URBAN OUTFITTERS
IN-STORE EVENTS CULTURAL TENTPOLES BRAND PARTNERSHIPS
HANDS-ON WORKSHOPS
ARTIST MEET & GREETS
LIVE PERFORMANCES
INTIMATE GATHERINGS
INFLUENCER TRIPS
HYPE LAUNCH PARTIES
URBAN OUTFITTERS EXPERIENTIAL MARKETING
OPEN TO THE PUBLIC
PRIVATE INVITE-ONLY
IN-STORE ON LOCATION
108% AVG INCREASE IN STORE TRAFFIC 99 TOTAL EVENTS
275M+ COLLECTIVE REACH
50M+ TOTAL UO SOCIAL IMPRESSIONS
The Experiential Marketing team at Urban Outfitters is in the business of catalyzing core memories and forging lasting relationships.
We have the privileged opportunity to engage with our customer IRL -- to laugh, cry, share and learn from each other, and afford them a glimpse into the human side of our brand.
As resident brand evangelists, we work tirelessly to ensure the experiences we design are fueled by multi-sensory innovative touch points, reflect the modern zeitgeist, and positively impact the UO culture and business; all while laddering back to high-level brand priorities.
Our events serve as socially-sharable moments to surprise and delight, catalyze emotion, and generate hype and earned media that elevate UO’s brand perception.
WHO WE ARE
We are a small but mighty team who oversees the conceptualization and execution of all North American brand events and activations.
KRiSTiNA DECHTER
DIRECTOR BRAND MARKETING
TENURE @ UO: 10 Years
FAV 2023 EVENT: Gift Shop Press + Influencer Preview
INTERESTS OUTSIDE OF WORK:
Ceramics + knitting
CARA FLAHERTY
ASSOC. DIRECTOR BRAND MARKETING
TENURE @ UO: 25 Years
FAV 2023 EVENT: Vintage Pop-Up @ Trans Pecos Fest
INTERESTS OUTSIDE OF WORK:
Traveling, movies , studio visits, trying new restaurants.
LIZ MCDONOUGH
MANAGER EXPERIENTIAL MARKETING
TENURE @ UO: 1.5 Years
FAV 2023 EVENT: Dickie’s Earth Month Workshops
INTERESTS OUTSIDE OF WORK:
Upcycling projects, beachcombing, photography.
MADISON STEVENS
ASSOC. MANAGER EXPERIENTIAL MARKETING
TENURE @ UO: >1 Year
FAV 2023 EVENT: Home Suite Home Influencer Staycation
INTERESTS OUTSIDE OF WORK:
Hiking, hot yoga, and riding my motorcycle.
WHO WE WORK WITH
UO REWARDS
BUYING & MERCHANDISING
ART DEPT
PARTNERSHIPS
DIGITAL
URBAN RENEWAL
SOCIAL & INFLUENCER
EXPERIENTIAL MARKETING
STORE ENVIRONMENT
SUSTAINABILITY & SOCIAL IMPACT
PRESS
DATA & INSIGHTS
STORE TEAMS ...and many more!
Shoutouttothe storeteamswhohelped makeitallhappen..
...wait, so how do you measure success when events are inherently organic experiences driven by human connection and emotion?
It’s true, measuring the success of an IRL experience can be a unique challenge. While there are metrics we use to articulate monetary lift, site + store traffic, and social engagement; the real value of what we produce hinges upon the way we make people feel.
EVENTS OPERATE AT THE INTERSECTION OF CULTURE AND BRAND VALUES...
...while meeting our customer where they are. We celebrate our customers by offering them inclusive social spaces with exclusive access to artists, creators, and one-of-a-kind experiential activations.
CELEB SIGHTINGS
2.5M+ collective following KATE BOSWORTH + JUSTIN LONG were seen at our Roxy Swim launch party at UO Malibu p.24
5.5M+collective following SUPER DUPER KYLE was seen at our launch party for an exclusive Round Two x Nickelodeon capsule drop at UO Melrose in LA p.42
2M+collective following ALEX CONSANI seen chatting with MAYA TUFFIN at our private press + influencer preview Holiday Gift Shop preview at our Herald Square flagship in NYC p.36
42M+collective following LARRAY stopped by our Herald Square store for a meet & greet to celebrate the launch of his new fragrance with Snif, House of Eight p.44
7M+ collective following SPONGEBOB SQUAREPANTS tore up the dance floor at our Round Two x Nickelodeon launch party in LA p.42
7M+ collective following JANELLE MONÁE stopped by our DTLA store for a meet & greet to celebrate the launch of her album, The Age of Pleasure p.52
BRAND PARTNERSHIPS
Brand partners come to UO for our retail brilliance and deep-rooted customer connection. We collaborate to design bespoke shop-inshop environments and multisensory experiences that celebrate our partners and reflect shared values.
