DSMR 230-001: WHITE SPACE OPPORTUNITY

DSMR 230-001: RETAIL OPERATIONS

WHITE SPACE

OPPORTUNITY PRESENTED BY : Madison-Jade Bishop, Brianna Phan, & Nyah Khan

DSMR 230-001

PROJECT PROPOSAL PRESENTATION

URBAN OUTFITTERS MISSION: “Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the reason and the inspiration for everything we do.”

(Urban Outfitters)

Taken from Urban Outfitters by Madison

DSMR 230-001

SWOT Analysis Strengths Omnichannel experience Diverse Product Clear brand identity Collaborations

Opportunities More basics Sustainable and ethical methods Accessibility Collaborations with local brands & emerging designers

Weaknesses Very specific audience Intense Competition Brick and Mortar instability with online presence

Threats Competing brands Counterfeits/Knock Offs of signature items Shifts in Demographics Uncertain economic conditions

WHITE SPACE IDEA PRESENTATION

WHITE SPACE IDEA

DSMR 230-001

PRESENTATION

OUR PRODUCT Urban Outfitters has a prime opportunity to diversify and elevate its men’s apparel section by curating collaborations with local brands and emerging designers. This approach will allow the company to tap into new markets, catering to the everevolving consumer preferences. With a strong presence in urban areas, the brand targets fashion conscious young adults seeking unique, trendy, and authentic products.

DSMR 230-001

PRODUCT OPPORTUNITY United States Menswear Market Current Market Value $553.30B Projected to grow annually by 2.98 WHITE SPACE IDEA PRESENTATION

MARKET SEGMENTATION TOP BRANDS

CONSUMER Young adults aged 18 to 30 Culturally sophisticated, self-expressive and concerned with acceptance by their peer group

DSMR 230-001

PRODUCT TRENDS Outerwear Knitwear Sweaters Cargo pants Eyewear Footwear

Louis Vuitton Adidas Nike Zara Gap

STRATEGIES Responsible & circular incitatives Digital passports Customization & personalization Generative AI

WHITE SPACE IDEA PRESENTATION

MARKET SEGMENTATION

DSMR 230-001

Screenshot taken from Fashion Snoops

Screenshot taken from WWD.com

Screenshot taken from WGSN.com

WHITE SPACE IDEA PRESENTATION Screenshot taken from BOF.com

FINANCIALS PRODUCT IDEA

INVENTORY REQUIRED

Price Range of Product Assortment

35-500

Number of Unit Inventory

4,320

Average Retail Price

$75

Total Retail Value of Inventory

$324,000

Total Number of Styles

12

Average Units Per Style

60

ANNUAL SALES FORECAST IS $243,000

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CONSUMER Target Market: Young (aged 18-25), Urban citygoers who enjoy exploring new clothing styles.

Taken from Pinterest by Nyah

WHITE SPACE IDEA PRESENTATION

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CONSUMER PERSONA Hunter 21 Philadelphia Student & Freelance Photographer Friendly, outgoing, creative, and adventurous Enjoys art, photography, and hanging out with friends Taken from Pinterest by Nyah

WHITE SPACE IDEA PRESENTATION

EXPERIENCE

CUSTOMER

FLOORPLAN

IN- STORE

FLOORPLAN

IN- STORE MdiilRoaugneo

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Tops Accessories Bottoms Outerwear Footwear Hoisery Underwear Sleepwear Swim All-In-Ones Underwear Footwear 1.5% 7.7%

