DREXEL UNIVERSITY
URBAN OUTFITTERS & AMERICAN EAGLE Comparative Shopping Report (Part 1)
Madison-Jade Bishop, Brianna Phan, Nyah Khan DSMR 231-001
Maureen DeSimone
OUTLINE
01 02 03 04 05 06
PROJECT OVERVIEW
COMPANY ANALYSIS
CONSUMER ANALYSIS
Project Focus
Brand Brief Brand Identity Company Overview Financials Sustainability Efforts Market Segment
Target Consumer Consumer Persona Consumer Mood Board
PRODUCT ANALYSIS
CUSTOMER EXPERIENCE COMPANY SUGGESTIONS
Merchandise Assortment Product Evaluation
In Store Experience Digital Experience Services & Events Marketing
SWOT Analysis Benchmark Matrix References
COMPARATIVE SHOPPING REPORT | 2023
PROJECT OVERVIEW
URBAN OUTFITTERS
01 Project Focus
Project Focus In this comparative shopping analysis project, our team is tasked with evaluating and benchmarking the men’s apparel of Urban Outfitters and American Eagle. Our primary objective is to identify the best practices of these market leaders, focusing on their strategies related to marketing, merchandise, in-store and digital customer experience. Furthermore, our project aims to present a detailed business plan centered around a new product opportunity or business extension that will facilitate a 20% growth for the chosen retailer. This plan will include a thorough analysis of how this new business idea aligns with the brand, generates revenue, and expands the consumer base. In this report, we’ll be evaluating the men’s apparel of Urban Outfitters’ business practices and their current environmental and social impact. Utilizing a mix of quantitative, qualitative, and comparative data research methods, including data services from reputable sources like Statista, ESRI, and EDITED, we intend to gauge their level of circularity, ethical practices, and profitability within the retail industry. Additionally, industry insights from platforms like WGSN and Fashion Snoops will guide our analysis, offering a glimpse into future product trends that will shape the market.
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COMPARATIVE SHOPPING REPORT | 2023
COMPANY ANALYSIS
02 URBAN OUTFITTERS
Brand Brief Brand Identity Company Overview Financials Sustainability Efforts Market Segment
Brand Brief
Source: Statista
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REGISTERED NAME
HEADQUARTERS
Urban Outfitters, Inc. (URBN)
Philadelphia, PA
COMPANY TYPE
INDUSTRY
Public Corporation/Subsidiary
Retail (Multinational Lifestyle)
OFFICIAL WEBSITE
SUBSIDIARIES & BRANCHES
https://www.urbanoutfitters.com
Anthropologie, Free People, Terrain, BHLDN, Nuuly, Urban Outfitters
YEAR FOUNDED
FOUNDERS
1970 (Free People)
Dick Hayne, Scott Belair, and Judy Wicks
EMPLOYEES
RETAIL LOCATIONS
26,000
575 (US) Total of 700 (US, Europe, Canada)
Brand Identity Urban Outfitters (UO) is lifestyle retailer that caters to young adults aged 18 to 28, offering an eclectic mix of fashion, home decor, and cultural products. With over 200 stores across the United States, Canada, and Europe, Urban Outfitters has become synonymous with experiential retail environments, inviting customers to explore wellcurated collections of women's and men's clothing, vintage apparel, accessories, and home essentials. At the heart of Urban Outfitters' identity is its commitment to fostering creative communities. This dedication is reflected in their diverse product offerings including women’s and men’s apparel, activewear, intimates, footwear, accessories, home products, electronics, and beauty. Specifically for UO Men’s, it’s a focus on lifestyle and culture. They present a continuously updated mix of premium basics and on-trend fashion pieces, featuring denim, exclusive collaborations, limited edition sneakers, graphics and accessories (Urban Outfitter, 2023). Urban Outfitters' multifaceted approach represents more than just a shopping destination; it embodies a cultural hub where creativity, community, and fashion converge, making it a go-to space for young adults seeking self-expression and connection.
Source: https://www.urbn.com/ourbrands/urban-outfitters/about-us
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Source: https://www.urbn.com/ourbrands/urban-outfitters/about-us
Company Overview
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Urban Outfitters is a pioneering lifestyle specialty retailer with a rich history dating back to 1970. Founded by Dick Hayne, Scott Belair, and Judy Wicks, the first store, initially named Free People, emerged as a place for second-hand clothing, furniture, jewelry, and home décor tailored for college-aged customers. This vision laid the foundation for Urban Outfitters' unique approach to retail. Today, Urban Outfitters strategically positions its stores in vibrant urban hubs and select university communities, fostering a dynamic shopping environment where young consumers can not only shop but also socialize with their peers. Our team visited the location at 1627 Walnut St., Philadelphia, PA 19103-5402. The store is freestanding, situated in the heart of downtown, specifically in the bustling Rittenhouse Row district of Philadelphia, PA. Urban Outfitters thrives in various shopping environments, including street locations, metropolitan areas, specialty centers, and malls. Their retail strategy seamlessly integrates with an omnichannel approach, utilizing websites and mobile applications across North America and Europe. These platforms extend the brand's spirit, offering an expansive selection of exclusive merchandise, including products designed in-house and collaborations with other brands. Urban Outfitters leverages social media and mobile applications to enhance customer interactions, ensuring a vibrant, engaging, and inclusive shopping experience.