Can you find all the brands we partnered with this year?
NEW YORK, NY LOS ANGELES, CA DALLAS, TX
As an extension of our Earth Month campaign, we partnered with Dickie’s to elevate our shared values in creativity and garment longevity through hands-on workshops in three key markets.
These unique customer experiences featured diverse forms of upcycling and mending and were driven by dedicated creators in New York, Los Angeles, and Dallas. Each event was hosted by a local creator working to push sustainable fashion forward and served to foster one-to-one engagement and brand affinity.
• Los Angeles: Ysabel Hilado - 275k followers
180 attendees, drove 98% of daily store sales
• Dallas: Legssss - 7k+ followers
140 attendees, +6% Dickie’s ST WoW
• New York: WeGather - 10k followers
25+ dyeing participants, 14x unit sales
The Dallas event also featured a local creator market:
• Blooberry (seller on UO MRKT) - 15k+ followers
• Georgina Martinez (cakes) - 1.5k followers
• Abigail Lane (Y2K vintage) - 3.5k followers
SENTIMENT @ EVENT:
“I came here today with a lot on my mind and was very weighed down, and this event allowed me to completely let it go and I feel so much better. Thank you!”
312k+ COLLECTIVE CREATOR REACH
40k+ ORGANIC SOCIAL IMPRESSIONS
MAY 4
NEW YORK, NY
We kicked off BYOMA’s launch into the UO Beauty family at UO Herald Square with elevated product displays, live DJ, photo booth, and a branded bubble tea bar featuring BYOMA’s signature ingredient, green tea. As a GWP, customers received a branded UO x BYOMA beauty bag and BYOMA reps were on site sharing education on skin barrier science.
82% OF BYOMA SALES FOR THE WEEK
150+ ATTENDEES
106k UO IG STORY IMPRESSIONS
Timed to BTS, we partnered with Stanley to produce a Fresh Start event at Space 24 Twenty. We hosted hundreds of college students, influencers, and athletes to join us for a juice bar, photo station, and elevated Stanley customization as a GWP. The event was hosted by Kennedy Eurich (1.7M followers) to encourage attendance and social amplification and we saw guests stay in-store several hours post event to meet her.
300+ ATTENDEES
OVERHEARD @ EVENT:
“I saw Kennedy with a green Stanley so I’m getting a green Stanley.”
$3k INDEMANDSTANLEY DURING EVENT
+95% TRANSACTIONS (COMP TO LY)
MAY 12 MALIBU, CA
We celebrated the launch of the Roxy x Kate Bosworth swim collection by driving press and social buzz with an exclusive, invite-only dinner at UO Malibu. Attendees included top tier influencers, press contacts, and Roxy surfers and the event was hosted by Kate (1M followers).
Activations aligned to oceanic themes and surfing culture, featuring a guided sound bath from local luxury wellness center, The Mindry (12k followers); live acoustic performance by surfer and influencer Hope Waidley (220k followers); DIY beaded bracelets with natural shell beads; a seated meal celebrating Hawaiian culinary traditions; and bespoke floral installations by Claire Fagin (7k followers).
The event served as an effective mechanism to generate brand heat. We hit and exceeded press and social KPIs with the cost of event production coming in far below the rates we would normally pay talent who posted. Further, traffic was directed to the Urban Outfitters site for conversion where shoppers discovered the collection through a dedicated LP.
12.5M+ COLLECTIVE REACH OF ATHLETES,INFLUENCERS, PRESS, & BRAND POSTS
$12k DEMAND WEB + RETAIL FIRST WEEK OF LAUNCH
23MUVPMSECUREDFROM PRESS COVERAGE
4.7M COLLECTIVE ATTENDEE REACH
BROOKLYN, NY
UO partnered with Reebok to host a suite of influencers and press partners for the SZA Concert at Barclays Center. Attendees were gifted product prior to the event and the suite featured further gifting, a beauty station, photo booth, and custom branded collateral. The experience made noise on social while tying to a cultural moment and supporting an integral brand pillar, music.
