INTRODUCTION
4
MOOD BOARD
6
DEMOGRAPHICS
8
GEOGRAPHICS
14
PSYCHOGRAPHICS
18
BEHAVIOURAL TRAITS
22
OTHER BRANDS
26
STORE VISIT
28
CONCLUSION
34
APPENDICES
36
REFERENCE LIST
64
FIGURE LIST
65
4
Urban Outfitters is a mid-market highstreet brand offering a unique shopping experience through their concept store
environments and selection of global
brands. Operating as an international corporation parented by URBN, their 200
stores across North America and Europe
(URBN, no date) has acquired a loyal following of ‘creative individuals’ and
‘18 - 28-year-old... trendy hipsters’. (URBN,
no
date
:
Petro,
G.
2015)
5
Urban
consumer
Outfitters’ spans
classifications: the
target
spectrum
of
two
the
female
generation
youngest
Generation
the eldest millennials.
Y
in
and
(Colucci,
M. and Scarpi, D. 2013) Placing a strong focus on students, aided by the geographical placement of their stores in university cities, creates a loyal following of educated teenagers
and young adults. Lower incomes do not deter this consumer base as their disposable income is relatively high as or
they
share
friends,
live the
aided
with
cost by
their
of
parents
living
Student
with
Loans.
9
10
*
16 - 28 years
*
no religious
*
student or re
*
employed part
*
working in ho
*
annual income
*
living with p
*
educated to d
*
or aspiring t
*
single
s old preference
ecent graduate
t-time
ospitality or retail
e of less than ÂŁ10,000
parents or friends
degree level
to a degree
11
“I HAVE A PART-TIME JOB IN A RESTAURAN WITH MY STUDENT LOAN IT MEANS I HAV EXTRA MONEY TO SPEND ON CLOTHES... I’D ONE GOOD QUALITY AND ON-TREND PIECE [OUTFITTERS] THAN LOADS FROM SAY P 12
-
NT. TOGETHER VE A BIT OF D RATHER BUY FROM URBAN PRIMARK.”
KATIE, 19 YRS
13
The overwhelming
Outfitters target
cities or on the o close reach of
stores, their sty
streets; Urban Ou city style appeal not
living
with
tend to reside in
locations, thrivi
14
majority of Urban
consumers live in
outskirts. Within
their city-based
yle comes from the
utfitters urban and
ing to them. Those
h
their
parents,
n flats in central
ing off city life.
15
“I GET MY STYLE MY SURROUNDINGS BY MY PEERS AN THE STREET. IT’ IN MAGAZINES AN IT’S ABOUT BEIN TO YOUR INDI
16
E INSPIRATION FROM S... I’M INFLUENCED ND PEOPLE I SEE ON ’S NOT ABOUT WHAT’S ND ON THE CATWALKS, NG TRUE TO YOURSELF, IVIDUAL STYLE. ” - LAUREN, 24 YRS
17
Urban
Outfitters’
target
consumers
identified themselves as a community of
fun,
extroverted
individuals,
embracing
individuality expressed
and
through
and
creative their
uniqueness,
their
clothing
choices. A common word used by the sample group to describe themselves was ‘edgy’, contemporarily defined as
being ‘at the forefront of a trend; experimental or avant-garde’ (Oxford Dictionary,
no
date).
Hobbies
and
interests of the group also reflect their creative
personalities,
including
art, photography, travel and music.
18
“I’D DESCRIBE MYSELF AS CREATIVE, OUTGOING AND ARTISTIC AND I GUESS EDGY... I’M REALLY INTERESTED IN MUSIC, MOSTLY ALTERNATIVE AND R’N’B AND I’VE NEVER TRAVELLED BEFORE BUT I’M PLANNING MY GAP YEAR AND I REALLY WANT TO TRAVEL.” - JADE, 17 YRS
19
“I LOVE TRAVELLING, I’M
ALWAYS
NEW
AND
WANTING
TO EXPLORE SOMEWHERE
“I
EXCITING.”
