Retail Buying - Sarah G Anderson
Urban Outfitters is a lifestyle retailer, offering a trendy, uniquely curated assortment consisting of men’s, women’s, accessories, and home products.
Buying Locations: Chicago South State Street Chicago Wicker Park Oak Brook, Illinois
Every store’s interior is designed and crafted by Urban Display Artists and builders, giving every location a unique and custom design. The Urban products and customer are trendy, fun, and cool. From bohemian to modern, vinyl to photography, the experiential Urban retail environment offers a place for like-minded, creative individuals to define their own sense of style.
Chicago SouthProfile State St 084 -Tourist Destination -Steps away from Red Line Trains -Downtown South Loop -High foot traffic -Streetside -2 blocks from Millennium Park -Highly condensed shopping area -Near College Campuses
Industrial/downtown vibe: -High Ceilings -Metal piping and wooden fixtures -Concrete flooring -Metal staircase -Large turquoise chandelier -Colorful displays
Chicago South State St 084 Customer College Students
Age: 18-29
International and Suburban Tourists
Single
Office Locals Full Price Customer 1-3 Item Purchases
Demographic: Urban 3 mil + Occupation: Student/Professional
Chicago SouthCustomer State St 084 Profile Kim SAIC Graphic Design Student Lives on campus in South Loop Enjoys exploring the city with friends Loves sushi and boba Edgy street style Staples: denim, leather, graphics Trendy Visits once or more per week
Chicago Wicker Park 086 Profile Cozy/Rustic Vibes: -Food/nightlife neighborhood -Streetside -Art Community -Surrounding night-life and food scene -Blocks from Blue Line -Shopping destination Milwaukee AVe
-Brick walls -Wood floors -Warm lighting -Smaller/more intimate space -Industrial and wooden fixtures -Plantlife
Chicago Wicker Park 086 Customer Types Artsy Locals Chicago Natives Destination Shoppers 1-2 item purchases
Age: 21-34 Single or Married Demographic: Smaller neighborhood of urban city Occupation: Restaurant/Art Business
Chicago Wicker Park 086 Customer Profile Ben & Jasmine Local couple Work Wicker Park Bar and Retailer Trendy/thrifty style Enjoy live music and art exhibits Vegetarian Staples: sneakers, flannels, bomber Visits store once per two weeks
Oak Brook Illinois 082 Profile Suburb Store
Modern/Trendy Vibes:
Outdoor Mall Location
Yellow, black, grey exterior
Nearby College Campus Nearby Public Schools Family Populated Area Accessible via Pace bus routes or Expressway
High, narrow space Wood panelled walls Clean, new look
Oak Brook Illinois 082 Customer Types U of I Students Group Shoppers High/Middle School Students Accompanied by parents Large purchases
Age: 15-24 Single Demographic: Suburban <10,000 Occupation: Student
Oak Brook Illinois 082 Customer Profile Corinne UofI Psychology Student Enjoys sporting events Frequents local bars Works out weekly Staples: hoodies, denim, basic tees Shops once every two weeks Shops for occasion
Six Month
Sales Plan
Handbags
Small Goods
Class/Assortment
Plan
Market Purchases State Street The highest-volume store receiving the most product. This customer is trendy and daring, and will splurge on cool, higher-priced product. Product sells quickly through this store. State Streetâ&#x20AC;&#x2122;s customer is more into branded product than basics.
Wicker Park
Oak Brook
This store holds less volume but has a fashion-forward, edgy customer who is looking for something cool and new. They do not need as high of product volume in this smaller store. The Wicker Park customer is also drawn more to branded and unique product than basic.
A medium volume store whose customer is looking for the classic staple pieces that Urban is known for. This customer is more hesitant to try emerging trends, but will buy multiple colors when a practical product they love is found.
The August Buy Crossbodies $11.6 Backpacks $9.6 Totes $7.7 Clutches $4.6 Wallets $3.1 Pouches $1.9
August - Crossbodies
August - Backpacks
August - Totes
August - Clutches
August - Wallets
August - Pouches
The September Buy Crossbodies $3.4 Backpacks $2.8 Totes $2.2 Clutches $ 1.3 Wallets $0.9 Pouches $0.6
September - Crossbodies
September - Backpacks
September - Totes
September - Clutches
September - Wallets
September - Pouches
The October Buy Crossbodies $6.3 Backpacks $5.2 Totes $4.2 Clutches $2.4 Wallets $1.7 Pouches $1.0
October - Crossbodies
October - Backpacks
October - Totes
October - Clutches
October - Wallets
October - Pouches
Sales, Marketing, Training, & Promotion 3 month plan
Objectives & Strategies Increase Sales Volume
Increase Employee Engagement
Increase Traffic
Buy one get one 25% off sale
UO Rewards Member-Sign-Up Contest
Window display refresh
Free Shipping Weekend
Instagram Contest
Weekly signage change
Weekly item promotions
Direct Sale interactive workshop
New Arrivals e-mails
Objectives & Strategies Buy 1 Get 1 Sale: Buy any womenâ&#x20AC;&#x2122;s accessory item and get the other 25% off Free-Shipping Weekend: All US and International online orders, free shipping no minimum Weekly Promotions: One full-price item discounted for limited time UO Rewards Sign-Up Contest: Employee who signs up the most customers to UO Rewards receives a $200 UO gift card Employee IG Contest: Employees show us how they rock UO with the hashtag #uoonyou, 5 winners receive $50 UO gift card Direct-Sale Workshops: All stores will hold an all-employee interactive meeting to teach associates about Direct Sales Window Display Refresh: Re-merch of windows will happen periodically to keep displays refreshed and draw in traffic Weekly Signage Change: Promotional window signage featuring key items will be sent out and changed weekly New Arrivals E-mails: Customers on mailing list will receive new-arrivals emails on a 2-3 times per week basis
August 30 Email, New Promo
31 Window Refresh
1
2 Email
3 Signage Change
4
5
6 New Promo
7 Email
8
9
10 Signage Change
11 Email
12
13 Email, New Promo
14 Window Refresh
15 Email
16
17 Signage Change
18 Email
19
20 New Promo
21 Email
22
23 Email
24 Signage Change
25 Free Shipping Weekend
26 Free Shipping Weekend
27 New Promo, Free Shipping Weekend
28 Window Refresh
29 Email
30
31 Signage Change
1
2 Email
September 3 All Store Direct Sale Workshop, New Promo
4 Email
5 Instagram Contest Opens
6
7 Signage Change
8 Email
9
10 New Promo
11 Window Refresh
12 Email, Instagram Contest Closes
13
14 Signage Change
15
16 Email
17 Email, New Promo
18
19
20 Email
21 Signage Change
22
23 Email
24 Email, New Promo
25 Window Refresh
26
27
28 Signage Change
29 Email
30
October 1 UO Rewards Contest Begins, Promo
2 Email
3
4
5 Signage Change
6 Email
7
8 UO Rewards Contest Ends, New Promo
9 Window Refresh
10 Email
11
12 Signage Change
13
14 Email
15 New Promo
16 Email
17
18 Buy 1 Get 1 Begins
19 Signage Change
20 Email
21 Buy 1 Get 1 Ends
22 New Promo
23 Window Refresh
24
25 Email
26 Signage Change
27 Email
28
29 Email, New Promo
30
31 Email
1
2 Signage Change
3
4 Email