Alicia Motley Laken Rae Howell Iman Goings
Presentation Outline POINTS FOR DISCUSSION The Retailer and Area of Business Buy Plan Detail Assortment Plan Purchase Order Integrated Marketing Plan
Who We Are GET TO KNOW US: UO Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters originated as a unique retail experience and community center for creative, college-age customers. Within a few short years, the first UO had grown into a small department store with an expanded product offering and additional elements, creating a greater community experience complete with restaurants, music and places to hang out.
Retailer and Area of Business Company Overview and History Core Mission Brand-positioning Business Size Online Presence/# of stores Pricing Strategy Target Customer Competitive Advantage Area of Business Trends: Macro & Micro New Business Addition
Urban Outfitters CORE MISSION The idea of Urban Outfitters’ being a place for likeminded creative individuals and as a creation of community spaces continues today. We share our customers’ interests and values, representing community at all times by offering inclusion in social media, events, community involvement, and entrepreneurial opportunities. Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding.
Urban Outfitters: History Timeline
1970
1984
Urban Outfitters first Meg Hayne creates opens in Philly in 1970. Urban Outfitters private label division(Free People, Anthropologie)
1998
2000
2013
2019
Urban Outfitters opens overseas in London.
URBN opens their web store
Urban Outfitters sold shares in an intial public offering $18 a share
Urban will launch Nuuly, the new way to experience clothing (a monthly subscription service to receive vintage items).
Brand Positioning WHAT ARE WE KNOWN FOR? Urban Outfitters is known for their specific trendy style for the college crowd of people. Urban Outfitters offers the best selection of shoes. U.O is also known for having exclusive items that no other brand can obtain!
TARGET CUSTOMER Urban Outfitters is a multinational clothing brand that targets a niche market of young adults aged 18 to 28 through a unique merchandise mix, compelling store environment, websites and mobile applications. We have established a reputation with these young adults, who are culturally sophisticated, self-expressive and concerned with acceptance by their peer group.
AREA OF BUSINESS: SHOES The shoe department makes up approximately 18% of sales for UO: $536,054.00
SIZE OF BUSINESS Market Share: 2.15%
Online Presence/ # of stores Today, Urban Outfitters has 245 stores. It operates in the United States, Sweden, United Kingdom, Spain, Denmark, France, Germany, Irelan d, Belgium, Canada, Italy, the Netherlands, Israel and Pakistan. Our omni-channel strategy enhances our customers’ brand experience by providing a seamless approach to the customer shopping experience. All available Company-owned shopping channels are fully integrated, including stores, websites, mobile applications, catalogs and customer contact centers.
PRICING STRATEGY We select price points for our merchandise that are consistent with the spending patterns of our target customers. As such, our stores carry merchandise at a wide range of price points that may vary considerably within product categories. Â UO is a specialty retailer and wholesaler.
URBN SWOT ANALYSIS Weakness
Opportunity
omni-
pricing too
recruitment
channel
high for tm
of
experience
weak
the millennia
predicting
product
l generation
trends
demand
strong
Stores
marketing
primarily in
strategy
US and EU
Strength
Threat saturated market uncertain economic conditions shift to thrift shopping
Competition (ASOS) and Advantages Urban Outfitters and ASOS both stock similar styles and brands, with similar pricing strategies. However, ASOS has a business plan that is entirely reliant on e-commerce. Â Urban Outfitters maintains a competitive advantage over ASOS by also providing customers brick and mortar locations
Competition (Topshop) and Advantages Urban Outfitters gives customers many more brands to choose from than its competition, Topshop. Â In addition, the pricing strategy used by UO includes a higher price point than the strategy used at Topshop.
Competition(Madewell) and Advantages Madewell is comparable to UO because of their pricing strategy. Their draw back is they are limited to an aesthetic that is geared towards the millenial crowd. Urban Outfitters maintains a competitive advantage over Madewell due to the millennial target market which has a purchasing power of $44 Billion.
Trends: Macro
Sustainability People are becoming aware of the dangers the fashion industry has on the environment.
Thrifting: Secondhand Clothing We are seeing the trend of secondhand clothing, which is the root of UO. Many people participate in secondhand clothing to be more sustainable but others do it just because it seems cool.
Quality over Quantity Consumers are more focused on quality which in tells that they are willing to spend more on a product rather than constantly replacing a product.
Platforms Platform shoes are sandals, shoes, or boots that have a raised thick sole of 3-10 cm
Athleisure Athleisure is casual and comfortable clothing designed to be suitable for exercise and everyday wear.
Bulky Dad Shoe It's rare that you get to look at dad for fashion trends, but this sneaker trend is having a huge moment.
Trends: Micro
New Business Addition STYLENANDA Stylenanda is a South Korean based fast-fashion clothing brand. They offer a wide scale of products from the beauty industry to "k-style" fashion.
New Business Addition STYLENANDA: POTENTIAL ISSUES Shipping Delays Sizing for Customers Communication (Time Zone) High Retail Price Taxes and Tarrifs
BUY PLAN DETAIL Topline and Flagship
BUY PLAN DETAIL Topline
BUY PLAN DETAIL Flagship
Assortment Plan
Purchase to Order
INTEGRATED MARKETING PLAN Omni-channel Marketing
OBJ E CT I V E S Keep customers engaged in individual touch points and as they move among them. Maintain conversation fidelity through intermittent starts and stops and across channels Integrate physical, virtual and mobile sales channels to better deliver frictionless buying experiences Shoe sales remain constant (with boosts sales in new products) Make customers aware of sales by 75% Educate customers about new products Increase sales weekly (foot traffic and e-commerce)
Marketing Plan Budget Email Blast Photoshoot Campaign for new exclusive items Planned MD's Pop-up for NYC and Philly Locations Website, Instagram, and App posts
Budget: 12% of 6 month net sales shoes $625,000
SELECTED MERCHANDISE Our selected merchandise for UO shoes are Dr. Marten sandals, Birkenstocks, and the FILA Disruptor
UO Pop-shop Event
Urban Outfitters Pop-up Event: NYC and Philly Promotional Pop-up for our exclusive selected merchandise Glow in the dark free design wall with events hashtag Contest for customizing your FILA shoes for a feature on U.O instagram First 150 entries at pop get a free pair of FILA
6 Month Plan Free Shipping for Valentines Day Special February 1 2020 Email Blast Invite to Pop-up along with the Instagram "Build Your Own Shoe" Competition March 21 2020 Pick Instagram "Build Your Own Shoe" Winner April 25 2020 Pop-up Event in NYC May 16 2020 Pop-up Event in Philly May 23 2020 Email Blast for 4th of July Sale June 19th 2020 Markdowns July 4 2020 Advertisement for Back to School Sale August 1 2020 Back to School Sale August 17 2020
Integrated Marketing Plan: Schedule
Message We are the BEST place to get new and upcoming exclusives! We ensure the we have in-style shoes for the creatives of the millenial generation.
Evaluating Promotional Activities
Presence What is the strongest omni-channel presence (in-store, online, app).
Sales Increase Is there large amounts of sales being made in store?
Following
Product
Increase
Knowledge
Our goal is to have our Instagram productivity to increase by 10k.
Are our customers aware of new products, events, and markdowns (sales).