Executive Summary

This report demonstrates the urgency that is required in helping local businesses which are facing financial hardship from the continuing effects of Covid-19. There has been a huge increase in localism1, being pushed by the highest governing bodies such as the United Nations and the UK Government. A study by MasterCard showed that two thirds of people are more likely to shop locally in 2020 comparison to last year (Mastercard, 2020). Many large corporations such as Instagram, Amazon and Coca Cola have taken it into their corporate social responsibility2 to do their part, however there are very few in the fashion business and retail sector. Primary research suggests that consumers will go out of their way to shop locally and are surprised they haven not seen any support from the fashion industry regarding Covid-19. Assessing which brands could successfully adopt this trend, Urban Outfitters stood out as they are known for working with smaller brands (Urbanoutfitters, 2021). Creating a month long event in their Oxford Street location will benefit local businesses and communities whilst putting Urban Outfitters in a good spotlight due to their charitable CSR.