Source: https://www.urbn.com/who-weare/history
Urban Outfitters predominantly hires employees within the age group of 18-25, aligning with their target demographic, ensuring a youthful and trend-conscious workforce. The company is renowned for its design and fashion innovation, consistently staying ahead of trends and often setting them due to their significant influence in the fashion industry. Their innovative approach can be seen through unique product designs, creative collaborations, and trendsetting styles, reflecting their commitment to staying at the forefront of fashion and design innovation.
Source: https://www.urbn.com/who-weare/history
Financials
Source: Statista & PrivCo
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Sustainability Efforts
Back to Overview Source: https://www.urbn.com/impact
URBN is deeply committed to responsible operations, consciously choosing materials and partners to maximize their positive impact on the environment. Their efforts focus on circularity initiatives, education, and business models, aiming to prolong garment life through recycling and sustainable materials. They actively minimize hazardous chemicals, reduce waste, and enhance recyclability in retail packaging. Additionally, URBN utilizes an Impact Scorecard to evaluate social and planet impact of investments or projects allowing them to refine their strategy to meet any goals they may have set for the year. This truly demonstrates their dedication to environmental sustainability and social responsibility.
Sustainability Efforts
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“URBAN RENEWAL”
REDUCING PLASTIC POLLUTION
CLOTHING RENTAL SERVICE: “NUULY”
Urban Outfitters' commitment to sustainability and creativity is exemplified through their initiative, Urban Renewal. Established in 1983, Urban Renewal started with a focus on repurposing and remaking one-of-a-kind vintage goods. Today, the initiative has evolved, aligning with their dedication to reducing environmental impact. They proudly share their progress on their website, detailing achievements such as recirculating over 7 million garments, effectively diverting them from landfills. Notable accomplishments for the year include recirculating more than 50,000 pairs of secondhand denim and transforming deadstock fabric into 80,000+ remnant styles. Urban Outfitters' sustainability efforts extend beyond mere statistics; they have meticulously outlined their journey through a renewal timeline and impactful reports from the past two years. Their URBN Impact Report, spanning topics like the planet, people, and governance, outlines their ambitious plans and innovative solutions in environmental and social responsibility. Moreover, Urban Outfitters collaborates with a curated list of brands and partners, amplifying their impact in urban renewal and environmentally conscious actions. For those interested in their sustainability endeavors, Urban Outfitters offers a comprehensive report, inviting readers to delve into their commitments to sustainability, circularity, and community.
At Urban Outfitters, combating single-use plastic pollution is a commitment reflected in their sustainability initiatives. They have implemented reusable packing and shopping bags for all in-store purchases, providing customers with a sustainable option for their shopping needs. Moreover, they offer digital receipts as an eco-friendly alternative, significantly reducing paper waste. Since launching the Bring Your Own (BYO) bag program in October 2021, UO has saved over 200,000 bags from circulation, marking a significant step toward a greener future. To further minimize our environmental footprint, all their shipped mailer packaging is crafted from recycled and recyclable materials. By December 2022, all in-store shopping bags will be exclusively made from 100% recycled materials, further emphasizing their dedication to sustainable practices. Collaborating with Trex, an eco-conscious composite decking company, UO will divert their polybags from landfills, recycling over 100,000 lbs of plastic and nearly 7 million polybags in the past year alone. Additionally, their commitment extends to donating excess products to organizations like the Philadelphia Furniture Bank, underscoring their relentless pursuit of end-oflife solutions and waste reduction.
NUULY, URBN's innovative venture, redefines how customers engage with fashion. Launched in June 2019, Nuuly's rental service tackles fast fashion head-on by offering an extensive array of styles from over 300 designer and contemporary brands, including renowned names like Free People, Urban Outfitters, and Anthropologie. The concept is simple: Nuuly Rent allows subscribers to explore 1000s of outfits before purchasing, encouraging a sustainable approach to fashion. But the Nuuly experience continues beyond there. Enter Nuuly Thrift, a revolutionary community resale marketplace launched on October 12, 2019: Nuuly Thrift accepts products from any brand, not limited to URBN's offerings. Customers can sell items and transfer their earnings directly to their bank accounts or opt for Nuuly Cash, which amplifies their value by 10%. For instance, an earning $100 from a sale converts to $110 in Nuuly Cash, redeemable not only on Nuuly Thrift but also at popular URBN brands such as Anthropologie, Free People, and Urban Outfitters, both online and in stores. With Nuuly and Nuuly Thrift, fashion enthusiasts can explore, experiment, and contribute to a sustainable fashion ecosystem, reshaping how we interact with clothing and accessories.