22 ATTENDEES
OCTOBER 9
NEW YORK, NY
We hosted a curated cadre of creators for an exclusive first look at the BAGGU shop-in-shop at UO Herald Square. The store display incorporated BAGGU dead stock materials reinforcing our shared commitment to sustainability. The event featured BAGGU and UO gifting inspired by each attendee’s personal style; a catered breakfast with croissants and fresh juices; and a DIY flower bouquet activation to further drive UGC. 539k
NOVEMBER 9
NEW YORK, NY
We brought the Champion brand to life through the Urban Outfitters lens and flipped our NYC flagship at Herald Square into Hoodie Headquarters for the night. The event featured a collaborative art installation, product customization, a live DJ set by Elena Lorenzi (77k following), and exclusive giveaways.
Jess Xu (243k following) and Joe Floww (326k following) served as our influencer hosts, taking over Urban Outfitters IG stories to showcase the event and interview attendees. Danica Pantic (2k following) offered a custom co-branded flash of embroidery and yung bachelor (8k following) was freestyling with the airbrush. Café Bureau (14k following) served up a curated selection of coffee, Shochu cocktails, and orange wine — and Raph Gaultier (6k following) was snapping portraits in the Polaroid Portrait Studio.
In addition, we setup a collaborative art installation area for guests to engage with — tracing themselves, tagging their names, and capturing layers of collective movement as a nod to the overarching theme, Champion What Moves You.
15% INCREASE IN ON-SITE SEARCH TERMS FOR “CHAMPION”
400k UO IG IMPRESSIONS
2.4M COLLECTIVE REACH OF INFLUENCER ATTENDEES
300+ ATTENDEES
PRESS+ INFLUENCER EVENTS
We reinforce connection and community with key influencer and press contacts through intimate events and private previews. By leveraging their following on social channels and publications, we deepen brand affinity , catalyze social engagement , and generate content and earned media .
BRAND BESTIES
BALLETCORE
JANUARY
To extend the reach of the UO Balletcore campaign, we hosted a small, private dance class for key press and influencers at GOOD MOVE (10k following) dance studio in Brooklyn. Attendees received a curated selection of UO ‘balletcore’ apparel to wear to the class and posted on socials both during and after the event.
COLLECTIVE ATTENDEE REACH
SEPTEMBER 12
NEW YORK, NY
We hosted an intimate dinner at Tiny’s in Tribeca during NYFW, inviting 11 influencers to join us for a night of delicious food and discussion. All guests arrived in head-to-toe UO and were treated to bespoke gifting, signature cocktails inspired by Out from Under styles, and a threecourse dinner. Post-event, we gifted all attendees a “thank you” mailer to sustain engagement.
1.4M COLLECTIVE ATTENDEE REACH
NYFW DINNER
40PIECES ORGANICOF CONTENT
157k ORGANIC IMPRESSIONS
GIFTGUIDE PREVIEW
OCTOBER 19
NEW YORK, NY
We hosted a private press and influencer preview at UO Herald Square to launch our annual holiday gift guide. The 705 square foot shopin-shop was home to 85+ products and stayed up throughout the holiday season. The sparkling, tactile product assortment, physcial environment, and experiential activations were tailored to the five senses — and the event proved to fuel and sustain press coverage, social engagement, and sales.
During the event, we saw 31 invited attendees come through, featuring press contacts from WWD, The Strategist, Refinery 29, and Highsnobiety. Maya Tuffin (12k) served as our influencer host, taking over Urban Outfitters IG stories showcasing the products and interviewing attendees. Alex Consani (1.9M) stopped by to browse the shop and pop onto our IG stories coverage.
Guests had the opportunity to make a festive pom-pom and Gourmand air freshener; add their favorite holiday songs to our collaborative playlist; take a deep dive into their astrology with Vanessa Hardy (2k following); and design a custom-painted affirmation with Alessandra Olanow (372k following). We served up branded doughnuts and everything-bagel pretzels paired with a curated selection of cocktails featuring espresso martinis and cranberry margaritas, complete with branding and dry ice for an added surprise and delight.
4.7M+
SOCIAL REACH (+371% D/O/D)
3M+ ATTENDEE COMBINED SOCIAL REACH
580+GIFTPUBLISHEDARTICLES
625K+IG (+83%IMPRESSIONS VS GRID AVERAGE)
HOMESUITE HOME
DECEMBER 5-7
NEW YORK, NY
We kicked off the holiday season with eight of our favorite NYC-based influencers for a three day ‘staycation’. Guests were treated to a curated schedule of multi-sensory experiences throughout three boroughs from a uniquely UO-POV. Said experiences afforded the perfect backdrop for content creation and deepened relationships with influencers and their social following.
