps customers engaged and informed. From the latest trends to fresh styles introduced in their jean collection. In addition to fashion inspiration, the blog offers valuable styling tips, enabling readers to express their individuality with confidence. Delving deeper, the blog takes its audience behind the scenes of campaigns, offering a glimpse into the creative process and the faces behind the brand. More than just fashion, the blog delves into the heart of American Eagle and Aerie, spotlighting their commitment to 'Real Change', showcasing strides in areas like sustainability and social responsibility, emphasizing the brand's dedication to making a positive impact. The blog also celebrates the associates, putting a spotlight on their contributions and stories, fostering a sense of community. Through programs like 'Future Together', American Eagle extends its philanthropic arm, inspiring readers to engage with causes that matter.

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Give Back Box: American Eagle and Aerie have introduced a thoughtful and convenient service in partnership with Give Back Box, allowing customers to effortlessly contribute to charitable causes. Through this initiative, customers can donate their gently used clothing, shoes, and accessories by simply filling a box and printing a free shipping label.

This user-friendly process makes giving back easier than ever. Once packed, these donations are redirected to local charities, ensuring that they reach those in need. By encouraging customers to participate, American Eagle and Aerie not only promote sustainability but also foster a spirit of generosity, making it simple for their community to make a positive impact in the lives of others.

Marketing: In-store OVERALL IMAGE

Comfort and casual basic clothing. Their products mainly consist of hoodies, sweats, and jeans with their logo.

Jeans are featured at the front of the store and are emphasized in tables with visual displays throughout the store as their lead product.

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SIGNAGE

Bolded lettering & neutral colors Themes related to holidays or current seasons

LAYOUT

Timeless style Popular, trending music Warm lighting

COMPARATIVE SHOPPING REPORT | 2023

COMPANY SUGGESTION

06 URBAN OUTFITTERS

SWOT Analysis Benchmark Matrix References

SWOT Analysis: Strengths

Weaknesses

Multi-brand retailer Collaborations Sustainability/DEI

Weaker brand identity Limited Global Presence Advertising is limited to social media

Opportunities

Threats

Feeding into trends more Advertising across a wider scope of platforms Global expansion

Retailers that are more trend focused Global brands with a stronger Ad presence Up and Coming lifestyle brands

Benchmark Matrix: Men’s Apparel

Urban Outfitters

American Eagle

Target Customer

Young Adults (18-30), Fashion Enthusiasts, Creatives and Artists

Teenagers & Young Adults (15-25), MiddleIncome/Affordable,

Top 3 Product Trends

Outerwear, Knitwear, Cargo Pants

Jeans, Footwear, Knitwear

Price Range

$24-169

$18-97

Top 3 Product Classes

Tops, Accessories, Bottoms

Tops, bottoms, Underwear

Describe the feeling of assortment (Theme)

Trendy, urban, contemporary, modern

Timeless, versatile

Top 3 Brands in Assortment

Urban Outfiters, BDG, Standard Cloth

AE, American Eagle Outfitters, Airflex

What makes each retailer differentiated from each other

Trend-focused, specific audience

Broader audience, more timeless pieces

Who does it better and why?

Falls short because of its niche audience and limited marketing towards the average man

Simplicity, basics, for everyone and easily marketed for the everyday consumer

References

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';;'. (2019, March 9). ';;' - YouTube. Retrieved November 1, 2023, from https://www-statista-com.ezproxy2.library.drexel.edu/companies/c/25189441/urban-outfitters ';;'. (2019, March 9). ';;' - YouTube. Retrieved November 1, 2023, from https://system-privco-com.ezproxy2.library.drexel.edu/company/urban-outfitters-inc/financials Diversity and Inclusion. (n.d.). URBN. Retrieved November 1, 2023, from https://www.urbn.com/diversity-and-inclusion Men's Apparel: market data & analysis. (n.d.). Statista. Retrieved November 1, 2023, from https://www.statista.com/study/48857/men-s-apparel-market-data-and-analysis/ Men's Apparel - Worldwide. (n.d.). Statista. Retrieved November 1, 2023, from https://www.statista.com/outlook/cmo/apparel/men-s-apparel/worldwide Spencer, M. (2023, April 13). Analysis: LVMH's caution points to Americans' waning lust for luxury. Reuters. Retrieved November 1, 2023, from https://www.reuters.com/business/retailconsumer/lvmhs-caution-points-americans-waning-lust-luxury-2023-04-13/ Statistics. (2023, 11 1). EDITED. Retrieved 11 1, 2023, from https://app.edited.com/#market/dashboard/141494/new? analysis_view=statistics&gender=men&in_stock=true&is_second_hand=false&order_by=found_desc&product_searches=221%7C535%7C553%7C554%7C555%7C556%7C561%7C71 2&retailers=ae%7Curbanoutfitters&vertical=apparel&vi Tighe, D. (2023, August 30). adidas - Statistics & Facts. Statista. Retrieved November 1, 2023, from https://www.statista.com/topics/1257/adidas/#topicOverview Waldow, J. (2022, November 21). Urban Outfitters Inc. reports record third quarter sales as namesake brand struggles. Modern Retail. Retrieved November 1, 2023, from https://www.modernretail.co/operations/urban-outfitters-inc-reports-record-third-quarter-sales-as-namesake-brand-struggles/ Who We Are Our History. (n.d.). URBN. Retrieved November 1, 2023, from https://www.urbn.com/who-we-are/history