Diversity, Equity, & Inclusion
Source: https://www.urbn.com/diversity-and-inclusion
URBN is dedicated to creating a workplace characterized by inspiration, unity, and value for every team member. Anchored in our Diversity and inclusion principles, they have a culture of respect and inclusivity, fostering a diverse and united workforce in efforts to extend beyond words, forming the essence of our organizational ethos. In 2020, they introduced the D&I Fundamentals Course, promoting understanding and empathy among employees. In addition, URBN has been actively participating in the Open to All initiative since 2022, emphasizing a bias-free shopping experience across their brands holding themselves accountable to all their customers and employees.
Diversity, Equity, & Inclusion
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Progyny
Employee Resource Groups
Mentorship
In the year 2022, URBN established a collaboration with Progyny, offering comprehensive fertility and family-building benefits to employees, embracing diverse paths to parenthood. Progyny delivers individualized healthcare services encompassing treatments such as in-vitro fertilization, egg freezing, and sperm freezing.
ERGs, or Employee Resource Groups, serve as employeedriven forums where individuals can openly discuss aspects of their identity within a secure environment. These groups empower their members to express their thoughts, suggestions, and interests to both the URBN Diversity & Inclusion Committee and the broader URBN community. This active engagement fosters a culture of respect and inclusivity within URBN. The presence and participation of these groups are fundamental in shaping a more inclusive environment at URBN. As of 2021, URBN has introduced nine ERGs (Jewish Community, Latinx Roots, Parents & Caregivers, PRISM, URBN WMN, Well-being, AAPI, URBN Black, URBN A.DA.P.T) to enhance their commitment to diversity and inclusion further.
URBN's strong commitment to diversity and talent development led to the launch of a transformative internship and mentorship program in 2021 and 2022. Designed specifically for students from Historically Black Colleges and Universities (HBCUs), the 10week Summer Class provided immersive experiences in fashion production, technical design, and sourcing. Through this initiative, students gained invaluable insights and hands-on skills, resulting in the creation of special capsule collections. These unique creations were featured in URBN brand retail locations and online platforms, showcasing the students' talent to a broader audience. URBN's support also extended to initiatives like Creatives Want Change (CWC), where the company's funding enabled 25 students to attend pre-college art and design programs. This partnership not only provided financial support but also aligned URBN with CWC's mission to inspire and empower Black students in the fashion industry through education and mentorship.
Source: https://www.urbn.com/diversity-and-inclusion
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Market Segment Men’s Apparel in the US. The market volume is $555.30 bn and it’s projected to grow annually by 2.98%. Source: Screenshot from Statista
Market Segment Consumer
Product Trends
Business Strategies
Brands
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The consumers in this market segment are young adults aged 18-30. They are culturally sophisticated, self-expressive, and concerned with acceptance by their peer group. Current product trends in this market segment are outerwear, knitwear, sweaters, cargo pants. Target segmentation is used to find their target demographic by separating genders. The marketing campaigns often feature younger models and celebrities. The campaigns features lifestyles that appeal to their target audience with the use of young models hanging out with friends, going to parties, and participating in sports and other activities. Social media is used to keep customer engagement by regularly posting high-quality content featuring trendy fashion items, behind-the-scenes glimpses into the brand, and user-generated content. There are also influencer partnerships and interactive campaigns with the consumer.
The top brands that are driving this market segment today are Nike, Louis Vuitton, Adidas, & Zara. Market penetration-
COMPARATIVE SHOPPING REPORT | 2023
CONSUMER ANALYSIS
03 URBAN OUTFITTERS
Target Consumer Consumer Persona Consumer Mood Board
TARGET MARKET
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The merchandise mix at Urban Outfitters for men's apparel is intricately influenced by evolving lifestyle trends and the unique demographics the store caters to. Urban Outfitters thrives on capturing the essence of creative expression, and this reflects in the eclectic clothing styles it offers. The brand takes inspiration from various lifestyles and artistic expressions, curating a mix that caters to the trend-savvy shopper who values individuality and self-expression. Digital engagement is also a key driver, with Urban Outfitters embracing online and social media platforms to stay connected with its customer base. This demographic of trendconscious, creative individuals holds a distinctive place in the retail landscape as they not only influence pop culture but are influenced by it, making Urban Outfitters a brand that mirrors and shapes contemporary trends in men's fashion. This unique blend of creative expression, trend-savviness, digital engagement, and pop culture influence all play a significant role in defining the merchandise mix at Urban Outfitters.
