DSMR 230-001: RETAIL OPERATIONS
WHITE SPACE
OPPORTUNITY PRESENTED BY : Madison-Jade Bishop, Brianna Phan, & Nyah Khan
DSMR 230-001
PROJECT PROPOSAL PRESENTATION
URBAN OUTFITTERS MISSION: “Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the reason and the inspiration for everything we do.” (Urban Outfitters)
Taken from Urban Outfitters by Madison
DSMR 230-001
SWOT Analysis Strengths Omnichannel experience Diverse Product Clear brand identity Collaborations
Opportunities More basics Sustainable and ethical methods Accessibility Collaborations with local brands & emerging designers
Weaknesses Very specific audience Intense Competition Brick and Mortar instability with online presence
Threats Competing brands Counterfeits/Knock Offs of signature items Shifts in Demographics Uncertain economic conditions
WHITE SPACE IDEA PRESENTATION
WHITE SPACE IDEA
DSMR 230-001
PRESENTATION
OUR PRODUCT Urban Outfitters has a prime opportunity to diversify and elevate its men’s apparel section by curating collaborations with local brands and emerging designers. This approach will allow the company to tap into new markets, catering to the everevolving consumer preferences. With a strong presence in urban areas, the brand targets fashion conscious young adults seeking unique, trendy, and authentic products.
DSMR 230-001
PRODUCT OPPORTUNITY United States Menswear Market Current Market Value $553.30B Projected to grow annually by 2.98 WHITE SPACE IDEA PRESENTATION
MARKET SEGMENTATION TOP BRANDS
CONSUMER Young adults aged 18 to 30 Culturally sophisticated, self-expressive and concerned with acceptance by their peer group
DSMR 230-001
PRODUCT TRENDS Outerwear Knitwear Sweaters Cargo pants Eyewear Footwear
Louis Vuitton Adidas Nike Zara Gap
STRATEGIES Responsible & circular incitatives Digital passports Customization & personalization Generative AI
WHITE SPACE IDEA PRESENTATION
MARKET SEGMENTATION
DSMR 230-001
Screenshot taken from Fashion Snoops
Screenshot taken from WWD.com
Screenshot taken from WGSN.com
WHITE SPACE IDEA PRESENTATION Screenshot taken from BOF.com
FINANCIALS PRODUCT IDEA
INVENTORY REQUIRED
Price Range of Product Assortment
35-500
Number of Unit Inventory
4,320
Average Retail Price
$75
Total Retail Value of Inventory
$324,000
Total Number of Styles
12
Average Units Per Style
60
ANNUAL SALES FORECAST IS $243,000
DSMR 230-001
CONSUMER Target Market: Young (aged 18-25), Urban citygoers who enjoy exploring new clothing styles.
Taken from Pinterest by Nyah
WHITE SPACE IDEA PRESENTATION
DSMR 230-001
CONSUMER PERSONA Hunter 21 Philadelphia Student & Freelance Photographer Friendly, outgoing, creative, and adventurous Enjoys art, photography, and hanging out with friends Taken from Pinterest by Nyah
WHITE SPACE IDEA PRESENTATION
EXPERIENCE
CUSTOMER
FLOORPLAN
IN- STORE
FLOORPLAN
IN- STORE MdiilRoaugneo
DSMR 230-001
Tops Accessories Bottoms Outerwear Footwear Hoisery Underwear Sleepwear Swim All-In-Ones Underwear Footwear 1.5% 7.7%
MERCHANDISE
Outerwear 10%
Tops 42.1%
Bottoms 16%
Accessories 18.9% URBAN OUTFITTERS (US) MENS - EDITED pulled on 12/2/23
WHITE SPACE IDEA PRESENTATION
MERCHANDISE
DSMR 230-001
TOPS DIONNE CARDIGAN SALE PRICE$178.00
VEGAN LEATHER PHILLY CARGO SHIRT SALE PRICE$208.00
BLAKE SHIRT SALE PRICE $120.00
PHILLY CARGO SHIRT SALE PRICE$188.00
BOTTOMS
LOYAL PANT REGULAR PRICE$138.00
VEGAN LEATHER ALEXANDER RUCHED PANT SALE PRICE$268.00
KOLIN PANT SALE PRICE$190.00
Photos taken from milanodirouge.com
PHILLY POCKET CARGO PANT SALE PRICE $238.00
WHITE SPACE IDEA PRESENTATION
MERCHANDISE
DSMR 230-001
OUTERWEAR
MONTANA PUFFER COAT SALE PRICE $275.00
TELLI WINDBREAKER JACKET SALE PRICE $168.00
ACCESSORIES
CHRISTIAN TRENCH SALE PRICE $328.00
CORDY BUCKET HAT SALE PRICE $68.00
VEGAN LEATHER PHILLY POCKET CHEST BAG SALE PRICE $128.00
MAINE BEANIE SALE PRICE $68.00
Photos taken from milanodirouge.com
WHITE SPACE IDEA PRESENTATION
MERCHANDISE
DSMR 230-001
WHITE SPACE IDEA PRESENTATION
MERCHANDISE
DSMR 230-001
MILANO DI ROU at Urb GE an Ou tfitter s
Exp lore t Phil he ess enc l y in par e tne rshi our new of pw di R ith M ou il styl ge. Sn ap y ano e ag o a ur inst bac i k #UO drops conic usi Ph cha nce illyLov ng e fo to soc ials feature r a ,m flair o with erging n our urb l an f ocal ash ion.
