Urban Outfitters

Megan Mattiola, Lillia Walls, Lea Dabrowski, Carli Stark,

Ruonan Zhang
Background | URBN

Urban Outfitters goal is to create a store and environment that blends with the consumers creativity and
culture. URBN wanted to create the ultimate shopping experience with high quality higher end merchandise
options.

Owned by company known as URBN

Founded in 1970 by Dick Hayne
Represents Urban Outfitters, Anthropologie, Free People, Terrain, and BHLDN
First Urban Outfitters store opened in 1995
600 + worldwide stores today
Located in metropolitan areas by college campuses/malls/ large open spaces
Focuses on clothes, accessories, intimates, activewear, shoes, decor, electronics
Biggest Competition

Abercrombie & Fitch

American Eagle Outfitters, Inc.
J. Crew
Nordstrom Inc.
GAP
Consumers
The main idea of Urban Outfitters is to create a place for like minded creative
individuals and as a creation of community spaces.

Target audience = males and females ages 18-24

Part-time college students with an income < $5,000 (index = 209)
Asians (index = 210)
African Americans (index = 156)
White ( index = 82)
Other (index = 103)
Less impulsive spending habits (index = 132)
Active and health conscious consumers (index = 130)
eMarketer
Spends very little on advertising
Turns more to social media to advertise
their brand
Interactive app that engages customers
when they are in or near the store
Push notifications to advertise a sale
Study on eMarketer
Urban Outfitters was ranked number 13 for
highest total engagement actions on Instagram
in 2016
Shows us that most of their advertising comes
from social media sites, especially Instagram.
SWOT Analysis
Strengths
Loyal customers
Brand recognition
Alternative vision of style
Metropolitan hipsters
creative
tech-savvy

Weakness

Targeting young adults who are usually unemployed

Decrease in mall traffic ---> decrease in sales
Weak response to fashion ideas
SWOT Analysis (Cont.)

Opportunities
Urban is introducing without walls, which aims to young customers with active
lifestyle products.
Elevating creative functions
Reconnecting with customers through new procedures and communications..
Improvement with new designs
Threats
Culturally and socially insensitive
Have negative publicity
Uncommon and old fashion styles are sold to try to bring them back to life
Creative Strategy
Positioning
To young adults that would like to keep up with the current trends and stay within their budget,
Urban Outfitters is the apparel store where many diverse brands are offered and there is always
something for every young adult. At Urban Outfitters you can shop all your favorite brands such as
Levis, Converse, Adidas, Calvin Klein, Champion and much more.
Tone
Our advertising will be thoughtful, yet engaging and light hearted to prove our awareness that our
target audience is familiar with current trends.
Promise
To give our consumers products that will make them feel good about themselves while
encouraging them to shop in a store that allows the flexibility to be who they want to be with no
fear of expressing themselves.
Theme/Line Slogan
Be Yourself
Creative Execution
Creative Execution
Reach/Frequency
Budget : $3,500,000

Throughout the Year August -September

50% 2 60% 2

Reach Frequency Reach Frequency

October -December

75% 3.5

Reach Frequency
Scheduling/Timing
Flight advertising
Spot advertising during August through September
National Advertising during October through December
 Geography
Geography- Highly populated cities with a large amount of UO locations

Philadelphia, PA
New York, NY
Boston, MA
Washington, DC
Houston, TX
Los Angeles, CA
Miami, FL
Sales Promotion: Instagram
OBJECTIVE
Increase awareness that we offer multiple brands. We will challenge our consumers to post pictures
of their Urban Outfitters outfits with a chance to win a giftcard to the store.
STRATEGY
Inexpensive
Our target audience uses social media heavily
Opportunity to showcase trends and win money monthly
Increase sales by creating awareness with the grouped hashtag

#UOutfits
Sales Promotion: SnapChat

OBJECTIVE
Increase awareness and sales by creating a filter within a specific radius of the store locations.
STRATEGY
Inexpensive and efficient
Using a funny, creative filter will encourage the desire to take a picture and share with friends
Generate more traffic in the store and online because the filter will appeal to the users receiving the
Snap
Sales Promotion: Eblast
OBJECTIVE
Boost sales while building relationships with prospects, leads and consumers
STRATEGY
Low cost advertising will build relationships with consumers
Incorporate sales, trends, store activity via email
Find an increase in seasonal sales
Quick and easy way to reach a large group of people
Sales Promotion: Decal

OBJECTIVE
To reward customers with a free sticker with any purchase during back to school shopping
STRATEGY
Back to school shopping generates heavy store traffic so it will boost sales with product placement
This decal can be used on many on the go items so Urban Outfitters will constantly be advertised
Encourage in store shopping for you get the extra sticker at the register by an employee
Media Integration
Outdoor
$995,600
Magazine
$343,500
Digital National
$1,670
National PRIME TV
$293,500
Cable TV
$167,600
Digital Spot
$16,000
Thank you!