Target Consumer
Young Adults (18-30) - Urban Outfitters caters towards individuals who are in the early stages of their career or higher education. This age group is mostly likely to experiment with fashion, keep up with current trends, and seek unique styles. Fashion Enthusiasts - The men’s section of Urban Outfitters attract customers that are passionate about fashion and consider clothing as a form of expression. They appreciate unique designs and trendy pieces. The customers are drawn to vintageinspired, and contemporary clothing styles. Urban Dwellers - Targeting customers living in urban areas who appreciate the brand’s aesthetic Creatives & Artists - Urban Outfitters appeals to creatives (musicians, artists, designers, and other individuals working in creative fields). Individuals are typically open-minded, creative, and value self-expression. Lifestyle - The brand's diverse range of products, from clothing and footwear to home decor and electronics, appeals to a broad audience within the young adult demographic, making Urban Outfitters a popular choice among those looking for a blend of fashion, lifestyle, and individuality.
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Target Market vs. Advertising Urban Outfitters' target market primarily consists of young adults and college-aged individuals, typically between the ages of 18 to 28. They cater to fashion-conscious individuals who are trend-focused, open-minded, and have a creative and eclectic sense of style. This demographic often values unique, vintage-inspired, and trendy clothing, accessories, and home decor items. Urban Outfitters also appeals to customers who are interested in urban culture, art, music, and lifestyle trends. In terms of advertising, Urban Outfitters' marketing campaigns often reflect the lifestyle and interests of their target market. Their advertisements feature young, diverse models and showcase a trendy and artistic vibe
ESRI
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ESRI Profile of Individuals in 19107 area (1-3 mile radius)
Screenshot from ESRI 2023 Source: ESRI 2023
“Metrorenters” Median age: 34 years old Largest age group: 30-34 Single College degree Interests/Likes: Social media, arts and culture, sustainability Disposable income: $54,514 Median household income: $67,000
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Consumer Persona Name: Tyler Age: 22 years old Job: Occasional freelancing/College Student Location: Center City Education: Studying graphic design at Drexel University Interests: Social media, sustainability, music, art, tech-savvy
(Google, 2023)
Hobbies: Attending music festivals and art events, thrifting,
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Consumer Persona - Tyler Tyler has a keen eye for fashion and considers his style eclectic yet curated. He values individuality and often experiments with mixing streetwear and vintage pieces. Sustainability matters to him, so he appreciates brands that offer eco-friendly options. He's not just a trend follower; he's a trendsetter among his peers, always seeking unique and statement pieces. Tyler values comfort and versatility in his clothing, as he needs outfits that transition seamlessly from classes to social events. Tyler prefers a mix of in-store and online shopping experiences. So Urban Outfitters is perfect, because enjoyes the atmosphere and discovering new styles in person. While online, he appreciates the ease of navigation and the mobile app to stay updated on new arrivals and exclusive deals. He actively engages with the brand on social media, following fashion influencers and Urban Outfitters' official accounts for style inspiration. Urban Outfitters appeals to Tyler due to its diverse range of men's apparel, catering to his eclectic taste. He finds joy in discovering unique graphic tees, trendy outerwear, and accessories that complement his style. He appreciates the blend of in-house designs and popular brands like Nike and Levi's, providing him with options that align with his fashion-forward approach.
Consumer Mood Board
COMPARATIVE SHOPPING REPORT | 2023
PRODUCT ANALYSIS
04 URBAN OUTFITTERS
Merchandise Assortment Product Evaluation Primary Textiles Reviews
Merchandise Assortment Urban Outfitters offers a diverse range of men's apparel, catering to various styles and preferences. Here are there key products: Outerwear Jackets, hoodies, sweatshirts, and coats suitable for different seasons Top brands: North Face, Price Tshirts Graphic tshirts, polo shirts featuring unique designs and prints Top brands: Price: Jeans & Pants Jeans, cargo pants Top brands: Price Accessories Hats, socks, belts, bags Top brands: Price:
STRENGTHS
Diverse product range Clear distinction between men’s and women’ section Well organized with effective signs with descriptions of certain styles Qr codes for different sections to shop more styles online
WEAKNESSES
A lot of merchandise, which could be overwhelming for the customer Over-reliance on trends Fast turnover rate No brand identity/no signature for UO Reliance on other brands
Merchandise Assortment
Men’s Merchandise Assortment of Urban Outfitters (Estimated/Observation Based )
Classification
Classification %
Sub Classification
Price Point Range
Tops
45%
Tshirts, polos, cardigans, hoodies, flannels, tank tops
$19.90-$777.00
Bottoms
28%
Denim, utility & cargo, shorts, pants
$18.00 - $400.00
Outerwear
11%
Overshirts, puffer jackets, denim jackets, vests
$45 - $1,525.00
Accessories
16%
Shoes, hats, bags, underwear, sunglasses, belts, jewelry, grooming/skincare
$4.99 - $1,151.00
Total
100%
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EDITED
Sources from Edited taken by Madison-Jade Bishop on 11/1
Product Evaluation Dickies Nimmons Plaid Long Sleeve Shirt $75.00 Medium Long sleeve snap closure front flannel shirt with a standard collar 100% Cotton Plaid pattern heavy weight flannel provides warmth and comfort for someone seeking a functional relaxed fit Fashion, Lifestyle, Work “For 100 years, Dickies has been crafting quality work wear. From iconic carpenter and work pants to their essential gas jackets, their work wear just works, with every look and every fit.” Urban Outfitters, 2023
BDG Berkshire Burnout Stripe Polo Shirt
Urban Outfitters, 2023
Price - $59 Small Fashion: individuals who prioritize comfort, and those who appreciate streetwear and urban fashion styles. Striped pattern polo shirt by the essential BDG with a burnout fabrication. Short sleeve shirt in an extreme oversized silhouette. Fitted with a partial button closure at the neck and standard collar. 43% Cotton, 57% polyester “Giving classics an original twist, BDG is UO's exclusive collection of denim and elevated basics.”