Nine Orchard in LES served as our home base across the three days. The penthouse suite was decorated with festive touches and gift guide products serving as a perfect place to hang out each night -- complete with drinks, snacks, and UO board games. Influencers were outfitted in key styles from Silence + Noise, Kimchi Blue, and Out from Under with each days looks’ tailored to brand sensibilities.
We transported influencers to secret (and not-so-secret) locations around NYC in a custom branded Fujifilm Party Bus, decked out with party hats, Fuji QuickSnap cameras, and the UO-exclusive INSTAX Mini 12 camera to promote further content generation.
Post event, we developed the QuickSnap cameras and sent influencers a ‘thank you’ box filled with goodies, including their snapshots from the event, to sustain engagement.
3.M+ COLLECTIVE ATTENDEE REACH
156PIECES ORGANICOF CONTENT
$338k EMV
HYPE LAUNCH PARTIES
We love to celebrate new capsule collections and product drops with dedicated hype parties that drive awareness , amplify the launch and promote conversion.
JANUARY 19
LOS ANGELES, CA
To celebrate the first of a three-capsule collab by Round Two x Nickelodeon x Urban Outfitters, we hosted a launch party at UO Melrose in LA. The event served to generate hype and announce the partnership with over 400 people in attendance, including Spongebob Squarepants (7M followers) and Super Duper Kyle (3.3M followers). Rakeem Miles (200k followers) and Sean Wotherspoon (1.1M followers) served as our gracious hosts and DJ WaveIQ (17k followers) was spinning hip-hop remixes through the night.
Activations included a Bikini Bottom tiki bar, immersive photo booth, cotton candy cart complete with edible glitter, and elevated giveaways featuring branded enamel pins, bubbles, slime, ‘stress pineapples’, and a highly coveted sticker sheet.
~400 ATTENDEES
550+ UNITS SOLD
+214% STORE TRAFFIC DURING EVENT HOURS COMP LY
NEW YORK, NY
SENITMENT @ EVENT:
“We drove 3 hours from Pennsylvania to be here! We love Larray!”
To celebrate the launch of scent by Larray x SNIF appearance at UO Herald Square. The first 300 fans had the opportunity to a selfie, and shop the exclusive fragrance. As a special GWP, customers received a sample of the SNIF Sweet Ash fragrance.
900+ STORE TRAFFIC DURING EVENT HOURS
43M LARRAY SOCIALCOLLECTIVEREACH
75%OF UNITS SOLD DURING EVENT
MUSIC
Music is interwoven in our brand DNA, and we offer customers exclusive access to emerging talent through meet & greets, instore appearances , and live performances . We deliver on exclusive merch, vinyl, and product setups that highlight our retail brilliance and affirm our authority in the space.
JANUARY 14
NASHVILLE, TN
CHRISTIAN KURIA
JANUARY 25
SAN FRANCISCO, CA
MELANIE MARTINEZ
MARCH 31
LOS ANGELES, CA
9.6M+ SOCIAL IMPRESSIONS
+132% STORE TRAFFIC DURING EVENT HOURS
+219% SALES COMP LY
JUNE
9 MILWAUKEE, WI
+60% STORE SALES COMP LY
+79% STORE TRAFFIC
7.2M PARTNER COLLECTIVE SOCIAL REACH
JANELLE MONÁE
JUNE 11
LOS ANGELES, CA
16.5M+ SOCIALCOLLECTIVEREACH
JUNE 24
BROOKLYN, NY
COACHELLA
APRIL 14+21
VALLEY, CA
Urban Outfitters was invited to pop-up at the exclusive TAO Desert Nights afterhours parties on Friday, April 14 and Friday, April 21 at a private estate during the Coachella Music Festival. We were the exclusive apparel and beauty partner, and our footprint featured a glam station fueled by top UO Beauty brands, highly coveted giveaway bags, and a Fujifilm photo booth. Influencers posted before and during the event amplifying our presence.
We spread the word about Urban Renewal and reached new vintage-loving customers as an official partner of the Trans-Pecos Festival. Attendees had the opportunity to shop our curated collection of one-of-a-kind finds featuring femme dresses, crochet knits, denim, and bedazzled Texas-themed apparel. With a prime location in the retail circle directly across from the stage, Urban Renewal was prominently placed to capture foot traffic and engage with guests before, during, and after performances.