MERCHANDISE

Outerwear 10%

Tops 42.1%

Bottoms 16%

Accessories 18.9% URBAN OUTFITTERS (US) MENS - EDITED pulled on 12/2/23

WHITE SPACE IDEA PRESENTATION

MERCHANDISE

DSMR 230-001

TOPS DIONNE CARDIGAN SALE PRICE$178.00

VEGAN LEATHER PHILLY CARGO SHIRT SALE PRICE$208.00

BLAKE SHIRT SALE PRICE $120.00

PHILLY CARGO SHIRT SALE PRICE$188.00

BOTTOMS

LOYAL PANT REGULAR PRICE$138.00

VEGAN LEATHER ALEXANDER RUCHED PANT SALE PRICE$268.00

KOLIN PANT SALE PRICE$190.00

Photos taken from milanodirouge.com

PHILLY POCKET CARGO PANT SALE PRICE $238.00

WHITE SPACE IDEA PRESENTATION

MERCHANDISE

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OUTERWEAR

MONTANA PUFFER COAT SALE PRICE $275.00

TELLI WINDBREAKER JACKET SALE PRICE $168.00

ACCESSORIES

CHRISTIAN TRENCH SALE PRICE $328.00

CORDY BUCKET HAT SALE PRICE $68.00

VEGAN LEATHER PHILLY POCKET CHEST BAG SALE PRICE $128.00

MAINE BEANIE SALE PRICE $68.00

Photos taken from milanodirouge.com

WHITE SPACE IDEA PRESENTATION

MERCHANDISE

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WHITE SPACE IDEA PRESENTATION

MERCHANDISE

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MILANO DI ROU at Urb GE an Ou tfitter s

Exp lore t Phil he ess enc l y in par e tne rshi our new of pw di R ith M ou il styl ge. Sn ap y ano e ag o a ur inst bac i k #UO drops conic usi Ph cha nce illyLov ng e fo to soc ials feature r a ,m flair o with erging n our urb l an f ocal ash ion.

WHITE SPACE IDEA PRESENTATION

PROJECT PLAN MARKETING

01.

INSTORE

Exclusive event for art students from schools like UArts, Temple, and Drexel in the Philly area Exclusive first look & discount off of merchandise In-Store Philly-themed photobooth Music Video Display Taken from Google

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WHITE SPACE IDEA PRESENTATION

PROJECT PLAN MARKETING

02.

ADVERTISING

Advertising is based on the Philadelphia Experience.

In-store event draws in audiences Music video campaign shot around famous locations in Philly “Day in the Life” of a college student in Philly (the target consumer)

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WHITE SPACE IDEA PRESENTATION

PROJECT PLAN MARKETING

03.

SOCIAL MEDIA

#UOPhillyLove Campaign Consumers take pictures wearing the merchandise at iconic Philly locations and can tag UO to be featured on their socials.

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Taken from Google

Locations Include (but not limited to): LOVE sign, Rocky Steps, City Hall

WHITE SPACE IDEA PRESENTATION

WHITE SPACE IDEA

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PRESENTATION

TIME LINE LAUNCH MERCHANDISE

HOLD EXCLUSIVE IN-STORE EVENT

ESTABLISH KEY LOCATIONS

REPOST WITH #UOPHILLYLOVE

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CONCLUSION Celebrating diversity Community-centric Tapping into new markets Scaling up opportunity: Partnering with local brands in fashion-centric cities like Chicago, New York, Los Angeles, and Atlanta presents an expansive opportunity for Urban Outfitters to amplify its collaborative model, tapping into diverse markets and establishing a trendsetting presence across major urban fashion hubs.

WHITE SPACE IDEA PRESENTATION

DSMR 230-001

THANK YOU www.reallygreatsite.com

WHITE SPACE IDEA PRESENTATION

RESOURCES Outfitters, U. (n.d.). Men’s Clothing. Urban Outfitters. https://www.urbanoutfitters.com/mens-clothing Rouge, M. (n.d.). Milano Di Rouge MEN. Milano Di Rouge. https://shop.milanodirouge.com/pages/men Pinterest. (n.d.). https://www.pinterest.com/ Vintage Photobooth (N.d.). Sure Thing Chapel. photograph. Retrieved from https://www.surethingchapel.com/photobooth. (https://wwd.com/menswear-news/mens-retail-business/mens-fashion-stores-new-york-city-1235872973/) https://www.businessoffashion.com/articles/technology/hm-group-is-using-ai/ PhillyVoice Contributor. (n.d.). What are the origins of the “LOVE” design? photograph. Retrieved from https://www.phillyvoice.com/what-are-the-origins-of-the-love-design/.

“Rocky Steps” at the Philadelphia Museum of Art. (n.d.). Seesight Tours. photograph. Retrieved from https://www.seesight-tours.com/philadelphia-tours/rocky-steps-philadelphiamuseum-of-art. (https://wwd.com/menswear-news/mens-retail-business/mens-fashion-stores-new-york-city-1235872973/) https://www.fashionsnoops.com