list of illust r a t ions
Table of contents
one
ur ba n out fit t e r s ma r ke t ing re por t
Executive summary
-
3 11
Brand analysis
Industry situation
-
Consumer analysis
-
Competitive situation
-
Appendicies
-
25 35
Action & implementation plan
-
Bibliography
-
two
7 15 29 49
Market situation
-
Brand objectives
-
Conclusion
-
List of illustrations
-
9 21 33 51
int roduc t ion
t hre e
e xe c ut iv e summa r y
Introduction
M a r k e ting to day i s m o re than s el l i ng
The re is a need for educati on on how
p ro d u c ts.
creati v e
pir a c y is da m agi ng the m us i c i ndus try
educate,
be c a use it is res ul ti ng i n the l os s of m any
ma r k e ting
Inno v ati v e can
be
and
us ed
to
targ et
pe ople s jobs i ncl udi ng s ongwri ters , audi o
c o n s u mer. T hi s repo rt exam i nes and
e ngine e r s, c o m puter techni ci ans , tal ent
a ims
sc out s a nd producers as wel l as m aki ng
in f o r m
a nd
to
uses to o l
s ho w
vi s ual of
update
ho w
a
brands
U rban
m erchandi s i ng
co m m uni cati o n;
d e mo n s t rated c a mp a ign
O utf i tters
thro ug h
co nducted
thi s
an by
as
a
it e xt re me ly di ffi cul t for up and com i ng
wi l l
be
ba nds a nd a r ti s ts to get thei r foot i n the door a nd c re a te a nam e for them s el ves .
anti - pi racy the
f as hi o n
b r a n d in attem pt to reach o ut to thei r y o u n g a dul t targ et co ns um ers .
four
int roduc t ion
Setting the scene ‘ Th e U n i t e d K i n g d o m i l l e g a l l y dow nloa ds
The a nt i- pir a c y c a mpa ign r un by Urban
To be s ucces s ful i t i s es s enti al to have
a rou nd ÂŁ 2 5 0 mi l l i o n wo r t h o f m usic e v e r y
O ut fit t e r s w ill a im t o pe r sua de peopl e
a
y e a r ’ wh i c h i s d e v a s t a t i n g f o r t he music
t o buy t he ir music r a t he r t ha n ille gal l y
Outfi tters
in d u s t r y. A p o t e n t i a l wa y o f t a ckling t his
dow nloa d it , w hilst e nt ic ing t he m i nto
who thei r cons um er i s s o the cam pai gn
p rob l e m i s f o r a b r a n d l i k e U r b a n O ut fit t e r s
st ore s a nd c re a t ing a n int e re st a round
can be tai l ored to them . It i s al s o cri ti cal
to c re a t e a c re a t i v e ma r k e t i n g c a mpa ign
t he fa shion br a nd a t t he sa me t ime , whi ch
that the cam pai gn i s factual l y correct and
th a t i n f o r ms t h e n e x t g e n e r a t i o n t ha t t his
in t ur n should ge ne r a t e more sa le s and
that U rban Outfi tters del i ver the correct
is a se r i o u s i ssu e t h a t n e e d s re solv ing
inc re a se profit . The c a mpa ign a ims to
i nform ati on to thei r target audi ence s o
a n d t h a t t h e re i s s o me t h i n g t h e y c a n do
de monst r a t e how ma r ke t ing c a n do m ore
they are not bei ng m i s l ed or fed i m proper
to h e l p .
t ha n just se ll a produc t but be a for m of
i nform ati on.
t e a c hing a s w e ll.
vi s ual
s trong
unders tandi ng brand,
thei r
Havi ng
m erchandi s i ng
of
the
U rban
pers onal i ty
knowl edge works
and
of
how
and
how
U rban Outfi tters are currentl y us i ng i t i s al s o i m portant i n a cam pai gn s uch as thi s ; you do not want to create s om ethi ng that i s typi cal of them and a repl i ca of what has been done before but at the s am e ti m e you do not want to create s om ethi ng that i s s o di s connected from the brand that i t does not appeal to thei r cons um er. fiv e
e xe c ut iv e summa r y
“
Th e
U n ited Kingdom
ille ga lly d ow n l o a d s a ro u n d
t wo h u n dre d a nd f i f t y m ill i o n p oun ds w or t h of m us i c e v e r y y e a r
�
six
sit ua t ion a na ly sis
What is the industry situation?
