Urban Outfitters is known for its plethora of urban and indie brands (Urbanoutfitters, 2021). Having 28 brick and mortar stores in the UK demonstrates its national popularity, this is an ideal retailer for the application of the macro-trend (Hounslea, 2021). It may be beneficial to create a month-long popup in the London Oxford Street store, housing small businesses from the local area. With creativity and uniqueness as key values to Urban Outfitters’ persona, the event will attract like-minded individuals to support local fashion businesses with multichannel marketing (Urban Outfitters, 2020). The target market for this artefact aligns with Urban Outfitters’ 18-35 demographic window (annual reports, 2020). Being in the centre of Oxford Street’s average 13,500 per hour pedestrian footfall, will gain traction for the small brands (Statistica, 2017). The idea of working with small brands is common practice for Urban Outfitters; therefore the risk is minimal in terms of finance and brand reputation.
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