- LAUREN, 24 YRS
ACTUALLY
GOT
A
POLAROID CAMERA FROM
URBAN OUTFITTERS, I
LOVE HOW THEY LOOK.” - JADE, 17 YRS
20
“I LIKE ART. I LIKE TO
AND
PAINT I
AND
ALSO
DRAW LIKE
GOING TO GALLERIES”
- LEYLA, 20 YRS
“I’M
OBSESSED
MUSIC:
POP,
WITH
R’N’B,
ACOUSTIC, I LOVE IT. I
COLLECT
VINYLS.”
- KATIE, 19 YRS
21
22
The consumption behaviour of Urban Outfitters’ target audience
are in accordance with early
adopters in Rogers’ diffusion of innovation model
clothes
(Rogers, to
E.
explore
M.
new
1995).
trends,
Purchasing
the
groups
small disposable income is mostly spent on clothing that is bought frequently. Enjoying the
store
shopping and
experience
online,
they
offered
both
constantly
in-
browse
for new pieces and styles being introduced.
23
“I’M REAL TO KEEP I FOLLOW CE HOW THEY 24
Technologically capable, the Millennial
and
Generation
Y
target consumers are extremely
active on social media channels
such as Facebook, Instagram,
Twitter and Snapchat; 22% of teenagers social
admit
media
to
more
checking
than
ten
times a day (O’Keeffe, G. S. and Clarke-Pearson, K. 2011). They
engage with brands through these channels frequently as well as communicating with their peers.
LLY ACTIVE ON SOCIAL MEDIA. I USE IT IN CONTACT WITH FRIENDS BUT I ALSO ELEBRITIES AND BRANDS. I LIKE SEEING STYLE THEIR PRODUCTS ON INSTAGRAM.” - KATIE, 19 YRS
25
The
also
target shop
consumers
at
other
mid-market high street
brands and mid-market sports most are
brands.
popular shown
The
brands
here.
28
29
“I LIKE TO EXPERIMENT, TO BE DIFFERENT. STYLE THINGS IN “I LIKE TO I EXPERIMENT, TO BE UNEXPECTED COMBINATIONS. WHAT’S DIFFERENT. I STYLE THINGS IN THE POINT INCOMBINATIONS. LOOKING THE SAME AS UNEXPECTED WHAT’S ELSE?” THE POINTEVERYONE IN LOOKING THE SAME AS EVERYONE ELSE?” - LEYLA, 20 YRS - LEYLA, 20 YRS
Common
outfits
included
a
combination of a puffer jacket,
particularly in green or pale pink,
a
Fjallraven
Kanken
backpack, trainers, either Adidas Stan Smiths or New Balances and light
jeans;
wash a
mom
or
boyfriend
recognisable
Urban
Outfitters look as all of these
products are available in store.
Everyone observed wore at least one garment boasting a visible
brand logo demonstrating a peer inflicted
need
to
conform
to
the modern capitalist society. Particularly
evident
amongst
teenagers and young adults, this can
be
considered
an
attempt
to be accepted by their peers through their clothing choices.
Unusual combinations of colour, brands and apparel created unique looks. Many customers observed had layered t-shirts and shirts in clashing colours or patterns.
One had paired a rather formal looking
pleated
skirt
with
scruffy Adidas trainers creating a discordant and individual look.
Everyone observed in the store was shopping with at least one companion. The groups were lively,
chatty and clearly having fun. It can be concluded
that a trip to Urban Outfitters is as much a social experience as it is a productive shopping experience.
32
“I SHOP WITH MY FRIENDS. IT’S A WAY OF SOCIALISING AND HAVING FUN TOGETHER. I ASK THEIR OPINION ON WHETHER I SHOULD BUY THINGS... I NEVER GO SHOPPING BY MYSELF.” - JADE, 17 YRS
33
34
Urban can
be
Outfitters’
segmented
target
consumers
demographically;
however, the psychographic data and
behavioural traits demonstrate the
uniqueness of this group and why they are attracted to urban outfitters in particular.