T h e f a s hion indust r y a nd t he music indust r y
The
G ua rdia n
r u n c l o s e ly a long side one a not he r ; a r t ist s
O ut fit t e r s
a re m o re a nd more re gula r ly pre for ming on
pe ople w hose o l der s i bl i ngs had probabl y
t h e c a t wa lk a nd music fe st iv a ls a re now
ne v e r se e n a record pl ayer – acros s the
a s m u c h fa shion e v e nt s, a s t he y a re music
globe it is now o ne of the bi gges t s tocki s ts
e v e n t s. I t is for t ha t re a son a fa shion br a nd
of v iny l.’ ( St a nley, 2015)
i s i d e a l for r unning a n a nt i- pir a c y c a mpa ign
This c ome s a t a ti m e where peopl e are
a n d i t i s pe r fe c t for Ur ba n O ut fit t e r s se e ing
buy ing
a s t h e y ha v e c onside r a bly c ont r ibut e d t o
inc luding bot h m us i c and fas hi on; the
t h e v i n yl re v olut ion.
c a mpa ign ne e ds to convi nce peopl e that
is
reported
s el l i ng
more
thi ngs
that
records
onl i ne
‘ U rban
to
than
young
ever
ha v ing a ha rd, phys i cal copy of s om ethi ng is fa r be t t e r t han downl oadi ng i t and that t he shopping ex peri ence i s better than orde r ing online . se v e n
indust r y sit ua t ion
“
Urban Outfitters is selling records to young people whose older siblings had probably never seen a record player
e ight
�
brand positioning map
sit ua t ion a na ly sis
T h is b r a n d p o s it io n in g m a p ( s e e a p p e n d ix 2 ) s h o w s w h e re ab o uts Ur b an O u t f it t e r s s it s a m o n g s t it s c o m p e t it o r s in t h e m a r k e t f o r this cam p aig n, in t e r m s o f t h e r a n g e o f p ro d u c t o ff e r in g a n d t h e s t o re s aethetics .
nine
ma r ke t sit ua t ion
What is the market situation?
A f a sh i o n b r a n d r u n n i n g a n a nt i- pir a c y
The c a mpa ign w ill be a ime d a t ge nerati on
Onl y 20% of peopl e who took the pri m ary
c a mp a i g n i s n o t h i n g t h a t h a s be e n done
Y
are
res earch s urvey (s ee appendi x 1) s ai d that
b e f o re , t h e re a s o n f o r t h i s i s like ly t o be
t e c hnologic a lly sa v v y a nd ha v e a rel ax ed,
they pay for al l of thei r m us i c, dem ons trati ng
b e c a u se i t h a s b e e n s e e n a s ‘unc ool’ a nd
ope n a pproa c h t o liv ing a nd somethi ng
a need for a cam pai gn that i nform s them
th a t i s t h e l a s t t h i n g a f a sh i o n br a nd w a nt s
w hic h is be ing se e n a ga in a nd agai n i s
that thei r deci s i ons to i l l egal l y downl oad
to b e s e e n a s b u t i f a n y b r a nd ha s t he
t ha t t he y a re int e re st e d in w ha t is goi ng
m us i c i s havi ng a dam agi ng, l as ti ng effect
a b i l i t y t o ma k e t h e u n c o o l , c o ol, it is Ur ba n
on in t he w or ld a nd w ha t t he y c a n do to
on the m us i c i ndus try. It al s o s howed that
O ut f i t t e r s .
ma ke a diffe re nc e . Me dia Post says that
85% peopl e l i s teni ng to m us i c on a regul ar
ge ne r a t ion Z ‘Wa nt t o ma ke a difference.
bas i s , i ndi cati ng that there i s a defi ni te
The y a re a v e r y fut ure - foc use d ge nerati on
audi ence for thi s cam pai gn to target.
a nd
t ha t
Z;
w a nt s
two
to
ge ne r a t ions
do
good
a nd
w ho
m ake
a
diffe re nc e in t he w or ld. O v e r 60% want t he ir jobs t o impa c t t he w or ld a nd 7 6% are c onc e r ne d a bout huma nit y ’s impa c t on the pla ne t .’ ( Le opold, 2015) .
ten
sit ua t ion a na ly sis
Who are Urban Outfitters? Ur ba n O ut fit t e r s is a n a c know le dge abl e siz e d
re t a il
c ompa ny
br a nd, a long
pa r t w it h
of
t he
sist e r
URBN br a nds
Ant hropology, Fre e Pe ople , Te r r a in and B HLDN.
The y ha v e built t he mse lv e s a
st rong high st re e t pre se nc e in t he Uni ted K ingdom t ha nks t o t he ir e t hos;
“ O ur goa l is t o offe r a produc t a ssor t m ent a nd
e nv ironme nt
so
c ompe lling
and
dist inc t iv e t ha t t he c ust ome r fe e ls an e mpa t he t ic c onne c t ion t o t he br a nd and is pe r sua de d t o buy � - (Ur ba n O ut fit t e r s . )
e le v e n
br a nd a na ly sis
Yo u c a n find a n Ur ba n O ut fit t e r s st ore
Some t hing e lse uni que to them i s U rban
i n mo st of t he Unit e d K ingdoms’ ma jor
R e ne w a l, w hi ch “bri ngs you pi eces of
t o wn s a nd c it ie s a mongst re t a ile r s like
hist or y in t he form of careful l y-s el ected
River
v int a ge
I s l a nd,
Topshop
a nd
H&M
( se e
it e ms
from
around
the
worl d.