BDG Vintage Slim Fit Jean $42.00 31/32 Slim, tailored fit that tapers from the knee down that hits below the ankle 100% Cotton; Classic midweight denim Provides a stylish and tailored denim option that combines the classic appeal of vintage design with a modern, streamlined silhouette, catering to consumers seeking a timeless yet contemporary look. Fashion, Lifestyle Urban Outfitters, 2023
Market Wild Horses Beanie
Urban Outfitters, 2023
Photo taken by Brianna Phan on 10/13
Standard Cloth Free Throw Hoodie Sweatshirt - Sky
Urban Outfitters, 2023
$59.00 Small Oversized boxy hoodie fit with an oversized hood, raglan sleeves and cinchable bungee cords at the straight hem 65% Cotton, 35% Polyester Provides a comfortable and relaxed style, appealing to consumers that seek a casual and trendy urban look. “Standard Cloth is committed to using quality materials, offering great fits and leaving no detail unconsidered. These are your new favorites.” $40.00 One Size Knit beanie by Market with an allover pattern. Topped with a logo patch at the front. Acrylic Fashion, Lifestyle, Work “Michael Cherman’s Market is a brazen streetwear store inspired by New York’s bustling Canal Street. Recognizable graphics and tongue-incheek slogans emblazon everything from graphic tees and hoodies, to hats and home goods, and with the label’s mischievous logo reminding you to smile.”
Primary Textiles, Fabrics, & Materials
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Urban Outfitters have a diverse range of textiles, fabrics, and materials in their men's apparel. Common materials include 100% cotton or soft cotton blends, durable denim, breathable linen, and cozy flannel, ensuring a mix of comfort and style. Their commitment to quality is evident by working with other high quality and reputable brands like Dickies and North Face. Urban Outfitters places a strong emphasis on the quality of their products, aiming to provide customers with clothes that not only look good but also stand the test of time. The brand encourages customer feedback and reviews on their website, where consumers can rate garments they’ve purchased based on their personal satisfaction, highlighting aspects on While the brand encourages customer feedback and reviews, individual experiences may vary, and consumers often rate these products online based on their personal satisfaction, highlighting aspects such as comfort, fit, and durability. Customers can add photos of the products they’ve purchased and list their measurements to help other customers to make informed decisions.
Screenshots from Urban Outfitters taken by MadisonJade on 10/13
CONSUMER
Screenshots from Instagram 2023 taken by MadisonJade on 10/30
ADVERTISTING
Screenshots from Urban Outfitters’s Website & Instagram taken by Madison-Jade on 10/30
COMPARATIVE SHOPPING REPORT | 2023
CUSTOMER EXPERIENCE
05 URBAN OUTFITTERS
In Store Experience Digital Experience Services & Events Marketing
In Store Experience
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Overall In-Store Experience Urban Outfitters in store exude a distinctive charm through their simplicity, featuring exposed scaffolding, raw wood, and industrial touches like exposed concrete, creating a trendy and urban atmosphere. The store has multiple signages, guiding visitors through the diverse array of brands they offer and the sales they are running. Urban Outfitters have a curated playlist, featuring indie, alternative, and hipster genres that caters perfectly to their youthful audience. The lightning is a blend of natural and artificial sources. Since the men’s section is on the bottom floor, UO relies on artificial cold white lighting to highlight their products.
In-store Experience Urban Outfitters takes cash, credit and debit cards (Visa, MasterCard, American Express, Discover) , Urban Outfitters gift card, Apple Pay. In addition, they have one register for a self-checkout. The in-store atmosphere enhances the shopping experience for their target demographic. The simplicity and distinctive charm create a unique ambiance, making the store more than just a place to shop—it's an immersive environment that resonates with the youthful audience Urban Outfitters attracts. The multiple signages and clear guidance help visitors navigate the diverse range of brands and ongoing sales, ensuring a seamless shopping experience. The carefully curated playlist, featuring indie, alternative, and hipster genres, adds to the atmosphere, creating a lively and engaging backdrop for shoppers. The retail associates do not hand out any marketing materials, however they are expected to offer customers the credit card and rewards program. When customers sign up for a credit card, they get 10% off with the first purchase. UO having a self-checkout and afterpay option for instore purchases that may increase sales. In addition, sales associates having customer sign up with the rewards program to receive points and other perks, help increase sales and loyalty.