Their
eclectic
style
draws them to Urban Outfitters who satsify their need for fashionable and
high-quality
clothing.
35
36
RESEARCH METHODS
38
SURVEY
39
RESULTS
46
INTERVIEWS
58
37
As an international corporation selling womenswear, menswear,
childrenswear and homeware, the focus for the consumer profile
was geographically limited to the United Kingdom and limited to the womenswear market. This increased the accuracy of the findings and the extent of the research covered. PRIMARY RESEARCH: A survey (see page 40) was conducted and distributed amongst
women aged between 13 and 29 asking a series of questions focusing on demographics, geographics, psychographics and
behavioural traits. With a sample size of 20, the target consumer can be deciphered; however, the data cannot be considered
entirely
accurate
as
only
a
small
number
of
people were questioned. It must also be considered that the respondents were not selected randomly; they were peers and therefore were not evenly spread across the
country nor
were they a proportional respresentation of the demographics
of the United Kingdom. This must be taken into account when reviewing the findings and hence why secondary research was also required.
A second method of primary research used was an observational store visit to discover the behaviour of the target consumer
group and observe the way there were dressed and how they were browsing the store. Again, this is not without its
faults as the store was only visited in one instance and only one store was visited. However, it still gave a useful insight into behavioural traits. During
the
store
visit,
interviews
with
customers
were
conducted to further enhance the data from the surveys. Four customers were interviewed extensively, valididating earlier data and gaining further information.
38
DEMOGRAPHICS: Please select your age group:
13-17 years
25-29 years
18-24 years
Do you identify with a religion, if so which religion?
Prefer not to say
Agnostic
Atheist
Christianity Judaism
Hinduism Buddhism Sikhism
Other, please specify .....................
Please select your employment status:
Unemployed
Student with a part-time job
Student
Part-time employee Full-time employee Self-employed
If employed, what is your current job title: ............................
39
Please select your annual income:
Prefer not to say
<£10,000
No income
£10,000 - £14,999 £15,000 - £19,999 £20,000 - £29,999 £30,000 - £39,999 £40,000 - £49,999 £50,000 - £99,999 £100,000 +
What is your living situation?
I live with my parents
Renting with partner
Renting alone
Renting with friends University halls First-time buyer
House owner with mortgage
House owner without mortgage
How many people, including yourself, reside in your household? ........................
What is the highest level of education you have achieved?
GCSEs
BTEC
40
A Levels NVQ
Foundation degree
Undergraduate Degree Postgraduate Degree PHD
If you are still studying, what are you studying for?
GCSEs
BTEC
A Levels NVQ
Foundation degree
Undergraduate Degree Postgraduate Degree PHD
What was your field of study? ....................
What is your marital status?
Single
Engaged
In a relationship Married
GEOGRAPHICS: In what region of the United Kingdom do you reside?
Scotland
Northern Ireland
Wales
North East North West Midlands
South East South West
Would you consider yourself to live in a rural or urban area?
Rural Urban
41
What size settlement do you live in?
Town
City
Village Suburb
Countryside
What type of home do you live in?
Detached house
Terrace house
Semi-detached house Bungalow Flat
University accommodation
PSYCHOGRAPHICS: How would you describe your aspirations?
Career-driven Family-driven
What is your preferred genre of music?
House
Heavy Metal
42
Rock Pop
Classical Acoustic
Alternative R’n’B
Which of these words do you relate yourself to?
Artistic
Edgy
Do
Individual Hipster
Trend-setter
Trend follower Classy Unique
Stylish Fun
Quirky
Reserved Outgoing
Extroverted Introverted Athletic Social you
consider
conscious?
yourself
to
be
fashionable
or
fashion-
Yes No
Do you aim to keep up with current styles and trends?