a p p e n d i x 2) w he re t he y se ll a w ide r a nge
B ulk- produc e s i n ti m es gone by, thes e
o f p ro d u c t s inc luding e dgy c lot hing for
it e ms ha v e been cl eaned and res tored to
me n a n d w ome n a t a c c e ssible pr ic e s. The
look t he ir be st, but m ay s ti l l feature s om e
f a s h i o n br a nd diffe re nt ia t e s it se lf from it s
c ha r a c t e r ful agi ng. �- (U rban Outfi tters . )
c o m p e t i t o r s by se lling c lot hing t ha t y ou d o n o t f ind a ny w he re e lse on t he high
All of t he se s el l i ng poi nts al ong wi th thei r
st re e t , t he y produc e fa shion t ha t is la id
home w a re
b a c k a n d e ffor t le ss a nd t o offe r some t hing
ga dge t s he lp to m ake U rban Outfi tters a
mo re , t h ey giv e t he ir c ust ome r s t he c hoic e
life st y le br a nd that m akes thei r cons um ers
t o b u y b ra nds suc h a s Dr Ma r t ins, House
fe e l
o f Ho l l a n d a nd Fre d Pe r r y.
e xc lusiv e .
t w e lv e
like
sel ecti on
t hey
are
and
technol ogi cal
getti ng
s om ethi ng
sit ua t ion a na ly sis
It
is
t ha nks
to
t he ir
c re a t iv e
vi s ual
me rc ha ndising t ha t t he y ha v e managed t o c re a t e a nd se c ure suc h a st rong brand pe r sona lit y for t he mse lv e s; y ou al ways know w he n y ou ha v e w a lke d int o a n U rban O ut fit t e r s st ore , t he y c a n ma ke ‘t he m os t munda ne
se e m
fre sh
a nd
int e res ti ng’
using t he ir indust r ia l w a re house s as thei r c a nv a s t he n a dding e c le c t ic me rc handi s e, props a nd signa ge t o giv e w ha t can be be st de sc r ibe d a s a Sc a ndina v ian feel , in orde r of ma king it dist inc t iv e t o them . G e ne r a t ing
a
st ore
e xpe r ie nc e
can
imme nse ly inc it e a c ust ome r s’ loy al ty to a br a nd, it a ga in ma ke s t he m fe e l t hat they a re ge t t ing some t hing e xc lusiv e a nd keeps t he m int e re st e d a nd e xc it e d t o re vi s i t the st ore .
t hir t e e n
A nother thi ng U rban Outfi tters ex cel s at vi s ual l y i s thei r abi l i ty to produce beauti ful photography that m akes thei r products l ook i ncredi bl y des i rabl e; they wi l l s et out a s cene as i f i t was i n a hom e or as you coul d/ woul d us e i t, whi ch not onl y m akes the cus tom er want the focal product they are prom oti ng but the whol e contents of the pi cture.
br a nd a na ly sis
brand onion T his brand on i on ( se e a ppe n di x 3) h i gh l i gh t s t h e Ur b a n O u t f it t e r s b r a n d id e n t it y which helps t o e n su re t h a t t h e a n t i -pi ra c y c a m p a ig n re f le c t s t h e b r a n d v a lu e s a n d t h e i r obj e c t iv e s .
four t e e n
sit ua t ion a na ly sis
fift e e n
c onsume r a na ly sis
The Urban Outfitters Consumer
sixt e e n
sit ua t ion a na ly sis
Who are they?
The
Ur ba n
O ut fit t e r s
t a r ge t
c onsum er
r a nge s from t he a ge of 18- 30 a nd is made up of guy s a nd gir ls but w he n looking at a c onsume r sur v e y ( se e a ppe ndix 4 ) i t show e d a high pe rc e nt a ge of t he m are st ude nt s, a t univ e r sit y, liv ing in t he ci ty w it h v e r y lit t le disposa ble inc ome .
T hei r
c onsume r is diffe re nt t o a ny ot he r ; they a re v e r y c re a t iv e , unique c ha r a c t e r s w ith a se nse of c re a t iv it y a bout t he m a nd t his i s re fle c t e d in t he ir c ool, e ffor t le ss st y le .
se v e nt e e n
c onsume r a na ly sis
e ight e e n
sit ua t ion a na ly sis
nine t e e n
c onsume r a na ly sis
What do they do? Whe n a ske d w ha t t he y e njoy doing i n t he ir spa re t ime , a nsw e r s v a r ie d from music c onc e r t s, a r t e xhibit ions, shoppi ng, phot ogr a phy, c y c ling, ska t e boa rding, and rolle r- bla ding t o y oga . The ge ne r a t ion they fa ll int o me a ns t ha t t he y a re up t o date w it h a ll of t he la t e st t e c hnologie s a nd t end t o sha re t he ir da y - t o- da y liv e s ov e r so ci al ne t w or king sit e s. Ac c ording t o t he pr imary re se a rc h sur v e y ( se e a ppe ndix 5) they ha v e a n e xt re me ly v a r ie d t a st e in mus i c list e ning t o a ll ge nre s inc luding folk, indi e, roc k, pop a nd R &B .
