Overview:
Urban Outfitters is one of the major clothing retail companies in the United States as well as Canada and Europe. It was founded in 1970 by founded by Richard Hayne and Scott Belair.
Sales:
In 2014 the Urban Outfitters Inc. reported $3,086,608,000 in net revenue
Products:
Urban Outfitters caters to different lifestyles under their wide variety of brand names which include Anthropologie, Free People, Terrain and Bhldn. They have everything from Men’s to Women’s apparel including footwear, accessories and electronics. Urban Outfitters also has e-commerce, through their website customers can buy anything that is in store and even items that are exclusive to online purchase only.
Positioning:
Urban Outfitters is positioned as edgy, stylish retro and sometimes is viewed as hipster. And this position really works because they reach out to a different group that other retail stores cannot attract. Their website is simple where the main focus is shopping but it also includes a blog and an online community via Instagram using the hashtag #OUCommunity.
Branding:
Hipster
Fashion forward and edgy clothing
Fun and trendy personality
Affordable stylish and retro
Advertising:
Currently Urban Outfitters has a wide variety of advertising on TV, billboards and a strong presence on social media. Their social media includes pictures of home decor and fashion, and their YouTube channel features artist and other videos other than advertising.
Press:
Urban Outfitters has recently gain attention for getting into the restaurant business and acquiring most of Ventri Restaurants. This will make Urban Outfitters one of the first retailers to link shopping to full service dinning.
9
Competitive environment: Urban Outfiters