I keep up with all major trends
I consider myself a trend setter as opposed to a follower
I keep up with a few trends
I do not express an interest in fashion trends
43
What hobbies and interests do you have?
Shopping
Socialising
Travelling
Sight-seeing Sports Food
Theatre
History and culture Fashion Art
Film and television Music
Other, please specify: .....................
BEHAVIOURAL TRAITS: What is your average monthly spend on clothing?
<£25
£50 - £74
£25 - £49 £75 - £99
£100 - £149 £150 - £199 £200 +
Why do you buy new clothes?
For a specific occasion
Change in body shape
44
To replace old and worn out clothes To keep up to date with new trends Other, please specify .....................
How often do you buy new clothes?
Weekly
Monthly
Fortnightly Seasonally Yearly
Less frequently
How do you buy clothes?
Online
Via a catalogue
In-store
Second-hand
What major social media channels are you active on?
Instagram Snapchat
What other brands do you frequently shop from?
Adidas
American Apparel
All Saints ASOS
Boohoo Fila
Missguided New Look Nike
Primark
River Island Topshop Zara
Other, Please specify ....................
45
1 2 3 4
Please select yo
13-17 18-24 25-29
Do you identify with a relig
Prefer not to say Atheist
Agnostic
Christianity Judaism
Hinduism Buddhism Sikhism
Unemployed
Please select your e
Student
Student with a part-time job Part-time employee Full-time employee Self-employed
Prefer not to say No income <ÂŁ10,000
10,000-14,999 15,000-19,999 20,000-29,999 30,000-39,999 40,000-49,999 50,000-99,999 100,000+
46
Please select your
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
our age group:
gion, if so which religion?
employment status:
r annual income:
47
What is your liv
With parents
Renting alone
Renting with partner Renting with friends University halls First-time buyer
House owner with mortgage
House owner without mortgage 1
How many people, including yours
2 3 4 5 6 GSCE
What is the highest level of
A level BTEC NVQ
Foundation
Undergraduate Postgraduate PHD
GSCE
If you are still studying,
A level BTEC NVQ
Foundation
Undergraduate Postgraduate PHD
48
ving situation?
self, reside in your household?
education you have achieved?
what are you studying for?
49
What was your fi
Fashion
Geography Economics History English
Sociology Physics Maths
Sport Science Spanish Drama
What is your ma
Single
Relationship Engaged Married
In what region of the Unit
Scotland Wales
Northern Ireland North West North East Midlands
South East South West Rural
Would you consider yourself to
Urban Town
Village City
Suburb
Countryside
50
What size settlemen
field of study?
arital status?
ted Kingdom do you reside?
live in a rural or urban area?
nt do you live in?
51
Detached
What type of home
Semi-detached Terrace
Bungalow Flat
University accommodation Career-driven Family-driven House
How would you describ
What is your preferr
Rock
Heavy Metal Pop
Classical Acoustic
Alternative R â&#x20AC;&#x2DC;nâ&#x20AC;&#x2122; B
Artistic
Individual Edgy
Hipster
Trend-setter
Trend-follower Classy Unique
Stylish Fun
Quirky
Reserved Outgoing
Extroverted Introverted Athletic
52
Social
Which of these words do y
do you live in?
be your aspirations?
red genre of music?
you relate yourself to?
53
Yes
Do you consider yourself to be fa
No
All major
Do you aim to keep up with c
Few
Trend-setter No interest
What hobbies and inte
Shopping
Travelling
Socialising Sports Food
Theatre
History and culture Fashion Art
Film and TV Music
Photography <25
What is your average mont
25-49 50-74 75-99
100-149 150-199 200+
Specific occasion
Replace old and worn out Body shape Trends
54
Why do you buy
ashionable or fashion-conscious?
current styles and trends?
erests do you have?
thly spend on clothing?
new clothes?