t w e nt y
sit ua t ion a na ly sis
Things to focus on
A fter col l ecti ng i nform ati on and gatheri ng i t i nto a S WOT anal ys i s (s ee appendi x 6) for U rban Outfi tters i t i s pos s i bl e to s et s om e brand obj ecti ves for the cam pai gn and for the retai l ers to be m ore s ucces s ful i n general .
t w e nt y one
br a nd obje c t iv e s
C u s tom e r s n e e d t o b e g i v e n a n i n c e nt iv e
Some t hing t ha t t he sur v e y ( se e a ppe ndi x
Frequentl y arrangi ng events wi th known
to b e p e r s u a d e d t o b u y t h e i r v i n y l a nd
10) highlight e d w a s t ha t 65% of pe o pl e
and res pected arti s ts and bands wi l l hel p
C h r is t m a s
Ou t fit t e r s
t hought t ha t t he br a nd ‘c a n be qui te
U rban Outfi tters to keep a l evel pl ayi ng
r at h e r th a n HMV o r R o u g h Tr a d e , t o do
pr ic e y for some t hing v e r y simple ’ w hi ch
fi el d wi th com peti tors Rough Trade and
th is t h e re i s a n e e d f o r e m p h a s i s on t he
is some t hing t ha t Ur ba n O ut fit t e r s need
HMV who are doi ng thi ngs l i ke thi s on
e x t e n s ive p ro d u c t r a n g e t h a t t h e y h av e on
t o ur ge nt ly a ddre ss be c a use a re port
a regul ar bas i s . Thi s wi l l get them the
offe r. Th e 1 0 % st u d e n t d i sc o u n t t h a t Ur ba n
by t he B usine ss I nside r sa y s t his ‘ has
ri ght attenti on from both cus tom ers and
O u t fitte r s mo t i o n s t o a n y o n e wi t h a n NUS
le d t o a show rooming proble m of so rts .
the pres s , whi ch can act as an effecti ve
c a rd give s t h e m a c o m p e t i t i v e a d v ant a ge
Show rooming is w he n c ust ome r s c heck
prom oti onal tool for the brand.
ov e r R oug h Tr a d e a n d HMV wh o d o not ; a
out a n it e m in st ore s a nd t he n buy it for
la r ge p erc e n t a g e o f t h e i r c o n su me r ba se
c he a pe r some w he re e lse , usua lly online. ’
is m ad e u p o f st u d e n t s wh o h a v e a limit e d
This me a ns t he y a re loosing out on a lot of
a m ou n t o f d i s p o s a b l e i n c o m e a n d so t he y
pot e nt ia l sa le s.
gifts
f ro m
Urban
w ill w an t t o sa v e mo n e y wh e re v e r p o ssible a n d t h is i s s o me t h i n g t h e y sh o u l d t ake full a d v a n ta g e o f a n d p ro mo t e re p e a t e d ly.
t w e nt y t w o
strengths, weaknesses, opportunities and threats (see appendix 6).
This is a SWOT analysis tailored for Urban Outfitters, which identifies their
SWOT analysis
sit ua t ion a na ly sis
t w e nt y t hre e
br a nd obje c t iv e s
t w e nt y four
sit ua t ion a na ly sis
The competitors
F o re v e r 2 1 , A m e r i c a n E a gle O ut fit t e r s,
R ough Tr a de w a s for me d in the 1970’s and
Li ke U rban Outfi tters , the Rough Trade
H& M,
G AP
is one of t he fe w old re c ord stores rem ai ni ng
s tores are i nteres ti ng and aes theti cal l y
c a n a l l b e i d e n t i f i e d a s Ur ba n O ut fit t e r s
t oda y. I t is t ha nks t o t he ir loyal cus tom ers
pl eas i ng, refl ecti ng the brands cool , edgy
t y p i c a l e v e r y d a y d a y c ompe t it or s in t e r ms
a nd t he ir w illingne ss t o inno vate that they
pers onal i ty creati ng that ex peri ence that
o f f a sh i o n ; t h e y a l l ha v e a simila r t a r ge t
ha v e sur v iv e d, t he y ha v e gone from s el l i ng
keeps cus tom ers com i ng back. The i tem s
ma r k e t s, p r i c i n g a nd produc t ( c lot hing)
sole ly in t he ir phy sic a l st ores to s el l i ng
they s tock are products for m us i c l overs
o ff e r i n g .