Photos taken by Madison-Jade Bishop on 10/13
Source: Photos taken by Madison-Jade Bishop on 10/13
Digital Experience
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Overall Digital Experience Urban Outfitters offers a seamless and enjoyable online shopping experience for users, especially on mobile devices. The website is incredibly user-friendly, featuring easy navigation with convenient filters allowing customers to sort products by category, brands, vintage items, price range and ongoing sales. The website is clean and simple, enhancing the overall browsing experience. Each product is accompanied by detailed and effective descriptions, including information about shipping and returns. High-quality photos showcase products from multiple angles with a zoom-in feature and styled models, providing a clear idea of the item’s look and fit. The checkout process is seamless, offering options for delivery or free in-store pickup, along with various shipping choices such as 5-8 Standard Days, 2-3 Business Days, and 1-2 Business Days. Customers can personalize their orders with gift messages and choose from multiple payment options. Urban Outfitters goes the extra mile by providing a "Ways to wear" section, suggesting three different styles for each item, allowing users to click and shop the entire look. The "People also viewed" section displays items that other customers have mostly viewed, enhancing the shopping experience by suggesting related products. Clear policies and FAQs are easily accessible, ensuring transparency and addressing customer queries effectively. Furthermore, the website incorporates product reviews where customers can leave feedback, ratings, comments, and even photos, aiding potential buyers in making informed decisions about their purchases.
Source: Photos taken from UrbanOutfitters.com
Services & Events Urban Outfitters Rewards Program - You can join while creating an Urban Outfitters account online, or you can join after you’ve already created an account by clicking “Join” on the UO Rewards page. You’ll receive a 10% welcome discount, early access to sales, access to member-only giveaways, an anniversary discount code, and the chance to win prizes by using #UORewards on social media. Plus, you can earn points through various actions, such as making purchases, writing reviews, subscribing, and even bringing your own bag when shopping in-store. These points add up to Rewards, with $5 to spend online or in-store for every 100 points earned. UO Rewards offers three tiers: Member, Silver, and Gold. As a Member, you enjoy a $5 reward for every 100 points, early access to sales, access to Member tier giveaways, an anniversary discount, and bonus point days. Silver members, in addition to Member benefits, receive a $20 off $100 reward upon reaching the silver tier, entry to monthly $100 gift card draws, 20% more points than the Member tier, and exclusive shipping offers. Gold members receive all the benefits of Members and Silver members, plus a $50 off $150 reward for reaching the gold tier, surprise rewards, and earn over 40% more points than the Member tier, making their shopping experience even more rewarding. (UO Website)
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UO MRKT: Urban Outfitters has created a curated marketplace that connects the community with an evolving lineup of culturally-minded brands and new discoveries. UO Community: Urban Community page is designed for their community to share inspiring stories and experiences. Within this platform, visitors can delve into a variety of engaging content. Interviews shed light on diverse topics, such as the UO Summer class, Urban Renewal's Earth Month collection, and exciting collaborations that shape the brand's identity. Music enthusiasts can enjoy features like "Month in Review" and highlights from the Urban Renewal pop-up at the Trans-Pecos Festival. UO Community also showcases the brand's commitment to social causes through "Community Cares," including celebrations for Hispanic Heritage Month, Pride, and initiatives focused on mental health. UO Community serves as a hub where Urban Outfitters' community can connect, learn, and be inspired by each other's unique stories.
Services & Events UO In Progress: Urban Outfitters' commitment to sustainability and creativity is exemplified through their initiative, Urban Renewal. Established in 1983, Urban Renewal started with a focus on repurposing and remaking one-of-a-kind vintage goods. Today, the initiative has evolved, aligning with their dedication to reducing environmental impact. They proudly share their progress on their website, detailing achievements such as recirculating over 7 million garments, effectively diverting them from landfills. Notable accomplishments for the year include recirculating more than 50,000 pairs of secondhand denim and transforming deadstock fabric into 80,000+ remnant styles. Urban Outfitters' sustainability efforts extend beyond mere statistics; they have meticulously outlined their journey through a renewal timeline and impactful reports from the past two years. Their URBN Impact Report, spanning topics like the planet, people, and governance, outlines their ambitious plans and innovative solutions in environmental and social responsibility. Moreover, Urban Outfitters collaborates with a curated list of brands and partners, amplifying their impact in urban renewal and environmentally conscious actions. For those interested in their sustainability endeavors, Urban Outfitters offers a comprehensive report, inviting readers to delve into their commitments to sustainability, circularity, and community.