55
How often do you b
Weekly
Fortnightly Monthly
Seasonally Yearly
Less frequently
How do you bu
Online
In store
Catalogue
Second-hand Facebook
What major social media cha
Instagram Twitter
Snap chat Adidias
All Saints
What other brands do you
American Apparel ASOS
Boohoo Fila
Missguided New Look Nike
Primark
River Island Topshop Zara
56
buy new clothes?
uy clothes?
annels are you active on?
u frequently shop from?
57
These interviews were conducted in the Urban Outfitters store in the Trinity Centre on 19th February 2017 at approximately 1PM. Permission from each participant to collect and use the data for educational purposes was received. The participants were encouraged to be as conversational as possible, giving detailed answers. KATIE: How old are you? “19”
Do you shop in Urban Outfitters frequently?
“All the time, it’s quite bad actually! [brief laugh] I’d definitely say it was my favourite shop.” Who are you shopping with today?
“Two of my housemates, we always shop together but I think
they might be a bad influence on me – they always persuade me to buy things I don’t really need!”
Did you come shopping today for a specific reason?
“Not really, just a bit of fun on a Sunday. We quite like browsing even if we’re not looking for anything specific.” What do you do?
“I’m a History of Art student at the University of Leeds.” Do you have a part-time job alongside your studies? “I have a part-time job in a restaurant. Together with my
student loan it means I have a bit of extra money to spend
58
on clothes which I do a lot! I mean I don’t buy loads, I’d rather buy one good quality and on-trend piece from Urban [Outfitters] than loads from say Primark”
How would you describe yourself and do you have any interests or hobbies?
“My friends would probably say wacky [laugh] I mean I guess I’m a bit eccentric! And, uh, art, definitely, but that’s
kind of become blurred in with my degree so it feels much
more like work than a hobby! I’m obsessed with music: Pop, R’n’B, Acoustic, I love it. I collect vinyls. I think the sound quality is so much richer and more authentic on a record player.”
Are you active on social media?
“I’m really active on social media. I use it to keep in contact with friends but I also follow celebrities and brands. I like seeing how they style their products on Instagram.”
Do you live in the city?
“Yes, we’re in a student house in Hyde Park” Do you think where you live has an impact on your style? “I’ve never thought about it but I guess so? I mean I’d
probably dress way differently if I lived on a country farm [laugh].” LAUREN: How old are you? “24”
Do you shop in Urban Outfitters frequently?
“When I can. I really like the experience in the store, it’s so unique and well thought out.”
59
Who are you shopping with today?
“She’s actually a childhood friend whose visiting me for a while.”
Did you come shopping today for a specific reason?
“I was showing her the city and naturally we ended up in the shopping centre [laugh].” What do you do?
“I’m currently working full-time as a receptionist in a dental practice.”
Did you study at university?
“Yes. I did a degree in event management at Leeds Beckett.” How would you describe yourself and do you have any interests or hobbies?
“Fun and social and unique. I love travelling, I’m always
wanting to explore somewhere new and exciting. I guess that
kind of leads to photography as well, I love taking pictures of all the places I visit.”
Are you active on social media?
“Very. Facebook, Instagram, Twitter, I use it all the time, I think it might be bordering on an addiction [exclamation].”
Do you live in the city?
“Well Headingly. So pretty much.” Do you think where you live has an impact on your style? “I’d say so, yes. I get my style inspiration from my
surroundings and I think the city life style affects my look. I’m influenced by my peers and people I see on the street.
It’s not about what’s in magazines and on the catwalks, it’s about being true to yourself, to your individual style.”
60
JADE: How old are you? “17”
Do you shop in Urban Outfitters frequently? “Yeah, I love it in here.”
Who are you shopping with today?
“I shop with my friends. It’s a way of socialising and
having fun together. I ask their opinion on whether I should buy things, it’s nice having someone to be honest and tell you whether it looks good or if it suits you. I never go shopping by myself.”
Did you come shopping today for a specific reason?
“Not really, it’s just something to do on the weekend really”
What do you do?
“I’m at college doing my A Levels.” Do you have a part-time job?