pa r t ic ula r
online a nd t he y re gula r ly put on i n-s tore
rather
c a mp a i g n t h e i r c o m pe t it or s a re going t o
gigs a nd signings. The ir e t hos and m i s s i on
s tocki ng onl y vi nyl , CD ’s , books , pos ters ,
b e sl i g h t l y d i ff e re n t a nd t a ke t he for m of
is “ t o shor t e n t he dist a nc e between arti s ts
tur ntabl es
t h e l i k e s o f A S OS who a re a lso know n for
a nd a udie nc e s, t o fa it hfully repres ent the
You can and want to be i n Rough Trade
se l l i n g q u i r k y g o o d s, a nd re c ord st ore s
c re a t iv it y a nd a r t ist ic t a le nt of the m us i c
for hours s earchi ng through al l of thei r
l i k e R o u g h Tr a d e a n d HMV w ho a re going
w e re c omme nd a nd se ll.” ( Rough Trade).
records whi ch gi ves them a com peti ti ve
A b e rc ro mb i e
Ho we v e r,
&
for
Fit c h
t his
a nd
than
fas hi on
and
cons ci ous
Rough
Trade
peopl e,
t-s hi rts .
t o b e d i re c t c o m p e t i t ion in t e r ms of music
advantage over U rban Outfi tters who have
(s e e a p p e n d i x 7 ,8 a nd 9 for c ompe t it or s
m uch m ore of a l i m i ted s el ecti on of vi nyl
S WOT a n a l y s i s).
and can fl i ck through i n about ten m i nutes . t w e nt y fiv e
c ompe t it iv e sit ua t ion
Ro u gh
Tr ad e
had
an
a g re e m e n t
wi t h
To p s h op a few y e a r s a g o wh e re t h e y we re goin g to in s t a ll a Ro u g h Tr a d e c o n c e s si o n in Top m a n at t h e f l a g sh i p s t o re o n Oxf o rd Street s o th is co u l d b e s o me t h i n g t h e y a re in te re s t e d in d o i n g wi t h U r b a n Ou t f i t t e r s to ta c k le t h e p ro b l e m.
t w e nt y six
sit ua t ion a na ly sis
E - c omme rc e a nd m- c omme rc e is great ne w s for a br a nd like ASO S w ho s el l pure ly
online .
Pe ople
a re
doing
m ore
of t he ir shopping ov e r t he I nt e r ne t t han ever
be fore ,
e spe c ia lly
at
Chr ist m as
t ime w he n t he high st re e t s a re a t t hei r busie st so if pe ople w a nt quir ky gi fts t he re is a c ha nc e t he y w ill go st r a ight to ASO S r a t he r t ha n v e nt ure dow n t o Ur ban O ut fit t e r s, e spe c ia lly se e ing a s t he y both offe r simila r c lot hing a nd a n e xt e nsi ve r a nge of produc t s for me n a nd w omen. ASO S t e r r it or y ma na ge r for G e r ma ny and Nor t he r n E urope c la ims
Thi s i s a val uabl e uni que s el l i ng poi nt to have; i f a cus tom er feel s l i ke a brand i s
“ We ha v e a ma zing fa shion a nd great
engagi ng wi th them i t m akes them feel
c ont e nt , c ust om- ma de for 20some t hings .
ex cl us i ve and em oti onal l y attached to the
This foc us on 20some t hings me a ns that
brand. The onl i ne retai l er i s cons tantl y
w e re a lly “ ge t ” our c ust ome r s muc h be tter
l ooki ng for ways they can i nnovate i n
t ha n if w e ha d a broa de r foc us. Al s o,
s howi ng thei r m erchandi s e and probabl y
c r uc ia lly, t he v a st ma jor it y of our st a ff are
have the bes t and m os t wel l recei ved
20some t hings t oo.” (Ha u, 2013)
onl i ne
m erchandi s i ng
around
whi ch
is
s om ethi ng U rban Outfi tters i s goi ng to have to thi nk about i nterpreti ng i nto thei r onl i ne s tore.
t w e nt y se v e n
c ompe t it iv e sit ua t ion
“
T his f o cu s o n 20s o m e t h i n g s m e a n s t h a t w e re a ll y “ g e t ” o u r c u s t o m e r s m u ch b e tte r th a n i f w e h a d a b ro a d e r focu s.
t w e nt y e ight
”
proposa l
Spreading the word The ov e r a ll a im of t his marketi ng cam pai gn
To
ki ck-s tart
is t o t e a c h t he Ur ba n Outfi tters cons um er
Outfi tters wi l l put on a free i n-s tore gi g
t ha t ‘pir a c y is not ok’ and after taki ng al l
where the al ter nati ve rock band, Wol f A l i ce
of t he e a r lie r infor ma t ion i nto account i t
wi l l perform and s how thei r s upport and
is de c ide d t ha t t he m os t effecti ve way
backi ng of the m es s age i n hand. Creati ve
of de liv e r ing t his me ssage i s through a
wi ndow
Chr ist ma s c a mpa ign whi ch i s s upported
m erchandi s i ng s i de of the prom oti onal
by ma ny e le me nt s of t he prom oti onal m i x .
