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! ! ! Marketing Report ! ! Urban Outfitters Denim Campaign ! Urban Love Street Style ! ! Danniella Hargreaves ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
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! ! ! ! ! ! Contents !! !! !! !! About the brand !! Denim Campaign !! Aims and Objectives !!
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Strategies
! ! Consumer Profile Male !! Target Market !! The 4 P’s !!
Consumer Profile Female
 
S.W.O.T Analysis Competitors
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About Urban Outfitters
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Urban Outfitters is an apparel company that was incorporated in 1976 found by Scott Belair and Scott Hayne. The company originated as the ‘free people store’ in philadelphia in 1970 with a concentration on “funky” household items and clothing.
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Urban Outfittters mission statement: “Lifestyle merchandising is our business and our passion. The goal for our brand is to build a strong emotional bond with our customer, to do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Out customers are the reason and the inspiration for everything we do”.
!! !! ! ! ! ! Denim Street style campaign !
The aim of this campaign is to promote denim along with new street styles brought out by the brand which will appeal to the target audience.Through the use of model photo shoots in quirky urban locations a promotional film, design of a look book and production of a series of promotional schemes such as an app, website and flyer mock ups, this campaign will drive traffic to the website and to Urban Outfitters stores.Through use of social media to advertise it will make the consumer more aware of the new up and coming campaign.Overall this campaign may broaden the brands target audience along with increasing profits for the company.
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Aims & Objectives
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• Increase sales and branch out to a wider variety of consumers. • To drive traffic to the website in order to get discounted products. • Visually engage with the consumer through production of a promotional film and look book. • Make people aware of new products. • Make consumer aware of new trends and styles brought on by the brand. • Broaden the target market. • Encourage consumers to recycle by the use of eco friendly price tags and bags. • Create a more user friendly way to allow consumer to access the website when out and about. • Encourage people to visit the store through innovative promotional schemes.
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Strategies
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• The use of a look book to promote new trends and discounted clothing. • A promotional Film will be produced to advertise the campaign. • Usage of social media and a blog to promote the campaign. • Advertisements within the website home page to make people aware. • creation of a new app for the brand which will also advertise the campaign when accessed. • Production of bright and colourful flyers and posters to catch the public eye. • New eco-friendly bag design for the campaign to promote recycling and present the new logo. • New logo creation specially for the campaign.
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! Consumer Profile ! Female ! ! ! ! !! !! !! !! !! !! !! !! !! !! ! !!! !! !! !! !! !! !
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! Consumer Profile ! Male !! !! !
 
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Target Market
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Urban Outfitters aims at a young market of ages ranging between 18-30 years old. The brand produces products for both men and women and the market generally includes single affluent people who live in cities, with a funky and unique sense of style. The target audience tends to be tech-savvy, very creative and independent.
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! The 4 Ps ! ! ! Product !
• Mens and Women's apparel clothing. • Electronics; cameras, record Players,headphones,speakers and mobile phone accessories. • Home Furnishings; rugs,artwork,garden,decorations and cushions,bedding. • Books and Stationary. • Fun & Games; Camping,Fancy dress,party games,Skateboards. • Furniture; Chairs,storage,sofas,shelves,tables. • Bathroom; accessories,shower curtains,wash bags. • Music; Vinyls,Instruments. • Kitchen & Bar; dinnerware,glasses,hip flasks, Kitchen accessories,baking,lunch boxes,mugs. • Lighting; Bulbs & pendant lights,desk lamps,fairy lights,lamp shades,novelty lights,wall and ceiling lights. • Festival shop; Tents and accessories. • Beauty; haircare,skincare,makeup & bags,bath & body,nails. • Accessories,bags,purses,belts,gloves,hats,scarves,hair accessories,sunglasses,umbrellas,wallets and watches. • Swimwear. • Underwear. • Shoes. 7
! ! Price
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The products sold online and in store range from £1-£850.
! ! ! Promotion ! ! • Flyers
• Posters • App • Website • Social media; Facebook,Twitter,Instagram,Pintrest,Youtube,Blog. • Logo
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Place
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• United Kingdom • Belgium • Canada • US • Denmark • France • Germany • Ireland • Hong Kong • Netherlands • Spain • Sweden
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SWOT Analysis
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Strengths
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• Offer products worldwide including all around Europe and South America. • Loyal Customer base. • Good reputation as a brand. • Eco-friendly as a brand. • Sell a distinct range of compelling brands. • successful use of social media for promotional purpose. • Create a differential shopping experience to create emotional bond with consumer.
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Weaknesses
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• Only appeals to a certain market. • Cost of clothing can be very high. • High expenses • High staff turnover. • Weak customer service • Weak cost structure. • Having young customers.
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Opportunities
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• Possibilities of recoiling clothing waste. • Expand to opening within China as the clothing would appeal to this region. • Create more frequent discount opportunities for students. • Get involved with festival events as the brand already sells a range of products for festivals. • Setting up pop up stores within cities. • Potential TV advertisement.
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Threats
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• Cheaper competitor stores up and coming in market. • Maintaining the reputation of being eco-friendly. • Managing the financial conditions in the economy today. • Change in tastes and preferences
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Competitors
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• Abercrombie and Fitch-Abercrombie is the leader of this subsection of the apparel retailing industry. • American Eagle Outfitters- second behind Abercrombie and Fitch. • Buckle- sells high end brand name and private label clothing and accessories to high school and college students at reasonable prices.
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