“Not properly, I babysit and walk my neighbours dogs just to get a bit of extra money.”
How would you describe yourself and do you have any interests or hobbies?
“I’d describe myself as creative, outgoing and artistic and I guess edgy [brief laugh]. As for my interests, I’m really interested in music, mostly alternative and R’n’B and, I’ve never travelled before, but I’m planning my gap year and
I really want to travel. I like photography as well, I do
it at college. I actually got a polaroid camera from Urban
Outfitters. I love how they look. I’ve got them all stuck on a wall at home.”
61
Are you active on social media?
“Yeah, isn’t everyone? I use Instagram most but I still have Facebook and Twitter.”
Do you live in the city?
“Not right in the centre, but I’m only a 20 minute bus journey away”
Do you think where you live has an impact on your style? “I think if I couldn’t get to shops as easily as I can I
think the way I dress would be very different, and maybe I
think I care more about what I’m wearing because in the city there’s so many people that will see you.” LEYLA: How old are you? “20”
Do you shop in Urban Outfitters frequently?
“Not as much as I would like to, it’s a money thing.” Who are you shopping with today? “My best friend.”
Did you come shopping today for a specific reason?
“It was meant to be so she could choose her birthday present but we’ve definitely got distracted [laugh].” What do you do?
“English Language and Linguistics” Do you have a part-time job alongside your studies?
“I did for my first two years. I couldn’t handle it though for third year.”
62
How would you describe yourself and do you have any interests or hobbies?
“Hard-working but fun and definitely quirky. I like art. I
like to paint and draw and I also like going to galleries.” Are you active on social media?
“Of course, it’s basically my main form of communication.” Do you live in the city?
“At uni, yes, at home it’s more a big town than a city.” Do you think where you live has an impact on your style?
“I think because I want to be different I have more people
to compare myself to in a city. I like to experiment, to be different. I style things in unexpected combinations. What’s the point in looking the same as everyone else?”
63
Colucci, M. and Scarpi, D. 2013. Generation Y: Evidences
from the Fast-Fashion Market and Implications for Targeting. Journal of Business Theory and Practice. 1(1), pp. 1-7 Oâ&#x20AC;&#x2122;Keeffe, G. S. and Clarke-Pearson, K. 2011. The Impact of Social Media on Children, Adolescents and families.
Pediatrics. [Online]. 127(4), pp. 800-804. [Accessed 5 March
2017]. Available from: http://pediatrics.aappublications.org/ content/pediatrics/127/4/800.full.pdf
Oxford Dictionary. no date. Edgy Definition. [Online].
[Accessed 28 February 2017]. Available from: https:// en.oxforddictionaries.com/definition/edgy
Petro, G. 2015. Urban Outfitters finds its identity â&#x20AC;&#x201C; what it means for investors. [Online]. [Accessed 8 February 2017]. Available from: https://www.forbes.com/sites/
gregpetro/2015/09/22/urban-outfitters-finds-its-identity-whatit-means-for-investors/#6a9739765b28
Rogers, E. M. 1995. Diffusion of Innovations. 4th Edition. New York: The Free Press
URBN. no date. Urban Outfitters: About Us. [Online]. [Accessed 5 February 2017]. Available from: http://www.urbn.com/ourbrands/urban-outfitters/about-us
64
PAGE 1: Urban Outfitters. 2017. Urban Outfitters Community. [Online]. [Accessed 5 March 2017]. Available from: http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=UOONYOU PAGE 2 & 3:
Urban Outfitters. 2017. Instagram Post. [Online]. [Accessed 5 March 2017]. Available from: https://www.instagram.com/p/BRHV3bRgw9E/?taken-by=urbanoutfitters&hl=en PAGE 4:
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Urban Outfitters. 2017. Urban Outfitters Community. [Online]. [Accessed 5 March 2017]. Available from: http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=UOONYOU PAGE 6 & 7 (from left to right, top to bottom):
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