m i x ; they wi l l not onl y enti ce pas s ers
di s pl ays
the
wi l l
cam pai gn
cover
the
U rban
vi s ual
by i nto the s hop but connect wi th them em oti onal l y and teach them s om ethi ng about pi racy i n the m us i c i ndus try whi ch wi l l then hopeful l y m ake them want to buy thei r ni ece a phys i cal copy of a record thi s Chri s tm as i ns tead of an i Tunes voucher.
t w e nt y nine
a c t ion & imple me nt a t ion pla n
Press
re le a s es ,
so c i a l
and
digital
aw are n e s s an d e d i t o r i a l a d v e r t i s e m e n t s cou ld a ll b e u s ed t o h e l p su p p o r t t h e campa ign in p rom o t i n g i t a n d g a i n i n g i t i t s d eser v e d at te n tion .
t hir t y
proposa l
However, at thi s m om ent i n ti m e the cam pai gn i s goi ng to be s ol el y focus ed on
AIDA model
vi s ual m erchandi s i ng and the event wi th s m al l er thi ngs on the s i de s uch as a m i ni zi ne on ‘ everythi ng vi nyl ’ , as i t i s l i kel y that the m aj ori ty of thi s generati on are unaware of how to us e tur ntabl es .
( Se e a p p e n d i x 1 1 , S ma r t I n s i g ht s)
t hir t y one
a c t ion & imple me nt a t ion pla n
simple communications model
It is im p or t a n t t o b e a wa re o f t h e p o s sible in te r fere n c e s wi t h a c a mp a i g n s u c h a s th is ; t h is c a n b e s e e n a n d u n d e r st o o d in th e s im p le c o mmu n i c a t i o n s mo d e l ( se e a p p e n d ix 1 1 ), wh i c h h a s b e e n t a i l ore d to t h is s pe c i f i c c a m p a i g n . I n o rd e r t o
(S ee appendi x 12, A nna P egg)
c om m u n ic a t e s u c c e s sf u l l y wi t h t h e U r ba n O u t fitte r s c o n s u me r i n a n e ff e c t i v e w a y it is a ls o h e l p f u l t o c re a t e a n A I D A mode l ( s e e ap p e n d i x 1 2 ) wh i c h s t a t e s wh a t t he b r an d is g o i n g t o d o a n d h o w t h e y a re goin g t o do i t .
t hir t y t w o
c onc lusion
Conclusion
To c onc lude , t he c a mpa ign ha s me t the a im a nd obje c t iv e t o unde r st a nd Ur ban O ut fit t e r s fully a s a br a nd t a king i nto a c c ount t he ir st y le a nd pe r sona lit y, t hei r ma r ke t a long
posit ion w it h
a nd
ge t t ing
t he ir fa milia r
c ompe t itors w it h
t hei r
t a r ge t c onsume r. This he lpe d t o ma ke the c a mpa ign suit a ble a nd a ligne d t o Ur ban O ut fit t e r s but w it h a t w ist a nd a n e dge t o ma ke it diffe re nt t o a ny t hing t he y have done be fore . The ’12 da y s of re c ords ’ w indow displa y w hic h is bigge r t ha n any v isua l me rc ha ndising Ur ba n O ut fit t e r s has done in t he pa st ; it c onsist s of la r ge props a nd ma ke s some t hing t ha t c ould seem bor ing a c t ua lly quir ky a nd int e re st ing.
t hir t y t hre e
c onc lusion
T h e re i s e nough know le dge of pir a c y a nd
The c a mpa ign i s s ti l l undergoi ng but i s
t h e m u s ic indust r y t ha t ha s be e n ga ine d
in t he fina l stages to bei ng com pl eted.
t h ro u g h out
a
For t he fut ure , there are opportuni ti es for
f a c t u a l l y c or re c t , infor ma t iv e c a mpa ign,
Ur ba n O ut fit t ers to take the anti -pi racy
wh i c h c a n be pa sse d on t o t he t a r ge t
c a mpa ign fur t her; they woul d s end out
a u d i e n c e ; t he Ur ba n O ut fit t e r s c onsume r.
pre ss re le a se s to news papers , fas hi on
T h i s i n f or ma t ion w ill be pa sse d ont o t he m
a nd music ma gazi nes to hel p s pread word
v i a t h e window displa y s, t he e v e nt w he re
of mout h a nd to generate m ore i nteres t
t h e re wi l l be a shor t pre se nt a t ion a nd Wolf
int o w ha t Ur ban Outfi tters are doi ng. A
A l i c e wi l l pe r for m a nd fre e post e r s t ha t
shor t infor ma ti ve fi l m coul d act as both
wi l l b e f re e ly a v a ila ble in Ur ba n O ut fit t e r s
a t e a c hing t ool and a prom oti onal tool
st o re s .