FESTIVAL POP-UP TRANS-PECOS
1,500
FESTIVAL POP-UP MAKINGTIME
SEPTEMBER 22-24 PHILADELPHIA, PA
Urban Outfitters took Fujifilm to Making Time ∞ Music Festival in our hometown of Philadelphia to create engaging content and capture memories using the INSTAX Mini 12 camera. Jamie xx headlined the festival (359K+ followers) with 100+ musical acts across the three days. UO was featured in social coverage across Making Time and UO owned channels, with the UO Instagram Grid post seeing highest views of the week.
1,500+ HANDEDPHOTOSOUT TO ATTENDEES IN BRANDED
Niall Horan stopped by UO Herald Square to promote his new album The Show available in UO exclusive frosted glass vinyl. He signed copies of the record and took photos in a digital photobooth that replicated his album cover. A few lucky fans got photos with him and the signed vinyl sold out within the hour.
NIALL HORAN
JUNE 9 NEW YORK, NY
SINGLES DAY
UO celebrated our 4th Singles Day on 11/11, releasing eleven UO Exclusive 7” singles from top music artists including Billie Eilish and Lady Gaga. To drive hype and excitement, we dropped artist teasers on social and web on 11/7; created an enhanced site experience; and amplified messaging on social with dedicated posts featuring each artist.
This event is highly anticipated by our hyper-engaged vinyl and music customer. On the day of launch, four titles sold out within hours. Sales this year also surpassed the previous Singles Day reaching $332K in demand +56% to LY.
ASSORTMENT
• Billie Eilish – What Was I Made For?
• Lady Gaga – G.U.Y.
• Charli XCX x Tiësto – Hot In It
• *NSYNC – Better Place
• Mariah Carey – Hero
• Noah Kahan – Dial Drunk featuring Post Malone
• Sabrina Carpenter – Nonsense
• Lil Uzi Vert – I Just Wanna Rock
• Pink Pantheress – Boy’s a liar Pt.2 featuring Ice Spice
• Clairo - Sofia
• Lizzy McAlpine – ceilings
RETAIL SETUPS MITSKI
OLIVIA RODRIGO
MTV x THE ROLLING STONES
CULTURAL CELEBRATIONS
We bring our core values to life through cultural celebrations that foster in-person connection and amplify creators and organizations who work to push society forward .
BLACK HISTORY MONTH
Urban Outfitters honored Black influence, culture, and history with a month-long celebration featuring Black artists and advocates who move us and who move our culture forward.
To kick-off the festivities, UO teamed up with seven prominent Black creatives for the release of UO-exclusive capsule collections with a first look at the assortment available during First Saturday at the Brooklyn Museum on February 4th. The collections featured original designs by artists Kehinde Whiley, Ron Bass, and Mía Lee, in addition to fashion brands PISHPOSH, Riveriswild, Electric Circus, and musician Oswan Benjamin.
In addition to the capsule collections, we worked with Mitchell & Ness on Cheyney University’s first branded merch drop. Cheyney is the nation’s first HBCU (established in 1837) and the collection was available exclusively at Urban Outfitters. A portion of the proceeds from each piece in the collection were donated to the university and we popped up on campus during alumni weekend affording past and current students to shop the collection.
HISPANIC HERITAGE MONTH
We honored Hispanic influence, culture, and history with a month-long celebration featuring creatives who represent the diverse backgrounds and rich traditions of the Hispanic community.
UO teamed up with eight creatives across fashion, art, music, and culinary disciplines to tell their unique brand stories through exclusive UO capsule collections. The collections featured original designs by Guava LA, Hermanos Koumori, Bueno, Rebecca Maria, Peralta Project, Pangea Sound, Chef Paola Velez, and Porto’s Bakery & Cafe.
We produced a ‘Happy Hour’ event in partnership with Porto’s that featured custom coffee sleeves and during the last two weeks of HHM customers received a free Dulce de Leche on Friday with any bakery purchase.
Further, we sponsored Pangea Sound’s two-year anniversary party in LA. We created a dedicated Spotify playlist; their team was dressed in the UO HHM collection; and discount codes were distributed to attendees to shop the collection.
REGIONAL EVENTS
In 2023 we supported 73 regional events across the US and Canada . Store teams had the opportunity to pitch and produce microexperiences that catered to their local communities while laddering back to broader brand initiatives.
FESTIVE HOLIDAY PARTIES
LOCAL VENDOR MARKETS
CREATIVE WORKSHOPS
THANK