Creative Services: Urban Outfitters Creative Services is an exclusive member-only trade program designed to transform your creative visions into reality. With a focus on crafting dream spaces, this program offers a wide array of furniture, decor, and more. As a member, you gain privileged access to exclusive furniture collections and special product launches, ensuring your projects are always ahead of the curve. The program goes the extra mile by providing a dedicated trade representative from their expert team who can guide you through product selection and streamline shipping logistics, making the entire process seamless. Plus, members enjoy a generous 15% discount on eligible UO Home merchandise for their upcoming projects. UO Spaces: Urban Outfitters Spaces brings together retail, dining, events, pop-ups, and artistic collaborations, all meticulously curated to cater to the unique essence of local communities. Events: Guest Appearances in store (August 15th - Megan Thee Stallion: In Store Appearance), Workshops (Upcycling workshop - the dyeing), Collabs, Launch parties
Fashion Branding
Source: urbanoutfitters.com
In-store & digital Fashion branding plays a pivotal role in Urban Outfitters' identity and success. This dynamic retailer offers a vast array of brands, and curating different aesthetic collections to craft a unique and eclectic brand persona. By collaborating with various brands, Urban Outfitters stays at the forefront of fashion trends, introducing its customers to exclusive and innovative designs. The inclusion of a wide range of external brands in their product assortment caters to diverse tastes and ensures that shoppers can find styles that resonate with their individuality. Furthermore, Urban Outfitters' commitment to vintage and renewal of deadstock fabrics collections not only promotes sustainability but also adds a touch of nostalgia to their brand, appealing to customers seeking one-of-a-kind pieces. These branding strategies have solidified Urban Outfitters as a go-to destination for fashion-forward individuals who value variety, authenticity, and a unique aesthetic.
Marketing: In-store OVERALL IMAGE The retailer aims to convey a youthful and trendy image, catering specifically to a younger demographic. This is evident through their emphasis on stylish products that align with current fashion trends. In the front of the store, the focus is primarily on women's apparel and accessories, showcasing the latest and most in-demand items of the season. These products are carefully selected to be featured due to their popularity and relevance to the current fashion climate. The store strategically places full-price items in the front section to attract fashion-conscious customers seeking the latest trends. Clearance items, on the other hand, are discreetly located upstairs, tucked away towards the back, indicating a deliberate strategy to showcase UO’S, on-trend products prominently while offering clearance items in a more subdued section of the store.
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SIGNAGE Urban Outfitters (UO) excels at engaging shoppers through a variety of strategically placed and visually appealing signages throughout their store. Promotional signages in different sections, highlighting ongoing sales, discounts, and special offers, enticing customers with exclusive deals on specific products. Informative signages play a pivotal role, offering details on store policies, return/exchange procedures, and product features, empowering customers to make well-informed choices. The store's intuitive wayfinding signage seamlessly guides visitors, leading them to designated sections such as men's wear, women's wear, accessories, the elevator and the stairs. Additionally, attention-grabbing large signs strategically hang from the ceiling promote brand messages, sales events, featured brands, and new arrivals, capturing the interest of passersby. To foster customer loyalty, the store employs dedicated signs encouraging shoppers to join loyalty programs or subscribe to newsletters for exclusive offers. Furthermore, social media signage actively promotes the store's online presence, urging customers to follow their social media handles for real-time updates, exciting promotions, and engaging contests. Through this comprehensive signage strategy, Urban Outfitters creates an immersive and informed shopping environment for its customers.
LAYOUT Urban Outfitters (UO) in store layout utilizes all of their space. They maximize it by displaying their merchandise and signage on the walls and not only their racks. The entrance of the store leads you to an open space of the store where the most trending and newest pieces of Women’s clothing would be found. The front of their store shows the the name of the store and with the clear windows, consumers are able to look in and see all of the merchandise. The floor plan of the store is pretty simple where they prioritize women’s merchandising first by putting them at the first floor and miscellaneous items related to beauty or appeal to women at the register. The second floor is where they display men’s items, sales, and lifestyle decor. The look of the store is industrial and rustic with the pipes and light fixtures visible on the ceiling. The merchandising is organized by themes and displays it like a lifestyle. Some security and safety factors are that there is a security guard at the main entrance of the store. The ambience and lighting is cool tone and bright to highlight the merchandise. The music is curated and tailored for the target market which is young adults. The colors are pretty neutral with the walls being a tan-ish brown as the merchandise is what gives the store color. There is one elevator in the store that is towards the back. The space productivity is done quite well as there is not too much or too little space between tables or displays of merchandise. A lot of items are usually in stock within the store so consumers will most likely be able find the item they want.