for t he br a nd; thi s coul d be then s pread
t his
proc e ss
to
de liv e r
a c ross
soc ia l
m edi a
to
reach
out
to
‘P i r a c y i s not ok’ ha s prov e n a nd show n
Ur ba n O ut fit t e rs target audi ence. Edi tori al
h o w ma rke t ing c a n be more t ha n se lling
a dv e r t ise me nt s coul d take the form of
a p ro d uc t . E v e n if t his c a mpa ign doe s
be a ut iful phot os that are typi cal of the
n o t e n c our a ge or pe r sua de pe ople t o buy
fa shion br a nd that m akes a cam pai gn
v i n y l o r re c ords, it ha s t he a bilit y t o ma ke
t ha t is se e n as a bi t uncool , cool , and
p e o p l e s t op a nd t hink t w ic e a bout ille ga lly
a re t he n publis hed throughout a num ber
d o wn l o a ding music a nd a s a n e xt r a bonus
of diffe re nt magazi nes to reach as m any
i t wi l l si mply ma ke pe ople re spe c t Ur ba n
pe ople a s possi bl e.
Ou t f i t t e rs more w hic h in t ur n c a n be e n o u g h to ma ke some one shop w it h t he m
All of t his w ould m ake the cam pai gn bi gger
i n st e a d of e lse w he re ; pe ople like t o se e
a nd giv e se r ious nes s that woul d l ead to a
b i g b r a nds t r y ing t o do some t hing good.
gre a t e r impa c t.
t hir t y four
a ppe ndic ie s
Appendicies
Appendix 1 Appendix 1 shows the primary research survey, which shows that only 20% of people pay for all of their music.
t hir t y fiv e
a ppe ndic ie s
Appendix 2 Appendix 2 shows a marketing positionig map from Harriet Posners’ ‘Marketing Fashion’, which ‘plots the relative positions of brands or products’. In response, this is a positioning map for Urban Outfitters to show where they sit in the fashion market against their competitors on price and quality. t hir t y six
a ppe ndic ie s
Appendix 3 Appendix 3 shows a brand onion from Harriet Posners’ book, ‘Marketing Fashion’, which shows and helps to identify a brands identity and can then help to ‘ensure that all aspects of the business and key brand objectives’ reflect the brand values. t hir t y se v e n
a ppe ndic ie s
Appendix 4 Appendix 4 shows the Urban Outfitters consumer survey, which shows the majority of people who took it were students (I only asked people who had Urban Outfitters shopping bags and in multiple Urban Outfitters stores). t hir t y e ight
a ppe ndic ie s
Appendix 5 Appendix 5 shows the Urban Outfitters consumer survey, which shows their consumers have a varied music taste (I only asked people who had Urban Outfitters shopping bags and in multiple Urban Outfitters stores). t hir t y nine
a ppe ndic ie s
Appendix 6 Appendix 6 shows a SWOT analysis from Mountain States, that deals with the internal and the external factors of the business. ‘The analysis helps to assess the most promising situations and the most vital issues. four t y
a ppe ndic ie s
Appendix 7 Appendix 7 shows a SWOT analysis for HMV to identify their strengths, weaknesses, opportunities and threats.
four t y one
a ppe ndic ie s
Appendix 8 Appendix 8 shows a SWOT analysis for ASOS to identify their strengths, weaknesses, opportunities and threats.
four t y t w o
a ppe ndic ie s
Appendix 9 Appendix 9 shows a SWOT analysis for Rough Trade to identify their strengths, weaknesses, opportunities and threats.
four t y t hre e
a ppe ndic ie s
Appendix 10 Appendix 10 shows a question from the primary research survey which showed that 65% of people feel that Urban Outfitters can be ‘quite pricey for something for very simple’. four t y four
a ppe ndic ie s
Appendix 11 Appendix 11 shows an AIDA model from Smart Insights which ‘identifies cognitive stages an individual goes through during the buying process for a product or service.’
four t y fiv e
a ppe ndic ie s
Appendix 12 Appendix 12 shows the ‘simple communications model’ taken from Anna Peggs presentation, which allows you to measure and evaluate the effectiveness of a campaign and identify any potential noise/interference it may experience. four t y six
bibliogr a phy
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four t y e ight
List of illustrations
four t y nine
Figure 1 Acne paper bag (2015) [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631438/ (Accessed: 19 October 2015).
Figure 2 Aesthetica Magazine (2015) Landscapes [Photograph]. .
Figure 3 Bloom (2015) Music is the Answer [Photograph]. Available at: https://www.pinterest.com/pin/386605949241852260/ (Accessed: 19 October 2015).
Figure 4 Christie, F. (2014) HCX travel tips: Must do’s no matter where you are [Photograph]. Available at: https://www.hercampus.com/school/exeter/hcx-travel-tips-must-dos-no-matter-where-you-are (Accessed: 1 November 2015).
Figure 5 Collection 201 (2015) Boho candles [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631331/ (Accessed: 19 October 2015).
Figure 6 Decozilla (2015) Cameras [Photograph]. Available at: https://www.pinterest.com/pin/386605949241628665/ (Accessed: 7 November 2015).
