3 minute read
Artefact implementation
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. PROPOSAL RATIONALE
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IN STORE BRAND APPLICATION
OXFORD STREET SUPPORT
YOUR
LOCAL 15NEW BRANDS
JUNE 14TH - JULY 12TH
Support a local small businesses at our Oxford Street pop-up event for a limit time only.
To be featured please visit www.urbanoutfitters.co.uk/localbusiness and apply within, terms and conditions apply. The pop-up event will consist of 15 small brands displayed on the ground floor of Oxford Street Urban Outfitters. Brands will be charged 5% of profits to Urban Outfitters to have its own rail and brand will be clearly indicated with a description and contact details. Brands can not have more than 10,000 followers on any single platform. The event will be advertised instore through temporary signage and posters outside.
With over 15Million visits to www.urbanoutfitters.co.uk in 6 months, the event should be advertised on the landing page for maximum exposure to customers (Similarweb, 2021).
MORE INFO
Mock Up
OXFORD STREET OXFORD STREET LOCAL BRAND EVENT LOCAL BRAND EVENT JUNE 14TH - JULY JUNE 14TH - JULY 12TH 12TH
MORE INFO
Mock Up
SMALL FASHION BRANDS
WE NEED YOU!
We are looking for local fashion brands to join us at out Oxford Street store. If you are a small business who are passionate about what you do join us! It’s been a tough year and we want to help the very people that help us.
Apply at www.urbanoutfitters.co.uk/local There will be multiple social media posts which will be projected onto all the main social media channels for maximum reach. This will include promoting the event, the brands involved and recruiting the brands. The same content will be sent in email-marketing and social media adds (directed to London residents) to create a multi-channel approach. Multi-channel marketng is an effective technique used to maximise customer engagment (Wirtz, 2008). FACEBOOK INSTAGRAM TWITTER 500K 9.2m 39k
We have 15 small businesses joining us for one month only, we encourage you to shop small and think big. If you’re looking for unique and original clothing, come down to out Oxford Street store. It is important to give back to the community. Featured brands will be announced soon.
First look at one of out featured brands at our pop up event @accantostudios