Marketing: Advertising & Social Media Urban Outfitters employs a multifaceted approach to advertising, utilizing a diverse array of platforms to effectively reach its audience. Their engagement strategies are wide-ranging, including active profiles on popular social media platforms like Instagram, Facebook, Twitter, and TikTok. Through these channels, Urban Outfitters showcases products, interacts with followers, and announces sales and events, fostering a direct connection with their customers. Additionally, the brand utilizes email marketing to keep subscribers informed about new arrivals, discounts, and exclusive offers. Collaborations with fashion influencers and bloggers amplify their reach, leveraging the influencers' sway to boost sales. Urban Outfitters also invests in content marketing, curating engaging blog posts that cover fashion trends, music, art, and lifestyle topics, catering to readers interested in these subjects. In-store promotions, including visually appealing displays and window designs, enhance the shopping experience, attracting foot traffic. Online advertising, spanning platforms such as Google Ads and social media, targets specific demographics, driving online sales. This increases website traffic, social media engagement growth, higher sales during promotions, and positive customer feedback serve as indicators of the effectiveness of these strategies. Moreover, programs like #UOonyou encourage consumer engagement, where users post campaign-related content on social media platforms, fostering a sense of community and brand loyalty. Although, the content is innovative, original and engaging, it’s for a very specific audience which could be a weakness.
COMPARATIVE SHOPPING REPORT | 2023
COMPANY SUGGESTION
06 URBAN OUTFITTERS
SWOT Analysis Benchmark Matrix References
SWOT Analysis: Strengths
Many collaborations with other brands Trending items Loyal clientele Clear brand identity Established reputation & well-located stores
Weaknesses Limited target audience Reliance on third-party brands
Opportunities
Threats
More basic items instead of key or fashion Sustainable and ethical methods Acessibility
Competition having lower prices Shifts in demographics
Benchmark Matrix: Men’s Apparel
Urban Outfitters
American Eagle
Target Customer
Young Adults (18-30), Fashion Enthusiasts, Creatives and Artists
Teenagers & Young Adults (15-25), MiddleIncome/Affordable,
Top 3 Product Trends
Outerwear, Knitwear, Cargo Pants
Jeans, Footwear, Knitwear
Price Range
$24-169
$18-97
Top 3 Product Classes
Tops, Accessories, Bottoms
Tops, bottoms, Underwear
Describe the feeling of assortment (Theme)
Trendy, urban, contemporary, modern
Timeless, versatile
Top 3 Brands in Assortment
Urban Outfiters, BDG, Standard Cloth
AE, American Eagle Outfitters, Airflex
What makes each retailer differentiated from each other
Trend-focused, specific audience
Broader audience, more timeless pieces
Who does it better and why?
Falls short because of its niche audience and limited marketing towards the average man
Simplicity, basics, for everyone and easily marketed for the everyday consumer
References
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';;'. (2019, March 9). ';;' - YouTube. Retrieved November 1, 2023, from https://www-statista-com.ezproxy2.library.drexel.edu/companies/c/25189441/urban-outfitters ';;'. (2019, March 9). ';;' - YouTube. Retrieved November 1, 2023, from https://system-privco-com.ezproxy2.library.drexel.edu/company/urban-outfitters-inc/financials Diversity and Inclusion. (n.d.). URBN. Retrieved November 1, 2023, from https://www.urbn.com/diversity-and-inclusion Men's Apparel: market data & analysis. (n.d.). Statista. Retrieved November 1, 2023, from https://www.statista.com/study/48857/men-s-apparel-market-data-and-analysis/ Men's Apparel - Worldwide. (n.d.). Statista. Retrieved November 1, 2023, from https://www.statista.com/outlook/cmo/apparel/men-s-apparel/worldwide Spencer, M. (2023, April 13). Analysis: LVMH's caution points to Americans' waning lust for luxury. Reuters. Retrieved November 1, 2023, from https://www.reuters.com/business/retailconsumer/lvmhs-caution-points-americans-waning-lust-luxury-2023-04-13/ Statistics. (2023, 11 1). EDITED. Retrieved 11 1, 2023, from https://app.edited.com/#market/dashboard/141494/new? analysis_view=statistics&gender=men&in_stock=true&is_second_hand=false&order_by=found_desc&product_searches=221%7C535%7C553%7C554%7C555%7C556%7C561%7C71 2&retailers=ae%7Curbanoutfitters&vertical=apparel&vi Tighe, D. (2023, August 30). adidas - Statistics & Facts. Statista. Retrieved November 1, 2023, from https://www.statista.com/topics/1257/adidas/#topicOverview Waldow, J. (2022, November 21). Urban Outfitters Inc. reports record third quarter sales as namesake brand struggles. Modern Retail. Retrieved November 1, 2023, from https://www.modernretail.co/operations/urban-outfitters-inc-reports-record-third-quarter-sales-as-namesake-brand-struggles/ Who We Are Our History. (n.d.). URBN. Retrieved November 1, 2023, from https://www.urbn.com/who-we-are/history