Figure 7 Di Prossimo, D. (2014) The Surreal Pieces of Art by Antonio Mora [Photograph]. Available at: http://www.writeca.com/2014/04/09/surreal-art-antonio-mora/ (Accessed: 1 November 2015).
Figure 8 Etsy (2015) Converse [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631943/ (Accessed: 1 November 2015).
Figure 9 Everainsplanet (no date) The Book Thief [Photograph]. Available at: http://everainsplanet.tumblr.com/post/31247378609/d4ndylion-the-book-thief (Accessed: 21 October 2015).
Figure 10 Frankie Magazine (2015) Frankie Magazine [Photograph]. Available at: http://www.frankie.com.au/?lang=en&start=6 (Accessed: 11 October 2015).
Figure 11 Hoskings, C. (2015) Geo [Drawing]. Available at: https://www.flickr.com/photos/cnrhskngs/4712099892/in/set-72157624588522245 (Accessed: 19 October 2015).
fift y
Figure 12 Ingela (2015) Youth is a dream by Nuala swan [Photography]. Available at: http://zeum-mag.com/2015/08/25/youth-is-a-dream-by-nuala-swan/ (Accessed: 19 October 2015).
Figure 13 Interview Magazine (2012) Superstar Eddie [Photograph]. Available at: http://www.interviewmagazine.com/fashion/andys-girls-edie/ (Accessed: 13 October 2015).
Figure 14 Justeunedeplus (2014) Bedroom [Photograph]. Available at: http://justeunedeplus.tumblr.com/post/72323561384 (Accessed: 19 October 2015).
Figure 15 Lunelf (2015) Two girls [Photograph]. Available at: https://www.pinterest.com/pin/261982903299955495/ (Accessed: 15 October 2015).
Figure 16 Outfitters, U. (2015) #UOONYOU [Photograph]. Available at: https://www.pinterest.com/pin/259801472232011570/ (Accessed: 20 October 2015).
Figure 17 Outfitters, U. (2015) Caribou: Our Love Schallplatte [Photograph]. Available at: https://www.pinterest.com/pin/386605949241630765/ (Accessed: 13 November 2015).
Figure 18 Outfitters, U. (2015) Hanging bike rack [Photograph]. Available at: https://www.pinterest.com/pin/386605949241633471/ (Accessed: 1 November 2015).
Figure 19 Puncturedartefact (2015) Fortune [Drawing]. Available at: https://www.pinterest.com/pin/386605949241631012/ (Accessed: 10 November 2015).
Figure 20 Shop Kozhat (2015) Skater Girl Style [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631738/ (Accessed: 19 October 2015).
Figure 21 Soy, J. (2012) Animal visage portraiture [Painting and Photograph]. Available at: http://www.trendhunter.com/trends/charlotte-caron (Accessed: 3 November 2015).
Figure 22 Stenmark, F. (2015) Mixtape [Drawing]. Available at: https://www.flickr.com/photos/fridastenmark/5179291146/ (Accessed: 7 October 2015).
Figure 23
Streetstylemarket (no date) Streetstylemarket [Photograph]. Available at: http://streetstylemarket.com/post/85265596072/zimmerbeef-flintfuckyeah-harrison-again (Accessed: 2 November 2015).
fift y one
Figure 24 Studios, A. (2015) Face collage graphic design ACNE STUDIOS [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631428/ (Accessed: 19 October 2015).
Figure 25 Tablefortwoblog (2013) Holiday lights [Photograph]. Available at: https://www.pinterest.com/pin/259801472228151560/ (Accessed: 19 November 2015).
Figure 26 Thealphagentleman (2015) Record day [Photograph]. Available at: http://thealphagentleman.tumblr.com/post/111982702429 (Accessed: 20 October 2015).
Figure 27 Urban Outfitters (2015) Instax [Photograph]. Available at: https://www.pinterest.com/pin/259801472231341558/ (Accessed: 7 November 2015).
Figure 28 Urban Outfitters (2015) Marble pendant light [Photograph]. Available at: https://www.pinterest.com/pin/259801472231816530/ (Accessed: 25 October 2015).
Figure 29 Urban Outfitters Blog (2014) TACOS WITH COCONUT QUINOA & SEITAN [Photograph]. Available at: http://blog.urbanoutfitters.co.uk/?p=27832 (Accessed: 19 October 2015).
Figure 30 Vidani, P. (no date) Fantast [Photograph]. Available at: http://amandaonwriting.tumblr.com/post/83377920882 (Accessed: 1 November 2015).
Figure 31 Websta (2015) A.P.C [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631470/ (Accessed: 19 October 2015).
Figure 32 Zimmo (2015) Wall on wheels [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631971/ (Accessed: 10 October 2015).
Figure 33 letsgettrippy (2015) Fall grunge [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631394/ (Accessed: 10 October 2015).
Figure 34 thefreshaire (2015) Fred Perry [Photograph]. Available at: https://www.pinterest.com/pin/386605949241631547/ (Accessed: 19 October 2015).
fift y t w o