WHITE SPACE IDEA PRESENTATION
PROJECT PLAN MARKETING
01.
INSTORE
Exclusive event for art students from schools like UArts, Temple, and Drexel in the Philly area Exclusive first look & discount off of merchandise In-Store Philly-themed photobooth Music Video Display Taken from Google
DSMR 230-001
WHITE SPACE IDEA PRESENTATION
PROJECT PLAN MARKETING
02.
ADVERTISING
Advertising is based on the Philadelphia Experience. In-store event draws in audiences Music video campaign shot around famous locations in Philly “Day in the Life” of a college student in Philly (the target consumer)
DSMR 230-001
WHITE SPACE IDEA PRESENTATION
PROJECT PLAN MARKETING
03.
SOCIAL MEDIA
#UOPhillyLove Campaign Consumers take pictures wearing the merchandise at iconic Philly locations and can tag UO to be featured on their socials.
DSMR 230-001
Taken from Google
Locations Include (but not limited to): LOVE sign, Rocky Steps, City Hall
WHITE SPACE IDEA PRESENTATION
WHITE SPACE IDEA
DSMR 230-001
PRESENTATION
TIME LINE LAUNCH MERCHANDISE
HOLD EXCLUSIVE IN-STORE EVENT
ESTABLISH KEY LOCATIONS
REPOST WITH #UOPHILLYLOVE
DSMR 230-001
CONCLUSION Celebrating diversity Community-centric Tapping into new markets Scaling up opportunity: Partnering with local brands in fashion-centric cities like Chicago, New York, Los Angeles, and Atlanta presents an expansive opportunity for Urban Outfitters to amplify its collaborative model, tapping into diverse markets and establishing a trendsetting presence across major urban fashion hubs.
WHITE SPACE IDEA PRESENTATION
DSMR 230-001
THANK YOU www.reallygreatsite.com
WHITE SPACE IDEA PRESENTATION
RESOURCES Outfitters, U. (n.d.). Men’s Clothing. Urban Outfitters. https://www.urbanoutfitters.com/mens-clothing Rouge, M. (n.d.). Milano Di Rouge MEN. Milano Di Rouge. https://shop.milanodirouge.com/pages/men Pinterest. (n.d.). https://www.pinterest.com/ Vintage Photobooth (N.d.). Sure Thing Chapel. photograph. Retrieved from https://www.surethingchapel.com/photobooth. (https://wwd.com/menswear-news/mens-retail-business/mens-fashion-stores-new-york-city-1235872973/) https://www.businessoffashion.com/articles/technology/hm-group-is-using-ai/ PhillyVoice Contributor. (n.d.). What are the origins of the “LOVE” design? photograph. Retrieved from https://www.phillyvoice.com/what-are-the-origins-of-the-love-design/. “Rocky Steps” at the Philadelphia Museum of Art. (n.d.). Seesight Tours. photograph. Retrieved from https://www.seesight-tours.com/philadelphia-tours/rocky-steps-philadelphiamuseum-of-art. (https://wwd.com/menswear-news/mens-retail-business/mens-fashion-stores-new-york-city-1235872973/) https://www.fashionsnoops.com