The first main thing that Urban Outfitters needs to watch is their media with their blogs. They really need to watch what and who they are posting on their blogs for celeberty icons. They are setting a bad image currently. They need to have a team regulating what is allowed to go up on their blogs and websites and what is not.
The same goes for what types of clothing they decide to sell and put up on their website for sale. They need a team of people in the PR department making sure that there are no more offensive clothing going up for sale anymore. This is what is getting them into trouble and they need to stop in order to stop their negative media attention.